Our job in SEO can be quite challenging. Among all the tasks I’ve tackled in this field, link building stands out as particularly tedious and frustrating. Recently, it has become even more difficult, and many of my colleagues in the industry would agree. Long summers are especially challenging, with many people on vacation leading to a decrease in response rates. Even when you manage to negotiate a link, it can take weeks before it goes live due to the widespread holiday schedules.
Determining exactly how many links are needed to achieve desired rankings and traffic is not an exact science unless you possess magical powers (or are merely pretending). You can’t simply assess a target site and predict the impact of obtaining a link from it. However, it is possible to examine two similar sites—one performing well and one not so much—and notice that the better-performing site has significantly more backlinks. For example, Site A may have 5,000 links, while Site B only has 300. In such cases, it’s logical to suggest that Site B should focus on acquiring additional links. However, this is just the beginning, and it’s crucial for everyone to understand this.
While quality is more important than quantity in link building, we’ve all encountered situations where sites ranking well seem to defy this rule. Sometimes, sites with numerous low-quality backlinks outperform those adhering to best practices, which is a significant source of frustration for many business owners.
And it’s frustrating for us as well. The truth is, link building isn’t as straightforward as “gather X amount of links to surpass competitors.” It’s a complex and challenging process influenced by various factors, and here are a few aspects we wish everyone understood better.
### The Numbers
We calculate numerous metrics annually, and one significant measure is the average time it takes to secure a single link. This figure used to average around four hours per link but increased significantly following Penguin updates—now averaging eight hours per link. This may not seem alarming, but consider the wild variability. One link might take 30 minutes, while another could take 40 hours, leading me to disregard this average as a meaningful measure given the fluctuations.
Some links are obtained almost instantaneously when intentionally pursued. I’ve secured exceptional links within 15 minutes, but others have taken months filled with back-and-forth negotiations with webmasters who often forget due to vacations, responding only sporadically. Furthermore, sometimes the links that do go live are far from what I had expected or intended.
Finding good sites to contact is arguably the toughest part of our job. I can sift through 100 pages of search engine results and identify only two sites worth contacting. At times, I may spend a whole day and find just three suitable sites for a client. Conversely, there are moments when I hit a streak and discover numerous excellent sites, illustrating unpredictable fluctuations in this work.
### When You’re the Client
As a client or business owner, it is vital to understand that we are not miracle workers. Your site may not be as spectacular as you believe, and your products might not be outstanding either. You could also have a reputation that needs improvement.
Even at your best, building quality links remains a tough, sometimes tedious, task. Creativity isn’t always at its peak for eight hours straight. We cannot force link acquisition; our inability to secure every link is not for lack of effort or disregard for our obligations to you. Sometimes, the circumstances simply don’t align, and that is no one’s fault.
We cannot control others’ actions post-negotiation. A webmaster might promise a link as soon as possible, only for it to go live and vanish shortly after. In four months, a competitor might ask the webmaster to swap your link. The content hosting our link may degrade over time, filled with spammy, purchased links instead. Solutions may exist for some cases; however, resolution often falls outside our control, being entirely up to the webmaster.
### When You’re the Webmaster
As the webmaster, while we acknowledge unsolicited emails might be unwelcome, the proposed link could actually prove beneficial for your readers. Of course, this isn’t always the case, but links to valuable resources can make your readers happy.
Errors can be annoying, like misdirecting a link or using acutely noticeable styles due to personal preferences. Our goal is to ensure the link serves both you and your audience appropriately. If no one clicks on the placed links, neither we nor our clients benefit, and ultimately, your site might lose returning visitors as their trust erodes.
### When You’re the Web Developer
To web developers, here’s one crucial request: Ensure the targeted pages don’t result in 404 errors when we’re building links to them.
Initially clueless about the complexities of link building, I learned the depth of challenges only after getting involved. In the early days of our agency, I supervised rather than built links, perceiving excuses for poor performance as mere laziness—until I took on the task myself. Unlike resolving a technical issue and moving on, in link building, you face ceaseless challenges that vary with the seasons as people focus on holidays or vacations.
Link building is an ongoing process, often frustrating yet rewarding, especially when efforts receive acknowledgment and empathy for the arising issues.
