Prioritizing Your Link Building Campaign

Nov 4, 2014

Thanks to Google’s algorithm updates, link building has become a lot more tedious and detail-oriented than it was in the not too distant past. In effect, Google has re-written the rules of acceptable link building practice to the extent that considerably more research and planning is involved in acquiring quality links that will improve your search engine rankings without getting your website penalized.

how to prioritize link building campaigns

A comprehensive link building campaign can usually be broken down into the following eight stages:

  • Preparation
  • Strategy
  • Quick and easy wins
  • Content
  • Link prospects
  • Prospect outreach
  • Content promotion
  • Campaign analysis

Campaign Preparation
You need to assign responsibilities for your link building campaign such as who will handle prospect outreach, make the decisions on targeted keywords and anchor text, and write the content. You also need to decide on a record keeping format for tracking your outreach efforts, and choose the metrics that you wish to track.

Campaign Strategy
In addition to matching your link building goals with the company’s overall marketing goals, you need to decide on the most fruitful keyword niches to go after; a keyword niche includes all keywords that contain a seed keyword. Each keyword niche should be grouped into the various target market sectors that comprise your business. Focus on one target market sector at a time so that Google doesn’t see too many new links coming in to your site all at once.

Quick and Easy Wins
Focus your efforts on the keyword niches that are already producing the best results. Increase the number of optimized internal links if feasible and add fresh content. Seek out quick link opportunities wherever you can.

Content Strategy
You need to start with a solid base of quality articles on your own blog before you begin your link request outreach to other sites; these webmasters need to be assured that you can deliver quality material that won’t alienate their audience or earn them a Google penalty for spammy content. Make sure that every piece of content you create has “hooks baited” to the readers’ needs and interests. Create your content across a variety of formats whenever possible such as text-heavy posts, video, graphics, photos, and infographics.

Link Prospects
Research your niche’s online community and start a list of link prospects. Don’t forget to look for possibilities among any niches that are related to your primary niche. Examine your competitor’s backlink profile for link ideas that you may have overlooked. Be sure your prospect list includes a variety of different types of sites such as trade associations, chambers of commerce, social media properties, local and national news and media sites, shopping sites, quality directories, and local authority sites.

Prospect Outreach
Start building a relationship with each of your link prospects. Follow their blog and social media connections and make insightful comments whenever you can. Send a personalized email complementing their work. Sign up for any newsletters or reports that they offer. Don’t even mention your own products until you have established a basic level of friendship.

Content Promotion
Your goal is to get your content published on as many quality web properties as possible. Start with your own company blog and company email list. Submit your content to generic social media sites such as Google+, Facebook, Twitter, StumbleUpon, and Digg. Notify your link prospects that you have a fresh piece of great content. Don’t overlook the online press release services.

Campaign Analysis
Review your results at the end of each target market sector campaign. Determine which tactics were successful and which were not. Look for lessons that can be applied to your next campaign.