While many global companies excel in implementing On-Page and Technical SEO as well as SEO Testing and UX SEO, Off-Page SEO poses a more significant challenge. These companies typically have a team led by an SEO Manager with a technical background who bridges the gap between tactical and strategic efforts to achieve results. The team also comprises SEO analysts and occasionally copywriters, with a smaller number dedicated to outreach for International link building strategies.
Among the various strategies we have analyzed, I will highlight three highly effective approaches:
- International domain cross-linking.
- Fostering data and financial information sharing.
- Leveraging Digital PR (public relations/outreach) to acquire links from reputable news sites.
Cross-Linking Strategies for International Domains
Companies need help establishing a local website, whether to opt for a single global domain or utilize local top-level domains (TLDs) for each country. There is no definitive rule, as both approaches have seen successful implementations. However, a significant advantage of the local TLD strategy is the ability to create cross-linking among all global domains, typically in the footer section. Consequently, when entering a new market, the site is linked to authoritative domains from various countries, contributing to higher rankings on Google’s search results.
While many SEO experts prefer local TLDs, obtaining them can present challenges, and a global brand can manage with a single domain for each country. Generally, a unique domain is advantageous from a company perspective, although it sacrifices the benefits of domain cross-linking. Therefore, balancing SEO considerations and other crucial company assets, such as brand and technology, is necessary to make the most informed decision.
Leveraging Financial and Exclusive Data
When aiming to secure mentions in prominent news outlets and magazines and acquire high-quality backlinks, every company must disclose its financial numbers. As a result, significant websites implementing an International Link Building Strategy often receive backlinks from renowned platforms such as TechCrunch, The New York Times, and Harvard.
Financial data holds significant strategic value for businesses. While companies without public capital may not always share revenue and profit figures, some startups do provide information about investments they have received.
However, given the need for more financial data, a different approach is necessary for companies seeking consistent news coverage and link acquisition. Enter the “Data-Driven PR” Link Building Strategy, a fusion of Digital PR and Business Intelligence teams. By generating data that appeals to journalists, companies can actively work towards increasing the number of referring domain links and enhancing their news presence and link profile.
News Sites and the Power of Digital PR
News outlets represent some of the most highly visited and authoritative websites globally, making them valuable sources for acquiring backlinks. For instance, the New York Times holds the 92nd position in terms of domain authority worldwide, boasting a Domain Rating (DR) of 94. Similarly, Forbes ranks 103rd with the same DR. Securing mentions from these prestigious news sites is invaluable as it establishes genuine authority for your brand, which aligns with Google’s criteria for high-ranking websites.
Naturally, gaining recognition from these influential domains and other popular news outlets is challenging. However, it is essential to remember that Link Building has always been difficult.
Exploring Additional International Link Building Strategies
Naturally, the strategies I previously discussed are just some available. Let me highlight a couple of other widely used approaches: controversial affiliate link building and content blogging for magnet links, which, while fundamental, remain influential.
Certain websites, such as Amazon, leverage affiliate links to enhance their domain rating, albeit some may argue it has an “artificial” effect. Although it may not be my preference, it is worth mentioning as it represents one of the methods prominent global e-commerce players employ to acquire a substantial number of backlinks.
With most global companies boasting strong internal SEO teams, there is an increasing emphasis on content creation, studying local consumer search behaviours, and, significantly, link building services. However, this presents a challenge, as even in well-established markets like the US, Canada, and Eastern Europe, companies are shifting away from paid, exchanged, or guest-post-focused backlink strategies towards the more effective Digital PR approach. Finding reliable partners capable of delivering tangible results in emerging economies can be particularly challenging. If you’re seeking assistance, we invite you to explore our monthly SEO packages, allowing us to handle the task on your behalf.