Ian Lurie // Apr 6 2009
This is part of a 5-part series I’m writing about link building. I’ve not written much about it up to now. This first article gets to the heart of why I hate link building, but do it anyway.
I hate building links. I mean I hate it. It’s either:
Inevitably, after working hard on a link campaign for a day or two, I feel like I’ve been doing breaststroke in raw sewage with my mouth wide open.
And, there are almost no metrics. You can keep a list of links to show what you’ve added to your client’s portfolio. So what? Are those links really helping them move up? Did that article about cubic zirconium really attract any useful authority? Who knows?
The best part: There are rules. But no one will tell you what they are:
Because links are important. You have to have them. Without a link strategy, your competitors will eventually pass you by in the rankings. Like it or not, links are votes in an internet-wide popularity contest.
Smug internet marketers like me will tell you ‘organic link growth’ through ‘compelling content’ is the best strategy. If I say that to you, I won’t resent it if you kick my teeth in.
The truth is, the best way to build links is to adopt a 4-part strategy:
There’s more, of course, like coming up with brilliantly creative ideas that compel thousands of people to link to you. Can’t say I know how to consistently do that. So I’ll leave that kind of advice to omniscient beings.
Read Part 2, tomorrow, for tools I use to do competitive research. Don’t worry, I won’t give away all the secrets.
Part 1: Why Link Building Sucks
Part 2: 3 Competitive Link Research Tools
Part 3: Finding the Opportunity Gap
Part 4: Get those links
Part 5: Out-execute the competition
Ian Lurie is founder and CEO of Portent Inc., an internet marketing agency that has provided internet marketing, including PPC, SEO, social and analytics services, since 1995. Read More