Link building is one of the important foundations of optimization, contributing to organic search rankings and digital visibility. Link building is a continuous process that requires consistent efforts and monitoring. Let’s take a look to find out if this is best achieved in-house or through outsourcing, including the key aspects that need to be considered when choosing to outsource. Before that, let’s get a better understanding of Link Building.
Quick Overview Of Link Building
Refers to the process of acquiring hyperlinks from other websites. Hyperlinks, are also known as “links” or “backlinks” and are clickable links connecting one webpage to another. When webpages link to other webpages, it is technically considered as endorsing or vouching for the content. Link building is an important part of optimization as search engines use links to crawl and index websites. The number and quality of links pointing to a website are key to determining search engine ranking. Typically, websites with more high-quality links are regarded as authoritative and are more likely to rank higher in search results. Strategies for building links include the following:
- High-quality content that other websites want to link to
- Reaching out to other websites to request links or guest posting opportunities
- Participating in online communities and forums to build relationships and earn links
- Listing of websites in directories and industry-specific websites
- Creating shareable infographics, videos, or other visual content that can attract links
High-quality links from reputable websites are important and it is necessary to avoid attempts to acquire a large number of links of low-quality. Search engines constantly update algorithms to detect and penalize websites indulging in manipulative link building practices.
Is Outsourcing Of Link Building A Good Option?
This brings us to the focus of this article – is outsourcing a good idea?
Outsourcing link building can be a good option in the absence of time, resources, and expertise to handle link building in-house. There are clear advantages to outsourcing the requirement to a reputed agency, as listed below:
Expertise, Experience
As specialists in building links, agencies have a team of experts with experience in different industries and niches. With impressive exposure to the latest link building strategies and trends, agencies get to leverage expertise to develop effective link building campaigns to achieve goals.
Faster, Cost Effective
Outsourcing is faster and this is also cost-effective. The amount of time to be spent on researching link building strategies and training in-house resources can be a drain on resources. Agencies have access to paid tools and resources and this works because of the economies of scale. A business that pays for a subscription or licenses tools for a single project or website will find that at the costs are steep. This makes agencies a cost-effective option to build links more efficiently.
Better Results
Link building agencies have specialists with skills and experience to identify high-quality link opportunities that can improve search engine rankings and drive traffic. This also helps in identifying and avoiding low-quality links that may have otherwise harmed the reputation of a website.
Customized Strategies
Reputed link building agencies work to develop customized link building strategies that align with business goals and the target audience of a business. By tailoring the approach to specific needs and adjusting strategy as required, results have helped turn businesses around faster.
Metrics And Reporting
Results and outcomes need to be measurable, and this requires periodic reports and metrics to track the progress of link building campaigns. Agencies generate reports and metrics that help track ROI, and this also helps businesses take data-driven decisions regarding strategies and expenses.
Outsourcing to link building agencies is a good choice for businesses, subject to the condition that the right agencies are chosen.
How To Plan Link Building Before And After Shortlisting An Agency?
There are various considerations that need to be borne in mind before and after outsourcing link building.
Define Goals
Even before outsourcing, it’s important to have a clear understanding of what needs to be achieved through link building. Is it just an increase in website traffic, boosting search engine rankings, or is brand awareness? Identify goals, before picking a strategy or an agency.
Clearly Lay Down Needs And Expectations
Upon identifying an agency, it is necessary to be fully clear about goals, target audience, budget, and timelines. Seek a detailed proposal outlining the strategies, tactics, and metrics proposed to achieve the goals.
Review Link Building Strategies
Review link building strategies proposed by the agency, and ensure that the proposal is ethical and fully compliant with Google’s guidelines. Strike off link building tactics that may attract penalties, especially automated link building software and use of any Black Hat SEO practices.
Frequently Monitor Link Building Process
It’s important to periodically and frequently monitor the quality and quantity of links being built. Seek regular updates and reports, and track search engine rankings and traffic to learn if the link building strategies have an impact.
How To Shortlist An Agency?
Various factors help to shortlist an agency for link building. This includes expertise, experience, reviews, and references.
Choose agencies that specialize in link building, especially in the same domain. This can be compiled easily from search engines, industry forums, social media, and professional networks.
The portfolio of an agency with past work and results will give a fair idea of capabilities and actual performance.
References are an important factor in evaluating an agency. Contact references for feedback on performance, communication, and overall experience.
Check out negative reviews and contact businesses that have given negative feedback. This will help understanding of the feedback is motivated or genuine. Check with the agency to understand if genuine feedback has been resolved.
Evaluate the strategies of the agency, to ensure ethical and effective link building practices. Black-hat link building tactics that are attempted to be presented as safe, are to be considered a deal breaker.
Check out reports and metrics to understand how the reports help in evaluating and tracking performance real time.
Pricing is another important component that needs to be assessed. Extremely low-priced offers are definitely a sure shot at penalties. However, high-priced options are also to be carefully assessed, as any failure could be expensive to the organization.
Quality link building is a long-term process that requires ongoing effort and monitoring, so stay away from agencies that promise quick or cheap results. The right agency is one with the experience, and expertise, to follow effective, ethical practices to deliver the desired results.