Managing Large-Scale Link Building Campaigns

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Links remain the strongest search engine signal and getting them can be a lot of fun – if you’re focused on a single website, preferably your own. Where it gets tricky is when an SEO agency start to deal with several large scale link building campaigns involving more than five people in the team. At Dejan SEO we have twenty link builders and the job of managing the entire process is far from easy. In this article I will outline some of our challenges and how we managed to solve problems we encountered.

Managing Expectations: Quantity vs. Quality

It’s the SEO consultant that determines what page or phrase need attention and sets targets for the link building team. Allocation of work is a big task so it’s beneficial to free the SEO strategist from that job and let the team allocate tasks internally. Our link building team is divided into groups of three or four with one group team leader in each responsible for group performance. If link quotas are unrealistically high, the quality falls down as the first instinctive response from your link builders. Chasing high profile link opportunities can often produce no results and leave a big gap in your link acquisition pace. Communication between team leaders and SEO consultants and constant feedback is essential in finding the right balance.

Project Briefing

Before link building can start, all project staff must be fully briefed on the project and understand how the business operates. Best practice is to look at one’s existing relationships while preparing new opportunities. Why is this? At the start of the link building campaign you’re hardly generating any decent links as you’re still in the introduction and negotiation stage. Emails and phone calls are being exchanged and it takes time for things to happen.

Relationship Exploration

Understanding relationships and connections of your client is essential in the process. Here are some examples:

• Goods and Services Suppliers (Wholesalers, software, professionals)
• Business Partners
• Physical Location
• Engagement in the community
• Public relations
• General marketing activities, campaigns & schedule
• Presence in events, tradeshows and presentations
• Key staff engagement and connections (C-level, directors, executives)
• Media mentions

Keeping Up With New References

Monitoring Google Alerts and social media streams for latest brand or website mentions will enable the team to act on link opportunities quickly and perform link corrections where possible.

Maintaining Database

Prevent embarrassing situations of double-contacting your link leads and share great link opportunities among staff members by providing them with a shared link and contact database.

Sharing Knowledge and Tips

Use one common mailbox to BCC email requests to giving the entire team a chance to learn from each other. This gives team leaders and SEO consultants a chance to coach and correct poorly structured emails.

Support Your Team

If your link building team needs something, don’t make them wait. Respond to their enquiries quickly and provide them with a wealth of data and tools which may aid in the process.

Link Builders = Real People

Everyone in the link building team must understand that what they do is not a game. They contact real people for real reasons and their own persona must reflect that. This is why it’s a good idea to let everyone build up their own social media profile as link prospects often look up people who send the link request. Link building is no longer about trading links – it’s about building meaningful relationships.

Ongoing Training & Education

At Dejan SEO we have regular training and live link building sessions with each one of our micro-teams where we discuss best ways to scan for link opportunities and most effective approach methods.