It is safe to say that most search engine optimization (SEO) practitioners now understand the role that relevant, high-quality links play in achieving organic ranking and traffic.
What is less understood, however, is how to gain these links in sufficient volume to achieve and maintain the results – especially when it comes to industries that some may consider boring.
Recently I was talking with several SEO professionals about some of the most boring industries they had to bond. We all had a few, but there was one that outplayed us all with a customer in the dumpster rental industry.
Given that the dumpster rental industry is unique and, perhaps, boring, I decided to take on the challenge of figuring out how to create links for a site in that industry and share it here. But it’s less about how to connect for this particular industry and more about the thought process that leads to successful campaigns to create links in industries that are on the dull side.
Making the socialite interesting
There are some industries where it is infinitely easier to connect than others. I think we can all agree that a high-tech product like software is significantly more exciting than something like dumpster rental, so it’s no exaggeration to say that earning links for that would be much more easy.
In the case of dumpster rental, you could look for links from other dumpster rental companies, which would keep you busy for a while. But to move the sites currently in the top positions, and then maintain your new long-term ranking, you’ll also need links from other sources.
The truth is that there are no boring industries, only boring ideas. A creative mind can imagine ways to make even the most mundane subject interesting to the right audience. And there lies the key: you don’t need to do anything interesting for everyone, just for the right people.
Think about the impact of your product or service on other industries
No industry is isolated because each industry has an impact on other industries. This creates a number of link-building opportunities by identifying who uses your products and how they use them, and then developing valuable content that meets their needs.
Here are some ideas to get your creativity out there.
If you have ever done a home renovation project, you have probably learned that remodeling causes a lot of waste, especially during the demolition phase. As a result, contractors often rent a dumpster to transport these materials.
You could write a full article about choosing the right contractor, with all the necessary resources, such as:
- Links to local code enforcement departments.
- Addresses and phone numbers of local home improvement/construction stores.
- Link to the Ministry of Commercial and Professional Regulation so that owners can check whether a general contractor has an appropriate license.
- YouTube videos integrated on various home improvement projects to give homeowners a better idea of the opportunity to hire a general contractor rather than adopt the DIY approach.
- Links to local homeowners associations.
- Links to websites and apps where owners can search for local general contractors.
- Link to the Workers’ Compensation Division so that homeowners can check whether a general contractor has workers’ compensation insurance.
- Links to organizations that can help homeowners find authorized and reliable general contractors, such as chambers of commerce, builders’ associations, etc.
- Integrated videos or links to current articles on local renovation trends.
Real estate agents
Due to the nature of their business, real estate agents often maintain relationships with homeowners long before undertaking a home renovation project. In some cases, it is because homeowners need to make improvements in order to sell their home in a competitive market, and in other cases it is because they want to make improvements after being unable to sell their house.
In both cases, these owners may need to rent a dumpster to receive the waste generated by the project. This gives the opportunity to gain links from real estate websites by creating an in-depth article that links real estate to renovations. Some ideas could include:
How to decide to sell or renovate your home.
Which home improvement projects offer the largest increase in home value/potential selling price.
How do you know when it’s time to install a new roof and what the replacement process entails?
Fashionable home renovation projects (i.e. Projects that may affect long-term value/potential selling price).
Large outdoor projects, such as redesigning your lawn, adding flower beds and cutting trees, can produce more waste than you have in your garbage cans, so many homeowners rent a garbage can.
This is another type of project where owners can quickly get over their heads, so it’s a perfect opportunity to create a complete article on choosing the right landscaping company, with all the resources. such as:
Links to local code enforcement departments.
Addresses and telephone numbers of local home improvement and landscaping stores.
Information about the types of plants that thrive in your area, and the types to avoid.
Link to the Ministry of Commercial and Professional Regulation so that owners can check whether a landscaping contractor is properly licensed.
Built-in YouTube videos on various landscaping projects to give homeowners a better idea of whether to hire a landscaping contractor rather than adopt the DIY approach.
Links to local homeowners associations.
Links to websites and apps where homeowners can search for local landscape contractors.
Link to the Workers’ Compensation Division so that homeowners can check whether a landscaping contractor has workers’ compensation insurance.
Links to organizations that can help homeowners find licensed and reliable landscaping contractors, such as chambers of commerce, builders’ associations, etc.
Integrated videos or links to current articles on local landscaping trends.
How to make everything work
All of these elements give you the opportunity to create amazing content, worthy of a link, extremely valuable to the target audience of companies in the sector. In each of these cases, you need to think about how your product or service – or more precisely, how the problem that your product or service solves – impacts other industries. The key to success here is to provide valuable information to their audience so that your liaison partners look like heroes.
Whether it’s the content you provide to them to post a link to your website on their website, whether they are written on their behalf or as a guest on your own behalf, or for their content to be published on your website to which you want them to be linked. , it must:
- Provide original and valuable information that your audience can use now, whether they become customers or not.
- Be especially about your liaison partner and their audience, not you.
- Help us demonstrate the value of your liaison partner in a clear and meaningful way.
Because you target website owners who are not directly in your own area, they will tend to be more selective when they decide to link to your website. This means that your content must not only be exceptional, but it must also benefit significantly.
While this may sound negative, it creates an advantage because it forces you to mount your game, creating content so incredible that it can only link you to it. While this creates the obvious benefit of helping to gain useful links, it also helps keep visitors on your website longer.
The beauty of this approach is that winning this type of high quality links requires a lot of work – work that many of your lazy competitors are less likely to do.
It also creates a scenario where everyone – you, your liaison partner and their audience – wins. And the links you gain tend to be the type of high quality links that not only move the needle in terms of SEO results, but also offer added value from the point of view of brand and reference traffic.
Get support from the industries that serve your industry
So far, we’ve talked about taking advantage of other industries that might be affected by yours, but let’s also look at those that serve your industry. It is in their interest that your business is doing well, as it means that you will need more products and/or services.
In this case, this could include:
- The garbage manufacturers.
- Manufacturers of specialized trucks and equipment used to transport these dumpsters.
- Truck driving schools, because drivers of vehicles used to transport these dumpsters require a commercial driver’s license (CDL).
- Drug testing companies in the workplace, because commercial drivers must undergo DOT drug tests.
- Waste collection facilities and landfills.
- Welding and manufacturing workshops that repair these dumpsters.
- Local nurseries, which often accept or even buy garden waste to make compost and mulch.
Due to the day-to-day operations of a dumpster rental company, you probably already have relationships with several local contacts in the industries I have just listed. From there, it’s relatively easy to ask your contacts to introduce yourself to others in industries outside your area. LinkedIn is a great tool for extracting these types of opportunities. Just comb through the contacts of your existing contacts looking for people who work or own businesses that are somehow relevant to dumpsters.
Let us say that I wanted to communicate with the people who make the trucks and the equipment used to transport the dumpsters in order to identify the possibilities of creating links. I would find one or more contacts who would do it and ask for an introduction to as many LinkedIn connections as I felt comfortable asking for – maybe three to five at most, because you don’t want to take on more value than you provide.
Once you have some reciprocal contacts, it becomes much more efficient to send a connection request directly to their other connections that you think might be useful for creating links.
You can even go further, get out of your own network, by connecting with contributors of publications specializing in these sectors.
If you take this approach, it’s a good thing to plant a seed by sharing first on social media, or better yet, by linking it to something that belongs to them before asking them to link to your website.