Link Building Strategies
Link Building Practices to Help You Climb to the Top of Google Rankings
Link Building Strategies for Irrigation, Lawn Care and Landscape companies.
If you want to rise to the top of the search engines, you need more than just great content with the right blend of keywords.
Google also places a lot of emphasis on the “authority” of your website.
How does Google measure authority? Your site’s authority is determined by the quantity and quality of links that point to your website. These links are referred to in the biz as backlinks or inbound links.
In this guide, we’ll show you how and where to get these links. By combining a robust on-site SEO strategy (content and keywords) with a savvy off-site SEO strategy (link building), it won’t be long before your company begins to climb higher in the Google rankings.
The Right Link Building Strategy
A lot has changed in the world of SEO over the past decade, so it’s important to stay on top of industry trends and understand the Google algorithm.
Though Google has always valued backlinks for helping give the search engine context about what sites are top-quality, the way that Google views those links has changed.
Not too long ago, SEO specialists tried to game the system by getting hundreds and sometimes thousands of links from spammy websites. They would buy links, create link farms, and do other unscrupulous techniques for the sole purpose of increasing the number of backlinks.
In response to this practice, Google released the Penguin algorithm update, which severely punished websites engaged in this strategy. Plus, there’s a new algorithm update announced in 2021 called Page Experience, which focuses more on the user experience.
Pay Attention to Anchor Text
For example, if a website links to Acme Lawn Services, the link will be acmelawnservices.com, but the text might show something different. There are four different ways to express this anchor text.
1. Target Anchor Text – This anchor text includes your main keyword phrase, and it would be expressed as something like “Ann Arbor Lawn Care Company.”
2. URL Anchor Text – When a website directly refers to your URL, it’s URL anchor text. For example, “acmelawn.com.”
3. Brand Anchor Text – A link that has your brand name is brand anchor text. For example, “Acme Lawn Services.”
4. Miscellaneous Anchor Text – And finally, miscellaneous anchor text includes phrases like “click here,” “visit the site,” “find out more,” and each of these phrases links back to your website.
Where to Get Quality Links for Your Irrigation, Lawn Care or Landscaping Business
Getting high-quality backlinks to your site will help you rank higher in both the search engines’ organic results and Google Maps.
However, not all links have the same weight in Google’s eyes. To ensure that you get the right types of links, we’ll review the four types of links you should try to get and how (and where) to get them.
Directory and Citation Links
One of the easiest ways to get backlinks is to list your business in various directories. The directories you should target as a green industry business owner include:
Better Business Bureau
And many more!
Many of these directories allow for free submissions, while others require a fee. For the lawn care and landscaping industry, this list can help you get started.
As you submit your business to these directories, make sure that you keep all of your contact information consistent across the board. At a minimum, you’ll be submitting your business name, address, phone number, and website. If the info you post has inconsistencies or irregularities, it will confuse the search engines, and the strategy could backfire.
To ensure consistency, you can copy the information from your website and paste it into each relevant field.
Local and Association Links
If you’re involved with any local or professional associations, you’ll often get a backlink automatically if you’re a member. These include:
Chamber of Commerce
National Association of Landscape Professionals
Organic Landscape Association
Professional Lawn Care Association of America
Association of Professional Landscapers
State and city contractor associations
Local Business Affiliates
Local business affiliates are complementary companies that you might be able to partner with to exchange links and potentially refer customers to each other. This situation results in a win-win because you both get valuable backlinks while having the potential to attract new business.
Potential companies to approach include:
Real estate agents
Is there a place (or places) where you buy all of your materials and supplies from? If so, consider reaching out to them to arrange a link swapping arrangement. You’ll put a link to their store on your website as a recommended store or supplier. In return, they’ll link to your website as a recommended vendor.
We ensure you get quality back links to boost your website’s search rankings and increase your traffic and potential leads.
Social Media Profile Links
Even if you’re not active on social media, your social profiles are also viable sources of backlinks.
Consider having a presence on the following properties:
Google My Business
Depending on your audience, we recommend choosing one to two of these platforms to post on actively. If you share valuable or engaging content, it will help your brand name become more well-known, giving you even more opportunities for websites to link to your content.
Competitive Link Acquisition
Instead of recreating the wheel and trying to figure out which websites you should approach for backlinks, you can spy on your competitors to discover where their backlinks are coming from.
You’ll need a special tool to accomplish this task. We recommend two:
Here’s how competitive link acquisition works:
Step 1 – Go to Google and type in your top keywords. For example, “lawn care + your city,” “landscapers + your city,” etc.
Step 2 – Note the URLs of the top 10 pages that show up on Google. Some of them might be Yelp or other directories, so you can ignore those and focus solely on your actual competitors. Also, make a note of who shows up in the top three positions on Google Maps.
Step 3 – Go to either Ahrefs or Majestic and view each company’s backlink profiles. Keep in mind that neither of these services is free or cheap, but if you manage to land just one new client a month from the insights you get from these tools, they will more than pay for themselves.
Step 4 – Once you determine which backlinks your competitors have, you can begin the process of also securing those backlinks. You might discover some directories you haven’t heard of, and you’ll likely encounter local businesses or blogs that are linking to your competitors.
You might be thinking, “how do I go about convincing someone to link to me when they’re already linking to my competitor?”
That’s an excellent question, and you’re going to have to look at each link on a case-by-case basis. Think about how providing a link to your website can benefit them, and don’t hesitate to offer a reciprocal link to them in return.
Let’s look at a few potential real-world scenarios:
1. A landscaping blog features a blog post from one of your competitors about different types of turfgrass varieties. They also happen to have a blog about keeping grass in tip-top shape, but they don’t mention anything about which seeds are better for different climates. You happen to have a blog post about that.
You could reach out to the blog administrator and mention that you have a piece of content about this topic that they might want to link to. In return, you’d be happy to link to their blog for DIY landscaping tips.
2. A local news affiliate has linked to one of your competitors about how to get rid of pests in a yard naturally. You have a more recent and complete page about that topic on your website. You could alert their team that you have an article that they might want to link to instead.
3. A digital magazine curates content about home décor and landscaping trends. You recently published a blog post about hardscape trends for the new decade. You could reach out to the magazine editor and share your story, inviting them to link to it.
You might have noticed that each of these strategies has a common theme – content. You don’t have to be an expert writer to make competitive link acquisition work for you, but it does help if you can create content that addresses your target audience’s pain points or goals.
Content Marketing for Links
In the previous section, we broached the topic of content creation. Having relevant content on your site is going to be a critical part of your link building strategy. Making the case to link to your home page is not going to be compelling. Whether you’re doing outreach for link building or people link to you naturally, you must have something of value for this strategy to work.
If you’re not sure what to write about, try entering your keyword into Answer the Public. This website aggregates the most common questions related to a keyword. You can get a ton of inspiration for each of these keywords by answering these questions in a blog post ranging from 500 to 1,000 words.
Social media posts
If you commit to creating quality content that resonates with your audience, other websites will begin linking to you without you having to lift a finger!