In this article you will learn…
How to measure your content results.
Don’t rely on hope to see traffic coming to your site, rely on relationship building (or relationship marketing, in other words).
The story of the bun and the fox
I was reading one of my daughter’s book about a bun that was about to be eaten by a couple who were hungry. The bun ran away super fast and escaped. After a while the bun found a sheep that tried to eat it; the bun was fast and ran away. Then it came to a fox; the bun was fast and ran until it found a river. The fox was too tired to carry on running and the bun could not swim so it would have to go back to where the sheep was… what a deadlock! The fox said “I’m impressed with your speed and out of respect I will take you to the other side of the river. Hop on my back.” The bun did just that and in the middle of the river the fox turned around and ate the bun!
The moral of the story (for us, internet marketers) is that you may have some strong points, a superpower (like being fast like the bun) but someone will outsmart you at some point.
Beat the market with linking campaigns
The way NOT to be outsmarted is to listen to the results and numbers. Don’t listen to experts, smart marketing decisions come from measurable results.
** Check out out Content Management and Link Build System
See your link builder as a list builder
Linking campaigns are nothing more than prospecting sites that would link back to you. Of course, a good link builder can help you with your content marketing strategy as well, but after an article is published, the link building outreach is executed and that means: to list all of those sites might want to mention you and save that list with you. This is the main asset a link builder can give. Don’t expect to be the first result on Google or even to increase sales (although both of those could happen because of your link building campaign)… there are too many variables and you shouldn’t rely solely on the link builder. Lower your expectations to the reality and you will see foxes all around you making promises that can’t be met.
What is hope marketing?
Hope marketing means hoping for good things to come after a marketing campaign.
I’m an optimist, somehow good things eventually will happen for you and me, but who’s got the time?
For link building specifically, it means hanging onto the hope that your campaign will pay off, regardless of the techniques used.
However, life doesn’t work that way, does it?
We need to measure the result of our work every step of the way and that is what tells us we are building useful links; that is the seed for the next linking campaign.
It’s good to hope that things will work out for your business but you need to understand where your money is going. You need a follow-up process to see the results, you need to track traffic from the links created or else your campaign doesn’t justify itself.
How Link Building Can Be Measured
You can track traffic from your links with a variety of tools available today. Normally, Link Builders have a hard time making an accurate analysis of the traffic generated from their links. For instance, the tools they use can’t accurately track referral traffic, which is an important metric.
Channels like social media, which account for 30% of referral traffic, are important for any link building strategy and missing out the numbers makes it a classic example of hope link building. You know that you are receiving referral traffic and set this as a benchmark for success.
To leverage your referral traffic, you need to know where it is coming from. Tools, like Google Analytics, let you know how much of it you receive from referral sources, but they don’t tell you from which links it came from.
We use a special tool that is more informative than Google Analytics is, it helps you discover sources that drive the most traffic to your own website through link building.
Link Building in a nutshell
In the simplest sense, the term “link” refers to a hyperlink on your website from another source. To illustrate, consider a blog that includes a link to your website. Link building is a process that increases the number of hyperlinks leading to your landing pages on high quality, authoritative sources.
In addition to quality content, external links are a major ranking factor for search engines, like Google. The higher the number of quality links that lead to your website, the higher it ranks.
You can use a number of strategies to get external websites to link to your pages without relying on hope marketing and link building:
- Rocking Articles: The best way to get your links out there is to use them in content that people find valuable and shareable. Using infographics on your blog and promoting them on social media is a good strategy. Stats show that infographics are shared more than other forms of content. Another useful technique is guest posting. A well-worded, relevant, and insightful post will improve both your link and site authority.
- Useful Web tools: Articles are great to attract your audience but it is not the only type of content you can work with. Amongst others, we particularly like developing web tool that your visitors can test and use and fiddle with. This is great for engagement and much easier to ask for an email address in exchange.
- Link Building Campaign: Build links like a marketing campaign. Go after broken links, publish infographics, use SlideShare to present your idea… All of that demands creativity and energy. (If you are interested, read the complete description of our system that you can use yourself and use it to grow our business.)
How to measure different types of links?
There are “follow” and “nofollow” links. Follow links picks up “link juice” and pass PR to your website. This is the most important type of link if what you want is to impress Google because this can increase your ranking on SERPs (Search Engine Results Pages) which increases search traffic.
Keep in mind that links bring traffic as well. Nofollow links don’t pass on PR but it increases referral traffic. Traffic that doesn’t convert can still be valuable to learn what people in your market are looking for so you can make changes to your link building strategy.
With this in mind, for an entrepreneur to benefit from a link building strategy, you must track both types of traffic (search and referral) and work on your link building campaign for at least 6 months.
We can all agree that the more people talk about your brand, the more popular it becomes. However, you have a lot of work to do if all that pops up in search results when someone types in your business name. Link building ensures that the rest of your pages (like individual product pages on your eCommerce website) get attention, too. Additionally, it ensures that other sources talk about your pages and products, as well.
Increase Page Authority and Rank
Link building with authority allows you to solidify your search rankings. Your authority also grows if people share the post containing your backlinks. In time, the link will become more valuable as people keep consuming that content, signaling to Google that the information on that page is relevant and accurate.