Is SEO Link Building Cost Efficient For New Businesses? For the big business with a massive stream of revenue and an entire in-house marketing team, link building is a no-brainer strategy. But for the startup entrepreneur trying to stay […]
I found this article today on Forbes and it hit a note with me as this is one of most common questions we get from new clients or prospective clients. Even presenting your company as an SEO expert, can these days have negative connotations due to bad press that has done the rounds over the last few years. It ‘s important these days that as a business you not only engage in search engine optimisation, but look deeply into your market and develop a bespoke digital marketing strategy that matches your business goals. Having said that, and as a technical SEO guy, link building absolutely has to be part of your plan, if you are to match it with your competitors and play the long game. Below are some excerpts from the article.
Is Link Building Worth The Effort?
For the big business with a massive stream of revenue and an entire in-house marketing team, link building is a no-brainer strategy. But for the startup entrepreneur trying to stay cash flow positive, it may not seem like the best early-stage investment.
Basics and Potential Return
When Google evaluates which sites to list in the highest rankings of its search results, it evaluates the relevance of queries (attempting to give users content that fulfills their desires), and the authority of those sites. Authority is calculated using several factors, but it most heavily relies on the quality and quantity of links pointing to the page and website in question.
- Higher rankings. First, inbound links will boost the domain authority of your site and the page authority of the specific page you’re optimizing. This will increase your rankings in search engines and send more traffic to your site.
- Referral traffic. Second, assuming you’re link building through guest blog posts and similar forms of external content, you’ll earn traffic from people clicking your links directly to learn more.
- Brand visibility. Each time you mention your brand name in a post, even if a reader never clicks your link, you’ll improve your brand visibility (and, most likely, your brand reputation).
- Recurring value. These links last indefinitely, so the value of these benefits increases over time.Every link you acquire will require scouting, research, pitching, writing, editing, publication, and syndication, and that usually amounts to at least two or three hours of work; probably more at the early stages of your campaign’s development.
We build a lot of links on a daily basis, and not matter what the “white hat” gurus will tell you, links are still a major aspect of the ranking algorithm, and continue to provide great ROI. How do we know this? We see results hand over fist. The key though, is to ensure your on page is rock solid first. You can send as many links as you like, but it’s not going to make an ounce of difference if you don’t get your site correct first. The article referenced above, certainly has some great points, but it really does come from a conservative perspective. This is fine, but sometimes you need to think outside the square to actually acquire those links, if you get my drift.
The other extremely important aspect of your inbound links is the quality and relevance. Links from relevant sites are particularly important after the recent FRED update. Build authority, trust and relevance. No matter which way you look at it, links have a cost. If you conduct outreach, it’s generally a time cost. If you build your own assets, it can be a time and monetary cost. Most SEO’s around thew world believe that links will be important for a very long time. It needs to be part of any successful campaign.