Short answer: Strategically target relationships with thought leaders in your niche and earn links naturally.
OK, slightly longer answer. Link building campaigns will differ from one Kiwi business to the next. There’s no ‘magic’ number of links to build. Instead, you’ll need to earn links to help you hit your specific link building goals. For example, if your competition has content that’s similar to yours and 0 backlinks, you may be able to leapfrog their rankings with 1 or 2 quality backlinks. But if your competition has 20 backlinks from high DA sites, your own link portfolio may need to be much stronger.
To get your started on your link building journey, here are 7 proven strategies to earn high-quality backlinks for your New Zealand business.
#1 – Start a blog
The most common link building strategy is to start a blog on your website. By publishing high-quality content on your blog you can earn links from people who cite your content to back up their own content. Creating a blog is a strategy recommended by Google, so you’re in safe territory. This link building strategy takes time though, so you won’t be earning links right away, but over time a blog can become a proven source of natural links.
You can also earn links through guest posts on other popular blogs – find out how here.
#2 – Create irresistible content
Think of this as an extension of creating a blog. Irresistible content should be so high-quality it’s impossible for people to ignore. This is known as content marketing. Content marketing is a time-consuming strategy as irresistible content should be more in-depth and valuable than your ordinary blog posts (for example, the Digital Estate’s ‘Introduction to SEO’ guide you’re reading right now).
Use this short checklist to make sure your content is truly irresistible:
- In-depth or ultra niche on a topic or location
- Brings new information on an existing topic
- Visually appealing and easy to read
- Elicits strong emotions
- Relevant and timely
When you create content that’s so jam-packed with value, other webmasters and internet users will naturally link to it, so their own followers and communities can benefit. Irresistible content is a powerful link building tool that improves your E-A-T while you sit back and enjoy the rankings boost.
#3 – Use your best customers
Your best customers are more than a source of revenue, they can be valuable link building partners too. Loyal customers, or even ongoing commercial partners, have their own businesses to run. By writing a testimonial (that’s honest and from the heart) about their products and services, you could receive a backlink on their website.
#4 – Use your local community
Got existing word of mouth buzz? You can use this to create backlinks. If you regularly meet your customers face to face, your community can create links to your site as part of their connection to you.
For example, if you offer a sponsorship of a local rugby team, you could secure a backlink from the local rugby club’s website. The same goes for loyalty programs, local competitions and charitable causes. When you put your brand in the local community, you create opportunities to be talked about and linked to.
#5 – Repurpose your content
If you’ve got content that’s already earning editorial links, you can repurpose it to promote your business on channels outside of Google.
For example, if you have a guide that drives the bulk of your monthly traffic and has your highest time on page, turn it into multiple pieces of content. You could share an amended version on Quora, Facebook, LinkedIn, Twitter, Reddit and YouTube to create 6 x new opportunities for links. Don’t worry if these are nofollow links. Remember, nofollow social signals help create a natural backlink profile and drive referral traffic to your site.
#6 – Be newsworthy
There are two types of content that drives links – evergreen content and time-sensitive content. Evergreen content is typically more valuable as it retains its value over time. This means a guide will still help people in 2025 as well as 2021. In contrast, time-sensitive content is only relevant for a short period of time.
You can use time-sensitive content to your advantage by catching the attention of news outlets and bloggers to drive quick links. This could be done by releasing a new product in your market, breaking a story about your niche, or offering a controversial opinion on your industry. Avoid being controversial for the sake of controversy, but if you believe in your views, don’t be afraid to create eye-catching content.
#7 – Utilise outreach email (but be yourself)
A common mistake Kiwi businesses make is to read helpful guides (like this one) and think they have to change their brand values to create irresistible content and earn editorial links. This ends up creating generic content that doesn’t stand out. Successful link building comes from staying true to your brand. Take the time to be personal, to bring value, and share what makes your business special.
This applies to ALL aspects of link building. For example, once you’ve created your awesome new content it’s common to email blogs or websites in your industry and let them know. This is a perfectly acceptable form of self-promotion and can lead to backlinks if your email recipients love your work. The problem is 99% of New Zealand business owners use email templates which are copied and pasted to every single person they reach out to. You’ve likely received a spammy email yourself that’s obviously been sent to multiple people.
Here are a few proven tips to help your outreach emails feel personable and unique:
- Keep it short (no one has time to read walls of text)
- Offer value upfront. Don’t just ask someone to link to your content, explain what value it can bring to their audience.
- Build rapport first. It’s fine to share your content without asking for a link, and let your recipient make the decision to link back to you
- Make it personal. Take the time to research your target then mention something to back up your research, like a recent article they wrote or a project they’re working on.