Enterprise marketing teams face a unique set of challenges when it comes to building links. Not only do they need to build links at scale, but they also need to do so in a way that is strategic and aligns with their overall marketing goals.

Fortunately, there are a number of tried-and-true tactics that can help enterprise companies build links effectively. 

In this article, we’ll cover what makes enterprise link building different from traditional link building, and we’ll provide some specific tactics that enterprise companies can use to build links at scale.

The word “enterprise” can mean different things to different people, but for the purposes of link building, we define enterprise companies as those with large marketing budgets and teams, multiple product lines or offerings, and a global reach.

Enterprise companies often have complex link profiles, with links coming from all over the world, or from a huge variety of industries. They also tend to have a lot of content, and it can sometimes be difficult to steer a lot of those links to specific pages.

enterprise companies have complex link profiles

Enterprise marketing teams need to be strategic in their link building efforts. They should still focus on quality over quantity, and they should build links that are relevant to their business and their audience.

There are a few key ways in which enterprise link building differs from traditional link building.

Need to build links at scale (generally speaking). 

Unless it’s a fairly niche market, enterprise companies need more links to maintain their competitive edge, but it depends on the industry as well.

This will then reflect on the amount of resources, content and volume of outreach that may be required to build (or earn) that many links – and you have to plan things on longer timelines – be it quarterly, or annual plans. 

Need to be very strategic about the links they build

They can’t just build any old link – they need to carefully consider link strategies being worked on and its potential impact on their overall link profile, or how it impacts individual pages and the speed of ROI.

If they have multiple product or service pages, an enterprise company might then find they need to build a large number of links to multiple pages. That may not be possible, depending on the budget or resources that have been allocated – so you need to conduct an exercise to find out where priority should go, and in what order. 

For example, looking at the pages which rank for their main keywords in position 4 to 10, and prioritizing those. 

The idea being, that by pushing them into top 3, it’ll create a greater traffic swing, (and especially the case with commercial pages), should in theory result in quicker ROI. But, the caveat is you have to also consider keyword difficulty – so you need to balance this by also focusing on the less commercial pages/keywords. 

why enterprise link building needs to be strategic

Need to be prepared to invest significant resources

This includes both money and time. As explained, competition level means that the link, and probably content budget needs to be larger. 

Many enterprise companies also tend to have PR happening at the same time, and that can help with the heavy lifting, if it also yields links. 

But a PR campaign alone is probably unlikely to solve everything, and with the size of retainers involved, wouldn’t be cost efficient anyway. 

Whether the link building and content is in-house or outsourced, there will inevitably need to be a significant amount of investment.

Need to be constantly monitoring quality

It’s easy to lose track of things at enterprise level, because of the kind of scale involved and the number of people involved – so it’s important to ensure links are being built the correct way, and there is some sort of control in place in knowing where links are coming from, the niche relevance of them, monthly link velocity, and where the links are pointing.Not doing this will inevitably result in a link building campaign that is less effective and less successful.

On top of that, at the enterprise level, the messaging of the content being published (even if they are guest posts on third party sites), has to be considered. 

Other than just being relevant, the guest post content should appropriately be representing the brand – and often at enterprise level, the marketing or PR team may have very clear guidelines on what they consider appropriate, and the kind of messaging they want in all content that is being attributed to their company. 

Soundbites sent via PR platforms like HARO/Connectivity is a whole other area, but also ties in with this. If someone is ghostwriting quotes on behalf of one of the employees at the enterprise company,they have to ensure it’s not going to be on controversial topics that may be misconstrued or bring the brand into disrepute. 

So, if you’re an enterprise company, it’s important to keep all of these areas in mind.

Now that we’ve gone over some of the ways in which enterprise link building differs from traditional link building, let’s take a look at some specific tactics that can be used to build links at scale.

1. Link Reclamation

Link reclamation is the process of finding and claiming unlinked mentions of your brand. This can be done manually by searching for mentions of your brand online, or it can be automated using a tool like BuzzSumo.

Of course, simply finding unlinked mentions of your brand is only half the battle. Once you’ve found them, you need to reach out to the site owner and ask them to add a link to your site.

This can be a time-consuming process, but it’s well worth it as link reclamation is one of the most efficient ways to build links at scale.

General outreach rules apply here – be polite, offer something of value, and don’t be afraid to follow up.

If you do it right, link reclamation can be a very effective way to quickly build a large number of high-quality links.

Enterprise brands tend to get lots of coverage online, so link reclamation can be a particularly effective tactic for them.

Platforms like Google Alerts, BrandMentions.com, and TalkWalker can be used to monitor the web for mentions of your brand and automatically notify you when new mentions are found.

link reclamation of brand mentions in enterprise link building

While big media won’t always give a link, it’s still worth reaching out as long as you mention specific reasons why a link would be beneficial.

Even if you don’t get the mention linked, you might have a research page or blog post that makes sense to link to within that page.

So, link reclamation should definitely be a part of your enterprise link building strategy.

Some additional considerations for link reclamation campaigns include:

  • Make sure to target mentions that are relevant to your business and that are likely to result in high-quality links.
  • Try to reclaim links from authority sites whenever possible, even if it means reaching out to the editor higher up (and there is a good reason for them to link)
  • Keep an eye out for unlinked mentions of your brand on social media. These can sometimes be turned into links, or content shares with a little creative thinking.

2. Great, Human-Centered Content Is Still King

You can’t simply post any old content and expect people to link to it.  Instead, you must demonstrate relevance. This means creating content that is based on current search trends and relevant keywords.

Your content also needs to be high quality and well-researched. It should offer something new or unique that other people haven’t covered before. If your content is truly exceptional, people will be more likely to link to it.

Developing a solid content strategy is essential for any link building campaign, but it’s especially important for enterprise companies. This is because they need to produce a large volume of high-quality content in order to build links at scale.

For instance, an enterprise company might create a series of blog posts, infographics, or videos that are all based on the same topic. This would allow them to cover the topic in-depth and provide value to their audience.

Maybe they want to become “The Hub” for their target ICPs (Ideal Customer Profiles); the one stop shop that provides everything their ICP is looking for. This means that every blog post, white paper, and video should be created with the ICP in mind.

Your content should be optimized for the keywords that your ICP is searching for, and it should provide real value that helps them solve their problems.

If you can produce content that meets all of these criteria, you’ll be well on your way to building links at scale.

3. The Skyscraper Technique

The skyscraper technique is a link building strategy that involves creating content that is better than anything else that’s out there.

To do this, you first need to find popular pieces of content in your industry. Once you’ve found a few, take a close look at them and identify ways that you could make your own content even better.

skyscrapper technique for enterprise link building

It could be that you cover the topic in more depth, include better visuals, or present the information in a more digestible format.

Once you’ve created your piece of content, reach out to the people who have linked to the original and let them know about your new and improved version.

Of course, this tactic has been beaten to death in recent years, so you need to be sure that your content is truly exceptional before you start reaching out to people. Otherwise, you’ll just end up wasting your time.

Authority Hacker designed a variant of the skyscraper technique that they call “Shotgun Skyscraper.” Instead of personalizing each email, they templatized their outreach and sent it to hundreds of people at once. 

This process saved them a ton of time and effort, and it still resulted in a decent number of links.

Both approaches work, but you must use your judgment to decide which one is best for your company.

Just be careful.

Even if your outreach email is on topic and you’re emailing people with similar profiles, adding some personalization is always a good idea.

Segment your list and use a different template for each segment.

Doing so will result in a higher response rate, and ultimately more links.

4. Primary Data Research 

In today’s competitive landscape, one of the main tactics for enterprise link building is to have a strong content strategy that involves data-driven content that appeals to your audience.

publishing data driven content to acquire backlinks

Forbes also found that 64% of executives believe data-driven strategies paved the way to their success by increasing their brand’s visibility, which means you should consider investing in primary data research.

Content that relies on data insights through analytics and research will also make your SEO strategy more efficient in the long run because you’ll find users engage with it more, it helps strengthen branding, and during the outreach process, people respond better to it.

Consider these elements before you start collecting your data: 

  • Get To Know Your Audience: Before you create content, you need to know who you are trying to connect to, i.e., the readers. Look out for the demographics, buying patterns, income, emotional triggers, content preferences, and main channel forums.
  • Analyze Your Niche and Competitors: You will understand industry trends, new ideas, competitors, and content types in your niche that will resonate with your target audience and keep your viewers interested.
  • Collect Unique Or Hard-To-Find Data: Data mining is your best bet at collecting useful information to sustain action-driven content. You get brownie points for finding data that is rare because it holds more value to your audience.
  • Easily Digestible Content: When writing and structuring your content, make sure it’s reader-friendly and shareable. Maintain a content format preferred by your audience, for example, blogs, infographics, newletters, case studies, etc.
  • Keep It Detail-Oriented: Cover as much information as possible and create detailed content by combining primary research insights with supplemental data. The more comprehensive your content is, the more your readers will appreciate reading it.

5. Link Baiting

Link baiting is the process of creating content with the sole purpose of getting people to link to it.

This can be done in a number of ways, but some of the most popular methods include creating infographics, developing interactive tools, and writing listicles.

The key to making this tactic work is to ensure that your content is truly share-worthy. It needs to be interesting, visually appealing, and well researched.

Some examples of link baiting content might include:

  • Proprietary research: A study that provides new insights into an industry trend (i.e., “The State of Link Building in 2020” or “How the Coronavirus Has Impacted SEO”).
  • Infographics: An infographic that presents data in an interesting and visually appealing way (i.e., “The Evolution of Link Building” or “A Visual Guide to Link Building”).
  • Interactive tools: A tool that allows users to do something or visualize data in a new way (i.e., “The Link Building ROI Calculator” or “The Headline Analyzer”).

Whatever type of content you create, make sure it’s truly remarkable. Otherwise, people won’t bother to link to it.

For example, an infographic about the history of link building is likely to be more successful than one that simply lists the different types of links. The former provides value by telling a story, while the latter is nothing more than a listicle.

Simply regurgitating what’s already out there is not going to get you very far.

5. PR and Paid Media Combos

PR and paid media are two of the most effective link building tactics available, but they can also be quite expensive.

For enterprise companies, the best way to make these tactics work is to combine them.

For instance, you might create a press release about a new product or service that you’re launching. You can then supplement it with a paid media campaign.

Your paid campaign will build the initial traction, while your press release will help to amplify your message and reach a wider audience.

Journalists tend to pick up stories from press releases that have already been talked about, so your paid campaign will give you the boost you need to get started.

This twist on traditional link building can be quite effective, but it’s important to remember that you need to have a solid story before you start.

Your press release should be newsworthy and interesting, and your paid campaign should be well targeted. Otherwise, you’re just wasting your time and money.

Some effective tactics include:

  • Newsjacking: Identifying newsworthy events as they’re happening and creating content that ties into them. This is a great way to get media attention and build links at the same time.
  • Product launches: Launching a new product or service is always newsworthy, so this is a great opportunity to get media coverage and generate links.
  • A new angle on an old story: If you can find a new angle on a story that’s already been covered, you’re more likely to get media attention. This is a great way to generate links and traffic.

Whatever story you choose, make sure it’s newsworthy and interesting. Otherwise, you’re just wasting your time.

6. Leverage your Network

You might find you already have clients, suppliers or other partners in your network that you can leverage to get some links. Here’s a few ideas:

  1. Testimonials & case studies

You may be using a lot of software internally, or have a few companies you work with in different capacities – be it in marketing, HR, recruitment or something else. It’s always worth checking with your network to see if they’d be open to you providing a testimonial on their website, and crediting your company with a backlink. 

Failing that, you could even collaborate on a case study, and have that published on their blog – again, with a backlink back to your site. 

using testimonals for enterprise link building
  1. Resource Pages

See if any of those contacts in your network has a suitable resource page where your company, or one of its tools/articles can be listed. 

Here’s an example of an official industry organization that has a resource page, where it has also listed businesses.

using resource pages for enterprise link building
  1. Guest Post or Link Swaps

Where the first 2 methods won’t apply, you can always ask if you can simply write a guest post, or do a guest post swap, or link exchange

I wouldn’t recommend heavily relying on link exchanges, but if you keep it to a moderate % (say up to 20%) of your overall link building efforts, that should be safe.

ABC link exchanges are even safer, but they take more coordination as you’ll have to guest post for a number of your network, and then do link swaps in between those. 

At this point, you should have a good understanding of what enterprise link building is and some of the tactics that you can use to build links.

But there are a few additional tips that you should keep in mind as you’re planning your link building strategy:

Be Authentic When Building Relationships

A strong link-building campaign hinges on relationships. After all, you can’t expect people to link to your site unless they know who you are.

Thus, you must be authentic.

This means engaging with other sites and people as if you were talking with a friend.

You should also take the time to respond to comments and thank those who link to your site.

In short, don’t approach link building with the sole goal of getting links. Instead, focus on building relationships and providing value. The links will come naturally.

As a result, you may get other intangible benefits.

For example, one of our clients got thousands of dollars worth of free restaurant-grade grilling equipment thanks to a relationship-building campaign we ran for them.

And while this isn’t a typical result, it does show the power of building relationships.

So, don’t be afraid to put yourself out there and start interacting with others in your industry. It may just pay off in ways you never expected.

Define Your Link-Building Goals

Before you embark on your link-building campaign, you must define your goals. This way, you can tailor your campaign accordingly.

Your goals could include increasing traffic, growing your brand awareness, or increasing your page-ranking. Ideally, you want to select a goal that is measurable. This will enable you to track your progress and make necessary adjustments along the way.

For instance, if your goal is to increase traffic, you can track the number of unique visitors to your site before and after your link-building campaign.

If your goal is to increase brand awareness, you can track the number of mentions of your brand across the web.

There are a number of ways to measure your goals, so make sure to select the one that makes the most sense for your campaign.

Link Outreach Should Be a Constant Process

Link building should be an ongoing process, not a one-time event.

The reason for this is simple: Links tend to decay over time.

From our experience, you may lose about 1-2% of your links after a year or two.

This may sound like little, but it can significantly impact your traffic if you’re not constantly replenishing your link profile.

The velocity of your link building is also a factor. 

If your competitors are building links faster than you, they will likely overtake you in the search rankings.

Thus, you must ensure that your link building efforts are constant and consistent.

This doesn’t mean that you need to build links every day. But you should have a link building plan and budget that you can stick to long-term.

If you’re consistent with link building, follow up on conversations, send thank you notes, and focus on building relationships, your results will compound over time. You’ll be well on your way to a successful link building campaign.

Focus on Links That Produce ROI

The goal of your link-building campaign is to gain visibility and generate leads. Thus, it’s important to select the right links.

You want to make sure your links lead to high-quality, relevant content. Otherwise,  you’re just wasting your time.

Low-quality links might not influence your rankings at all, and they could produce a negative effect in the long run.

You also want to apply some focus on pages that will produce ROI. In other words, you want to select links that will result in conversions.

To do this, you need to have a clear understanding of your target audience. What are their needs and pain points? What type of content are they looking for?

You can then use this information to select the right link strategies. For instance, if your target page is a service page selling POS systems for small businesses, you might want to reach out to websites, which have an audience of small business owners.

The idea behind this is that you’re building links that have a higher degree of niche relevance, and subsequently, higher chances of pushing page level rankings. 

Diversify Your Link Sources

A well-rounded link profile should include links from a variety of sources.

This means that you shouldn’t solely focus on link building. You should also focus on other activities that will result in links, such as creating infographics or writing guest posts.

The goal is to have a diverse link profile because it will make your site look more natural to Google.

A diverse link profile will also help you weather any algorithm changes that Google might make.

If Google decides to devalue links from a certain type of site, your link profile will still be strong because it includes links from other types of sites.

For instance, scholarships worked well to build links. But then Google devalued links from scholarships because it realized that people were gaming the system.

This devaluation led to significant problems for companies propped up on such links.

Diversification is key to link building because it will help build a robust and sustainable link profile.

Conclusion

Enterprise link building might seem like a daunting task. But if you focus on building relationships and providing value, the links will come naturally.

Just remember to define your goals, focus on links that produce ROI, and diversify your link sources. By following these tips, you can create a solid link-building campaign that will help you achieve your business goals.

And, if you’re looking for a trustworthy link building agency to help you with your enterprise link building needs, feel free to contact us.

At TLG, we specialize in link building for enterprise companies. We have a team of experienced link builders who can help you build the links you need to rank higher in search engines and generate more leads. Contact us today to get a free, personalized link building quote.