TL;DR
Backlinks remain one of the most important factors in search rankings. However, not all pages deserve the same attention when it comes to link building.
Choosing the right pages to attract backlinks can have a huge impact on your site’s visibility, traffic, and conversions. If you want to improve your online presence, here’s where you should focus your efforts.
Homepage (strengthening overall domain authority)
Your homepage is the face of your website, and attracting backlinks to this page can boost your entire domain’s authority. Many websites naturally link to homepages when referencing a brand or business, making this an important asset for your link building strategy.
However, homepage links alone are not enough. While they help increase brand trust and credibility, they don’t necessarily improve rankings for specific search terms. This is why it’s important to balance homepage links with deep links to other strategic pages.
To attract high-quality backlinks to your homepage, focus on brand mentions, PR campaigns, and authoritative directories. Contributing guest articles to industry blogs and featuring in business round-ups can also enhance your homepage’s backlink profile.
Product and service pages (driving conversions)
For ecommerce and service-based businesses, backlinks to product or service pages can directly impact sales.
💡
Did You Know? 75% of consumers begin their online shopping journey via search engines.
Product pages tend to be more challenging to earn links for organically. Unlike blog posts, which provide informational value, product pages are transactional in nature. To make these pages more link-worthy, consider leveraging customer reviews, detailed descriptions, and comparison guides.
A well-thought-out approach is partnering with influencers and industry reviewers who can mention and link to your product pages in their content. Moreover, offering exclusive deals, case studies, and expert insights can increase the likelihood of being cited by authoritative sources.
Blog posts (earning natural, high-quality links)
Blog content is often the most successful at attracting backlinks. Informative and well-researched blog posts naturally gain links from other websites looking to reference useful insights. To maximise the impact, create content that solves a problem, presents original research, or provides in-depth industry analysis.
💡
Did You Know? Articles with images receive 94% more views than those without, making visual storytelling a crucial component of content marketing.
Resource pages and guides (establishing authority)
Comprehensive guides and resource pages are prime candidates for backlinks. These pages, which often cover complex topics in a clear and detailed manner, attract links from industry leaders, educational institutions, and high-authority domains.
A common way to increase the visibility of resource pages is to conduct outreach to industry professionals and offer them valuable data or insights that they can reference in their own content. Additionally, leveraging digital PR and guest post contributions on high-traffic websites can further establish your brand as a go-to resource.
Case studies and testimonials (building credibility)
Case studies provide real-world proof of your expertise and success. They are particularly effective for B2B companies looking to establish trust. A well-crafted case study that showcases how your services helped a client achieve tangible results is more likely to be referenced by others in your industry. Testimonials can also attract backlinks. If your customers mention your business in their content, they may naturally link back to your website.
To boost the potential of backlinks, ensure your case studies feature:
- Compelling statistics
- Visual representations of data
- Direct quotes from clients.
Additionally, reach out to businesses that were positively impacted by your services and encourage them to share the results on their platforms.
Data and research pages (attracting citations)
Publishing unique data, surveys, or research findings makes your website a reference point for others. Journalists, bloggers, and industry professionals often link to original data sources when discussing relevant topics.
To increase the likelihood of earning backlinks, ensure your research is well-presented, includes visuals, and is easy to cite. Consider using press releases and outreach strategies to promote your findings to a wider audience.
Creating industry-specific reports, annual trend analyses, and whitepapers can significantly boost the authority of your website. Businesses that produce and distribute proprietary research can attract links from news sites, business publications, and even government reports.
Related read: How To Write A Press Release
Category pages (enhancing ecommerce SEO)
For online retailers, category pages are key to SEO success. Well-optimised category pages that provide helpful filtering, descriptions, and internal linking structures can rank for broad industry terms.
One method to attract links to category pages is by creating comparative articles, industry trend reports, and expert buyer guides. When category pages are linked from external sources, they establish credibility and increase organic traffic potential.
Landing pages (for promotions and campaigns)
If you’re running a limited-time offer, hosting an event, or launching a new product, dedicated landing pages can benefit from backlinks. These pages serve as conversion-focused entry points and can attract significant traffic when linked from relevant sources such as social media promotions, press coverage, and industry round-ups. To make the most of these pages, integrate them into your broader content marketing strategy.
Internal linking strategy (maximising backlink benefits)
Building backlinks to the right pages is just one part of the equation. Ensuring those pages are well-connected within your website through internal linking helps distribute authority across other important sections. For instance, a well-linked blog post receiving backlinks can pass some of its value to product pages through strategic internal links.
An effective internal linking strategy not only helps users navigate your site better but also strengthens the ranking potential of underperforming pages. This technique ensures that every valuable page on your site benefits from external link building efforts.
It’s all about diversifying your backlink profile
Focusing your backlink strategy on high-impact pages can significantly improve your site’s search performance. Whether it’s your homepage, product pages, blog posts, or resource hubs, each type of page serves a unique purpose in your broader SEO efforts.
