As anyone who has ever built links or done content outreach can tell you, link building is really hard work. The reason Google has encouraged marketers to build natural links means you have to earn hard links, those which bring you the lowest possible risk from Google.
Another tough part is running a link building campaign and remembering all of the things needed to execute this campaign. Actually, there are a lot of moving parts in this campaign you may overlook or forget.
Here are the most common link building mistakes which cause you not getting the links you want:
1. You Presume Links Will Come By Themselves
“Content is king”. You have heard this phrase over and over again. Quality content (that is unique, useful, different and offer real value to the readers) is one that can help you earn natural backlinks.
Most marketers think, if you create a great piece of content, it will automatically drive traffic and link. Yes it would, but sometimes you are false. Well, the links might come, if you promote and get it in front of the right people.
2. Your Expectations Aren’t Managed
Everyone is going to have his own expectations and opinions, from SEO mangers to executives themselves. This can create a conflicting state in the link building process.
So the key is to have their opinions documented somewhere for a quick reference to hold everyone responsible. This would help link builders to know what is expected and how to negotiate with those expectations.
3. The Wrong Person is on the Target
Even though this may not seem like a mistake since you are unaware that you are targeting the wrong person, but it’s very easy to look only at contacts or relationships you have and not the ones you need. This can make sure that the right person is on the target.
Also, look at your proposal. Was the person or company not targeted properly? Is your site or link not relevant to their interests? Does the targeted person or website belong to any of your competitors? If your proposal isn’t targeted to the proper audience you’re much less likely to get a link.
4. You are Waiting Too Long!
You spent a lot of your time identifying a website or potential customer, finding their email address, social media to contact, craft the perfect email and send them.
But, how many times you get a response from them? What is the reason they’re not responding?
According to Fast Company, an average professional receives 304 emails per week, it is not hard to imagine why an email is simply overlooked or forgotten about. But this is not the end of the link opportunity. Don’t be scared to follow up! You can use tools like linkbird to remind yourself to send follow-up emails. Send email or call them a few days later.
This will certainly help you to get a message: “Thanks for following up!”
5. You’re Not Dealing with Negative Replies
During link building campaigns, you are probably going to get some negative replies. This is common and you should not worry about this.
Actually, this can be a great opportunity to engage with the target and get further feedback from them. For example, ask them why they are not interested in linking to you? Are they looking for some paid opportunity?
6. You’re Not Using What You Already Have
As link builders, most of us tend to look past easy opportunities that are right in front of us.
You should use what you already have. Brand advocates, employees, friends, customers, family partners and distributors are those who want/can help you to build links. Here is a great post that would help you to reach them.
7. You’ve not Integrated Link Building with Other Marketing Channels
A lack of integration with other marketing channels can be a hole in your entire link building process. A successful link building campaign encompasses other divisions as well such as social media, product team and PR which is well acknowledged by Jon Cooper in this post. Notice the section “Dependencies on other resources”.
8. You’re not Using Paid Opportunity
The idea of paid promotion can be frustrating to many marketers. In reality, paid content promotion can be proven as a great link building opportunity. It should be used for all type of content such as blog, whitepapers, press release, infographics etc. One very common example, a sponsored post on LinkedIn could drive more targeted traffic.
Link building is actually a process that includes so many different strategies and steps, making mistakes is unavoidable. However, remembering the above eight points can help make your campaign successful.
What are some other link-building mistakes you think, are important to avoid? I would love to hear you in comments.