Real Estate Marketing Academy

10 Ways to Build Links with Your Real Estate Marketing Content

By Colin Ryan

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In today’s digital marketing world, content is king. However, that doesn’t mean you should neglect good old-fashioned link building as an SEO tool. Indeed, inbound links are still the most important single ranking factor for Google and the rest, and will continue to be for the foreseeable future.

Luckily, you can fold link building into your content marketing strategy to reap the SEO benefits of your blog posts, reviews, and videos. Here are ten ways to do it.

Create list posts.

10 Tips for This. 7 Myths About That. It’s no secret that list posts get clicks, reads, and shares. That’s because a list post makes a clear promise up front about its content and value; is easy to read or skim; and plays to the human tendency toward ranking and organizing. By writing a high quality list post that offers substantial, expert advice, you’ll ensure your content gets shared and linked to across the web.

Create resource and link posts.

Just because you didn’t create the best content doesn’t mean you can’t point your readers in the right direction. By compiling lists of links to other sites and articles, you’ll give your audience a convenient home base for exploring topics. You’ll also get the attention of the people whose content you’re sharing, increasing the chances that they’ll reward you with a link.

Give credit to experts in your industry and area.

Take the resource post a step further by praising a particular person for their success and expertise, instead of simply citing one of their articles. Of course, you’ll want to choose someone who isn’t too famous to notice your praise—that way, they’re more likely to show their gratitude by linking to your post. You can also use social media to increase your odds–for instance, if you have a Twitter account, try @mentioning the expert in the tweet you use to publicize your post.

Write reviews.

As a real estate professional, you’re no doubt trying out new tools and software all the time to better organize and market your business. Instead of keeping these experiments to yourself, publicize them by writing (or filming) positive reviews of gadgets and applications. Then, share your free publicity with the developers and companies who built the tools. They just might offer their own publicity in return.

Send press releases to local and industry publications.

Expanded your company with a new office? Took on a hotshot agent? Shifted your website or marketing to a brand new platform? Announce big changes in your real estate business with a press release, then send it along to publications in your local area or industry niche. You may be surprised at the response.

Build your content relationships.

Whether it’s a local journalist, a customer with a blog, or the owner of the restaurant you visit for lunch several times a month, look for others who are trying to achieve the same goals you are for your business and develop relationships with them. You never know when or with whom an opportunity for a link might come up.

Swap content with other agents and retailers.

These days, major search engines like Google and Bing ignore reciprocal links—but that doesn’t mean they can’t create value in other ways. Trading links gives you the chance to get your content in front of a different audience, producing double the opportunities for exposure and backlinks.

Publish content elsewhere.

Not enough backlinks from third parties? Try making your own by writing guest posts on other blogs that point back to your site. (This also gives you the ability to control the anchor text of your links.) You can also republish your articles on databases like Ezine Articles and GoArticles.com. Again, Google ignore these articles as duplicate content, so the benefit here comes mostly from getting your articles in front of a new audience.

Join forums and question-and-answer websites.

Sites like Quora, Yahoo! Answers, and even Reddit provide ample opportunities for you to impart your wisdom. Look for questions that require your real estate knowledge. Provide brief but meaningful answers, then link to your existing content (or write a new post expanding on your answer) for more information.

Comment on other blogs and websites.

As with forums and Q&A sites, the comments section gives you a chance to show off your real estate expertise and link to your website. Avoid spamming—comments like “nice article, check out my site” won’t earn you any links. Instead, be provocative and informative. Disagree with the author’s perspective on an issue? Say so, and explain why. Your guts might just be rewarded with clicks.

Have other ideas for earning more inbound links with your content? Tell us about them in the comments!

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