Generic, spammy tactics like link exchanges often fail to make an impact. This guide will outline authentic, sustainable link building strategies tailored for professional services companies to build visibility and trust in search.
Focus on Quality Over Quantity
A handful of authoritative backlinks from reputable industry websites can be far more valuable than hundreds of generic links. The key is focusing on quality over quantity.
Identify influential sources in your field like leading trade journals, prominent blogs, reputable directories, and trusted media sites. Getting mentions on just a few of these high-impact websites lends you instant credibility.
Curating guest posts for these niche-relevant sites may be time-intensive but proves your subject matter expertise. The payoff in brand visibility and authority is immense.
Become a Content Resource
Rather than a blatant sales pitch, your website should position your firm as a thought leader providing valuable insights and resources.
Publish in-depth reports, whitepapers, ebooks, infographics, calculators, how-tos, and other assets that solve readers’ problems and demonstrate your capabilities.
Useful tools and content get linked to naturally. And you can proactively pitch relevant media outlets to feature your resources, securing high-value backlinks and referrals.
Network and Get Referrals
Professional services thrive on word-of-mouth and referrals. Network online and offline with colleagues, partners, clients, trade organizations and more.
Share insights and opportunities without a sales agenda. References and recommendations from trusted peers go far in swaying prospects.
This visibility in the professional community leads to referral traffic and links over time as you organically develop a strong reputation.
Boost Local Citations
Ranking in local search results is critical for location-based professional services. Complete and optimize your Google My Business listing to improve visibility in Maps and voice search.
Beyond that, build out your local citations on dozens of directories, review sites and niche listing pages referencing your city. Consistent NAP (name, address, phone number) information across sources helps search engines understand your local presence.
Media announcements about major company developments, new hires, awards, initiatives and reports present linkable, brand-focused content.
Distribute releases to online press release distribution platforms. Then directly pitch relevant reporters and journalists at industry publications to expand pick-up.
The publicity, branding and backlinks generated from a well-crafted release can boost your online reputation and search visibility.
Refresh Old Content
Reviving and updating evergreen content that has fallen out of date presents link opportunities. Identify and refresh content that still ranks well but needs a refresh.
Reach out to any sites already linking to those old pages with a “page updated” notice – this prompts them to potentially link to the newer version.
Producing new guides and resources on the same topics also allows you to replace outdated content with better assets.
Your internal site structure impacts SEO success. Ensure pages naturally link internally to related content. This web of contextual internal links makes it easier for search engines to crawl your site.
Avoid over-optimization with excessive linking. But interlinking between top content improves discoverability and signals value to readers and search engines.
Focus specifically on linking deeper pages to your pillar pages and service categories to boost their rankings.
Monitor and Improve
Regularly review your link profile and anchor text distribution reports in Google Search Console. Identify successful patterns and assess risky over-optimization to avoid penalties.
Look for broken backlinks pointing to deleted or changed pages. Reach out to site owners to request repairs or updates.
Refine your strategy based on link growth, rankings and revenue to hone an optimal approach over time.
For professional service companies, building a diversified portfolio of high-authority, locally-relevant backlinks takes time and effort. But the long-term dividends in enhanced visibility, trust and customer acquisition are immense. By consistently generating value and becoming a respected authority, you earn links rather than chasing tactics. Stay focused on serving your audience with integrity. The rest will follow.