How to Build Flexibility Into Your Link Campaigns

If 2020 has taught us something, it’s that life comes at you quick… and issues can change rapidly.

This holds true in search, too.

Search engines are always updating their algorithms and shifting the methods they return and show search outcomes.

To achieve success in search, you have to be in a position to adapt as:

  • Competitors change, emerge, shift methods.
  • Search intent and conduct modifications (see: COVID-19).
  • New search rating indicators are launched, and previous indicators are deemphasized.
  • Various techniques turn into outdated and even punished by engines like google.

Because hyperlinks proceed to be an integral a part of rating within the search outcomes, I would like to present you the way to construct flexibility into your hyperlink campaigns.

This is to make sure you’re working effectively and maximizing your returns, in addition to future-proofing your backlinks and web site.

To obtain this flexibility, you want to take into account three elements:

  • How you report and monitor progress.
  • How the search queries you’re concentrating on are altering and evolving over time.
  • How you might be diversifying the techniques and methods you implement.



Let’s get began.

1. Frequently Report Your Progress

The first step to constructing an adaptable hyperlink marketing campaign is guaranteeing you could have a agency understanding of the progress you’re making (or not making) every day, week, and month – this implies frequent monitoring and reporting.

Whether you’re in-house or an company, you could have any person you report to.

Making these studies a precedence from the beginning will construct good habits that may serve your marketing campaign within the occasion you want to pivot methods.

Monthly studies are a standard cadence since you may examine visitors numbers month-over-month to observe development, however that’s not the one metric you must look at in these studies.

You can go deeper to analyze the particular pages you’re pointing hyperlinks at to spot potential points earlier than they turn into bigger issues or lead to inefficient work.

Some of those points embody:

  • Keyword rankings: While natural visitors development is commonly the first aim of a hyperlink marketing campaign, in the event you’re not seeing any motion in your goal key phrases, it’s possible time to rethink your technique.
  • Bounce charge: If the bounce charge in your web page continues to climb, regardless that you’re incomes high quality hyperlinks, it’s doable your web page will not be an excellent outcome for searchers and it’ll ultimately be devalued by engines like google. Consider reevaluating how your web page matches searcher intent and both rework the web page or goal a extra related web page in your hyperlinks.
  • Time on web page: If you’re seeing a constant decline in time on web page, then you definately is likely to be selling a web page that’s trending within the flawed route and it may very well be value discovering a brand new hyperlink goal.
  • % Exit: If an increasing number of individuals are exiting your web site from the web page you’re securing hyperlinks to, you want to reexamine your inner hyperlinks and take into account how one can preserve extra of the referral and natural visitors your goal web page is incomes in your web site.



Along with monitoring these metrics, it’s additionally vital to schedule common technique calls or conferences along with your consumer or group.

These conferences are vital as a result of objectives can shift, even when hyperlink acquisition goes nice.

Perhaps a brand new line of enterprise opens, a brand new competitor enters your area, a well being pandemic sweeps the globe.

None of those conditions have something to do along with your hyperlink constructing technique, however they do influence it, and also you want to have constant communication along with your consumer or group to give you the option to pivot when crucial.

2. Monitor SERP Changes & Trends

Continuously monitoring the search engine outcomes pages (SERPs) which might be vital to your web site is one other means to construct flexibility into your hyperlink marketing campaign.

Now, once I say monitor these SERPs, I imply extra than simply monitoring key phrase rankings.

Keyword rankings are vital, after all, however there may be far more you may study from the SERPs.

One of the largest takeaways you may pull from monitoring SERP modifications over time is how engines like google are decoding intent for these queries.

For instance, the COVID-19 pandemic has shifted search intent for a large number of queries and even complete industries.

Here is a screenshot of the SERP for [teaching kids]:

Teaching Kids Google SERP

While SERP modifications occurred extra quickly throughout the pandemic, these modifications are always occurring as search conduct shifts over time.

Being conscious of those developments within the SERPs will inform your hyperlink marketing campaign and inform you when it’s time to pivot or shift your focus to a unique web page.

For instance, let’s say you’re constructing hyperlinks to assist your service web page rank for a precedence key phrase, however you discover the corresponding SERP is starting to present an increasing number of informational and comparative pages.

Unfortunately, it’s possible your web page received’t ever rank there as a result of it doesn’t match the intent the search engine deems applicable for that key phrase.



Knowing this info empowers you to adapt your marketing campaign and focus time and vitality someplace else the place you might be more practical.

Keeping a detailed eye on the SERPs may assist you to safe extra hyperlinks.

If you’re selling an asset for hyperlinks, you have to be paying consideration to what varieties of pages are rating for associated matters.

These are the pages which might be succeeding with the viewers you’re concentrating on and you must mannequin your personal asset after their greatest attributes.

For occasion, in the event you see a number of rating pages have movies, it is smart that including a video to your web page will make it extra linkable.

These SERP insights will assist you to keep forward of the curve and shift or bolster your hyperlink constructing technique, as crucial.

three. Diversify Your Link Building Tactics

Just as diversifying your inventory portfolio provides monetary flexibility, diversifying your hyperlink constructing techniques provides search engine marketing flexibility – and each are good practices.

The purpose you want to diversify your hyperlink acquisition methods is easy: Google might utterly negate a given tactic tomorrow.



They resolve how their search algorithm operates, and in the event that they view a sure approach as manipulative, they might resolve to take motion to devalue any hyperlinks secured by way of mentioned tactic.

At the identical time, something Google says wants to be interpreted with the best context (spoiler alert: visitor running a blog nonetheless isn’t useless…) as any tactic might be leveraged successfully or spammed to the purpose you get your self in hassle.

Also, you by no means actually know which techniques will probably be simplest in a marketing campaign till you begin the work.

Even at my company, the place we’ve constructed hundreds of hyperlinks for our companions throughout tons of of industries, we nonetheless can’t all the time predict how an viewers will reply to a given approach, and generally we should pivot.

So, you want to make use of a various technique that features many alternative strategies for securing backlinks.

If one tactic isn’t producing outcomes, deprioritize it inside your technique and give attention to extra profitable methods.



Some confirmed hyperlink constructing methods embody:

  • Promoting complete useful resource guides.
  • Earning hyperlinks by way of visitor posting.
  • Finding unlinked model mentions.
  • Securing hyperlinks by way of neighborhood involvement (sponsorships, charitable donations, scholarships, and so on.).
  • Professional partnerships or testimonials.
  • Getting placements on native or area of interest directories or useful resource pages.
  • And extra.

There are a plethora of how to construct hyperlinks, and I extremely advocate testing Search Engine Journal’s Link Building Guide for extra concepts.

It’s fantastic to spend money on a major tactic that you just’ve seen applied efficiently within the area earlier than.

That mentioned, you must all the time be making an attempt different strategies on a smaller scale too so you may simply shift to them in the event that they show more practical.


Things transfer rapidly in hyperlink constructing.

If you may’t adapt simply as rapidly, you received’t achieve success.

So, it’s essential to construct flexibility into your hyperlink campaigns from the beginning.

To do that, it’s essential to:

  • Regularly report and monitor progress.
  • Analyze how the search queries you’re concentrating on are altering and evolving over time.
  • And diversify your hyperlink acquisition techniques and methods.



Link constructing comes down to time and vitality.

But in the event you construct an agile marketing campaign construction, you’ll give you the option to use that point and vitality extra effectively.

More Resources:

Image Credits

Featured Image: Created by creator, May 2020
Screenshot taken by creator, May 2020

Source hyperlink search engine marketing

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