I’m someone who often believes I can handle things independently and usually don’t need or want help. However, I’ve had to let go of that mindset when it comes to link building, a realization that has greatly benefited from the involvement of various people.
Occasionally, this extra involvement has been somewhat unavoidable, and at times, I’ve had to request it. Nevertheless, I’ve gradually come to understand that the best links are achieved through collaboration with clients, their internal teams, and webmasters.
The Who and the Why
Let’s consider who should participate in a link campaign and why:
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PR: They excel at publicizing the business and can teach valuable pitching techniques. PR professionals often uncover opportunities that others might miss due to different approaches. While I focus on clicking a link, they emphasize gaining coverage—a balance that can be highly beneficial.
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SEOs: Despite link builders being able to maintain momentum, SEOs are essential for tasks like redirecting old pages, resolving technical issues, handling duplicate content, and more. I began as an SEO generalist and know firsthand the effort involved in link building. Having a competent SEO team is invaluable, allowing me to focus on building links.
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Outreach Specialists: Essentially link builders, but with a less controversial title. Finding a site for a link is just the start; outreach specialists excel at pitching ideas, connecting with webmasters, and fostering relationships that lead to links. We’ve worked with numerous outreach specialists, and their effectiveness is evident when they are proficient.
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Content Creators: While we create content for some clients, businesses that produce their own content often yield better quality. The dedication of in-house content creators makes a significant difference, leading to superior content and better links when presented to the right audience.
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Business Owners: Respecting input from business owners is crucial, as they focus on the bottom line. As a business owner myself, I value understanding how my work impacts another business. They often provide insights and ideas, asking questions that can highlight communication gaps or unproductive paths.
- Developers: Formerly a developer, I have immense respect for them. Establishing a good rapport with a site’s developers is always beneficial.
The How
To maximize the effectiveness of a link campaign, it’s crucial to work collaboratively:
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Avoid having just one person build links for a site. An unnatural backlink profile often results from a single individual handling link building. My clients generally employ various link-building strategies, with my company as part of the larger campaign. I appreciate when other teams, inside and outside the client’s company, consider link building. Each team member has unique strengths, and harnessing those for clients is essential.
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Teams can be biased and miss potential issues. I appreciate when clients are knowledgeable enough to identify overlooked aspects. When my team is busy, having clients highlight something we failed to consider is invaluable.
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Discuss plans and debate points. I encourage discussions when there’s disagreement. Many times, this leads to mutual understanding and better strategies.
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Seek feedback from other teams before and after building links. Our approach has evolved to involve clients more actively throughout the process. Clients provide valuable insights, such as identifying their favorite links, which guide future endeavors.
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Consistently conduct analysis. Whether performed by us or another team, analyzing the full picture and running numbers on the link profile is crucial.
- Engage with webmasters. Their understanding of their sites and audience is invaluable. Soliciting their feedback has led to excellent links.
If nothing else, remember that the people who own, work for, and depend on a business’s success are the most knowledgeable. Involving them is beneficial for everyone.
