9 Tips to Sourcing the Right Link-Building Company
A question I often get asked at conferences is how should I go about sourcing the right kind of link-building partner. Link building, especially by in-house search engine optimization teams, is often pushed down the list due to resource constraints as link building can be a fairly manual and time-consuming effort. We operate in a resource-constrained world, so it’s best served to outsource your link-building initiatives to a third-party provider.
But this is where it gets tricky. Finding the right link-building partner can be really tough. If not done right, you can end up in a situation like J.C. Penney. At the same time, it's very important that companies have someone internally who understands SEO and link building and can closely work with their link-building partner.
With that, let me share with you nine tips on sourcing the right link-building partner:
1. Trust: When it comes to link building, it's very important that you trust your link-building partner. Essentially, you're authorizing an outside agency to market on your behalf. In many instances you may not know each and every site your link is placed on. You definitely don’t want your brand to be found on the type of sites that you wouldn’t associate with. You're putting your brand on the line. What does your gut tell you? Can you trust them? If so, then go ahead.
2. Industry reputation: How's the company's reputation? Are its founders well-known and respected in the SEO community? Are they frequent speakers at industry conferences like SES, SMX and other search marketing-focused gatherings? Are they considered thought leaders who contribute to industry publications like this one? These are all important questions that build on one’s reputation. Finally, do a quick search on Google and Twitter for the company name to see what results come up (you can also try this with the company founder's name). Try searching the Better Business Bureau and other consumer sites to see what comes up as well.