When our agency first began, our link builders were divided into two groups. One group sent a large number of emails to various sites and dealt with responses as they came. The other group took the time to conduct thorough research before reaching out, ensuring those who responded had already been vetted.
I believed it was beneficial to allow each new link builder to find their own approach, so I refrained from expressing a strong opinion on this divide. I could understand both sides: why do extensive work upfront if the webmaster might not respond, and why disappoint webmasters who did respond if you couldn’t work with them?
Over time, I have come to favor the meticulous vetting approach rather than casting a wide net. I am convinced that some link-building tasks simply do not benefit from being rushed.
However, I do believe that some aspects of link building can be made more efficient. It can sometimes be worthwhile to reduce manual effort in one area to focus more on higher-priority tasks.
Today, I will discuss several key link-building activities in terms of whether they should be accelerated—through automation, outsourcing, or spending less time on them.
Content creation
Creating valuable, relevant content is fundamental to most link-building efforts. This task often falls to link builders, particularly when seeking guest posting opportunities. Content creation is labor-intensive, making it understandable that link builders seek methods to reduce time spent on it.
Can you speed it up? Yes. However, shortcuts in content creation can lead to poor quality. I once outsourced content and received low-quality work riddled with errors. Outsourcing can be effective, but great content typically takes time and investment.
Should you speed it up? No! As stated, anyone can create decent content, but creating exceptional content is another matter. If outsourcing, expect a trade-off between speed and the quality of content.
Discovery of potential linking partners
Identifying websites for potential links involves considerable research. There are software tools that can automate parts of this process.
Can you speed it up? Yes. Discovery software can quickly generate a list of potential partners compared to manual efforts.
Should you speed it up? I’m on the fence about this. Though initially opposed to automation in discovery, I now see its benefits and efficiency. Automated tools can uncover opportunities missed in manual research, but it’s crucial to manually review prospects before outreach.
Contact info gathering
Having potential linking partners is only valuable if you know how to contact them. Link builders often need to search a site thoroughly for contact details.
Can you speed it up? Definitely. With vetted sites, it would be beneficial to quickly obtain contact information.
Should you speed it up? Yes, with the right tool. Be cautious, as inappropriate or outdated contact info might be obtained.
Due diligence
Due diligence involves confirming a website is relevant, authoritative, legitimate, penalty-free, and aligned with client link guidelines.
Can you speed it up? Absolutely not. It’s essential that all client and in-house guidelines are adhered to before building the link.
Should you speed it up? No. High-quality links require thorough due diligence. Rushing this process can result in poor links.
Outreach
Reaching potential linking partners involves crafting personalized emails or messages, which is time-consuming.
Can you speed it up? Yes, if the sites are properly vetted. Without prior analysis, you risk engaging with unsuitable sites.
Should you speed it up? I’m divided. While outreach can be quickened, a personalized approach often yields better results.
Social broadcasting
Social media promotion can generate traffic and links. This process can be automated to an extent.
Can you speed it up? Certainly. Tools are available to automate broadcasting, especially for targeting different time zones. For small sites with occasional new articles, manual posting might suffice.
Should you speed it up? Yes, with caution. Avoid over-automation to prevent inappropriate timing, such as posting unrelated content during a crisis.
The bottom line
While people seek new methods to streamline link building, some processes remain inherently time-consuming. Good link building is labor-intensive and often outsourced. Shortcutting can lead to later complications, such as removing or disavowing poor links. It’s often better to take the time to thoroughly assess a site before pursuing a link.
