How Queer BC Organizations Can Build a Stronger Link Building Campaign
How Queer BC Organizations Can Build a Stronger Link Building Campaign
For a queer arts collective, community group or independent publication, being easy to find online can help people discover events, services and stories they might otherwise miss. To build a stronger link building campaign, start with relationships and useful information—not a rush to collect as many website links as possible. A thoughtful audit can show which sites already point to your work, where your online presence has gaps, and what deserves attention next.
Why links matter to community organizations
A backlink is a link from another website to yours. Search engines may use links as one signal when assessing whether a page is useful, but links also have a straightforward community value: they help people move between trusted resources. A local venue linking to an event listing, for example, makes it easier for its audience to find the details.
For queer and Two-Spirit communities, useful links can connect people with cultural programming, advocacy, health information and gathering spaces. The best links usually come from genuine relevance: a partner organization cites a resource, a local publication covers an exhibition, or an event host shares the official ticket information. That kind of visibility is more sustainable than chasing unrelated sites or paying for links that offer no real benefit to readers.
Begin with an audit, not a campaign
Before seeking new links, take stock of what already exists. Gather the backlinks your organization can find through a search platform or SEO tool, then record the linking page, the page on your site it points to, and whether the link still works. A practical backlink audit guide can help you work through the process step by step.
Review the list in context rather than judging it by a single score. Ask whether the linking website is relevant to your work, whether its page is still active, and whether someone visiting from it would find the linked page useful. A link from a small neighbourhood arts directory may be more meaningful to a Vancouver event than a link from a large site with no connection to the region or topic.
Sort findings into useful actions
Once you have an inventory, group the links by what needs to happen next. A simple spreadsheet can keep the work manageable:
● Keep: Relevant links that still point to an accurate, useful page.
● Repair: Links that lead to a missing page, outdated event details or an old URL. If you control the destination, restore it or redirect visitors to the right current page.
● Follow up: Links with an incorrect organization name, broken event information or a page that could better explain the resource. Contact the site politely, with the correct details and a clear reason for the change.
● Investigate: Links from unfamiliar or suspicious-looking pages. Check what the site is, who runs it and whether the link appears in a relevant context before taking action.
Don’t treat every low-quality-looking link as an emergency. Automated tools can flag links without understanding context, and attempting to remove or disavow links indiscriminately may create unnecessary work. If a link is clearly manipulative or harmful, document what you found and seek informed advice before making changes.
Earn links by making pages worth sharing
An audit should lead to improvements people can use. Keep essential pages current: event dates, accessibility details, location information, contact methods, service eligibility and registration instructions. Add descriptive page titles and headings, and make sure a page still works well on a phone. If a listing is over, replace the expired information with a useful archive or a link to the organization’s ongoing work.
Then identify who might reasonably share those pages. For a local festival, that could include participating artists, community calendars, venues, cultural organizations and neighbourhood media. Send a concise note with the page, a short explanation of why it may interest their audience, and any approved copy or image information they need. Make sharing optional; a meaningful relationship matters more than a link secured through pressure.
Useful original material can also attract natural citations: a carefully maintained directory, an interview with a local artist, a practical accessibility guide or a clear explanation of a community resource. Get permission before publishing personal stories or images, credit contributors accurately, and consider whether sharing a person’s identity or location could put them at risk. Visibility should support the community, not expose it.
Bring in help with clear expectations
Small teams may need outside support to review analytics, update a website or develop outreach materials. Decide what you need before hiring: a one-time technical audit differs from ongoing marketing, writing or web development. Spell out deliverables, deadlines, access to accounts, approval steps and who owns the finished work. Avoid granting broad account access when limited permissions will do.
It is also sensible to understand liability and insurance for contractors when engaging someone for a project, alongside the distinction between a freelancer and a contractor. Rules and responsibilities differ by jurisdiction and working arrangement, so clarify the terms rather than relying on a label alone. Osdire is one freelance marketplace where organizations can browse services across areas such as writing, design and marketing; whichever route you use, agree on scope and payment milestones in writing.
A strong link building campaign is ultimately a habit of keeping information reliable and making it easy for trusted people to share. Review your links periodically, fix what no longer serves visitors, and build partnerships at a pace your team can sustain. For queer BC organizations, the most valuable result is not a larger number on an SEO report—it is helping more people find the communities and resources they are looking for.
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