In the olden days, marketing was all about getting the word out through recommendations, giving out flyers, doing commercials, etc., this is what is now considered “traditional marketing” because it uses offline techniques to reach an audience. Luckily, we now have the internet, and the world has never been the same. 63% [1] of the world (5+ billion people) now actively uses the internet, which has had a huge impact not just on our day-to-day lives, but also on companies, industries, products, and much more. As a result, businesses can no longer rely solely on traditional ways of reaching customers.
There is no doubt websites have become one of the most important online marketing tools for businesses today, but trust us when we tell you that having one is just a small piece of the puzzle. In order for that resource to be truly successful, the website has to be made in a way that people can easily find it on Google. Since it is the largest search engine globally, it is exactly the place where you need to be if you want to have customers, views, likes, leads, sales, etc. Guaranteeing your position on Google’s results takes time but it’s essential for a company to thrive, and that’s where SEO (or search engine optimization) comes in.
Although SEO includes many processes and can be used to ensure many different outcomes, link-building is among the ones that make websites rank higher on search engines, so having a solid link-building strategy, with defined goals and a solid knowledge of the best online practices is a must for any business.
Link-building is a necessary part of every SEO strategy and consists of getting authoritative sites to add links to your website. Given the authority and good ranking of these sites, their links are considered to be high-quality backlinks, and having them link people back to your website will increase your site’s chances of ranking higher on Google. The more links you can get from high-quality websites, the higher chances your website will get to have a good ranking on Google’s top searches, which means more people can find it.
How is link-building done?
In the simplest terms, link-building involves getting other sites to link to your site pages. While this sounds easy, it can be a daunting task for website owners who don’t know where to start.
Ideally, websites will link to your site organically if you have good content strategies. If you have high-quality content such as blog posts and web pages, for example, you can get backlinks from organic traffic. You can also boost your backlink profile by requesting guest posts or link placement (reaching out to other website owners and having your site links posted on their site). This can be done at a fee or mutually, where you also post their link. However, it comes with certain complications: the tactic doesn’t work on its own, it requires some hands-on work from website owners and, more importantly, Google tends to dislike this tactic, which means it may lead to penalties, especially when an excess of links are posted.
As a good rule of thumb, you don’t want any single link (inbound link) posted without serious thought. It’s safest to rely on backlinks from high-authority (established/reputable) sites, but it might be easier said than done.
You might be wondering: how do you get such sites to add links to your site? How do you identify domain authority in your niche and sites that are the best to link to? Don’t worry, we have got you covered.
The link-building process is a complex and delicate one. It involves thorough research and a clear distinction between good link-building practices (white hat link-building) and bad link-building practices (black hat link-building).
Understanding this distinction is critical since search engines like Bing and Google penalize sites guilty of black hat tactics with a lower ranking on Search Engine Results Pages (SERPs) or a complete ban. Although link-building guidelines by Google and Bing are public knowledge, we believe most website owners are better off outsourcing link-building to a professional SEO agency to avoid risking serious consequences.
What does it mean to outsource link-building?
Outsourcing link-building is a business strategy where a company hires a third party (person or company) to do the job instead of hiring a full-time in-house employee. In a nutshell, they will be in charge of creating the link-building strategy that best suits your needs and helps your company grow its online presence. This task might take some time, but hiring the right company/person is a sure way to guarantee your efforts will be worthwhile and yield the necessary results.
When should you outsource your link-building?
We believe outsourcing your link-building efforts can absolutely be a great idea and have an overall positive impact on your SEO strategy, but there are certain things you need to keep in mind to make sure this is the right move for your company. We recommend you outsource your link-building if:
1. You lack expertise
You can attempt to do your own link-building but you should know it is no easy task. There is a lot that goes into a proper link-building strategy and many different rules and tricks you need to be aware of before your strategy can yield the results you want. This does require specialized knowledge to do it properly and avoid search engine penalties. If you don’t know the different types of site links, link parameters to consider (like link authority, relevance diversity, etc.), how to track links, the latest search engine rules on link-building and SEO strategies in general, it’s advisable to outsource to an expert.
Search engines like Google update their search algorithms and SEO guidelines multiple times daily. Unless you wish to follow SEO updates by the hour and invest time in getting the right tools and knowledge, it makes more sense to outsource.
2. Your current link-building strategies aren’t working
You might have attempted to do this on your own but chances are you have not gotten the desired results yet. In that case, outsourcing to an expert may be a great idea. It takes time and effort to handle link-building activities like a pro. If you don’t really have enough time to do more on your own, don’t worry, you can find reputable link-building professionals and go back to focusing on your core business.
We can also consider this other scenario: you gave this a try on your own and have actually started to see some results, congratulations! What you need to do now is make sure you stay on track and maintain them, but that will also require time and effort. If your business is growing there is no way your link-building results can be sustainable. In this case, outsourcing is recommendable once again. Don’t waste your time, use it wisely!
3. You want a cost-effective backlinking method
Expert link-building services aren’t cheap. However, they can’t be compared to hiring a full-time, highly trained, and skilled specialist. It can cost over $100,000 [2] yearly to maintain one highly specialized full-time SEO expert in-house in the U.S. and Canada. There are cheaper, less experienced link builders, but you risk using outdated, ineffective, or black hat link-building practices unknowingly.
Let’s not even mention other costs such as medical insurance, employee benefits, link-building/SEO software, etc., and the need for training and additional support staff when scaling. Inhouse experts also need time to build capacity. Outsourcing link-building gives you access to the best talent and the most competitive cost since you save on benefits, training, and related costs.
4. You wish to focus on your core business
The online world is highly competitive. Instead of wasting time on tasks like link-building, you should outsource and focus on your core business activities. Trying to follow every Google search algorithm update, checking backlinks, and related link-building tasks is tedious and time-consuming. To be honest, it isn’t the best way to use your time as a business owner.
5. You wish to earn high-quality links faster and consistently
We now know high-quality links are a key ranking factor, but they aren’t easy to get at a consistent pace and volume. Additionally, links get removed all the time, which can also become an issue in your link-building strategy if you are not careful.
Fortunately, established SEO agencies already have tested and proven ways of getting multiple high-quality links monthly. Their experience and networks give them a unique advantage over in-house teams: SEO agencies can offer blogger outreach, manual outreach, tools for finding and replacing removed links, flagging spammy links/sites, optimizing anchor text, etc.
While results take time, reputable SEO agencies work faster than in-house teams. They have the knowledge, strategies, and resources in place, ready for deployment and offering consistent and predictable results.
6. You want a custom link-building strategy
Some online businesses are unique, creating the need for custom solutions. Reputable SEO agencies can craft customized strategies that will give your business a unique and competitive advantage. If you want to do more than what most website owners are doing, consider outsourcing.
There are free link-building resources online. However, most of them offer common strategies that work for a broad target audience. Agencies offer access to top-notch SEO talent that will offer quality instead of quantity in the form of customized and managed link-building campaigns.
7. You want help with other SEO and online marketing tasks
Outsourcing link-building is also a great idea if you don’t mind getting help on other SEO tasks. Remember, link-building is a small part of a comprehensive SEO strategy. A truly successful SEO strategy means:
- Your site will need to be optimized properly.
- You may require website design and development services to ensure your site is fast, responsive (optimized for mobile devices), and has high-quality images, infographics, videos, and other media.
- Your website also needs high-quality written content for link-building to work. You may need writers to create high-quality SEO-optimized content.
- You will need social media marketing services to establish a presence on social media sites, and rank better.
- Having a social media presence also means you can employ PPC advertisement, that is, specifically having Facebook ads. You can also include Google ads to improve your online presence overall.
Important: The pros of outsourcing link-building we’ve discussed below only apply if you are hiring a reputable link-building SEO agency/freelancer that understands link-building to the core and doesn’t use black hat methods.
Who Should You Contact? Outsourcing with a link-building freelancer vs. a link-building agency
Now that you know when outsourcing link-building is a great idea, it’s time to discuss how to do it. What does it take to get a good link-building agency? Should you also consider a link-building freelancer? Which one is the best option for you? Let’s evaluate.
Outsourcing with a link-building freelancer
You can do a simple search on Google or go to Upwork to search for link-building freelancers and you’ll no doubt find hundreds of seemingly qualified freelancers promising fast results. However, link-building is a thorough process that demands vast experience and expertise.
Link-building shouldn’t be done in a hurry, with perhaps an unreliable wifi connection and/or with fully automated tools (bots) unless you want to get penalized by Google for using “get-links-quick” schemes. To get long-lasting results, link-building should be done naturally, using white hat techniques characterized by high-quality and legitimate links.
Whether you decide to work with a freelancer or link-building agency, ensure they have adequate expertise and resources to offer whitehat link-building services.
Outsourcing with a link-building company
Link-building agencies have teams of experts at your disposal and not just one person, as is the case with freelancers. Agencies also have strategies that are tested and proven so they get straight to work from day one. It’s also easier to scale with an agency should you need more link-building experts or other SEO experts.
Budgeting is also easy with an agency since most have flat rates that make it easier to set a monthly budget and get precisely what you are paying for.
The most critical factor when choosing an online marketing agency is reputation so that you can avoid any harmful black hat link-building practices. You need to work with true professionals to avoid search engine penalties or a complete ban. But how can you find the best link-building agency for you?
Finding the best link-building company
Are you looking for the best link-building agency to meet your company’s needs? We have got you covered. Follow these simple steps and tips and you’ll be on your way to finding the next company you can rely on to outsource many of your SEO requirements, beginning with link-building.
1. Search online, ask for referrals
You can search for SEO agencies in your area offering link-building services or seek referrals. A simple online search can reveal multiple agencies in your jurisdiction. Website owners who rank considerably well can also give you referrals.
2. Research on link-building
It helps to acquire basic knowledge about link-building and SEO before seeking link-building services to have an idea of what the service entails. Basic knowledge will help you differentiate agencies by the specific strategies they offer. You’ll also be able to communicate your link-building needs and have an idea of good and bad link-building practices. Most importantly, you’ll understand what you are paying for.
3. Check reviews and case studies
A good online marketing agency will have good reviews on the websites and other platforms like social media and trusted review sites. Most importantly, they should have case studies of real people who have used their services and are on record (video) discussing their experiences.
4. Find a marketing agency that matches your expectations
Take the time to see which agencies match your expectations. Different agencies work differently. If you want to be able to track the link-building process, get deliverables, know all link-building strategies being used, get detailed reports of all links and performance, etc., ensure your preferred link-building agency can do exactly that.
The best agencies are meticulous and flexible. They have clear goals and direction. They also use white hat link-building methods, so they have nothing to hide. Select the agency that best meets or surpasses your expectations.
5. Give your link-building agency time and space to work
Once you find a suitable agency, give them time. Trust in their expertise and allow them to implement their strategies. Reputable link-building companies work fast. However, they can’t offer results overnight. Provided the agency follows previously agreed ground rules on reporting/updates, trust in them to do their part.
SEO tactics like link-building take time. High-quality backlinks that boost ranking on SERPs and convert such gains into sales, take time. Whichever SEO agency you select, remember to have a long-term approach i.e., think months instead of days when assessing the return on your investment.
6. Avoid cheap agencies that overpromise
Remember to avoid link-building agencies that promise results overnight at unbelievable prices. Such agencies may be using black hat strategies knowingly or unknowingly. They may also be outsourcing to low-skilled freelancers who are bound to do more harm than good. Outsourcing link-building is definitely cost-effective compared to having in-house staff, but that doesn’t mean they are cheap.
Cheap services may mean the agency isn’t using link-building experts or white hat methods that won’t hurt your site’s ranking. You need resources to get high-quality backlinks. Outsourcing link-building means you are trusting another company with your brand and survival. Don’t risk choosing the cheapest agency.
Also, don’t buy into empty promises of ranking #1 on Google in a day. Link-building agencies can only guarantee you that they have acquired high-quality links while using white hat strategies, it’s up to Google to do the rest. What’s more, your site may need other SEO services to rank better. All in all, there should be some improvement after link-building.
What should go into your outsourced link-building strategy?
When working with true experts, you don’t need to worry about anything including backlink strategy. However, if you care to know what goes into a winning outsourced link-building strategy, here’s a sneak peek:
- Reviewing current backlinks and linking opportunities: identifying the best linkable assets on a site (such as blog posts and research reports) and sites online for backlinking opportunities.
- Setting link-building goals such as the ideal brand image, target keywords, target audience, etc.
- Review of the backlinking tactics that are currently working.
- Reverse engineering competitors: sometimes it helps to check and try to recreate and improve the backlinking strategy your competitors have used.
- Consistency: most importantly, winning strategies must be consistent with plans to handle possible bottlenecks.
To wrap up…
So, is outsourcing your link-building the best idea? Absolutely! If you aren’t a link-building expert, chances are your strategies will fail. If you want to be focusing on your own business while getting access to other expert SEO services, saving some money, and still enjoying fast and consistent results from link-building, consider outsourcing. However, make sure you hire the right company. We hope our guide can help you find the reputable link-building agency that is the best fit for you.
If you are in the market for such a service, we happen to be link-building and SEO experts ourselves. We here at Nomadic Advertising have been assisting online businesses for almost a decade. Book a FREE link-building or SEO consultation with us for more information on how exactly we can help you improve your online presence and build your domain authority. Browse through our other SEO-related services to know more about everything we can do for you.
FAQs
What is link-building?
Link-building is a branch of SEO (search engine optimization) that focuses on establishing links to a website from other sites. If other high authority sites have links to your websites, such links are regarded as high-quality backlinks and that increases your site’s chances of ranking higher on Google.
The overall aim of link-building is to increase the number as well as the quality of links to your site from other reputable sites (inbound links). The more links you can get from high-quality websites, the higher chances your website will get to have a good ranking on Google’s top searches, which means more people can find it.
What does outsourcing link-building mean?
Outsourcing link-building refers to hiring a third party (freelancer or agency) to do link-building on your behalf instead of having an in-house link builder do it.
How do you plan a link-building strategy?
To plan a link-building strategy you should begin by reviewing current backlinks and linking opportunities and then setting link-building goals. This should be followed by an assessment of what’s working currently and reverse engineering your competitor’s strategy in an attempt to recreate or exceed their success. Lastly, there should be a plan for handling possible bottlenecks.
How much does it cost to outsource link-building?
It depends on factors such as the agency in question and deliverables i.e., number of links, ranking results, timelines, etc. However, the best link-building agencies can craft services to meet a client’s budget.
What are the top benefits of outsourcing your link-building?
Outsourcing saves time and money, it is convenient, and allows website owners to focus on other, more important tasks. Outsourcing link-building also makes the backlinking process faster and more consistent.
Why do links matter to search engines?
Links help search engines discover new website pages. They also help search engines determine how they will rank a site.
References
- https://datareportal.com/global-digital-overview#:~:text=A%20total%20of%205.07%20billion,12%20months%20to%20October%202022.
- https://www.ziprecruiter.com/Salaries/SEO-Link-Builder-Salary#:~:text=As%20of%20Jan%2017%2C%202023,be%20approximately%20%2424.96%20an%20hour.
