Link building is complicated enough as it is. Add to this the fact that Google keeps throwing everyone off the bat, every now and then, with veiled announcements regarding the ways upcoming updates are going to change this process – it’s not about to get any less complicated. This is why SEO-focused publishing platforms are now seeing numerous inquiries about link building from brand managers and regular marketers, with no previous experience in the digital field. Brands are becoming more aware of what SEO means and how it can impact them; those that choose to outsource their digital marketing efforts are now being faced with a lot of uncertainty. As such, it only makes sense that non-SEOs should want to know more about the process and what it involves. This is why we’re offering you four stepping-stone tools for understanding more about how link building works.
Know where your competitors stand
As any SEO will tell you, competitive analysis is invaluable to good link building. This is because it will give you a rough picture of where you’re positioned against them, of course – but this is not the only advantage. A little bit of critical analysis goes a long way here. You get to understand what keywords they are ranking for. You get to learn what publishing platforms are mentioning them, how, and in what context. Then, you get to decide whether or not some of the strategies they are implementing might work for you. In the case of competitor mentions on various sites, you even stand to identify some great guest posting opportunities for your own brand. And guest posting is essentially where link building begins and ends. It’s very useful to find out more about this process and here is the link to a site that may just educate you in this sense.
Audit your links
The typical rookie mistakes some sites make is to sit around, waiting for Google to do an audit of their back link profile. What comes next in a worst case scenario is an email from the search engine, informing said sites they are in violation of Google’s guidelines and risk penalization. This is why it pays to keep the situation in check by performing even a basic audit of your back links every now and then. If you’re not ready to dive into the complexities of some of the paid tools out there, you can always check with the aid of some free link auditing resources. However, bear in mind they will never yield fully accurate results.
Analyze current performance
Even the most basic self-audit of a back link profile will give you some idea of what you’re doing right and what’s not going so great. The data an audit reveals needs to be analyzed – but before you invest into working with a professional link builder, there are always some factors you, too, can have a look at. Check to see which keywords are bringing in the biggest ratio of website traffic, as well as how different sections of your site rank up. Analyze the diversity of your links and keywords. Most importantly, check out which sites are linking back to you and decide whether or not those are quality links, or, on the contrary, if they’re doing you harm.
Keep checking your links
That’s right: once you’ve done one audit, spring for more. The perk to doing this is that various tools work with various databases. Don’t expect to get the same results from all auditing tools; also, don’t instantly equate more data with better analysis. Especially if you’re a beginner or a non-professional, massive amounts of data might overwhelm you.