Link building comes in many guises and today is increasingly to do with getting Social Signals (Tweets, Likes, Shares etc) as well as conventional HTTP style links from one site to another. As we have discussed, the ‘power’ of links (for SEO Purposes, traffic is a different ball game entirely) is dropping, Google trying to move away from using links as a guide to what is best because the whole area has been ‘gamed’ by SEO companies trying to inflate the importance of a site beyond the level which it really deserves.
This is not wrong of course, Google have told people (to some degree at least) how they decide on who to rank for what, so if a business wants to sell more it is going to try to get listed for what they sell, and if this means ‘cheating a little’ that is tough, some would say that is ‘business’…
Public Domain from pixabay
Just the like a barrister is a the judicial system, it is not my job (or any other SEO company’s for that matter) to ‘judge’ (what site should be Number 1), we simply have to do the best for our clients.
More Content Required if Rankings Wanted!
The fact is that we do often tell them that they have to do a lot of work on their site (better content) to get better rankings, this needed as well as the links and the creation of ‘signposts’ on their site to help Google understand what the site is all about.
But to get back to the topic, the blog below is all about links, this covering all the areas of linking and giving some vey useful tips of what to do and what not to do. The full article can be found at:-
and is well worth the read..
So, your link building campaign didn’t perform as expected — now what? Columnist Casie Gillette weighs in on how we can learn from our mistakes.
You spent weeks crafting the perfect link building campaign. The content idea you came up with was researched, drafted, and re-drafted — and the final piece was fantastic! People were identified for outreach, emails were sent, tweets were tweeted, and then… crickets.
The piece didn’t get nearly as many shares as you’d hoped; it garnered no links; and many of the people you reached out to didn’t even respond. What gives?
Did something go wrong? Is it possible the campaign wasn’t as awesome as you thought it was?
Unfortunately, as with most marketing initiatives, not every campaign is going to be a massive hit. The key to future success, however, is being able to push aside your frustration, take a step back, and figure out what to do next. After all, you don’t want all of that time and effort to go to waste.
To help you get back on track and make sure your next campaign performs better, here are a few tips on what to do when your link building campaign fails:
First and foremost, reevaluate your promotion strategy. So often, a content promotion/link building strategy simply entails finding people we think should be interested in our content and then telling them about our content. No.
Part of creating a successful promotion strategy, especially when it involves outreach to those you don’t know, is identifying people early and interacting with them before your content goes live.
That way, when your content is ready to go, you aren’t a stranger spamming them — you’re someone they know and (hopefully) like.
In addition to connecting with people beforehand, it’s important to make sure you’re connecting with them the right way.
Find The Right Medium
At an event several years ago, a speaker noted that if you wanted to reach him, you should connect with him in a place that’s less crowded. His email was constantly being barraged, and his Twitter feed was hard to keep up with.
What he suggested instead was reaching out to him through Google+ or LinkedIn. These were places where he was more likely to get the message and more likely to respond.
Tip: Connect with people where they are active but where there is less noise.
Find The Right Time
We’re all busy. Between work, family, and life in general, there just isn’t a lot of extra time in the day — and there certainly isn’t a lot of time in the day to help a random person promote their content.
When evaluating your content strategy, take a look at when you did your outreach. Did you send an email on a Monday morning? Did you look to see if the person was traveling or on vacation?
Before you actually send that email or push out that tweet, do some research on the person to find out if they are even in the office. Take a look back at previous messages or previous social updates to see when they are most active and/or most likely to respond.
Tip: By identifying the most optimal time, you increase the odds of your message being seen and acted upon.
Communicate The Benefit
When reevaluating your outreach, take a look at the messaging itself. Did you actually communicate the reason your recipient would be interested in your work, or did you simply tell them you had a piece of content you thought they’d be interested in? If it’s the latter, there’s a good reason they didn’t help you.
Tip: The outreach message shouldn’t be about you and your content. It must help the person in some way.
Track Your Outreach
Take a look and see if your emails were even opened. Perhaps they went to spam, or perhaps they were opened once and forgotten about. In that case, think about what you can do in the future.
If You Aren’t Quite Ready To Move On…
As you reevaluate, if you decide you just aren’t ready to throw in the towel on the content you worked so hard to create, consider doing a quick paid promotion. A small budget could help your piece gain some traction. Don’t believe me? Check out this piece from Larry Kim — $50 could mean major press.
Don’t let your great piece of content go to waste! Seriously.
After spending all that time and effort, make sure you get the most out of your content. Whether you turn it into an infographic, a Slideshare, or a blog series, make sure you don’t just set it and forget it.
Tip: Neil Patel has a really useful guide on the various ways you can repurpose content, and it’s well worth the read.
On the other hand, if your promotion plan was spot on and you can’t figure out a way to repurpose your content, perhaps the content wasn’t quite as great as you thought.
Which leads us to our next step…
At my last job, we came up with an awesome contest that would drive links, build brand awareness, and get people talking about us. Except that it didn’t.
While I still stand by the fact the contest idea was awesome, our execution wasn’t done as well as it needed to be. On top of that, the timing was way off.
The problem is, after you’ve gotten buy-in from execs and the money to execute a campaign, failure can be really hard to swallow. It can also make it really hard to get buy-in and budget the next time around.
Refocus your efforts on some of the smaller things that can help drive results. As long as performance continues to improve, you’ll likely be able to try a bigger campaign down the road.
As I mentioned at the beginning of the post, all campaigns are not going to be a hit; unfortunately, even when links seem warranted, you may not get many. As I heard at SMX Advanced last week, links are harder to come by these days.