Quality vs. Quantity is one of the perennial questions that have been frequently asked in the link building game. Most of us already know that focusing all our efforts on quality will always win, though some of us are still hesitant, puzzled and anxious of some sort. Why?
Because, providing value, as a marketing objective has been very difficult to scale, particularly on agency and enterprise level. Given that value/quality can’t easily be replicated, won’t ever be generic, and most of all – it can’t be done in speed.
The landscape of search has been changing a lot, and it’s definitely the time for us link builders/marketers to also adapt and change our ways on how we provide our services to clients.
Don’t get me wrong, link building is still a number’s game, but a lot are counting and looking on the wrong spot.
PS: This is actually a follow up post, so you may also want to read my post on conversion-oriented link building in case you haven’t read it yet.
Value Defeats Results to Volume
Like what Ian Lurie shared on his recent presentation on MozCon, link building is an outcome, not an initiative. This basically means the higher value people see in your brand/content, the higher volume of links you’ll get naturally or almost effortlessly.
However, there’s more to than just that, as volume can also be reflected through other aspects to justify the value of your own efforts for your clients.
If you are serving volume to your clients, you are probably looking on the wrong metrics. Instead of basing the volume of your campaigns through the amount of links you are getting, why not measure it through the multiple end-results driven from the links you have acquired?
Most of us focus on the methods, and not on the end-results.
Why do we do or offer link building in the first place? For rankings, traffic, branding and/or to increase revenue? Then why not measure those instead of giving full emphasis on the amount of links we or our clients want for each month.
Those are the things that bring better impact to their businesses, and certainly the reasons why they have invested in link building.
Let value generate volume. Track the things beyond the surface to demonstrate and present both the value and the volume of impact of your methods, because that will keep you and your clients in business.
I know that some of you reading this will be a little bewildered on how to present that kind of data to your clients, so here are few samples of link building methods and how to measure their efficiency based on their value in business perspectives:
Sample 1: Guest blogging
Guest blogging is a method where businesses can “share their expertise” by using other high-traffic channels (authority blogs, content hubs, etc…) to draw more potential customers to their business. That’s the whole point of the method, not just to help your site improve its rankings!
So bank on that concept and start measuring the things that are getting you immediate results!
For instance, I submitted a guest post on SEOmoz early this year about linkable asset ideas. Did that help my site’s rankings? Maybe yes or maybe no. But the thing is that action empowered my personal brand as an industry expert.
And with that, there are so many areas that you can then measure to see the true weight and impact of the method, such as:
- Brand impression and interactions based on the amount of social shares, natural links and comments it received
- Number of traffic that the link was able to send over to your site as well as the percentage of traffic that resulted to conversions/transactions.
By providing value to their community, you can then easily come up with the volume of link opportunities, as you get to scale your process by making your brand more known and be able to build rapport with the people who have shared, liked and interacted with you through the content.
Relationships drive search engines crazy, and that is an aspect that will certainly shape your domain/brand authority and eventually boost your search rankings.
The volume will also reside on the results driven by the method. Include these insights in your report, because I believe that amount of data will surpass the 100+ of links type of report. This will compel them, particularly if they can see that your efforts are directly resulting to more revenue for them.
Sample 2: Content Marketing/Link Baiting
Another highly-effective method in building links is through hosting great content within your site that will not just attract links, but also potential customers to your business. The business value of this method can extremely be quantified in so many ways.
Here’s an example, one of my popular posts on this blog about link prospecting has helped my business in terms of traffic, links, branding and especially in acquiring new clients:
So if you’re helping your clients do this type of content generation and link development, you can definitely upsize the volume of results that you’ll get with minimal work. Measure these areas to determine efficiency:
- Number of natural links and editorial mentions to the content. Make this work by implementing targeted outreach and social promotions.
- Number of social shares from various social networks as well as comments/interactions generated by the content.
- Rankings for relevant keyword(s).
- Amount of traffic generated and conversions/transactions initiated by the content to the site.
Sample 3: Free Ebook
Giving away Ebooks has certainly been an effective link and lead generation strategy for years, especially if it’s offering high-value information in it.
You can easily acquire links if you offer a high quality free ebook to bloggers in your niche as a freebie for their audience who’re specifically seeking for what the information that your ebook is containing. Submitting the ebook to various ebook directories can also help get you some links.
Just look at iAcquire’s free link building guide ebook, it has generated some really solid links to it, and I’m quite certain that they have gained a lot from it in terms of lead acquisition and social branding (seeing that they’ve used pay with a tweet to amplify social promotion).?
Another great story using the same strategy is with David Cohen’s intern who has generated $30,000+ in just a month of work and hustle (creating an ebook, reaching out to bloggers, and acquiring leads along the process).
Invest on this kind of marketing approach/content asset and measure as well as present more than just the links to your clients:
- Social shares.
- Links acquired to the ebook’s download page or site/brand mentions instigated by the free giveaway.
- Amount of leads/sales generated.
- Relationships built along the process of promoting.
- Traffic and search rankings of the Ebook’s download page.
Sample 4: Comment and Forum Seeding
Marketing your brand through participating on high-traffic online communities, such as blogs and forums in your industry, can both help you become an authority in your industry and send potential clients/customers to your site.
Add value to discussions, and target pages that have high chances of ranking for keywords that may be used by your target audience. This will allow you to continuously absorb traffic from pages where you have contributed your expertise/knowledge to.
For instance, I recently tested comment marketing to mainly measure how much traffic and/or conversions I can get from it on a post on SEOmoz.
The added value I got from a single comment that I did for just a minute or two resulted to:
- Brand exposure to (probably) hundreds of people who have seen the comment
- Built rapport with the people who have found the post/link useful and shared it on Twitter
- Traffic: 132 visits
Another one is from a forum post from last year that’s still sending traffic and possible clients to my blog.
I’m not really that active on Warrior Forum anymore, but this post surely did add great value to me as a business owner.
Take your link building campaigns to the next level and start measuring things beyond rankings, because that is where you’ll find significant quantity/volume. Test what’s really working from your campaigns that are bringing in business value and continuously enhance those methods.
Don’t just show your clients a big list of links. Make them understand that link building is not just about improving rankings anymore, as this small fraction of online marketing can be a big part of how your efforts will influence their traffic, brand and conversions. It’s our job to ensure that their investment in link building is really helping their businesses grow.
Final thought to continuously make ourselves a better SEO:
Something to think about every now and then as an SEO: Are we really helping our clients? Are we bringing value to their business?
— Jason Acidre (@jasonacidre) August 4, 2012