Everything you need to know about SEO, published jointly with Search Engine Land every Thursday.
Link campaigns: Strategy development and review
Whether you're planning to pursue links in 2017 or continue an existing link-building project, columnist Andrew Dennis reminds us that December is an ideal month to review your link campaign strategy.
Link campaigns need strategy.
Link building is a difficult, time-consuming process that doesn’t produce results overnight. However, strategic link acquisition is necessary to achieve long-term improvements in organic search.
It’s possible to grab “quick win” links here and there (and I’d encourage pursuing these opportunities), but you will need an ongoing campaign to achieve sustainable results.
A campaign model ensures research, strategy development and ongoing review and analysis as a project progresses.
Whether you’re planning to pursue links in 2017 or continue an existing link-building project, December is an ideal month to review your link campaign strategy and prepare for the new year.
December is a slow month for link building, with many people checked out for the holidays — either mentally, physically or both. Rather than sending outreach messages that return out-of-office auto-replies, you can work on your campaign strategy for the coming year.
My recommendation is to start planning, strategizing and organizing your link campaign now.
To prepare for your link campaign and piece together a link strategy:
- Perform an SEO audit.
- Review current links.
- Analyze competitors.
- Prospect for fresh links.
These four pillars of research and analysis will dictate strategy and lead to success in your link-building campaign.
Some opinions expressed in this article may be those of a guest author and not necessarily Marketing Land. Staff authors are listed here.