Over the years, I’ve often referred to our link building work as “campaigns”, which isn't wrong, but isn’t completely right, either. I think that as an industry we need to alter our mindset to focus on what link building should be: an ongoing, integrated, business-as-usual activity.
Link building processes that work for brands now and that will continue to work in the future need to sit closer to the rest of the business. This means tighter integration with other disciplines, or at the very least, acknowledgment that link building isn’t a siloed activity or dark art like it used to be.
In this post, I’d like to propose how we should think about link building and share some ways to make it more sustainable, efficient, and effective.
The problem with campaigns
I want to start by being super clear on something, and I make no apologies for reiterating this throughout this post: Link building campaigns aren’t a bad thing. My core point is that they should be thought of as one piece of the puzzle — not something we should focus all of our time and attention on.
“Campaign”, in the context of link building or digital PR, implies a few things:
- It has a start and an end point
- It is a one-off activity
- It is about a specific “thing”, whether that be a topic, product, or piece of content
There is nothing wrong with these as such, but link building shouldn’t be thought about only in these ways. If link building is seen as a series of one-off activities, or about a specific thing and with a start and end point, it’s never going to be integrated into a business the way it should be. It will always sit around the edges of marketing activity and not benefit the bottom line as much as it could.
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Even if you are reading this thinking that you’re okay because you have lots of campaigns lined up — maybe one a week, one a month, or one a quarter — the core problems still exist, but at a more zoomed-out level.
As digital marketers, we want link building to be:
- Taken seriously as a tactic which helps support SEO within a business
- Integrated with other areas to allow for efficiency and wider benefits
- Fit into the overarching digital strategy of a business
- Have measurable, consistent results
Let me demonstrate the final point with the graph below, which is the monthly performance of an Aira client on a 6-8 week campaign schedule:
On the face of it, this looks pretty good. We built over 200 links in 12 months, and were ahead of target in terms of individual campaign objectives.
This graph is the reality of link building campaign execution. We were honest and up-front with clients about the results, and those peaks and dips are perfectly normal.
Read More at https://moz.com/blog/thinking-beyond-link-building-campaigns Original Source Of Blog Content.
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