How To Build Links In Emerging Markets

Building links is a crucial part of search engine optimisation (SEO), and in emerging markets, it offers unique opportunities and challenges. 

While the fundamentals of link building are consistent across the globe, the strategies that work in the UK or other developed nations might not always translate directly to success in emerging markets.

Here’s how you can adapt your approach and build valuable links in these growing regions.

1. Localise your content

When targeting emerging markets, it’s important to recognise that local context matters. You need to create content that resonates with your audience.

In countries like the UK, most content is in English, and it’s straightforward to reach a broad audience. 

However, when growing an international audience, there may be multiple languages or dialects. By localising your content, translating it into local languages, and tailoring it to regional interests, you increase the likelihood that people will engage with it. 

2. Build relationships with local influencers and bloggers

In the UK, influencer marketing is a powerful tool, and this is no different in emerging markets. However, the influencers in these regions may not be the same people you would typically target at home. 

In countries such as Nigeria, for instance, Instagram and YouTube influencers have a large following due to their emphasis on visual and video content.

Partnering with local influencers who already have the trust and attention of your target audience can lead to organic link building. 

Related read: How To Build Relationships With Influencers

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These influencers often blog, write reviews, or feature products and services, which can result in natural backlinks to your site. This strategy can be particularly effective when you’re launching a product or expanding a service in a new region.

3. Leverage local directories and listings

One way to build authority in emerging markets is by listing your business in local directories. In the UK, directories such as Yell.com or Google My Business are essential, but in emerging markets, there are often region-specific alternatives that can have a huge impact on your SEO.

For example, in South Africa, directories like Brabys.com or Ananzi.co.za are popular for business listings. Submitting your site to these local directories not only increases your visibility but also helps you gain backlinks from trusted, locally-recognised platforms.

4. Build local citations and mentions

Citations and mentions can be powerful link-building tools in emerging markets. Getting local newspapers, blogs, and industry-specific websites to mention your business can help improve your local authority.

One effective way to do this is through press releases. If your business is entering a new market or launching a product in a region, sending press releases to local news outlets can result in backlinks. 

Related read: What Are Citation Links?

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5. Create shareable visual content

In many emerging markets, internet connections can be slower, and text-heavy content might not perform well. To overcome this, focus on creating visually engaging content such as infographics and videos. These are not only easier to consume but are also more likely to be shared, which can lead to organic backlinks.

Visual content is especially powerful in countries where mobile usage is high and social media is a primary platform for information sharing. 

A well-crafted infographic about a local issue or trend could be picked up by local websites and shared widely, driving traffic and backlinks to your site.

Final notes

Expanding your online presence in emerging markets requires a strategy tailored to the unique digital landscapes of these regions. 

As the internet continues to grow in these developing regions, it’s time to position your brand for long-term success by building strong SEO foundations that will ensure your business thrives as these markets flourish.