Backlinks remain one of the strongest ranking factors for SEO according to both Google and Moz. The key is securing backlinks from high authority, relevant sites. Yet actually building quality links takes immense effort – identifying prospects, creating strategic content, conducting outreach, optimizing on-page elements, and tracking results. That’s why many brands choose to partner with expert link building agencies like that to earn impactful links and drive organic growth.
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.