Easiest Barnacle SEO tactics for all Websites

Quick summary

Barnacle marketing is a smart growth tactic where small brands attach themselves to larger, high-authority websites to gain visibility. Instead of competing directly with big players, you leverage their traffic and rankings. Embarque helped Cleanvoice boost monthly recurring revenue by 300% using barnacle marketing strategies on podcasting platforms.

Need help in Barnacle SEO for your website?

No matter how much your search engine optimization strategy rocks, there are just some competitive keywords that are hard to beat. But what if you could bounce off of other websites’ success instead?

The idea behind Barnacle SEO is just that. Like a barnacle attaches itself to a big ship, your brand can latch onto high-ranked websites and ride the current of their keyword strength. In turn, you can save your SEO team from the uphill battle of highly competitive keywords.

Ready to become seaworthy? Let’s go over Barnacle SEO opportunities, so you can build a network of barnacles and boost your brand.

Why listen to us?

Barnacle marketing can be tricky for small businesses, but we've seen real success. Embarque helped Cleanvoice use barnacle marketing tactics to increase monthly recurring revenue by 300%. This demonstrates our effective Barnacle SEO strategy, especially for businesses seeking to latch onto larger platforms for growth.

What is Barnacle SEO?

Will Scott from Search Influence coined the term "Barnacle SEO." The idea is simple.

Don't waste time fighting for impossible keywords. Instead, attach your brand to websites that already rank for those keywords.

Think of it like this: You run a catering business. The keyword "best Thanksgiving dinners" gets thousands of searches. But competing for it? Nearly impossible.

Here's what you can do instead:

Get listed on Google My Business
Post your Thanksgiving spread on Reddit
Write a guest post for a "Top 10 Thanksgiving Meals" article
Run an Instagram campaign with the right hashtags

You're not ranking your website directly. But you're appearing on page one through other platforms.

That's barnacle marketing. And it works.

Barnacle SEO vs Parasite SEO

Barnacle SEO involves attaching oneself to a high-ranking entity to leverage its SEO power, while Parasite SEO exploits the authority of high-ranking websites to rank a page for targeted keywords.

Here are its key differences.

Definition: Barnacle SEO involves attaching oneself to a large, high-authority entity in order to leverage its SEO ranking power, while Parasite SEO involves using high-authority domains to rank high for targeted keywords.
Use Cases: Barnacle SEO is typically used to enhance the visibility of a smaller site by attaching it to a larger, more authoritative site, such as a popular business directory. Parasite SEO, on the other hand, is commonly used in affiliate marketing, reputation management, and event promotion to quickly rank for competitive keywords.
Longevity: Barnacle SEO is generally seen as a long-term strategy, as it relies on building reputation and trust over time. Parasite SEO, however, can yield quick results but may not always be sustainable due to the risk of penalties from search engines if conducted unethically.

Which is better? Here's our expert answer: It depends.

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It largely depends on your specific goals and risk tolerance. Barnacle SEO is a safer, more sustainable approach that's beneficial if you're looking to enhance your site's reputation and trustworthiness over the long term. This strategy is best suited for businesses looking to build a strong foundation and grow steadily over time.

On the other hand, Parasite SEO can yield quick results, making it an attractive option for affiliate marketing, reputation management, or event promotion where ranking quickly for competitive keywords is crucial. However, this strategy carries a higher risk and may lead to penalties from search engines if conducted unethically. Therefore, it's best used when immediate results are needed and the potential risks are understood and managed.

Why Barnacle SEO is important

Why bother with a Barnacle SEO strategy? To start, it’s a much better investment of your team’s time and resources. You may also see a lift in your brand’s ranking and domain authority by focusing on Barnacle SEO instead of competing directly.

Point #1: Latch onto great content to maximize your site reach.

No need to reinvent the wheel. If other sites are doing something right, you can latch on this great content in order to elevate your own brand. Basically, you can get mentioned or linked in order to receive more traffic and maximize your site reach.

Point #2: Diversify your efforts to improve ranking.

SEO is a complex field that involves lots of trial and error. In addition to your traditional SEO, having a Barnacle SEO strategy can help diversify efforts so that you’re exploring all possible avenues to improve your ranking for the toughest keywords, and raise your backlink profile.

Point #3: Add touch points for customers to find you.

The more you’re mentioned or linked, the more chances potential customers have to find you. By adding these touch points (i.e., the first page), you can increase your online visitors and work to get more engagements and purchases.

Point #4: Improve your brand authority and reputation.

Getting mentioned or linked on authority sites is great for your own reputation. Google’s algorithm rewards sites that participate in trustworthy networks, so you can improve your own authority by association.

Point #5: Make the most of your SEO budget.

High-competition keywords are SEO treasures, but only if you can make it to the top of the results. Instead of using up your marketing budget on these keywords, you can focus on other opportune keywords and leave these highly competitive ones for barnacles.

Barnacle SEO Ideas you Can Execute

Parasite SEO

We love Parasite SEO, as it can be done by all types of businesses, and we've have successfully used this strategy to help our clients rank multiple times for key queries.

For instance, with our help, MentorCruise is featured in most of the listicles ranking on the first page of Google Search for the query "mentorship platforms". This provides a steady stream of revenue for the platform, without the actual website being in the top 5 search results for the query!

This involves leveraging the authority of high-ranking, popular websites to rank for competitive keywords.

By creating pages or profiles on these "host" sites, and optimizing your content for specific keywords, you have the potential to rank faster and higher. This approach can drive significant organic traffic to your site from these high-authority platforms, amplifying your online visibility and brand recognition.

Create viral linked signatures

There are some products that domains just naturally link back to when they’re customers. For instance, Instatus, a tool for creating beautiful status pages automatically includes a linked signature for its free-tier users. Genius.

Buy Me a Coffee, which empowers online creators with the ability to quickly create pages their fans can pay donations to, also allows its customers to embed a clickable icon that leads to the page:

Review sites

To get started, create a company profile on review sites that are relevant to your industry. Some popular review sites include TripAdvisor, Trustpilot, Yelp and Facebook. If you’re in the software market, other review sites may include G2, Clutch, Capterra or Get App.

Identify the review sites that make sense and then create a robust profile that matches your brand. Take the time to fill in all the information, so that potential reviewers see you take your online presence seriously. Start inviting past customers to review as well, so you can stand out from other sites.

Listing platforms

Besides review sites, you can take advantage of listing platforms, which help build citations and your online presence. The most well-known platform is Google My Business, which works in tandem with search results to boost your ranking.

However, other listing platforms are available. You might get listed in an online address book, yellow pages or check-in site such as Foursquare. Wikipedia is also a good option for getting indirect links. If you’re a toy company, for instance, you could add your product photo to Wikipedia’s page on action figures.

There are also niche address books you may benefit from. For example, if you run a dentistry office, you might want to get listed on the ADA’s Find-A-Dentist tool.

Community forums

Forums are also a good starting point for building a Barnacle SEO campaign. By joining the conversation on forums, you can expose users to your brand. Some top forum sites include Reddit, Quora and Craigslist. There are niche forums specific to certain topics, too. For example, some popular gaming and tech forums include Discord, GameSpot and Stack Overflow.

Basically, there’s a forum for any topic of interest that your brand may be connected to. If you’re a fintech company, for instance, Money Saving Expert is a well-known forum that might prove relevant to gaining new visitors.

Listed on reviews or round-ups

Another option for your barnacle strategy is to get linked on another site’s review or roundup articles. It’s common for industry websites to offer these type of mention-rich articles, including:

Review posts: Product reviews, alternatives, comparisons, competitors, etc.
Round ups: Best of, top 10, deals, etc.
News sites and press releases

Make the most of these types of mentions by publishing your own reviews or working to partner with other blogs to be a part of their round-ups.

Social Media Platforms

Social media channels like Facebook, Twitter, LinkedIn, and Instagram can also play a pivotal role in a barnacle SEO strategy. By actively participating in discussions, sharing valuable content, and engaging with your audience on these platforms, you can increase your brand visibility and drive traffic to your website.

Guest blogging on top sites and publishing platforms

Guest posting is an excellent way to strengthen your SEO strategy, get more traffic and build your brand authority. You can start with big publishing platforms such as Medium. However, you might have just as much success with smaller niche sites. Identify top-ranking websites in your market and reach out to propose writing a guest post.

Utilizing Influencer Marketing

Influencer marketing can be a potent tool in your barnacle SEO arsenal. Collaborating with influencers within your industry can expand your reach and increase your brand visibility. Their strong relationship with their audience can be leveraged to drive traffic to your website.

Content Syndication

Content syndication involves publishing your content on third-party websites. This can not only help you reach a wider audience but also allow you to gain high-quality backlinks which can improve your SEO.

Video Marketing on YouTube

YouTube is the second largest search engine in the world. By creating high-quality, SEO optimized videos and linking back to your website in the video description, you can significantly boost your SEO and reach a vast audience.

Partnering with Non-Competitor Websites

Find non-competitor websites within your niche that have a strong SEO presence. Explore partnership opportunities with them that could include guest blogging, content exchanges, or banner exchanges to boost your own SEO.

Utilizing Q&A sites

Sites like Quora and Reddit are often overlooked in barnacle SEO strategies. By actively participating in discussions relevant to your industry and providing valuable insights, you can increase your brand visibility and drive traffic to your website.

Podcast Appearances

Consider appearing on industry-related podcasts. This not only helps increase your brand visibility but also allows for backlinks to your website in the show notes, boosting your SEO.

Local Business Directories

Listing your business in local directories like Yelp or Google My Business can significantly improve your local SEO. These platforms also enable users to leave reviews, adding credibility to your business.

Webinars and Online Workshops

Organizing webinars or online workshops provides valuable content to your audience while also improving your SEO. These events can be promoted on various platforms, and backlinks to your website can be included in registration forms or follow-up emails.

Leveraging Medium for Backlinks

Medium is a blogging platform that can be effectively utilized to generate backlinks for your website. Begin by creating valuable, engaging content that is relevant to your industry and post it on Medium. Ensure your posts include a link back to your website within the content or in your profile bio. Another strategy is to repurpose your existing blog content by syndicating it on Medium. Remember, when using Medium for SEO, the key is to provide value to the readers first and foremost. The backlinks and improved SEO will follow as a natural result of quality content that resonates with your audience.

To utilize Reddit effectively, begin by identifying relevant subreddits in your niche. Engage with these communities organically, providing valuable insights and solutions. The key is to add value before promoting content. Once you've established credibility, you can share content that links back to your website. Be sure to follow each subreddit's rules and guidelines to avoid facing penalties or being flagged as spam. Remember, Reddit users appreciate transparency and genuine engagement. Use this platform as a tool to provide value, and the backlinks and improved SEO will naturally follow.

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How to take advantage of Barnacle SEO

Step 1: Identify opportunities by doing keyword research on who’s ranking the highest.

First off, you’ll want to understand which sites are ranking highest for your potential keywords. You can use tools such as Google Search, Ahrefs, Buzzstream and Twitter in order to plug in your target keyword and find out who’s topping the lists. From there, you can start digging into potential barnacle opportunities.

Generally, the more specific you are with your keyword research, the better the outcomes will be. In this example of niche keyword research below, we've helped Cleanvoice increase their monthly recurring revenue by 300% by targeting podcasting-related topics aggressively. This SaaS SEO strategy includes guest posting on relevant websites that garner traffic for podcasting related to podcasting. Embarque's SaaS SEO service provide this.

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Step 2: Reach out or follow instructions to get listed or linked.

Get in touch with these sites to either get listed or create a partnership. This could be as simple as filling in a company profile, sending a message about a guest posting proposal or commenting on a relevant forum.

Step 3: Provide a valuable profile or content piece.

Don’t forget to add value when building barnacles. Users will sniff out sites that are too pushy or marketing-heavy. Simply create a user-focused profile, content piece or comment so that potential customers can see your value.

Step 4: Promote your barnacles.

Strengthen your barnacles by promoting them. You can use media (such as videos, infographics, memes or gifts) to add interest, as well as share them on your social media channels. Staying active will help your barnacle content latch on for good!

Step 5: Monitor your efforts and keep iterating.

Find out what’s working and not, so you can make improvements and keep moving forward. Measure your success by looking at page analytics, or other metrics such as new customers. There’s no one way to build barnacles, so don’t be afraid of trial and error.

Common barnacle marketing mistakes to avoid

Being too promotional

Nobody likes spam. If every forum comment links to your product, you'll get banned. Provide value first. Promote second.

Choosing wrong platforms

Not every platform makes sense for your brand. For example, a B2B software company doesn't need Yelp. Ensure the platform you choose suits your business.

Ignoring platform rules

Each platform has guidelines. Reddit hates self-promotion. LinkedIn rewards thought leadership. Learn the rules before you post.

Creating incomplete profiles

Half-filled profiles look unprofessional. Complete every field. Add photos. Write full descriptions. Show you're legitimate.

Forgetting to monitor results

Track which platforms drive traffic. Use UTM parameters. Check Google Analytics. If something isn't working, stop doing it.

Diversify your SEO with barnacles

Barnacle SEO is a key step in any digital marketing strategy. If you know certain highly competitive keywords are too tough with your marketing budget, you can use the Barnacle SEO technique to connect with top-ranking sites – and boost your brand while you’re at it.

If you’re not sure how to get started with barnacles, lean on our SEO expertise. Here at Embarque, we work with brands to identify opportunities for Barnacle SEO. Get in touch with our team today so we can start elevating your brand!

Frequently Asked Questions

What is barnacle marketing and how does it work?

Barnacle marketing is when small brands attach themselves to larger, high-authority platforms to gain visibility. Instead of competing directly, you leverage existing traffic from big websites. You create profiles, get featured in roundups, contribute guest posts, or appear on review sites that already rank well. The larger platform does the heavy lifting for rankings while you capture their audience. It's called barnacle marketing because you attach to the "whale" (big website) like a barnacle attaches to a ship.

What's the difference between barnacle marketing and traditional SEO?

Traditional SEO focuses on ranking your own website. Barnacle marketing focuses on appearing on other websites that already rank. With traditional SEO, you optimize your site, build backlinks, and wait months for results. With barnacle marketing, you get visibility much faster by piggybacking on established platforms. Both strategies work together. Barnacle marketing gets you quick wins while your long-term SEO builds authority. Smart brands use both approaches simultaneously.

Which platforms work best for barnacle marketing strategies?

The best platforms depend on your industry. Review sites like Trustpilot, G2, Capterra, and Yelp work for most businesses. Google My Business is essential for local companies. Reddit and Quora help you reach engaged communities. Medium and LinkedIn work well for thought leadership. YouTube is perfect for product demos and tutorials. Industry-specific directories and forums offer niche opportunities. Start with platforms where your target customers already spend time, then expand from there.

How long does barnacle marketing take to show results?

Barnacle marketing delivers faster results than traditional SEO. You can see traffic within days or weeks instead of months. Creating a profile on a review site takes minutes and can start driving visitors immediately. Guest posts on established blogs can rank within days. The speed depends on the platform's existing authority and how quickly they publish your content. Embarque helped clients see significant traffic increases within the first month using strategic barnacle marketing tactics.

Can small businesses compete with big brands using barnacle marketing?

Absolutely. Barnacle marketing levels the playing field. Small businesses can't outrank Amazon or major corporations directly. But they can appear alongside them in roundup articles, review platforms, and community forums. Your local bakery might never rank #1 for "best cakes," but you can get featured in local listicles, Google My Business, and food blogger reviews. Focus on niche communities and local platforms where big brands don't have dominance. That's where small businesses win.

Is barnacle marketing the same as parasite SEO?

They're similar but different. Barnacle marketing is about building presence on authority platforms through legitimate methods: creating profiles, contributing value, and getting featured naturally. Parasite SEO is more aggressive, using high-authority domains specifically to rank for competitive keywords quickly, sometimes through tactics that bend rules.

Barnacle marketing is sustainable and relationship-focused. Parasite SEO delivers faster results but carries more risk. Most businesses should focus on barnacle marketing for long-term growth.

How much should I budget for barnacle marketing campaigns?

Barnacle marketing is more budget-friendly than traditional SEO. Many tactics are free, such as creating business profiles, participating in forums, and commenting on relevant blogs. Paid opportunities include sponsored listings on review sites, promoted posts on Reddit, or guest post placements on premium blogs.

Budget $500-$2,000 monthly for a solid barnacle marketing strategy. This covers profile optimization, content creation for guest posts, and some paid placements. It's significantly less than the $5,000-$10,000 monthly that competitive SEO campaigns require.