Link building is complicated: A rebuttal
Contributor Andrew Dennis (kinda) disagrees with a previously published SEL article and offers his view on why link building may be difficult.
Search Engine Land recently published a column by Julie Joyce about how we often overcomplicate link building, and when I read it, something surprising happened. I actually disagreed with her.
Well, I sort of disagree with her.
I do agree the process of securing a link, finding a site, contacting that site and getting a link is pretty straightforward. But I contend that if you want to achieve meaningful results with link building, matters are more complicated.
I see clients oversimplifying link building in terms of results all the time. They have a myopic view of link building and feel it is a simple math equation where increased input means increased output and success is determined by the number of links secured.
However, links are a means to an end; the intended results are more visibility, increased traffic and improved conversions. When the goal of link building is to drive search engine optimization (SEO) results instead of simply acquire a set number of links, link acquisition becomes much more complex.
Factors that can impede link-building success include:
- On-page and technical elements.
- Internal linking.
- Client or departmental complications.
These issues can impact link-building performance, making a link campaign convoluted when viewed through the lens of SEO results.
Opinions expressed in this article are those of the guest author and not necessarily Marketing Land. Staff authors are listed here.