Link Building Best Practices to Manage SEO
Last week I provided you with 9 Tips to Sourcing the Right Link-Building Company; this week I'll dive a little deeper and offer up some high-level link building best practices to ask your link-building agency to adhere to.
For a client's relationship with an agency to work, there's some responsibility on the part of the client to ask the right questions, set the right performance metrics and get itself educated. The last point about being educated is important, as that's how you can challenge your agency partner to do better. Trust me, most competent agencies like that.
At the same time, you want to understand that your link-building efforts are going in the right direction and that your agency is focusing on the right metrics. Your role as a marketer is to ensure that everyone is focused on the right levers and not lost in the big world of link building.
Here are some high-level best practices that your link-building agency should never miss out on:
1. Link relevancy: Search engines, especially Google, have advanced search algorithms that can decipher and group websites into related topics or themes. If you're into real estate and your site is about real estate in Chicago, then it doesn't make sense for an online gambling site to link to you — it's not topically relevant. Yeah, maybe a couple of links will go undetected, but many will get you on the search engines’ radar.
As a result, link relevancy is critical when acquiring new links. In simple terms, your website’s link equity (i.e., authority) is boosted when it gets an inbound link from an authoritative site in your industry. That said, links from The New York Times, CNN and other reputable sites are great since they're considered top authority sites.
Related story: 9 Tips to Sourcing the Right Link-Building Company