Search Engine Land recently published a column by Julie Joyce discussing how we often overcomplicate link building. Upon reading it, I found myself somewhat disagreeing with her.
While I agree that the process of securing a link, finding a site, contacting it, and getting a link is quite straightforward, achieving meaningful results from link building can be more complex.
Many clients tend to oversimplify link building in terms of results. They often treat it as a simple equation where more input means more output, measuring success by the number of links acquired. However, links are merely a means to an end; the true goals are increased visibility, traffic, and improved conversions. When link building aims to drive SEO results rather than merely securing a set number of links, it becomes more involved.
Several factors can impede link-building success, including:
- On-page and technical elements.
- Internal linking.
- Client or departmental complications.
These issues can impact the performance of link-building campaigns when examined through the lens of SEO results.
On-page and Technical SEO
While backlinks are crucial for search visibility, they only form part of the SEO picture. The most valuable links won’t achieve much if they point to a site that is technically flawed. Technical issues that could hinder organic search performance include:
- Speed issues.
- Duplicate content.
- Page errors.
- Improper redirects.
- Broken links and images.
- Suboptimal URL structure.
These factors affect crawling and indexing, diminishing the effect of external optimization.
On-page optimization for the page you’re linking to can either enhance or detract from the SEO value of your links. Although link quality and quantity can be key differentiators between ranking pages, a well-optimized page has a competitive advantage.
Optimizing for keywords with targeted title and header tags is important, but considering searcher intent is also crucial. For example, if your page targets a question-based query, it should be optimized for featured snippets, which Google often uses for such searches. Short, concise, and clear answers typically perform best.
Other considerations should include format, length, and design. Examining the relevant SERPs you’re targeting can offer guidance on optimizing for intent. If your page doesn’t match the quality (in design, intent, and format) of high-ranking pages, your efforts in link acquisition may not yield the desired results.
Your page should stand on its own merits. Links reinforce its value to search engines, but if you’re acquiring links to a poorly optimized page, achieving the desired results becomes difficult.
Internal Linking
Internal link structure is often overlooked in link building and optimizing for search. Although internal links don’t carry as much weight as external ones for search rankings, they still play an important role and add complexity to link campaigns.
Ignoring internal links and focusing only on external ones leaves equity untapped, complicating the achievement of desired outcomes. The internal link architecture of a site determines how link equity is distributed. Without strategic internal linking, the value from external links may not benefit key pages.
Product pages are valuable for business but may not attract links easily. Internal links redirect link equity from more linkable assets to product pages.
While securing links is straightforward, deploying them involves relying on others. Internal links, theoretically, are controlled by you, though outside vendors or lack of website control can complicate this.
Considering internal linking adds complexity to a link-building campaign, yet optimizing these links is essential for maximizing the search benefits of external backlinks.
Complications
Bureaucracy and red tape can complicate even well-designed link campaigns, affecting both agencies and in-house SEOs. Common complications include:
- Restrictions on target pages, missing opportunities by not promoting the best pages.
- Micromanagement in outreach, impacting efficiency and efficacy.
- Slow approval processes, hindering campaign momentum.
- Limited prospects, resulting in limited links and outcomes.
- Communication issues, which hamper effective link building.
- Lack of buy-in from upper management, potentially undermining successful campaigns if their value is not understood.
These bureaucratic hurdles can complicate link building throughout the campaign, even after links are secured.
Wrap-up
Ultimately, I don’t truly disagree with Julie! SEOs and link builders often overcomplicate link acquisition. In trying to differentiate strategy from tactics, we may inadvertently overthink link building, making it unnecessarily complex.
The process of identifying a website, contacting it, and securing a link is straightforward. However, driving SEO results beyond just the number of links requires overcoming various technical and strategic challenges.
Managing a successful link campaign involves understanding how each link supports a broader SEO and digital marketing strategy, requiring research, creativity, analysis, and coordination.
