So how exactly do link building services operate and deliver results for clients? Let’s explore the key strategies and capabilities leveraged by agencies.

Discovering Quality Link Opportunities

The starting point for any successful link building campaign is opportunity identification – finding sites and pages aligned to the brand that represent strong opportunities for a backlink. There are several approaches to discovery:

Leveraging Prospecting Technology

Agencies arm themselves with tools like Pitchbox, BuzzStream, and Linkody to unearth prospects at scale through filters and custom searches. The best agencies have proprietary processes and vast databases.

Manual Research

Experienced specialists also conduct manual exploration of competitors, similar sites, influencers, and complementary resources to find relevant prospects.

Identifying Guest Posting Sites

Many agencies maintain lists of sites accepting contributed articles where they can secure backlinks in exchange for high-quality content.

Developing Compelling Link-Worthy Assets

Once targets are identified, the next step is creating content assets that provide enough value to incentivize a publisher to link back.

Optimized Articles, Guides and More

The agency’s creative team develops articles, how-to guides, data studies, and infographics closely tailored to both the target website’s audience as well as relevant keywords.

Repurposing for Maximum Exposure

To expand reach, they repurpose assets into multiple formats such as text articles into video and audio.

High-Quality Design

Well-designed, visually engaging graphics and content perform best, so design is a priority.

Strategic and Personalized Outreach

Arguably the most labor-intensive process is conducting personalized outreach at scale and negotiating link placements.

Customized Pitches

Each prospect is pitched individually in a relevant, compelling manner using email automation tools. Cold template pitches are avoided.

Establishing Relationships

Successful outreach isn’t just a single email. Link builders focus on relationship-building through networking and consistent, thoughtful follow-ups.

Leveraging Software Efficiency

While personalization is important, automation tools like Mailshake and Lemlist optimize follow-ups based on responses and still allow for some customization.

Securing Coveted Links and Placements

Of course, the litmus test is whether contacts convert to backlinks and published guest posts.

Guest Post Content

Well-crafted contributed posts published on reputable sites will include backlinks.

Natural Link Integration

Agencies work to get backlinks naturally integrated into relevant articles.

Syndication Networks

Distributing articles through contractor networks, local news sites, and syndicators earns backlinks.

Tracking Campaigns and Link Indexation

Link agencies meticulously monitor campaigns and links using tracking tools:

Link Reporting Spreadsheets

Google Sheets or Airtable track outreach progress, responses, and link acquisitions.

Rank Tracking and SEO Tools

Software like SEMrush, Ahrefs, and Moz monitor new links indexed, rankings changes, and resulting organic traffic.

Ongoing Optimization

Campaign strategies evolve based on the data to improve link velocity and quality over time.

Providing Holistic SEO Services

While links are the focus, many agencies provide comprehensive SEO services:

Site Audits

Technical and on-page audits identify other optimization opportunities.

On-Page Enhancements

Page titles, meta descriptions, content, tags, and link architecture are refined to boost SEO.

Fixing Technical Issues

Developers address site speed, security, and indexing issues.

Final Words

Succeeding in competitive SEO landscapes requires leveraging proven link building strategies, processes, content, and tools. Handling this at scale is extremely challenging for in-house teams. Experienced agencies bring the workforce, workflows and technology needed to secure authoritative backlinks through opportunity discovery, strategic outreach, and campaign optimization. While quality link building takes immense expertise and effort, the ROI from moving the rankings needle delivers immense value.

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