This is going to be one of the larger sections of the course and probably the most hands-on. Within this section I’m going to go step by step through the process that I use when doing link building. I’d encourage you to go through this process with a website of your own and follow the steps as closely as you can, but, at the same time, remember that no two websites are the same – and you shouldn’t be worried about changing things to suit your situation.
Here is a top-level outline of the process we’re going to go through:
- The sales process: selling a link building campaign
- Kicking things off: questions to ask yourself or your client
- Identifying the business goals and how link building will help reach these
- Identifying your assets, resources, and USPs that help with link building
- Running analysis on your existing link profile and competitors
- Identifying the techniques you plan to use
- Prioritizing your techniques based on time and resources
- Planning your activity over the next few months
- Preparing or creating your link building asset
- Finding and prioritizing link targets
- Conducting outreach
- Following up
- Reporting on a link building campaign and learning how to improve
At first glance, this looks like a lot. But not all of these will apply every single time you engage in a link building campaign. For example, identifying your assets and USPs will probably only happen once (or rarely).
Processes are great, but don’t let them restrict you if you come across a good opportunity. One of my most successful pieces of link building didn’t fit into this process much – it was very ad-hoc and last minute. I just did what was necessary to get links and it happened to work. I share the details about what I did in a case study later in this book.