Is Your Link Building Campaign Failing? Here’s How to Salvage It
Link building is one of the SEO strategies that really bring in the good results that put a website up there. It is a process that is aimed at actively increasing the number of quality links that point to a website, which in turn increases the likelihood of that website ranking high in the search results of major search engines. The value of link building is normally impressive when the campaign works as expected, and it would be rather sad if yours seems to be failing.
If your link building efforts are not working for you as you would want, don’t fret yet, the problem could be in the way it was done and not link building itself as a strategy. There could be several reasons why your campaign is failing, but fortunately, it can all be salvaged. So, before you put off on this highly powerful SEO tactic, here are seven steps that you can utilise to salvage your link building campaign.
- Reassess What You Have Done Thus Far
The best place to start is by going through everything that has been done so far. Start from the very beginning and see if what you have done so far is what you initially intended. Is all the content that you have produced as good as was prescribed? Has it been presented in front of the right people? How about your direct outreach efforts, did you pitch to the right people?
These are all pertinent questions that you will have to answer if you are to get down to the root cause of the failure of your inbound marketing campaign. It could be one or more of these that are the cause of the slow success of your drive for links, and so solving it will be the answer that you need.
Sometimes it is hard to personally assess if you have been running the campaign on your own, and perhaps the best way to go about that will be to seek outside help. This will provide you with an honest and unbiased opinion on where you have gone wrong, especially when it’s done by experts in this filed.
- Identify and Asses Your Target Assets
The target assets for a link building exercise will be anything from news and content, to services and products belonging to your websites. These assets form the heart of all the link building efforts you make. Check the ones you have in use and see if they have what it takes to make people learn about what you are offering and be enticed enough to care to link to you.
The said assets vary from one type of business to another. You will have to correctly identify which kind of assets you have in your business that are interesting to other people because that could be the reason your campaign has not been performing well.
Also, when re-evaluating your assets, do look at the how effective you have been at communicating the benefits that you are going to give your outreach prospects should they agree to your requests. Look at other options such as repurposing your content too when you find that what you already have isn’t the right kind of asset for your purpose.
- Revisit Your List of Suitable Prospects for Outreach
In your initial link building initiative, you must have compiled a list of prospected link opportunities for your website. Go back to that list and see if you did a good job of it, and whether it has turned up the links that you wanted. You may have to rethink the list if nothing worthwhile has so far come out of it, or be required to add to it if whatever has come of it hasn’t been enough.
There are many ways of finding suitable prospects for outreach, and some are as simple as including the word ‘list’ in your prospecting queries. Data from resources like Majestic can also help with that list. Once you have gotten the most viable list, get down to crafting the most convincing outreach emails you are able to conjure.
Your emails are going to be the key that puts together all your outreach prospecting efforts. Give them a healthy dose of customization, proposition and a spur-of-the-moment observation, and also take extra note on things like the subject line of the email, its opening line and even the address you send it from.
- Follow Up on Your Prospects
Not following on the prospects that you pitch to is normally a culprit for the failure of a link building exercise. You may have done much and spent quite a lot of time conducting outreaches and the initial contacts but did not take time to follow up on them.
In most cases, you will have targeted those websites that command quality which is perfect. But remember that by the sheer fact that these are high quality websites, they will be receiving hundreds, if not thousands, of emails in a day. Chances that your email went unread or was overlooked here are high enough to warrant a follow up.
A free tool like Yesware can be of help letting you know if your email was read or not so as to know when to follow up. Your follow up needs not be complicated. A simple message to remind them of that request could just be enough to show them that you were genuinely serious and that might just be all that’s needed to salvage your campaign.
- Think Closer to Home
A lot of the time people tend to overlook opportunities that are sitting right next to them in the process of link building. The idea that links must be gotten from far and wide is normally well intended, but not entirely right. Existing relationships and acquaintances hold a wealth of opportunities for link building and perhaps these can be the awaited liberator of your campaign.
If you consider all the people, businesses and companies that you have had or continue to have business with, then this will be the time to approach them if they have a website of their own. It is highly unlikely that they would decline your request for a link to your website from say their testimonial page if you offer to provide one.
Following modern trends, many of these will also have their own blogs which present you with great opportunities for links. If you haven’t given closer attention to the wealth next to you, such as these, and your campaign isn’t doing so well, this will be the perfect time to do so.
- Assess Your Competitors
It is important to always see what your competitors are also doing for their websites. The reason why your campaign would appear to be failing could be the simple fact that the competition around you is just fierce. Link building is a powerful SEO strategy and if your competitors are beating you at it, the only way for you to salvage your campaign will be to up your game.
Continue with what you are already doing to get even more links and maybe target more websites that are not only of high quality, but also those that complement your line of business. Get in touch with modern tactics that are being devised and cultured by expert SEO service providers in terms of link building and implement them.
No one can afford to ignore their competition in any field of business because just like you, they also want to succeed in what they are doing. You could be doing everything right in your link building campaign, but still not seeing the results you want simply because you forgot to appreciate your competition and their strength.
- Explore the Paid Opportunities
The pull towards the unpaid opportunities such as the platforms that syndicate your content on the relevant sites, thus driving back traffic to yours is obviously great, especially since it is capable of resulting in the links that you desire as well as heavy traffic. But it is good to also remember that there are those opportunities that provide the option to publish your content and link on high quality and authoritative websites at a fee.
These would certainly give the boost that your current campaign so desperately needs, preferably as a last resort, in order to meet its objectives. Also, if you were to consider time as a valuable asset and the fact that everything else seems not to be working, then the amount of time between the initiative and the results that gets cut down by paying for the guaranteed opportunities will be worth it.
As you salvage your campaign, try to throw in a good mix of both the outreach efforts and the paid distribution in order to have a strong in-bound link building campaign. There are those times, especially in situations where your competition is really kicking your behind, when you will find digging a little deeper in your pockets as the only thing left to do.