Link Building is a digital marketing strategy that falls under the Off-Page SEO functions. Link building helps gain backlinks for your website. For Google, backlinks play a crucial role in determining the health of your website. It is also instrumental in helping your website rank higher on Google’s Search Engine Rankings Page (SERPs).
In other words, the more ‘quality’ backlinks you have, the better are your chances of performing at a high level. You must have noticed I have stressed on the word quality. In spite of its effectiveness, link building has become one of the most misused and abused digital marketing strategy.
Link Building: Meaning and Definition
In order to understand link building, it is important to understand how Google interprets link building. Google’s algorithms are constantly evolving and searching for ways to make information authentic, credible and trustworthy.
In simple terms, link building is the process of placing your website’s backlinks in industry related websites so that people who visit those websites might click on your link and be redirected to your website.
With this aim in mind, Google views backlinks as recommendations that host websites (the one that is hosting your link) is making for your website. In order to make the process as effective as possible, backlinks, which are only there in high authority sites matter to Google.
However, Google is very strict when it comes to differentiating between three kinds of link building strategies-
- White Hat Link Building
- Black Hat Link Building
- Grey Hat Link Building
The last two are the ones that invite penalties from Google. A good agency that offers Link Building Services only follows white hat strategies for your business. Black Hat and Grey Hat strategies involve working with Link Resellers, Private Blog Networks and Link Directories. Google condemns such practices.
Penalties from Google can range from lowering metrics of your website, to even de-indexing it if your practices are severe. It is best to follow Google’s best practices when it comes to link building.
How to choose the right Link Building Service?
Most brands and agencies are aware of the benefits of link building. However, most of them are unaware of how one can choose the best link building services. Link building is a highly specialized digital marketing strategy. There are only a few good agencies, which offer great link building services.
Choosing the right agency can be the difference between infinite successes and unimaginable losses. If you follow the below-mentioned guidelines, you might be able to select the right link building service for your brand.
Does the Agency offer Guest Posting and Blogger Outreach Services?
One crucial thing to look out for is whether the agency that offers link building services offer guest posting and blogger outreach as well. These are two strategies for building backlinks for your brand.
Link building is a highly integrated service that requires agency expertise when it comes to guest posting and blogger outreach. Check to see whether the team has experience in these two fields or not.
Does the Agency have its own Content Writing Team?
Great content is the foundation of any successful digital marketing strategy. I have often held the belief that it is the content, which determines whether a strategy is a white hat or black hat. A good link building agency offers expert content writing services to its brands.
The best agencies value content over anything else. We are not talking about just any form of writing. We are paying importance to just SEO friendly technical content writing. Agencies, which optimize content, know what avenues it can open when it comes to guest posting or blogger outreach.
Does the Agency have a Manual Outreach Team?
You do not want to engage with a link reseller working under the guise of an agency. (Trust me, more than 50% of link building services are operated by link resellers). You want a real agency that has a real manual outreach team.
The benefits of having their own outreach team exhibit experience, professionalism, credibility, and trust. In other words, you can rest assured that they are experts who know their way.
Can the Agency give Case Studies and References?
One mistake that most brands make is taking the content that is published on an agency’s website as the gospel truth. Please do not fall into that trap. Ask the agency for a separate pdf document of their successful case studies.
This will give you an insight into the kind of experience they have. This will also help you understand their strategy when it comes to link building. If you are still unsure, ask them for references from the industry. I find looking at social media pages of agencies as the most effective tactic for a finding of the brand.
Does the Agency offer Complete SEO Services?
You will not be able to get the most out of your link building strategy unless your own website is optimized. As I mentioned, link building is a highly integrated strategy. It needs inputs and feedbacks from several other key variables. This means that On-Page SEO is also crucial when it comes to effective link building.
For example, the best guest posting sites do not offer backlinks to product or service pages. They only give backlinks for Blogs, Resource Sections, and Reports. (Content that is educational in nature). Your agency needs to understand this difference and optimize your blog or any other resource section accordingly.
Agencies, which offer the best SEO Services, work as an integrated unit. You will be surprised by the kind of teamwork and coordination they demonstrate.
The Final Word
Link building services are important for improving the health of your website. If you are planning to set up your own team for the same, it might get difficult. A good idea might be to look for credible agencies that offer link building services.
For brands looking for agencies, trust, credibility and transparency are essential. A good agency will always be able to communicate openly and tell you about where your backlinks are. Selecting the right link building service might be the toughest decision that you will have to take.
However, if you follow the five things to look out for, you will eliminate most of the serious errors.