Link building

6 things your link building campaign should include

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The following excerpt is taken from the book by Garrett French and Eric Ward Ultimate Link Building Guide, 2sd Editing. Buy it now from Amazon | Barnes & Noble | itunes or click here to buy it directly from us and SAVE 60% on this book when you use code MARKET2021 through 04/24/21.

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We discovered six major factors that impact the reach of a link building campaign. Ideally, during the campaign design phase, your link builder will have enough time to consider all of these factors. In doing so, they will likely discover a few other factors unique to your organization’s situation. The more factors you can consider and design, the more unique and effective your campaign will be.

Factor 1: What is already working well for you?

We like to start discussions with clients with a question about what is already working well – and not just in bonding! For example, we can ask how our customers are currently generating their leads. Recently, it turned out that one of our clients had a mailing list of 10,000 subscribers with whom he had built a great relationship over the past 10-15 years! They estimated that at least 10% of their list included active web content publishers, which made it the perfect place to start designing a campaign.

On the more link-oriented side, we recently asked a prospect a few questions to find out what their potentially linkable strengths are. They didn’t have the time or the resources to create content, which is our organization’s greatest asset. When we asked what worked, they mentioned that they had products they could give away to nonprofits and bloggers to use as prizes in raffles and other types of contests. This understanding then informed the link opportunities we uncovered for them as we were able to consistently uncover a massive number of prequalified leads.

We encourage you to think about what is already working well and keep that in mind when building links. Supporting and growing from what works can be much easier and more economical than trying to create something entirely new that doesn’t flow from existing strengths.

Factor 2: Your business and marketing goals

Specific business and marketing goals are often missing in the design of a link building campaign, especially when a campaign is designed in a vacuum without input from other departments.

Because link building has the ability to impact goals well beyond how your results pages rank in search engines, we strongly recommend that your link building campaign supports business goals and marketing specific to your business during the design phase. You might even discover a solution that may be unique in the market.

Related: The secret to creating a site worthy of a link

Factor 3: Your assets that can be linked

What about is your organization connectable? This can include internal ‘social media celebrities’, your organization’s brand, your organization’s history, your free tools or widgets, your unique and useful content, your available creative talent, your actual budget, and more. Also, consider that your industry’s definition of “liable” may and will differ from other industries. If all of your competition has free web tools, this is no longer a strong differentiator and may not lead to interest and links.

Factor 4: Link the opportunities in your space

The linkage opportunities that exist from one market to another can be very different. For example, if you are targeting a consumer market, then blogger dads working from home may be a key segment for you. But if you’re selling specialty bulldozer parts, hiring blogger dads might not make so much sense.

Your market, especially the publishers that cater to your market that you want to link to, determines the extent and type of opportunities available to you. Remember to always search for results from the list. They will save you hours of research. Additionally, the presence of listings indicates a robust editorial niche.

Factor 5: Services requiring your contribution and influence within the organization

As a link building agency, we primarily work with the Search Engine Optimization (SEO) department within an organization. Our methods typically involve content creation and engaging industry experts. Sometimes that means we have to get approval from departments like public relations, content strategy, social media, marketing, and even the CEO before the campaign can really get started.

We usually try to identify the department in which our contact is most integrated, the department in which they have the most influence, and then we work to keep the campaign under their authority so that we can have the most impact. fast. The more departments that require input, the harder the link builder will have to work to resolve cross-departmental issues.

However, for lasting and ongoing bonding campaigns (and often these can not be called internal bonding campaigns), you will need to work in the political arena within your organization and be constantly looking for ways to “bond” what others are already doing.

Factor 6: Your available resources

Ultimately, your link building campaign will depend on how much time and money you can put into it. Knowing how much time you can spend on your own, and how much work you can ask for or require from others, can help you define the full scope of the project. Often – and rightly so – your available resources depend on your abilities as a link builder, as well as your ability to effectively communicate probable and actual ROIs.

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