The Importance of Transparency in Link Building
The most crucial element in the relationship with your link builder might not be immediately obvious. While you want them to adhere to Google’s guidelines and create valuable links, aiming for increased traffic and improved rankings, the essence of this partnership lies in transparency.
You might be comfortable with certain risky tactics or feel pressured to build links just to keep up with competitors. However, amidst all your wants, what you really need is transparency.
Transparency
It’s concerning when business owners and webmasters use link services but never actually see the links being built. Not having access to this information seems unreasonable. You should know precisely where these links are, enabling you to track and report them. It’s also common for people to know where links are located yet remain unclear about how they were created. Were they posted on a private blog network (PBN), purchased, aligned with Google’s guidelines, or handled by another subcontracted company? These uncertainties highlight a significant problem in the link-building industry: the necessity of being honest and clear about the work conducted.
Honesty
There are numerous accounts of companies outsourcing link services to agencies, which then pass the work onto another subcontractor. This creates a disconnect, with the end client far removed from the actual link builder. Many clients lack an understanding of Google’s guidelines and therefore don’t realize the risks involved in certain tactics like using paid links. This emphasizes the importance of educating clients about potential risks and ensuring they are fully informed before proceeding.
Link-Building Education
Individuals outside the search industry often lack awareness of updates, penalties, and effective strategies. It’s crucial for service providers to educate clients about what is being done, ensuring they comprehend the reasoning, methods, and potential impacts. Even when using risky tactics, transparency remains essential in maintaining trust and accountability.
Questions to Ask
When hiring a link-building company, consider asking the following questions:
- How will links be built?
- Will guest posting or directory submissions be used?
- Will broken link-building techniques or sponsored content be part of the strategy?
- How does the company identify legitimate sites for outreach?
In-depth queries should cover:
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Compliance with Google’s Guidelines: Regularly review Google’s webmaster guidelines to understand any changes. Even if operating outside these guidelines, stay informed.
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Understanding Risks: Acknowledge the possibility of penalties or ranking drops. Discuss comfort levels and potential impacts with your team and partners.
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Example Links: While specific client links may remain confidential, the company should convey the typical quality of links they aim to build.
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Response to Penalties: Consider link builders who can conduct audits and address issues, ensuring there’s a strategy if problems arise.
- Expectations and Results: Be cautious of any guarantees regarding organic rankings or traffic, as these depend on ever-changing algorithms.
In Closing
Search marketing requires adaptability as what works today might not be effective tomorrow. Risky approaches can yield positive results, just as safe ones might fall short. It’s vital to ask the right questions and understand precisely what actions are being taken on your behalf when hiring a link builder. If answers are not forthcoming, it may be wise to look for another provider.
