Search engine optimization (SEO) is responsible for your domain authority, ranking through search engines, and moving your content toward these desired goals—brand awareness, thought leadership, and new opportunities.
The trouble with SEO is that a desire to find a shortcut to success can lead you to the wrong side of Google rankings, and once you get there, it's highly difficult to find a way back. So, from the very beginning, you have to find professionals who know the good from the bad.
Link insertion gained a bit of a bad reputation over the years (thanks to reckless strategies that earned penalties), yet it is still one of the most effective ways to promote your content as an authoritative resource. There is a way to make it right and work for your company, and this article will cover that.
What Is Link Insertion?
Link insertion is a part of a link building process that ensures the placement of a link into already-existing content on a relevant website. This usually happens through direct outreach to the appropriate resource in an effort to improve the reader's experience.
Let's say there's an article about current trends in sales development that mentions outbound email marketing or data segmentation—this could be a perfect place for a backlink to guides about these topics. These guides can provide more in-depth information on the given concepts and guide traffic and possible opportunities into the sales funnel. And that’s exactly how link insertion should work.
The link between topically relevant websites is what brings value to the reader and opens up opportunities for the company linked from there. It is a white-hat SEO strategy and a major part of a link-building process.
Basically, link building is a broader term that also includes guest posting and internal editorial linking, while link insertion is responsible for the link exchange and management (since the content is not static, some links may disappear over time and an SEO team should keep track of that).
Why Is link insertion Important for SEO?
Being a part of the link building, link insertion fulfills a mission of bringing in traffic, creating partnerships, spreading thought leadership, and raising brand awareness. However, why is it such a valued method?
- It's efficient. Compared to guest posts, where a team has to find an appropriate resource, come up with a topic, and create (write, edit, and design) a piece of content, link insertion has fewer steps and has a faster return on page metrics.
- It's legal. Using black-hat SEO can damage your reputation and make Google mad at you. Searching for collaborations and exchange of relevant links is completely white hat and appropriate.
- It's precise. A good link builder will search for content as specific as you'd like for your link (based on location, topic, market segment, domain authority, etc.) and be open to feedback and alterations to the current strategy.
How to Implement Link Insertions Effectively
The process of link insertion works like this: You find a resource, reach out to them, deliver your value, negotiate the terms, and await the link placement. But what do you need for it actually to work?
1. Find the right resource.
First, you should define the criteria of the website that matter the most for your link insertion efforts: topics they write about, ranking, and terms of cooperation. Research leading resources out there—they may be tough to reach but they are worth it. Also look for the industries that neighbor yours, meaning they either mention or use your services, but most importantly, are relevant.
2. Utilize every tool.
Link insertions and link building are important, but they work best when there's a supporting force behind it: Maintain a continuous flow of high-quality content through your blog, social media with a nice following of readers, a podcast with thought leadership on current trends, newsletters, etc. All of these marketing efforts contribute to your authority and ranking, and you should use every tool out there.
3. Keep moving.
There's no magic number of links that equals success—you can always do more. When you start getting results with link insertions, this doesn’t mean you should slow down. In fact, this indicates that you are on the right track. Monitor existing links, replace them if needed, and keep searching for new ones.
Link Insertion Practices: Do's and Don'ts
Whether you are outsourcing link-building services or building a new strategy in-house, there are some practices you should definitely be aware of:
Do keep the user experience in mind.
When placing links, a link builder thinks about keywords, location, and how beneficial it is for the company. A link should feel organic and go with the flow of the article. It should be unique and provide valuable information on the topic.
Tip: When conducting manual link insertions, don't forget about the person reading your content—try to use personalization as much as possible.
Do focus on topical relevance.
Although domain authority (DA) is a good sign where the page will end up on the search engine result page (SERP), it shouldn't be your first criteria when looking for possible link insertion collaborations. Pay attention to the relevance of the website and the content for your business. This way, as in real life, you’ll be able to get a bigger and stronger array of connections.
Don't buy links.
While this practice used to be quite popular and effective in the past, now it's more like the black market out there. It's tempting just to reach out to a resource and buy a link, but there's more than one thing that can go wrong:
- It violates the guidelines of Google and it can be considered a link scheme.
- You can ruin your authority by offering payment for links instead of value.
- Your link could end up in the bad company of low-quality content.
Don't invest in quantity over quality.
Don't get us wrong: We know that quantity is important as well. However, it's more about continuity and predictability rather than just volume. A link that is spammy or placed randomly, without content relevance in mind, may not only be penalized by Google but also hurt your link insertion efforts.
Check out what makes a link good in our article on why you should outsource link building.
Link Insertion FAQs
Are link insertions safe?
Link insertions have gotten a bit of reputation over the recent years due to vendors that operated on spammy domains; however, if they are done correctly, they are absolutely safe and necessary for your link building.
How long until I will be able to see the effects?
If you are outsourcing these services from a professional vendor, your link profile can start to come through around three to four weeks after the start, but it will still depend on the volume of content and links needed.
How many links do I need?
The number of links really depends on the state of SEO, the content you have on your website right now, and your competitors. A link-building professional can help determine what your website needs and how this can be achieved.
How long will the placements last?
Most of the content stays in place for a long time, but a skilled link builder will do a regular audit to see if links are still in place or need to be removed or updated.
Where in the content are links placed?
Although some links need to be placed closer to the beginning of the article, in general, a good link is placed where it is relevant so that it doesn't disrupt the flow while reading.
Advance Your SEO With Link Insertions
Link insertion may not be a new method of link building but it's definitely not an outdated one. It takes time and needs proper supervision, yet it is perfect for securing yourself a link placement on reputable and related websites. It opens new doors and it's something that a smart marketer shouldn't say no to.