If you’re in the world of digital marketing, you probably already know how important SEO is for making your website rank higher on search engines. But let’s be honest: link building can get a bit complicated. Do you focus on deep links? Do you aim for authority sites? What’s the magic formula? Well, at Bigg, we’re here to tell you about a lesser-known but highly effective tactic that often flies under the radar: shallow links. Not familiar? Don’t worry, we’ve got you covered.
What are Shallow Links?
If you weren’t already aware, backlinks play a huge role in your search engine rankings. In fact, according to First Page Sage, in 2024 backlinks contribute around 13% of how search results are determined. Because of their high value, striking the right note with your link building strategy is super important, and one element of this is getting onboard with shallow links.
Shallow links are backlinks that direct users to your homepage or main landing pages instead of a specific internal page like a blog post or product page (that’s what deep links are for). Think of shallow links as broad strokes—they cast a wider net and drive more general traffic to your site.
So, why care about shallow links? While deep links are great for targeting niche keywords, shallow links help build your site’s overall authority. They signal to Google that your entire domain is valuable, and they’re often easier to get than super-specific links to internal pages. In other words, they’re a great way to give your site a boost.
Why You Should Care About Shallow Links
So, why should shallow links be part of your strategy? Here are a few reasons why they’re essential:
Boost Your Domain Authority
Shallow links are fantastic for increasing your overall domain authority. Since they point to your homepage or other high-level pages, search engines get the impression that your entire site is authoritative, as opposed to just one or two blog posts.
Easier to Secure:
Let’s face it, getting other sites to link to your specific blog post on, for instance, “the best types of office chairs” isn’t always easy. But asking for a link to your homepage? Way simpler. External sites are much more likely to link to your main pages because they’re more general and easier to fit into a variety of content types.
Build Brand Awareness
When people land on your homepage, they’re much more likely to browse around, check out what you offer and engage with your content. It’s a great way to boost brand recognition and encourage visitors to explore your site.
SEO Benefits of Shallow Links
Shallow links aren’t just easier to obtain, they also bring with them a ton of SEO perks.
Better Crawlability
Since shallow links usually point to your homepage or other key pages, search engine bots find it easier to crawl and index your site. This leads to better overall visibility on search engines.
Stronger Keyword Associations
When external sites link to your homepage, they often use branded anchor text. This helps strengthen the association between your brand name and relevant keywords, which can improve your overall search performance.
Improves Core Pages
Your homepage or other top-level pages are usually the most important when it comes to converting visitors. Shallow links bring more traffic to these pages, improving your engagement metrics and helping your site rank better.
Shallow Links & Deep Links: A Winning Combo
Now we’re not saying you should ditch deep links – far from it! The most effective link-building strategies combine both shallow and deep links. In fact, Moz highlights that a balanced mix of shallow and deep links see a more consistent increase in rankings over time. Here’s why:
Solid Foundation
Shallow links create a strong foundation for your website’s authority. They spread the SEO love across your entire domain and tell search engines that your website is trustworthy and well-rounded.
Targeted Ranking
Deep links are still crucial for ranking specific pages or targeting niche keywords. By combining them with shallow links, you create a balanced, diversified link profile that signals to Google that your site is valuable on multiple fronts.
Diverse Link Profile
Google loves diversity, so a mix of shallow and deep links shows search engines that your website is relevant to a variety of audiences, topics and sources, which leads to better rankings.
How to Get Started with Shallow Links
At Bigg, we’ve got a few tricks up our sleeve when it comes to building shallow links for success. Below are a few tips on how to get started.
Outreach & Guest Posts
When reaching out to blogs or directories in your industry, aim for links to your homepage. Most sites will be happy to oblige since homepage links are easier to insert naturally into their content.
Press Coverage
If your brand gets mentioned in the news, request a link back to your homepage or a key landing page. It’s a low-effort ask, and it can bring in tons of valuable traffic.
Leverage Social Media
Post links to your homepage on your social profiles to direct traffic back to your site. Even though these links are usually no-follow, they still generate traffic and help boost brand awareness.
Partner with Other Brands
Collaborate with complementary brands in your industry to exchange shallow links. It’s a win-win that can boost both of your sites’ domain authority.
Let Bigg Handle Your Link Building
Shallow links might not be the most talked-about SEO strategy, but they’re incredibly effective when done right. At Bigg, we know how to create a link-building strategy that’s custom-tailored to your business, combining the power of both shallow and deep links to help you rank higher and grow your online presence.
So, if you’re ready to take your SEO to the next level, let’s chat! Get in touch with us at Bigg, and let’s build something exceptional together.
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