Back in 2014, I had 14 link resolutions. For 2017, I have 17 for you.
Maybe you’re doing some or all of the following already; congratulations if that’s true, as you’re much more proactive than most. If you aren’t doing any, start with just a couple — but please, please, please make sure you do the first one. That’s the biggest first step you can take if you’re not clued in to what’s involved with your link development.
1. Check out your backlink profile
This is critical and should never change, as far as I’m concerned. While it may not be groundbreaking advice, many people are still unaware of their link profiles. Some individuals don’t even know where to look for their backlinks, how to analyze what’s there, or they’re too scared to investigate.
Whether you choose to pay for a tool or rely on Google’s Search Console, ensuring you’re examining your backlink profile is crucial. Be aware that different tools provide different data, so pick one and use it consistently for trend analysis.
2. Look at what your competitors are doing
While mimicking competitors isn’t my preference, competitor research can highlight what’s missing from your strategy. This approach helps you identify gaps that you can fill with valuable content, rather than copying others.
I recommend using tools like BuzzSumo for this task. Clients often wonder why competitors with fewer links outperform them. There’s no downside to understanding your competitors and leveraging that information.
3. Don’t assume that you need to produce excessive content
Producing 10 pieces of content a week is unsustainable for most. If you’re a brand that can manage this, go for it. If not, focus on quality over quantity. Creating great content is hard enough; poor content stands no chance of getting links.
4. Don’t be surprised when you pause your marketing efforts and see a decline
Your competitors are constantly progressing. Halting your efforts can result in being overtaken. Many clients who pause link development after reaching their desired rankings often return after a few months.
5. Don’t underestimate the power of paid media
Incorporate paid media with your link-building efforts. If ranking organically for key terms is challenging, paid ads can capture that traffic. Conversely, if you rank organically and have a limited budget, consider reducing PPC expenses.
6. Spend more time on research before creating content
Even an excellent piece of content won’t be effective if it doesn’t resonate with your audience. A lack of audience research once caused me to poorly execute a content marketing workshop. Preparation is key.
7. Build genuine relationships
Don’t only engage with individuals to get a link or mention. Consistent self-serving interactions can make people lose interest. Genuine relationships matter, and I speak from experience.
8. Be selective about promoting your content
Don’t badger others with your content. It’s helpful when someone informs me of content they think I’ll find interesting, but annoying when they do it excessively. Balance is essential.
9. Figure out how and where to promote your content
Promotion is necessary to get your work noticed. Tools like BuzzSumo can show where different content performs best on social media platforms.
10. Promote more than just your own content
Avoid being the person who only tweets their own articles repetitively. Sharing others’ content is a great way to build relationships. Promoting diverse content benefits everyone involved without being self-serving.
11. Understand your risk tolerance
Only you can decide your risk level and which methods to employ. If considering tactics that violate guidelines, understand the potential risks. Be prepared for the consequences of questionable methods.
12. Always ask questions
Ask your link team about their methods, the potential downsides, and the benefits of content investment. Asking questions ensures you understand and agree with the strategies being used.
13. Stop chasing algorithms
Rather than following every new trend, focus on building quality links. We’ve learned that exploiting trends can backfire. Building genuinely good links is a successful, straightforward strategy.
14. Don’t change direction with every new trend
Clients often want to pivot strategies after reading new articles, but consistency is crucial. Stick with what works for you rather than constantly chasing new trends that may not apply.
15. Rankings aren’t everything
Focus beyond rankings. Some clients dismiss nofollowed links, but if they drive relevant traffic, they’re valuable. Effective links generate conversions, whether followed or not.
16. Replicate your best links
Identify links that drive the most relevant traffic and try to get more like them. Consistently engage with platforms that perform well for you rather than relying on old content.
17. Don’t take every link opportunity
Be discerning about where you place links. Quality over quantity is essential. Avoid contributing to sites that make you uncomfortable.
Here’s to a great 2017!
