I’ve recently heard from a number of people throughout the last year or two that, as link builders, we need to basically be working on links that drive traffic & revenue.
Earlier this week I watched a relevant video posted on Twitter from Wil Reynolds, which you’ll find below. I have got huge respect for Wil (interviewed him within 2012; still worth a read), and then in general, In my opinion that what he says in the community originates from a very good, authentic place.
When you don’t desire to watch it, the overall gist of this is the fact a lot of the links SEOs are seo link building service “don’t do anything whatsoever for your client”, considering that these links tend not to drive conversions, assisted conversions, newsletter sign ups, etc. He’s one of many people that have described links this way, and by no means am I seeking to / wish to single him out (he’s just the most vocal / widespread in the bunch).
This concept sounds great in principle, and will bring you pretty pumped up. A number of other similarly exhilarating mottos spring to mind after i hear it (heard through the entire community):
“Fire your clients! In the event you don’t like them, then stop coping with them.”
“Build a web site for users, not search engines!”
“Just create great content, as well as the links may come!”
However , we can easily sometimes swing very far in one direction, whether it’s all the way to the left (i.e. black hat SEO), or up to the proper (i.e. creating a site purely for UX). That can lead to extremes like getting penalties from search engines like yahoo in one side, and building non-indexable sites on the other.
In this instance, the concept of only going after revenue driving links, and not any others, is a perfect instance of swinging past the boundary in a direction.
1. Doing something which doesn’t directly result in revenue
Let’s consider the logic with this argument and use it to many other areas of SEO. Read through this and say that, besides a few specifics (i.e. page speed improvements), that some of these improvements lead right to increased revenue.
We know that Google loves original content, and that there are many listing-type pages that SEOs create content for this we can safely assume few will read. Maybe those product description sweat shops are writing content that men and women can certainly make purchasing decisions based away from, but there’s a high probability not many everyone is.
So: it’s OK which every activity we’re doing as marketers doesn’t directly bring about driving revenue. That’s a great deal of everything we do as SEOs, anyway.
2. Links that could or perhaps not make an effect on rankings
Wil described the concern that the links acquired in a campaign may not get the impact that a person hopes to possess once the campaign is over.
You could potentially easily have the case that, for anything technical SEO-wise, it’s not just a sure thing an individual fix will impact rankings. Sometimes you’re at nighttime to what exactly is causing the situation. That’s why audits contain several items to address, because any person item is probably not what Google is to take the most trouble with. So, for anything you’re doing on-site, it’s a danger on some level which it won’t hold the impact you’re trying to find.
But how does backlink building can compare to other marketing plan types which entail outreach / outbound elements (i.e. advertisements, PR, etc.)? Nearly all of those, if not all, don’t involve 100% confidence that you’ll obtain the result you’re longing for, whether it’s branding, direct selling, or search rankings.
The expectation that a backlink building campaign should lead to a clear increase in rankings, especially when dealing with an incredibly complex, modern algorithm which may hinder a website from ranking as a result of numerous other issues, is a bit unfair.
3. Existing well ranking websites & their link profiles
Now let’s examine example. Go ahead and take websites ranking for “San Diego Flowers”. The best ranking site in this city is AllensFlowers.com. They’ve got a bit of solid links that appear like they drive a couple of sales here & there. They likewise have several links that happen to be far more controversial in terms of the direct, non-SEO value they give:
These people were given an award coming from a local event. I feel it’s reliable advice very few people have groomed the list of links in this article & made purchasing decisions based off any of them.
These people were listed in a resource guide for planning a wedding. If it page got a lot traffic from qualified potential clients (people arranging a wedding), then without a doubt, I was able to see this link driving revenue. But according to OSE, this page just has 2 internal links, and that i didn’t believe it is ranking well for “san diego wedding resources”, so I doubt over a couple of people begin to see the page on a monthly basis, let alone select that exact connect to Allen’s Flowers.
These were cited for example of utilizing a specific technology. I do believe it’s reliable advice that no sales were driven here (who shops for florists which use mSQL?), and although it’s not niche or location related, it’s still a web link from a very aged, DA50 website.
Do a few of these link examples pass traffic/conversions? Maybe; there’s no way of knowing for certain in either case. But the idea is: these are typically links I’d want, and whether they passed conversions or traffic, they’re legitimate links that pass the eye test & help this flower shop dominate for all from the main keywords. Which end dexhpky71 is definitely worth hanging out of my way to make certain our link is included upon an awards page, or that the local magazine’s resource guide includes their service using the others in the region.
4. My own, personal experiences
Through the clients we’ve had and the projects I’ve been a part of, among the best things to consider in analytics may be the referral traffic from the sites we’re link building to. I want to check if a number of the links we have are sending any traffic, of course, if they do, if that traffic converts.
A good example that comes to mind can be a .gov link project we did for the real estate site. Earlier in 2016, we built ~30 links throughout 6-9 months (a significant small campaign), therefore we watched their organic traffic grow ~50% over that point period.
Considering analytics, considering that the links were acquired, only 3 of the 30 have sent more than 10 visits. A number of them did send traffic that met conversion goals! But that wasn’t intending to make or break why we did the campaign to begin with.
I remember receiving a blogroll link quite a while back that sent some serious traffic (mid 4 figures monthly), which had been awesome. But when I spent time only pursuing links that would send traffic & conversions, I would’ve built considerably less links, and drove considerably less rankings for my clients & my sites (which, coincidentally, brings about less revenue).
So what’s the takeaway?
I totally discover why a good deal people desire to communicate this message. The short answer is you attract bigger & better clients if you say things such as this. As somebody who writes more as a practitioner, and less like a thought leader, it’s clear that what I’m doing isn’t the best lead generation technique for an agency (for all 1 big budget client that contacts us, we receive 50 small business owners unreasonably planning to spend $200/month for excellent work).
With that in mind, I believe it’s vital that you know the meaning of the message, while still keeping things practical. Here’s the way we are capable of doing it.
1. Check referral sources for opportunities
Scan referral traffic in your analytics for patterns & clues to increased traffic/revenue driving opportunities. This counts for new links you’re building, also for all past manually OR naturally acquired ones.
If you notice a few links which can be sending value, think about “are there other link opportunities on the market just like this?” For the agency, we usually come up with a tactic that, at its core, is actually a single method of getting a web link, but can be applied to 1000s of sites. You might have just stumbled into something where there are lots of other opportunities just like it.
By way of example – imagine an eCommerce niche electronics store getting a link from a local robotics club’s New Member Info page towards the store’s Arduino starter kit product page. You will find probably 100s of other local robotics club that have website information for new members (and will probably have interest in that starter kit), so reaching out to each having a discount code for the product could scale very well, and drive lots of revenue (ensure they mention the promo code with the next club meeting, too!).
2. If you do get a revenue-generating link tactic, treat it like the golden egg that it is
Should you encounter one, purchase it to make it happen right whether it can end up investing in itself.
Two general ones that come to mind are press coverage & forum backlink building. If you’ve got a cool product, paying a PR professional to obtain coverage could cause direct sales. If you’re within a niche that has active & passionate communities in forums, put money into becoming a part of them, and understand the best way to post links in many ways that’s allowed.