Posted by Paddy_Moogan
Over the years, I’ve often referred to our link building work as “campaigns”, which isn’t wrong, but isn’t completely right, either. I think that as an industry we need to alter our mindset to focus on what link building should be: an ongoing, integrated, business-as-usual activity.
Link building processes that work for brands now and that will continue to work in the future need to sit closer to the rest of the business. This means tighter integration with other disciplines, or at the very least, acknowledgment that link building isn’t a siloed activity or dark art like it used to be.
In this post, I’d like to propose how we should think about link building and share some ways to make it more sustainable, efficient, and effective.
I want to start by being super clear on something, and I make no apologies for reiterating this throughout this post: Link building campaigns aren’t a bad thing. My core point is that they should be thought of as one piece of the puzzle — not something we should focus all of our time and attention on.
“Campaign”, in the context of link building or digital PR, …read more