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Backlinks are hyperlinks from one website to another, also known as “inbound links”. So when a website links to you, you’ve earned a backlink, and when you link to them, you give them a backlink. This process is called “link building”. Backlinks are extremely important for SEO and are key to a successful website.  This is because the more backlinks you have, the higher you’ll rank on search engines.

What are backlinks?

However, as always, it’s quality over quantity. You want to get high-quality backlinks, even if it’s just from a few sites, instead of many random ones. Read on to find out what high-quality backlinks are and how to get them.

If you want to understand how to get backlinks, you first need to know what hyperlinks are. Hyperlinks often referred to as just “links”, allow users to navigate between pages on the internet. Additionally, search engines use links to crawl the web and index pages. They crawl the links between single pages on your site as well as links between entire websites. Search engines use links for two main reasons:

  1. To discover new web pages
  2. To determine how well a page should rank in their results.
Hyperlinks are web addresses

After search engines are done crawling web pages, they extract the content of those pages and add them to their indexes. This allows them to determine whether a page’s quality is good enough to be ranked highly for relevant keywords. This is where backlinks come in.

In order for search engines to decide on a page’s ranking, they look at the number and quality of links pointing to it from other websites. The more high-quality websites that link to you, the more likely you are to rank higher on search engine results.

Backlinks are seen as a vote of confidence about the quality of a page. This is because people wouldn’t link to your page if it’s not worth it or doesn’t offer quality content.

Backlinks are important for google search results

In essence, high-quality backlinks redirect visitors to other pages using keywords. However, Google takes a lot more factors into account in order to qualify a backlink as high quality.

Links from websites that are relevant to your industry rank better in Google’s eyes. For example, if you’re a home décor company, an inbound link from a construction website is more useful than one from a health and fitness website.

Not only do you need to get inbound links from relevant sites, but links to your pages on other sites have to be relevant too. This is determined by clicks. If a link to your site on another page is relevant to that page’s topic, more people will click on it.

relevant backlinks

Trust and credibility

A link from a well-trusted site is more valuable to Google. For example, if website A gets a backlink from the Huffington Post, while website B gets a backlink from website A, a search engine will more likely trust site A. 

Getting links from different domains and types of domains is crucial because it shows that a variety of people trust you. For example, you shouldn’t have backlinks from only one website, or only web directories. Additionally, the location of links (body, footer, sidebar, etc.) and a variety of anchor texts influence diversity.

Create content

Having good quality content on your site makes it much more likely to get quality backlinks. High-quality content means content that is valuable and informative, which people will naturally want to link to. There are many ways you can create good content that establish you as an authority.

Publish original research

You can conduct surveys, use your business data, carry out case studies, and create other content based on original research not found on other sites. For example, you can publish industry statistics and data, which will make other sites link to you for new information.

Create comprehensive resources

Catch the attention of other publishers and gain high-quality backlinks by creating comprehensive resources with in-depth information. You can create detailed guides, checklists, and glossaries, which other websites will find valuable.

Create the content on current events to build high-quality backlinks from news sites and other time-sensitive media outlets. If your content relates to current trends, that increases momentary interest and can lead to a concentration of backlinks.

If a site is linking to a competitor, then they’re likely to link to you. You can use various SEO tools, such as Ahref’s site explorer to find the domains linking to your competitors. Click on any of the backlinks to check the kind of content that links to your competitor.

Then, send the publisher a request to link to your site as well. For example, if it’s a list of businesses in your industry, ask to be included. Don’t forget to show them why your business is valuable and should be included.

Learn more about how you can build quality backlinks.

Not only does link building improve your website’s ranking on search engines, but it also has many business benefits.

Building relationships

Link building involves linking to other pages that are relevant to your industry or topic, sometimes with the intention of getting a link back. But there’s a lot more to it. Outreach, which involves promoting your content to interested parties with the hope of getting links from them can help you build long-term relationships with the influencers in your industry.

This will increase your business’s reputation and credibility. As a result, you’ll create genuine, credible advocates of your business and attract more customers.

Increasing traffic

Naturally, the higher you rank on search engines, the more traffic you get. However, the influence of backlinks on traffic doesn’t stop there. A quality link from a frequently-visited website can increase your traffic. Especially if it’s a relevant website, then the traffic will also likely be relevant which may lead to more sales.

Source: Ahrefs

Brand building

Effective link building can help build your brand and make you an authority in your niche. You can utilize some link building techniques such as content creation. This can show people your expertise in a field and make them trust you, lifting your brand higher.

For example, if you create a high-quality piece of content on industry data and publish it, you can become well known for it in your industry. This will establish you as an expert and make people reach out to you more.

Make sure you have something worth linking to

While having all this information up your sleeve can certainly help you craft a successful link building strategy, it’s all worthless if you have nothing valuable to link to. Usually, you can link to your homepage. However, the best practice is to build links to specialized resources like blog posts, useful tools, research studies, or graphics.

This is because the end goal is to provide value to visitors, and these resources give users the information they need. You can either link to preexisting resources or create your own with the intention of link building. Whatever you do, make sure you provide value.

Wanted to get started with link building but not sure how to begin? Let us help. We'll study your company, website, and industry to identify which backlinks you need and how to outperform your competitors.

Social media challenges facing small businesses

No doubt, social media has had a huge effect on business over the past decade. Social media platforms like Instagram, Twitter, and Facebook have changed the way that individuals communicate and, within the process, have changed the way that businesses are connected with their customers.

best social media strategy

Here are some of the well-known social media challenges facing small businesses:

  1. Developing an effective social media strategy
  2. Measuring the return on investment from your social media activities (social media ROI)
  3. Choosing the right social media platforms for your business goals
  4. Keeping your social media content engaging
  5. Having a personal strong relationship with your target audience

Develop an effective social media strategy

Building and improving a social media strategy ranks first in social media challenges because having a social media strategy is the key ingredient to achieving your social media goals. If you don’t have a social media strategy, then you might as well be posting on social media platforms for fun or for the sake of posting.

First thing's first. To achieve your desired outcome from social media, you have to understand what your social media goals are, as well as identify your target audience and their expectations. It doesn’t matter if you want to build brand awareness or you want to level up your social media accounts, having a strategy is essential, especially for a small business.

Social media gives your brand a personal touch and a channel to communicate with your potential customers. You can engage with your customers in a personal and direct way and in return, create stronger relationships.

To build your social media strategy, you have to do five main things.

  1. Identify why you are on social media
  2. Identify your target audience
  3. Develop a content strategy
  4. The social media platform you are going to choose
  5. The timing of your post

Why are you on social media?

Figure out why you're on social media. Do you want to market your products or services? Build a relationship with your customers? Or drive traffic to your webpage? Whatever the reason is, you have to know it, in order to build a strong social media strategy. It’s critical great that you focus on your goals to achieve desired results, and it’s normal to have more than one goal to focus on.

Who is your target audience?

Once, you’ve figured out your social media goal, you have to know your target audience. Knowing who your target audience is will help you with the rest of the steps. Know who they are, what they do for a living, gender, and location. Understand what their interests are to know exactly what you can provide for them, which platforms they usually use, and how to shape your content strategy.

What are you going to post?

After knowing all of this information, think about what you are going to share on your social media platforms. Know your target audience's goals and think about how to solve them on your posts and your new releases.

Where are you going to post?

Choose where you are going to share your social media content. For example, young adults and teens like to scroll through Instagram more than the other social media platforms, while old adults prefer Facebook because they will be able to read the news. Of course, this depends on your target audience's geometrical location and their social media habits.

When are you going to post?

Finally, figure out when to share your content, and this also comes by knowing your target audience and when they use social media to find the type of content you provide, for example, travel lovers can be active on social media during the weekend to plan for their next trip. If you understand your target audience well, you will build the perfect strategy for your business.

Small business social media strategy can be tricky, but it’s not impossible. With a free consultation from social media experts, the best social media strategy can be developed in a few basic steps.

Measure your social media ROI

Many people think that ROI means "results", however, this is incorrect. ROI shows how much value you generated with your social media investments. It is a mathematical calculation of the money you gain minus the money you spent to earn this money, divided by how much money you spent.

If you are struggling with measuring your social ROI, we get it. Measuring your engagement rate or customer satisfaction is not that easy. It's more like a guessing game. Additionally, not every action you do on your social media platforms transforms directly into dollars, however, it's very important to measure social media ROI which helps you improve your campaigns and ads.

Choose the right social media platforms

To overcome this challenge, you have to study your target audience very well (age, gender, salary, location, interests, and the type of posts they love to read), by knowing all this information, you can simply know which social media platform you are going to choose. Each platform caters to a different type of audience.

Keep your content engaging

This is actually one of the toughest challenges facing small businesses. Coming up with new content ideas and keeping your posts engaging and fresh is one of the main difficulties because your followers are always hungry for new, fresh, and updated posts.

To overcome this issue, you should schedule your posts daily, weekly, and monthly to interact with your followers on a regular basis, in addition, you can run a competition or a giveaway. People love free stuff. You can also host a Q&A session on Facebook, Instagram, or Twitter to educate and engage with your followers.

Build a strong relationship with your audience

Your followers on social media are not just members on your profile pages. They are real people who have decided to support your brand and get updated about your new releases. They actually love your products, therefore, if you answer this love and support with engagement and attention, you will build a strong personal relationship with your target audience.

Measure your social media metrics

Social media metrics are vital as you'll be able to measure how successful a campaign is, how well your social strategy is performing, and if you need to change anything about your strategy. Consistently having social media metric reports can lead to major shifts for your social team, as metrics keep you aware of your social media profile and your social media campaign performance.

Every social media platform has its own analytics tool. , As a small business, you need a social media analytics tool that can save your time and money. Instead of spending too much time on creating reports manually, find a social media analytics tool that can help you measure your social media

Conducting quick surveys can also be beneficial to find out if your strategy is working and if your followers love your posts. Ask your website visitors and your social media followers if you are meeting their needs and know what they expect to see from you next. This will help you keep your social media strategy updated.

 Social media for small businesses has a lot of challenges. Without a social media specialist putting the right strategy in place, your business can really suffer. However, if you don’t have a big enough budget for a professional social media team, then you need a social media consultant who can guide you through your social media marketing process.

Let's get your social media working for you

If doing all of this sounds like a chore, we'll do it for you. See how our social media services can help you or get a free assessment to see how you can improve your social media presence.

As a small business, it can be really hard to attract customers and let people know you exist. However, it should be one of your biggest priorities, as this is the only way your business can succeed. This means you need to prioritize marketing.

However, many small businesses often fail to do that because they have so much on their plate and so little time. Yet, good marketing is the only way to get and retain your customers. So if you've been struggling with marketing, read on to find solutions for your most pressing problems.

1- Limited marketing budget? You're not alone

One of the biggest small business marketing problems is a limited budget. In fact, in a survey conducted by SEMrush, a limited marketing budget was the #1 marketing challenge for small business. Luckily, in today’s digital age, marketing doesn’t have to cost an arm and a leg. You just need to focus on your goals and choose the right digital marketing strategies.

marketing problems include budget

How to solve the problem

Spend wisely on digital ads

First, define your digital marketing objectives. Then, decide which paid advertising options to align with your goals, whether they’re pay-per-click (PPC) ads, affiliate marketing, or referrals. Choose 2 or 3 paid traffic sources to start with and experiment with what works.

Invest in what's already working

If you’re on a very tight budget, stick with what you know is performing well. This way you won’t need to spend a fortune on split tests for ads or new platforms that don’t work for you.

Use free digital marketing strategies to get organic traffic

Of course, you can always resort to organic lead capturing strategies as well, which are free to use, although you might still need to pay for the required tools. These include:

Ideally, you should use a well thought out blend of paid and organic digital marketing strategies for maximum results.

2- Technology is moving too fast, isn't it?

Technology is evolving faster than ever, and it’s hard for small business owners to keep up. With many new marketing tools popping up and customers increasingly demanding online services, it can be hard to know where to begin. For example, 67% of millennials prefer to shop online (the balance small business). With this in mind, it’s crucial for small businesses to adapt to this digital transformation otherwise they can’t compete.

one of the biggest marketing problems is changing tech

How to solve the problem

Ultimately, one of the biggest marketing challenges facing small businesses is detecting technological changes and trends in their industries. This makes you miss out on potential opportunities and fall behind competition. Here’s what you can do about it.

Monitor competition

Constantly keep track of your competitors to see what they’re doing, what tech they’re using, and whether they’re succeeding or not. If they are, what can you do better? If they’re not, what opportunities can you take advantage of? There are many strategies you can use to track competitors.

You can’t meet your customers’ needs if you don’t know what they’re interested in. So keep up with emerging technological trends to stay on top of the competition. You can use Google Trends to help you with that.

Trust the experts

Read credible news, articles, and magazines written by experts to keep up with events and trends in your industry. Subscribe to relevant websites to receive frequent updates.

3- Facing a shortage of leads?

Leads are the heart of your customers. After all, if you don’t have leads, how will you get customers? To clarify, a lead is someone who shows interest in your business can potentially become a customer. A lack of leads is one of the most common marketing problems facing small businesses. Luckily, it has lots of solutions.

How to solve the problem

Targeting is everything when it comes to lead generation. You can’t expect to attract everyone with a one-size-fits-all message, this never works. The key is to focus on specific target markets and give them what they need so that your message resonates with them. You can target the right audience in many ways.

Utilize your site's analytics

Google Analytics shows you your visitor’s demographics, other sites they came from, keywords they used to find you, and how much time they spend on your web pages.

Interview customers

You can ask your customers to leave their contact information when they buy from you, then later ask for their feedback via email, phone, surveys, polls, social media, or even in person.

Ask your sales reps

Ask them which kinds of people they make the most transactions with. What questions do they get from customers or potential customers? After all, your sales reps are the ones who deal directly with customers.

Look at competitors

Who are they targeting on their websites, ads, and social media? Who are they not targeting that you could?

Create buyer personas

Once you’ve gathered all of this information, create 3 – 5 buyer personas to get a clearer idea of who your potential customers are.

A buyer persona is a very detailed description of your ideal customer that covers things like their age, gender, marital status, hobbies, goals and challenges, and much more. Check digital marketing expert Neil Patel’s post on creating buyer pers

4- Having a hard time generating organice traffic?

According to a survey by SEMrush, 60.3% of the small business owners who responded said that organic traffic requires lots of effort and patience. But although generating organic traffic is one of the most common marketing problems, you should never neglect it. So here’s how you can ease the process.

How to solve the problem

Fix SEO issues

There are various tools you can use to check what needs improvement in your site’s SEO such as Ahrefs, Alexa, Yoast plug-in, SEMrush, Spyfu, and more. SEO might be one of the easiest marketing problems to solve, so don't waste this chance.

Prioritize paid advertising

 Pay-per-click (PPC) campaigns can quickly drive short-term results and give you the time you need to develop a long-term SEO strategy.

5- Competition is fierce

Keeping up with large companies in the digital age is one of the biggest marketing challenges for small businesses. This is because large companies often appear higher on search engine results since they have more brand awareness and bigger budgets.

How to solve the problem

Target long-tail keywords

These are long keywords focused on specific topics, such as “buy breathable running socks”. Long-tail keywords will help your SEO because they target specific things searchers want, so they’re more likely to find you on search engine results.

Create strong buyer personas

We are mentioning this again because it’s super important. The more you understand your target audience, the better you’ll be able to reach them.

Be customer-centric

Get personal and establish relationships with your customers, this will create a sense of friendliness and trust. After all, big companies rely on automated, less personal approaches, so this is where you can stand out. Send personal emails and offers, and ask your customers for feedback.

6- Low visibility. Is it hard to get noticed?

A lack of brand visibility is one of the most pressing marketing problems for small businesses. Yet it’s one of the most crucial to solve. After all, if people don’t know about you, how will they buy from you?

How to solve the problem

Create an attractive & easy to use website

Show visitors what makes you unique and make them stay longer on your site by making it appealing and easy to use.

Improve your social media presence

Create business profiles on major social media platforms where your potential customers are. This allows you to stay in touch with them and build your brand visibility.

Create helpful content

Blog posts, infographics, videos, eBooks, etc., are a great way to get shared all over Google and social media by those who found your content valuable.

Consider referral & affiliate programs

This is a great way to get experts and influencers in your industry to spread the word about your business.

7- You don't know much about marketing

If you’re a small business owner and don’t have a marketing team, this probably means that you’re the one who does the marketing. Naturally, you might be facing challenges if it’s not your area of expertise, and you’re not alone.  

How to solve the problem

Online marketing courses

There are many valuable online marketing courses on sites like Coursera, Udemy, Linkedin Learning, Skillshare, and more. You can even take some free online marketing courses too.

Watch expert's Youtube Channels

There are many valuable channels that provide you with free informative content such as,  Income School, Surfside PPC, Backlinko, and Google Ads.

Register for webinars

Many companies frequently organize online sessions, webinars, masterclasses, summits, and face-to-face events, so keep an eye out.

You don't have enough time to do it all

It goes without saying that a lack of time is one of the biggest small business marketing problems. The lack of human resources and budget means the small business owner has to do all the work, in addition, to actually running the business. However, there are ways you can make marketing less time-consuming.

How to solve the problem

Outsource tasks and projects

You can always outsource your marketing when your team doesn’t have the capacity to do it.

Hire freelancers

Sometimes you could use a freelancer for specific projects instead of distracting your employees.

Focus on one marketing strategy at a time

Instead of trying to carry out many marketing strategies at once, focus on only one, and work your way up from there. Make sure you prioritize the strategies that will give you faster results.

Unclear business and marketing goals

You need to set the right marketing and business goals and develop effective strategies to meet them. A lack of strategy is one of the most popular and detrimental marketing problems facing small business owners. Luckily, you don't have to stay stuck.

How to solve the problem

Create SMART goals

This stands for goals that are specific, measurable, actionable, relevant, and timely. You need to know exactly what you want to accomplish, how, when, and how you’ll measure success.

Use Google Analytics to set up your goal properly

Google Analytics Goals will show you how well your site meets your goals and allows you to track its progress.  

You're not sure which marketing channel is right for you

 With so many marketing channels out there, it’s hard for small businesses to know which ones to use, and instead, they feel tempted to be on all of them at once. This, of course, is not possible. You need to know where to invest your time and resources and choose the right channels that will help you meet your goals.

How to solve the problem

Start slow

Don’t invest in everything at once. Instead, test different platforms until you find the ones that work for you.

Prioritize

Prioritize the platforms that you think have the most potential or are already getting you results. Check this list of the best marketing channels for small businesses.

Get a marketing right hand for your small business

This can all be a lot to take in and maybe you just need someone who understands all of this to lift off that burden. If you’re worried about the costs or don’t know where to start, you can book a digital marketing consultation to set you on the right path.

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