Linkbait in difficult industries

by Patrick Altoft on March 26, 2008

Here is the first question in the SEO questions series.

I would like to know how you go about optimising for clients who run companies that might not be able to create typical link bait articles.

For example, SEO for a funeral directors? Or kitchen fitters? I can think of a few funny videos that would go great on a funeral site, but I don’t think the client would find them suitable!

The first thing to remember is that some industries that are hard to linkbait for are not very competitive. For example if I was looking at the links for people ranking for “funeral directors leeds” the site ranking second has only 4 links. My strategy would be to add articles and quality content to the site so it passes a manual review by Google and then replicate the link profiles of sites already ranking (don’t replicate the low quality links). Add to this a few articles syndicated on real sites (not just directories) and you should be able to rank quite well.

Linkbait for something like this shouldn’t be about “Top 10″ articles, it’s about creating quality content and tools and then finding places that might want to link to them. Alternatively find a place you want a link from and create an article or tool for them to either use on their site or link to.

Alternatively you have industries such as insurance or loans that are almost impossible to linkbait for and very competitive. For these clients links from blogs and news sites are the key but they can be hard to get. I would start by creating an affiliate program with links that pass weight, then employ a PR agency to get the client in the mainstream media every month and then figure out how to create something controversial enough to get links.

This sort of strategy isn’t easy and it certainly isn’t cheap. The value of getting a site to the top of an insurance vertical naturally is probably in the millions.

Useful link:
Beginners Guide to Linkbait

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{ 9 comments… read them below or add one }

Mary 26 Mar 2008 at 6:14 am: Funeral Directors:
Things to remember when planning a funderal for a loved one/friend whatever

Kitchen Fitters
10 things you need to know before getting your kitchen fitted
how to make sure your kitchen fitters clean up after themselves
worlds 10 most gorgeous kitchen’s
how to make the best use of your floorspace for a spacious kitchen

and hundreds of other ideas,
Aaron at FullTiltMarriage.com 26 Mar 2008 at 6:53 am: This is how I got a number one ranking for my “I Love Toe Jam” blog. Toe jam is just not a very competitive niche.
Aaron at FullTiltMarriage.com 26 Mar 2008 at 7:46 am: This post is featured in today’s Daily Blog Summary along with other top posts from the top 50 Make Money Blogging sites. Good job!
maxy 26 Mar 2008 at 8:01 am: Then you have a very competitive industry, where you have affiliate programs, everyone replicating your link scheme and no linkbait opportunities. Then what? haha
Mary 26 Mar 2008 at 11:15 am: there are always opportunities to get a link if you make something worthy of link….
alam 27 Mar 2008 at 4:17 am: stumble it, good point for convincing my boss
Malte Landwehr 29 Mar 2008 at 2:36 am: Even in industries like insurances and loans it is possible to attract some natural backlinks rather easily. You might have to put in a lot more effort but it is possible!
Yura 31 Mar 2008 at 6:26 am: I have to note that one can linkbait in any industry. People are always interested in:
- interesting facts
- amuzing stories
- bizarre facts/stories/photos

“7 Things You Didn’t Know About Your Funeral Director” or
“7 Ways to Run a Good Funeral”
“Top 7 Spots to Book Your Grave in California” (you can rent grave space before you die)

Ultimately, these have to be very easy-to-digest posts and be still helpful for the general audience.

Humor and images/photos work wonders, especially on Stumble Upon. Helpful formatting, such as:
- simple language
- short paragraphs/sentences
- bulle tlists

help a lot, too (along with other factors that make a site social media friendly).

The same strategy can be applied to mortgage industries. Heck, competitive industries, such as mortgage, do require heavy industry linkbaiting.
Zack Schneider 10 Jun 2009 at 2:30 pm: Every industry has the opportunity for quality links. It takes research and relationships. I have yet to come across an industry where we have not made a difference. If your market is small and only consists of 200 clients it actually makes it easier, because we know exactly who we are targeting. If you are interested in talking or learning more feel free to call 716.228.4946

Zack