5 Essential Link Building Techniques for Sports Companies
You’ve probably heard of link building if you’re running a sports company and hoping the internet works magic. It’s not glamorous but necessary—like stretching before a workout.
Link building boosts your search rankings and strengthens your online presence, all while keeping your website relevant. Ignore it, and you’re as invisible as a referee at a soccer game—except when they’re suddenly not.
The challenge isn’t just about getting links. It’s about finding the right links that bring value to your website and, by extension, your business. A sports company doesn’t need a random gardening blog to mention it. You need connections that make sense—like a track-and-field runner needs functional shoes, not ones that look good on the shelf.
Let’s examine five essential link-building techniques that will keep you from feeling like you’re running in circles.
1. Blogger Outreach
Blogger outreach might sound like cold-calling in the digital age, but it’s far more strategic—and less awkward. Think of it as a partnership, not a pitch. Sports bloggers are often passionate fans, not corporate drones, so treat them accordingly. They know their audience, and you know your brand. Together, you can create something worth linking to.
The first step is research. Find bloggers who cover sports topics that align with your niche. If you’re promoting gear, target those reviewing equipment. If you’re a local gym or training facility, go for lifestyle bloggers talking about fitness.
Read their posts, understand their tone, and never, under any circumstance, copy-paste a generic email. That’s like showing up to a marathon in flip-flops—no one takes you seriously.
Once you’ve built the connection, propose ideas that benefit their audience. Maybe it’s an in-depth guide, a sponsored post, or exclusive insights. Whatever the format, keep it relevant and valuable.
Bloggers aren’t link factories; they’re storytellers. Respect that, and they’ll happily link to your site.
Having said that, if you find it challenging to do blogger outreach yourself, opt for the services of the company that offer link building for sports company.
2. Broken Link Building
Broken link building is like scavenger hunting for missed opportunities. It’s one of the most effective ways to say, “Hey, you forgot something, but I can help.” For a sports company, this technique is a no-brainer.
The internet is riddled with broken links to outdated stats, expired sponsorship pages, or defunct local clubs. Your job is to find them, fix them, and then casually suggest replacing the broken link with your content. This approach improves the user experience and positions you as a helpful resource in your niche.
Start by identifying relevant sites that often link to sports-related content. A quick search with tools like Ahrefs or SEMrush can reveal where broken links lurk. Reach out to the site owner with a friendly note. Make it clear you’ve done your homework by suggesting a specific replacement—preferably a page on your site.
When done right, it creates a win-win situation: their site gets cleaned up, and you gain a valuable backlink.
But don’t rush the process. People don’t love unsolicited emails, and poorly crafted ones get ignored. Be polite and concise, and don’t sound like a robot, for heaven’s sake.
3. Create Skyscraper Content
Skyscraper content is the big league of link building. You find what’s already popular, then you outdo it. Think of it as one-upping your rival’s highlight reel with your jaw-dropping sizzle reel. For sports companies, this could mean turning a tired “Top 10 Running Shoes” list into a comprehensive, beautifully designed guide that includes user reviews, expert opinions, and performance data.
Start by researching what’s performing well in your niche. Tools like BuzzSumo can help you find top-shared content. Once you’ve identified the target, dissect it. What’s good about it? What’s missing? Then, create something better. If the original list was a lukewarm oatmeal bowl, serve a full English breakfast.
Promotion is critical here. After publishing, reach out to everyone who linked to the original piece. Politely point them to your upgraded version. Some will bite, some won’t, but the ones who do will likely send more traffic your way than you’ll know what to do with.
4. Leverage Local Partnerships
You’re wrong if you think link-building stops at the digital border. Local partnerships are a goldmine for sports companies, especially those tied to a specific community. Local gyms, training centers, or even amateur leagues often have websites that link to trusted resources. If you play your cards right, you could be one of them.
Start by identifying potential partners in your area. Attend events, sponsor tournaments, or collaborate on community initiatives. It’s not just about the link; it’s about being seen as a valuable member of the local sports ecosystem. When you provide value in the real world, digital value follows naturally.
Contact your local connections and suggest content swaps, guest posts, or resource sharing. Most small organizations are thrilled to partner with like-minded businesses. And if you’re already sponsoring them, a backlink is just the icing on the cake.
5. Create Shareable Content
Creating shareable content is the SEO equivalent of outfitting your boat with flashy new sails. People notice and talk; if it’s good enough, they’ll point others in your direction. Think infographics, how-to guides, or “what not to do” lists. Humor can work wonders here—nothing spreads faster online than a good laugh (or a catastrophic fail).
Let’s say you run a sports company specializing in wakeboarding gear. Write a guide titled “Five Ways to Avoid Looking Like a Fool on a Wakeboard,” or create an infographic explaining the physics of a perfect flip. Offer value, but don’t be afraid to entertain. People share what resonates with them; every share is an opportunity for a backlink.
Just don’t rely on clickbait. It’s like painting flames on the side of a dinghy—attention-grabbing but unlikely to stand up to scrutiny. Focus on substance, and the links will come naturally. If your content solves a problem, educates, or amuses, people will share it without needing a nudge.
Conclusion
Link building doesn’t have to feel like running drills. With strategies like broken link building, blogger outreach, and creating skyscraper content, your sports company can rise above the noise. Add local partnerships and a dash of creativity through competitions, and you have a winning formula.
Success isn’t about gaming the system; it’s about creating value and building lasting relationships—both online and off. Now, it’s your turn to get in the game.
