I’m changing my backlink strategy. Here’s why

Summary

In this video, Nina Claer discusses the evolution of backlink strategies since 2021, emphasizing a shift from focusing on SEO to prioritizing audience engagement. Following Google's HCU update, she shares her updated approach to backlinks, which includes guest posting for traffic, podcast appearances for community building, and securing reputable news source links. Nina also addresses the diminishing importance of Domain Authority (DA) and advocates for a strategy that prioritizes audience connection and organic growth over DA, suggesting that high-quality links and community engagement are more valuable for long-term success.

Takeaways

• 🔗 The HCU update in September 2023 prompted a shift in SEO strategies, emphasizing audience engagement over SEO tactics.
• 📈 Nina Claer, founder of She Knows SEO, has adapted her backlink strategy focusing on quality over quantity, prioritizing audience connection.
• 🚫 Google is cracking down on unnatural link swaps and collaborations, so these should be approached with caution.
• 👀 Guest posting is still valuable but should now focus on attracting the ideal audience rather than just gaining link juice.
• 🎙 Podcast guesting is a powerful method to grow an email list and gain backlinks, offering an intimate platform for connection.
• 🔄 Internal linking is crucial for distributing link juice throughout a website, enhancing SEO and user experience.
• 📢 Getting featured in reputable news sources can provide high-value backlinks and is a more effective strategy than traditional HARO approaches.
• 🌐 Attracting organic links involves creating content that ranks high and being active on social media to draw journalists' attention.
• 💡 Networking and being helpful within communities can lead to opportunities for backlinks and increase visibility among journalists.
• 📉 Despite the importance of DA (Domain Authority), it's not as crucial as audience engagement; a high DA doesn't guarantee a loyal community.

Q & A

What significant change in backlink strategies has occurred since 2021?

The HCU update in September 2023 emphasized the importance of focusing on the audience rather than SEO, leading to a shift in backlink strategies.

Why did Google discourage certain backlink practices?

Google discouraged practices like link swaps and unnatural collaborations because they were seen as manipulative and not focused on providing value to the audience.

How has the approach to guest posting evolved according to the speaker?

The speaker now prioritizes guest posting on blogs that are likely to drive traffic and clicks over those with just high domain authority, focusing on attracting the ideal audience.

What tool does the speaker recommend for assessing website traffic for guest posting?

The speaker recommends using SimilarWeb, even with the free plan, to estimate the traffic of potential guest posting sites.

Why are podcasts considered a valuable platform for backlinks and audience connection?

Podcasts are intimate platforms that allow for direct connection with the audience and often result in backlinks, making them a valuable tool for both audience engagement and SEO.

What is the speaker's strategy for moving link juice through their website?

The speaker uses internal linking, aided by a tool called Link Whisper, to distribute link juice from backlinked pages throughout their site.

How does the speaker suggest getting reputable news source links?

The speaker suggests responding to journalist requests on platforms like Twitter using hashtags like #journorequest, or directly messaging journalists to offer your expertise.

What is the significance of having blog posts that rank number one in attracting organic links?

Ranking number one for certain keywords can attract journalists and other content creators to naturally link back to your content, thus generating organic backlinks.

How does the speaker feel about the term 'link juice' and why?

The speaker dislikes the term 'link juice' and suggests that it's a disgusting term, indicating a preference for a more professional or accurate term.

What is the role of domain authority (DA) in the speaker's current backlink strategy?

While DA is still considered, it is not the primary focus. The speaker emphasizes that audience engagement and quality of links are more important than just a high DA.

How does the speaker recommend integrating backlink strategies into content and social media strategies?

The speaker advises being open to opportunities, incorporating outreach into content and social media strategies, and being active on social platforms to attract backlinks.