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Link Building Campaigns: 5 Foundations for Success

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Link building remains one of the core components of getting found online, but the strategies of a successful link building campaign have shifted in the last few years. You need to learn the foundations of link building if you want to implement effective link building strategies.

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Link Building Campaigns: 5 Foundations for Success

  1. 1. Link Building Campaigns: 5 Foundations for Success By Colby Stream #SEJThinkTank @PageOnePower
  2. 2. Project Manager at Page One Power Married, miniature poodle owner, Enjoys home-brewed beers, Loves re-run marathons of “Doctor Who”. #SEJThinkTank @PageOnePower Colby Stream @ColbyStream
  3. 3. 1.In-house Individual 2.Independent Contractor 3.In-house SEO/Marketing Team 4.Independent SEO/Marketing Agency Poll 1 What best describesthe scale of your SEO efforts? #SEJThinkTank @PageOnePower
  4. 4. Link Building Campaigns: 5 Foundations for Success By Colby Stream #SEJThinkTank @PageOnePower
  5. 5. FOUNDATION #1 Link Building is an Upfront Investment #SEJThinkTank @PageOnePower
  6. 6. 1. Link Building is an Upfront Investment In Time #SEJThinkTank @PageOnePower ● First 30 days ○ Gathering the contact name and email of sites where you want a link. ○ Sending initial round of emails. ○ Writing articles for publication.
  7. 7. 1. Link Building is an Upfront Investment In Time #SEJThinkTank @PageOnePower ● By day 90 ○ You will have built your first 20- 30 links. ○ Google will have indexed and started attributing value from those links. ○ You will see little movement in rankings and traffic.
  8. 8. 1. Link Building is an Upfront Investment In Time #SEJThinkTank @PageOnePower ● By 6 months ○ You can expect to see increases in ranking and traffic, depending upon your level of competition.
  9. 9. 1. Link Building is an Upfront Investment In Personnel #SEJThinkTank @PageOnePower ● You need someone to train and manage the project. ● You need more than just a link builder. You need: ○ Technical SEO Expert ○ Content Creation Expert ○ CRO Expert ○ Research Expert
  10. 10. 1. Link Building is an Upfront Investment #SEJThinkTank @PageOnePower ● Pro Tip: Communicate this mindset and expectation to the decision makers in your business.
  11. 11. I hope someone told them it’s going to take six months to see lasting results. #SEJThinkTank @PageOnePower
  12. 12. FOUNDATION #2 Get Your Website Link Building Ready #SEJThinkTank @PageOnePower
  13. 13. ● Check Technical SEO ○ Are you indexed? Plug site:[url] into Google ○ Are your Title Tags / Meta Descriptions Optimized? ○ Does Google show Crawl Errors in Search Console? 2. Get Your Website Link Building Ready #SEJThinkTank @PageOnePower
  14. 14. ● Check Technical SEO ● Link Internally ○ Pull all URLs from backend files ○ Use Screaming Frog to identify orphaned pages 2. Get Your Website Link Building Ready #SEJThinkTank @PageOnePower
  15. 15. ● Be Indexed ● Link Internally ● Built Top-of-the-Funnel Content ○ Content must look and be authoritative 2. Get Your Website Link Building Ready #SEJThinkTank @PageOnePower
  16. 16. Just found out my new client’s site has crummy content #SEJThinkTank @PageOnePower
  17. 17. FOUNDATION #3 Understand Which KPIs Matter #SEJThinkTank @PageOnePower
  18. 18. ● Good campaign metrics ○ Ranking increase across several keywords ■ Keeping landing pages in mind 3. Understand Which KPIs Matter #SEJThinkTank @PageOnePower
  19. 19. ● Good campaign metrics ○ Ranking increase across several keywords ○ Number of average links across several months 3. Understand Which KPIs Matter #SEJThinkTank @PageOnePower
  20. 20. ● Good campaign metrics ○ Ranking increase across several keywords ○ Number of average links across several months ○ Traffic increases ■ Google Analytics ■ Third-Party Tool (suggest Piwik) 3. Understand Which KPIs Matter #SEJThinkTank @PageOnePower
  21. 21. ● Good campaign metrics ○ Ranking increase across several keywords ○ Number of average links across several months ○ Traffic increases ○ Leads resulting from traffic 3. Understand Which KPIs Matter #SEJThinkTank @PageOnePower
  22. 22. ● Subpar campaign metrics 3. Understand Which KPIs Matter #SEJThinkTank @PageOnePower
  23. 23. ● Subpar campaign metrics ○ Domain Authority increases 3. Understand Which KPIs Matter #SEJThinkTank @PageOnePower
  24. 24. ● Subpar campaign metrics ○ Domain Authority increases ○ Bounce Time & Time On Site 3. Understand Which KPIs Matter #SEJThinkTank @PageOnePower
  25. 25. ● Subpar campaign metrics ○ Domain Authority increases ○ Bounce Time & Time On Site ○ Ranking of one high-value, very competitive keyword 3. Understand Which KPIs Matter #SEJThinkTank @PageOnePower
  26. 26. ● Good link metrics ○ TrustFlow & CitationFlow 3. Understand Which KPIs Matter #SEJThinkTank @PageOnePower
  27. 27. ● Good link metrics ○ TrustFlow & CitationFlow ○ Website Presentation ■ Is it too advertorial? ■ How well designed is the website? ■ How well is the content written? 3. Understand Which KPIs Matter #SEJThinkTank @PageOnePower
  28. 28. ● Good link metrics ○ TrustFlow & CitationFlow ○ Website Presentation ○ Engagement ■ Onsite & Social 3. Understand Which KPIs Matter #SEJThinkTank @PageOnePower
  29. 29. ● Subpar link metrics ○ Any metric that you designate a “make it or break it” metric 3. Understand Which KPIs Matter #SEJThinkTank @PageOnePower
  30. 30. ● Subpar link metrics is any metric that you designate a “make it or break it” metric. ○ Domain Authority ○ Number of links in articles ○ Alexa Rank ○ PageRank 3. Understand Which KPIs Matter #SEJThinkTank @PageOnePower
  31. 31. Hey guys! What’s a K.P.I. ?!? #SEJThinkTank @PageOnePower
  32. 32. FOUNDATION #4 Great Link Building Involves More Than Link Acquisition #SEJThinkTank @PageOnePower
  33. 33. ● Regular meetings and feedback between: ■ Internal Upper Management and the person overseeing the campaign ■ The person overseeing the campaign and the link builders ■ Other departments and the link builders 4. Great Link Building Involves More Than Link Acquisition #SEJThinkTank @PageOnePower
  34. 34. ● Regular meetings and feedback ● Integration with PR and other departments ○ Link building absolutely cannot take place in a vacuum 4. Great Link Building Involves More Than Link Acquisition #SEJThinkTank @PageOnePower
  35. 35. Let me explain when I say more. #SEJThinkTank @PageOnePower
  36. 36. FOUNDATION #5 Links find their own level #SEJThinkTank @PageOnePower
  37. 37. ● You won’t be able to consistently or effectively build to product pages. 5. Links find their own level #SEJThinkTank @PageOnePower
  38. 38. ● You won’t be able to consistently or effectively build to product pages. ● You will need to offer sites a compelling reason (a value proposition) to link to you. 5. Links find their own level #SEJThinkTank @PageOnePower
  39. 39. ● You won’t be able to consistently or effectively build to product pages. ● You will need to offer sites a compelling reason (a value proposition) to link to you. ● This means you need to consistently make your site better to get better links 5. Links find their own level #SEJThinkTank @PageOnePower
  40. 40. But I thought D.A. meant everything. #SEJThinkTank @PageOnePower
  41. 41. 1.Real Lasting Results Take Time 2.Your Website Must be Link Worthy 3.Understand Which KPIs Matter 4.It’s More Than Just Link Acquisition 5.Links Find Their Own Level RECAP #SEJThinkTank @PageOnePower
  42. 42. 1.Link building services 2.White label agency services 3.Link building training program 4.Not at this time #SEJThinkTank @PageOnePower Poll 2 Would you like to learn more about Page One Power?
  43. 43. #SEJThinkTank @PageOnePower Q&A Moderated By Brent Csutoras @BrentCsutoras Managing Partner & Chief Social Media Strategist, Search Engine Presented By Colby Stream @ColbyStream Project Manager, Page One Power
  44. 44. All background images used via Unsplash: licensed under Creative Commons Zero. Presenter photo courtesy of Page One Power. #SEJThinkTank @PageOnePower Image Attribution

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