In this article Carolin Hyzyk, Director and Head of Business Development at Keen, writes about achieving multilingual link building strategies for the online gaming industry
As we kick off 2021 after what was undoubtedly a strange year, brands and consumers continue to navigate their way through an ever evolving digital ecosystem in a bid to connect with each other in more meaningful ways.
In the realm of SEO and better rankings for your website, a much overlooked facet often is a solid link-building strategy. More specifically today we’ll be looking at the importance of Multilingual links and how to effectively build them.
So why does your site need Multilingual links?
Many studies from backlinko and ahrefs show that one of the top factors that correlate with ranking position are backlinks to the page. Google's algorithm can also easily tell which language backlinks come from and it's therefore essential that most backlinks are in the same language as the page being linked to.
So how do you do it?
Now that we’ve established the need for multilingual backlinks, let’s delve into how you can achieve them for your website.
There are two main methods that one can adopt:
- Paying for publications - Also known as Guest posting, this process involves finding legitimate websites with good authority which would publish your content against a fee.
- Creating added value - Oftentimes this involves creating a linkable asset and then making contact with journalists in a bid to get it published. A couple of examples of linkable assets that work really well are:
- in-depth industry research backed with accurate data and
- data visualization - finding data that’s already available and creating great visuals around it. (A great source of data visualisation inspiration is visualcapitalist)
Before getting started, do keep in mind that “old school” spamming techniques still work in some languages - but google is bound to catch up and so we always recommend publishing to functioning websites with good authority and good volumes of traffic.
Once you decide which languages to target, you need to determine if you have enough allocated budget to make inroads into each of those languages. Otherwise, you risk spreading yourself too thin and not seeing the right ROI within your set time frame.
Before commencing outreach, make sure your own website is populated with some in-depth articles in your target language, this is because some websites will not link to commercially intent landing pages. It’s good to also identify a list of pages that you’ll be linking to so that you are intentional about your backlinks.
In line with the above, it’s also a good idea to have an anchor text plan in place. It’s not as important as it once was, but shouldn’t be overlooked nonetheless. A good starting point is to find out which anchor text your top competitors are using - this can be done with ahrefs top 10 competitors tool.
Here are some handy link prospecting methods:
- Reverse Engineer your competitors - with tools like semrush and ahrefs you can filter out the good referring domains that your competitors have to create an outreach campaign with that list.
- Find the top websites by country - using sites such as alexa.com or similarweb.com and reach out to them.
- Find related websites of both lists above - as a potential backlink opportunity - you can use ahrefs competitors tool or sitelike.org for this. This technique is going to help you expand your outreach list exponentially.
- Contact journalists to cover your story - If you are able to provide industry data and in-depth, useful guides then contacting journalists should get you some nice media coverage. Contacting the right journalists is key here. If you have a story about gaming, there’s a better chance of an entertainment journalist covering the story than a sports Journalist. Always be credible, provide sources and methodology. If you can’t do it in house, we recommend hiring someone with a journalistic background to help create some exciting stories for media coverage.
- Remember, quality over quantity - These avenues can be exhausted quickly if you build up a reputation of rehashing content or only providing commercial intent - so stay sharp and always put your best foot forward!
As digital marketers, we're at the mercy of ever changing algorithms, policies and updates. It’s easy to try to take short cuts on an exercise that may seem so mundane but which could have quite the impact in the long run.
Here are some best practise standards to keep in mind:
- Link internally whenever possible - squeeze more power out of your links by asking the editor to add at least one internal link to your publication. This will divert some link equity to your publication and, depending on how their website is structured, will save your article from being an orphan page.
- Relevance matters but authority wins - Google is giving more weight to links coming from higher authority websites especially since the May 2020 Core Update. From tests that we did, we found that high authority websites push the needle further than relevant articles and/or websites.
- Language Cross-Linking as a last resort - Let’s say you are targeting the Brazilian market in Portuguese language, and you exhausted all link opportunities from websites in Portuguese. You can link from English or Spanish websites to your Portugese pages. Note: Overdoing it can look unnatural and harm your rankings.
- Using the right tools - Tools cost money. But time cost more money than tools. We use Buzzstream - to find contact information and for outreach, makes life easier and more efficient for our outreach team. We also use our own in-house tool, keenserps, to project manage all of the links for our customers.
We also have the following tips for pitching your content:
- Ensure your outreach is 100% manual, natural and organic. This means hard work through relationship building face to face, by email and on social media especially when reaching out to journalists. Journalists are very busy, they write about 6 publications a day and receive hundreds of pitches daily.
- Be culturally sensitive when pitching and with the content you provide. This should go for all of your marketing efforts - always keep your target audience in mind and be respectful.
- Being native helps - Pitching in the native language gets a better response rate.
- Personalise your pitch - If you are sending bulk guest post outreach, as a minimum try include the person’s name and mention their website URL in the email. With buzzstream you can use dynamic fields like [first name] [website domain] to automate personalisation
Whilst backlinking may seem like a gargantuan task, it’s something that is definitely achievable and very much a worthwhile endeavour if you have the right people and tools. Should you have any further questions please do not hesitate to contact us.
About SiGMA Pitch:
Following a very successful run, the 5th edition of SiGMA Pitch is back for Spring 2021. Over 100 startups will be selected to showcase their products and initiatives throughout the event. Each startup will have a small booth at SiGMA surrounded by top investors and mentors. However, only the judges' top ten make it to the Pitch during the final leg of the Summit. Increase your chance of being one of the top 100 by providing a 3-minute video-introduction upon participation! Apply now.