Link building as the name suggests is quintessentially about generating relevant links. Compared to other business functions, link building is relatively new and has a lot of scope for evolution in terms of best practices. In the span of last five years, a lot of online experts have come up with best practices yet with different websites different challenges prevails. This is because there are certain critical aspects that have to be equally monitored. Lack of attention in any of these would lead to redundancy and poor result. It is important to hire a dedicated and experienced link builder to manage the complete campaign because then consolidated effort will go into taking care of all aspects of link building.
It is not always the knowledge of what works the best that ensures the success of a project. A specialist also has to know about things that he or she needs to be guard off. Content is the starting point of any marketing strategy, so let us first look at the reasons why content strategy fails and how one can rectify it. Earlier link bait was considered a content strategy. Link bait is nothing but a piece of content created with the intent of generating links. If this is used as a strategy, one can be rest assured that this will not sustain in the long run because the content is created for the sake of creation and not with a SEO perspective in mind. Therefore, a link builder should always lay emphasis in generating quality content that incorporates all the SEO metrics. The key solution here is to collaborate and integrate the content with different social media platforms and other knowledge sharing platforms.
The second most important thing is to create a campaign framework rather than creating just a vision for the campaign. Just like a news item, every link building campaign should be able to answer 5Ws and 1H. The 5Ws refer to what, who, why, where and when. The 1H refers to why. Rather than re-inventing the wheel, it is important to optimize the known resources to create a smart strategy. The next super critical aspect that a link builder has to evaluate is the goal. Without any defined goal, no amount of strategy will work. The entire campaign rests on the goal. It is important to be SMART when it comes to goals- Specific, Measurable, Actionable, Realistic, and Timed. Enterprises should ensure that the online marketing team has link-building experts who are experienced and resourceful enough to manage each aspect of the campaign life cycle, right from setting goals to its execution. This particular work cannot be delegated to anyone in the online marketing team and so, an enterprise has to hire link builder expert to manage the campaign end-to-end.
The next critical aspect is the constant monitoring or tracking of the campaign. Merely implementing a strategy does not hold good. Tracking of links that are being generated is crucial and for that, a tracking procedure has to be set in place. Hence, it is important to hire a link builder to give a direction to the entire online marketing campaign. Some of the best ways of implementing a tracking system are:
· Determine KPIs for measuring the efficiency of the goals set.
· Implement a tracking tool to monitor the KPIs.
· Analyze data and represent the conclusions creatively with tables, info graphics, and pictures.
Share the analysis with all the members of the online marketing team.
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