In this post, let’s explore the connection between inclusive marketing and SEO, specifically how creating a more inclusive brand can lead to a more diverse backlink profile – a crucial factor for ranking higher in search results.
Let’s take a quick look at this overview of a Whiteboard Friday video, hosted by Isa Lavahun, a search strategist at Moz, to get a foundation for our discussion.
Why Inclusive Marketing Makes Business Sense
Isa starts by highlighting the growing importance of inclusive marketing, emphasizing its ethical and business benefits. Inclusive marketing caters to a wider audience, fosters stronger brand connections, and ultimately drives revenue.
Inclusivity in Search Engine Optimization (SEO)
So, how does inclusivity translate to SEO? Isa argues that while targeting a core audience is essential, there’s a whole range of potential customers we might be overlooking.
The Power of Diverse Backlinks
A strong backlink profile – where various websites link to yours – is a key SEO metric. Isa explains how a diverse backlink profile, featuring links from various sources beyond the typical suspects, sends positive signals to Google.
Here’s why:
- Trust and Authority: A wide range of referring domains suggests your brand is trusted by a diverse audience with different needs.
- Broader Reach: Links from various sources indicate you reach a wider audience, increasing brand awareness.
- Natural and Organic: An overly homogenous backlink profile appears unnatural, raising red flags for Google.
Examples of Inclusive Link Building Strategies
Isa provides examples to illustrate how to build a more inclusive link building strategy:
- Restaurant in London: Consider reaching out to a mobility lifestyle blog if your restaurant is accessible, expanding your audience and showcasing inclusivity.
- Fitness Equipment Company: Look beyond personal trainers and gyms. Target audiences like elderly fitness enthusiasts or those recovering from injuries.
Key Takeaways: Building an Inclusive Link Building Strategy
Isa offers practical tips to implement these ideas:
- Update Your Audience Personas: Regularly re-evaluate your target audiences and identify potential gaps. Who are you missing?
- Talk to Different People: Get feedback on your campaigns from individuals outside your demographic. This helps identify potential blind spots.
- Stay Updated on Trends: Look for trending topics and news stories to connect with new audiences facing problems you can solve.
- Don’t Just Check Boxes: Inclusive marketing should be a core strategy, not a one-time effort. Authenticity is key.
- Be Authentic: Integrate inclusivity into your brand’s core values and offerings. This resonates with a wider audience and makes good business sense.
Watch the Full Video
To dive deeper into Isa’s insights and see the accompanying visuals, check out the full Whiteboard Friday video by Moz [link to Isa Lavahun’s Whiteboard Friday video on Moz website].
By embracing inclusivity, you can not only strengthen your brand but also build a more robust SEO strategy that attracts a wider audience and positions you for long-term success.