“Link Worthy Contents is the last thing you need to get links “
As a seo we all know how hard it is to get quality links for our sites. Link acquisition becomes even more difficult when we don’t follow any formalized process.
This blog post is an attempt to develop that formalized process and to make our jobs as link builders much easier. So without further delay, I present to you my ‘Link Building Pyramid’:
Here I have represented ‘Hierarchy of ‘Link Building Needs’ in the form of a pyramid with the most basic needs at the bottom.
I got inspiration of this pyramid approach from ‘Maslow’s hierarchy of needs’. However unlike Maslow’s theory it has nothing to do with psychology. So you can chill :)
Resources are required to:
Gain domain knowledge
Develop/hire subject matter expertise
Develop networks, authority and link worthy contents.
That’s why I have chosen ‘Resources’ as the most basic need.
These resources can be:
Top industry sites (from where you can acquire domain knowledge/expertise)
Hardware, software, people, time, money, inclination, capacity etc required to run a link building campaign.
Say you have client who runs a web development company and his target audience is ‘Chiropractors’. His advertising goal is to get sign ups for his services from as many chiropractors as possible.
Now if you are not already familiar with ‘Chiropractic’ then you need to acquire domain knowledge so that later you can find and hire ‘Subject Matter Experts’. You can start your domain knowledge hunt through sites like Wikipedia. According to Wikipedia:
Chiropractic is a health care discipline and profession that emphasizes diagnosis, treatment and prevention of mechanical disorders of the musculoskeletal system, especially the spine, under the hypothesis that these disorders affect general health via the nervous system.
Now you have got the rough idea of what chiropractic is.
Generally every Wikipedia article has the ‘References’ and ‘External links’ sections at the bottom which can help in finding industry resources.
As you follow these resources link by link, you can expect to find even more resources and industry experts (aka subject matter experts, SMEs).
Generally large sum of money is required to afford these SMEs.
Time and inclination are required to socialize with potential linking partners.
Hardware, software and content development capabilities are required to develop link worthy contents.
In short, you need resources to run a successful link building campaign. You can’t expect to rule your industry with a shoe string budget.
Subject Matter Expertise (SME)
If your client is not a SME, then you have to hire one.
Since you are a SEO and not a SME, so acquiring basic knowledge of the domain (like chiropractic) is not good enough to network with chiropractors and establish your authority in the chiropractic industry (which will later help you in making your contents go viral and acquiring links).
You need to hire a person(s) who practice/study chiropractic and who can guide you with your contents, help in networking and establishing your authority in the chiropractic industry.
A chiropractor may charge anywhere from $50 to several hundred dollars per hour depending upon his level of expertise and industry recognition. So subject matter experts are expensive and that’s why ‘Link Building Services’ are even more expensive.
Without subject matter expertise you can’t socialize with professionals in your niche and thus can’t establish your authority or make your link worthy contents go viral.
In short, without SME your link building campaign can’t get off the ground.
It is the platform where you can demonstrate your subject matter expertise.
It can be industry events (conferences, seminars, workshops, trade shows, training sessions), industry forums, industry blogs, meet-up groups, social networks and other online/offline communities.
Network is required to establish authority and to build good relationship with your target audience and potential linking partners.
Without network, you can’t make your contents go viral and thus probability of getting quality links diminishes significantly.
You can develop your network on your own site in the form of blogs, forums or groups and you can also take advantage of one of the largest networks on the net like Facebook, LinkedIn, Twitter, MySpace and Orkut.
All these networks have ‘status update’ like feature which can be used intelligently to make your contents go viral among your target audience.
You can update your status to something like “found interesting article on para sailing: https://bit.ly/cEvViD“. Such updates generally appear on the home page of your connections.
So if your timing is right, you can catch attention of lot of your target audience immediately.
However you need lot of connections/followers/fans, for this strategy to work in the first place. Consequently it makes sense to join and participate in at least all major industry events, forums, groups and communities.
You need authority so that your connections show interest in what you say and take your tweets seriously.
One of the best way to become authority in your industry is through contributions.
Become one of the top-notch contributor of your network.
Here theory of karma comes into picture: “What goes around, comes around“. More people you help, more they will like you and tweet/re-tweet whatever you say. Consequently faster your contents will go viral which will eventually help you in getting links to your site.
Link Worthy Contents
Although this is pretty obvious, you need link worthy contents to get back links.
People won’t promote a crap, no matter how authoritative you are or how big your network is. Conversely, your link worthy contents won’t get you many links if you don’t have network and authority . Finally link building is all about people.
So they are teaching GA and GTM in the name of teaching Digital analytics.
They just copy each other. Monkey see, monkey do.
But Digital analytics is not about GA, GTM.
It is about analyzing and interpreting data, setting up goals, strategies and KPIs.
It’s about creating strategic roadmap for your business.
Digital Analytics is the core skill. Google Analytics is just a tool used to implement ‘Digital Analytics’.
You can also implement ‘Digital analytics’ via other tools like ‘adobe analytics’, ‘kissmetrics’ etc.
Using Google Analytics without the good understanding of ‘Digital analytics’ is like driving around in a car, in a big city without understanding the traffic rules and road signs.
You are either likely to end up somewhere other than your destination or you get involved in an accident.
You learn data analysis and interpretation from Digital analytics and not from Google Analytics.
The direction in which your analysis will move, will determine the direction in which your marketing campaigns and eventually your company will move to get the highest possible return on investment.
You get that direction from ‘Digital analytics’ and not from ‘Google Analytics’.
You learn to set up KPIs, strategies and measurement framework for your business from ‘Digital analytics’ and not from ‘Google Analytics’.
So if you are taking a course only on 'Google Analytics’, you are learning to use one of the tools of ‘Digital analytics’. You are not learning the ‘Digital analytics’ itself.
Since any person can learn to use Google Analytics in couple of weeks, you do no get any competitive advantage in the marketplace just by knowing GA.
You need to know lot more than GA in order to work in digital analytics and marketing field.
So what I have done, if you are interested, is I have put together a completely free training that will teach you exactly how I have been able to leverage digital analytics to generate floods of news sales and customers and how you can literally copy what I have done to get similar results.
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My best selling books on Digital Analytics and Conversion Optimization
Master the Essentials of Email Marketing Analytics
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Attribution Modelling in Google Analytics and Beyond
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Digital Marketing Consultant and Founder of Optimizesmart.com
Himanshu helps business owners and marketing professionals in generating more sales and ROI by fixing their website tracking issues, helping them understand their true customers purchase journey and helping them determine the most effective marketing channels for investment.
He has over 12 years experience in digital analytics and digital marketing.
He was nominated for the Digital Analytics Association's Awards for Excellence.
The Digital Analytics Association is a world renowned not-for-profit association which helps organisations overcome the challenges of data acquisition and application.
He is the author of four best-selling books on analytics and conversion optimization: