Equalli.com is a company that specialises in stunning high-end wedding rings and engagement rings for the LGBT community. They’ve grown into a large brand with over 10 physical stores, and now dominate the SERPs for many LGBT-related keywords.
They hired us to help build out their backlink profile from relevant sources, as they understood that the competition in their niche was fierce and to help growth you need to keep adapting.
Anything in the beauty / fashion / jewellery / lifestyle niche is notoriously difficult. If you’re looking for links from relevant bloggers in those niches with great content, they’re extremely savvy business people!
Unless you approach things right, you’re not going to get much success. We knew we had to communicate our brand ideals and content successfully and to scale our outreach campaign to give us enough opportunities to allow us to build quality links each and every month.
We didn’t stray too far from our tried & tested link building strategies for this campaign;
1) Content Outreach
We noticed that despite having some nice blog content on the site, some of which was ranking naturally well for a number of terms, there was a significant lack of long-form articles with the ability to not only drive a great number of backlinks, but to also allow Equalli to rank for more diverse keywords at the top of the sales funnel.
Here’s a couple of examples we worked on them with:
Our outreach campaign targeted relevant wedding, lifestyle, fashion and LGBT blogs who we carefully prospected together into different outreach campaigns, each niche taking a slightly different angle.
2) Guest Posts
This is a tried & tested technique, but difficult to execute successfully unless you can create a sense of authenticity. Thankfully we managed just that, and build up a significant database of websites who wanted us to post on their websites.
Through our link building to relevant blogs and sites in the fashion, LGBT and jewelry niches, we’ve helped Equalli to dominate and secure many high-value search terms with strong buyer intent across the US.
- Consistently built over 15 links per month
- Product page & branded links to impact shop traffic
- Blog content promotion to drive greater traffic through various relevant keywords