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The benefits of links for enterprise businesses

Links are often overlooked within enterprise marketing. But the fact is that links benefit large brands in multiple ways.

Links are foundational to the web as they serve multiple functions including:

  • Navigation
  • Citation
  • Promotion
  • Endorsement
  • Etc.

Links are a primary signal in Google’s algorithm, and because enterprise businesses operate in hyper-competitive environments, they need sustained link acquisition. In ultra-competitive marketplaces, if you’re not moving forward, you’re falling behind – if an enterprise company isn’t continually acquiring links they will lose ranking and visibility to the competition.

However, there are a number of other equally important benefits links can offer enterprise companies, beyond SEO. These benefits include:

  • Building authority and reputation
  • Creating connections and partnerships
  • Support and strengthen other marketing
  • Tapping into new audiences

Because enterprise-level companies typically invest more in online marketing initiatives, they typically generate more link opportunities and subsequently have the most to gain from link building.

Authority and Reputation Building

Links represent an opportunity for major brands to build authority and improve reputation.

Links are online endorsements and signals of trust, which is why search engines give them so much weight in their algorithms. SEOs and marketers often make the mistake of believing links are valuable because of Google, when in reality Google is valuable because of their use of links (at least initially). When one website links to another, that website is telling its audience the other site is trustworthy.

Whether it’s fair or not, people are usually wary of large brands and corporations. However, enterprise companies can combat this inherent distrust through links. If a loyal reader sees a link to a major brand on their favorite site, that reader will tend to trust that brand more because a site they trust is endorsing the brand. This is called brand affinity – the more we encounter positive representations of a brand, the greater our regard for the brand grows.

By earning links on trusted sites within their audience’s community, big brands can begin to earn trust as well.

Building Connections and Partnerships

Links also help enterprise companies establish important connections.

Relationship building is a major aspect of link building. After all, links are endorsements, and links themselves represent a positive connection between two sites. You need to build trust and establish a relationship with the human behind the site before they will be willing to link. For big businesses, these connections can be invaluable, as they open the door to many more marketing opportunities.

Some examples of these opportunities include:

  • Collaborative marketing partners
  • Brand advocates
  • New advertising avenues
  • Social media partnerships

The partnerships an enterprise business builds through link acquisition can pay dividends on other marketing strategies down the road.

Support and Strengthen Other Marketing

Links support and even bolster the efficacy of other marketing campaigns.

While links have a direct correlation with increased search visibility, they can also improve visibility in other areas beyond search. This increased visibility can help other marketing initiatives achieve their goals.

Because major brands and businesses are already implementing multiple marketing strategies, links can be immensely helpful to ensure you’re getting the most out of the marketing you’re already doing.

Links work especially well in supporting content marketing campaigns. This is true because links will help get your content in front of more humans, effectively amplifying the reach of your content. And because people want to link to useful content, increased visibility from these links only breeds more link opportunities.

Of course links can magnify the reach of virtually any other marketing campaign, whether it be PR, social, email marketing, etc. People use links to navigate the web, and more links to a particular campaign means more exposure for that campaign.

Tapping into New Audiences

Links offer an opportunity for enterprise-level companies to tap into new audiences.

For major corporations that have to answer to stockholders, expansion is always a primary concern. Links offer an ideal way to tap into new audiences online, and with these new audiences comes new potential customers and revenue.

Enterprise businesses can leverage links to access the readerships of new sites and communities. Not only do these links provide the aforementioned branding benefits, but they also create new inroads to that business’ site and offer the potential for referral traffic.

Although not all links will lead to a surge in referral traffic, every link represents a pathway to a new audience.

Increasing brand exposure is a major objective for any big business marketing plan, and links can help enterprise companies achieve that goal.

Recap

Links are an important ranking factor within search, and any large-scale business will need a large number of links to compete in the search results.

But beyond that, links can offer much more to enterprise companies. Other benefits of links include:

  • Authority/reputation building
  • Building connections/partnerships
  • Support/strengthen other marketing
  • Tapping into new audiences

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Discussion

  1. Avatar Anant Patel

    Hey Andrew,

    Great explanations!!! I would like to know your thoughts about blog comments. How google will treat blog comments? Is it good now a days or not? As you know blog comments have few words and google do not like thin contents. Please share your thought on this

    Thanks

  2. Andrew Dennis Andrew Dennis

    Hi Anant,

    Thanks for commenting! So my thoughts on blog comments are that they are great for engagement and interacting with your audience, or the author of a post. However, blog commenting purely for SEO is not an effective strategy – most comment links are NoFollow, and Google tends to devalue any links that are followed.

    As for thin content issues, you don’t need to worry about that with comments. I think Google understands that comments can be short, and as long as the rest of the content on the page is useful, and valuable you should be fine.

    Thanks again for stopping by!

  3. Avatar Anant Patel

    Thanks Andrew for great clearifications on my question!!! I thought that your backlink profile should have mixture of nofollow and dofollow links so that it will be looks natural and it descrease chances of penalty. Am i correct??

  4. Andrew Dennis Andrew Dennis

    You are correct Anant, any natural backlink profile will have some NoFollow links mixed in. And like I said, blog commenting is great for engagement and there’s nothing wrong with having some NoFollow links from blog comments in your profile. If you have a legitimately useful resource that would make sense in the context of your comment, and genuinely add to the discussion, then you should include a link to that resource in your comment.

    However, my point was if you’re being manipulative and simply commenting all over the web, and spamming links in the comment section purely for SEO purposes, you’ll likely run into trouble with the search engines.

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