SEO is like a vehicle, with multiple moving parts needed to work together to make your website perform optimally. One of the key components to building your domain authority and improve ranking is the quality of your backlinks. However, it has not been a walk in the park for businesses, with two-thirds of digital marketers believing implementing link building outsource to be the most challenging part of SEO.
Since Google brought the Penguin algorithm on board a decade ago and the 2017 Jagger Update targeting manipulative link building, the search engine has implemented many link-related ranking functions. It keeps the specifics of the ranking elements hidden, but the algorithms used have become efficient at “detecting unnatural links at scale and nullifying them.”
For instance, the ‘Link Spam Update’ that began being rolled out on July 26, 2021 and was completed within a month quickly hit sponsored, guest, and affiliate content, with the algorithm targeting link spam that is notorious on these sites. Google also uses Link Graphs to map the internet, show how different sites are connected, identify the topics involved, and weed out spammy sites.
So businesses need quality and relevant backlinks to their website and avoid being penalized for spam links – calling for tons of work, yet you still have a business to run. As such, outsourcing link building has become one of the most in-demand practices for search engine optimization (SEO) this year, with most marketers spending up to 10% of their marketing budget on backlinking.
Businesses that switch to outsourced link building have seen significant improvements in their search engine rankings. That has allowed them to gain more traffic and leads. But what works and what doesn’t when outsourcing link building?
Mistakes companies make when outsourcing their link-building efforts and how to avoid them
Here are the top mistakes companies have made when outsourcing link building in 2022:
1. Not setting clear goals
Globally, companies that have set clear goals, such as reaching a certain number of monthly leads or increasing website traffic by 10%, have seen the best results over time.
The companies that have had the most success with link building outsourcing have set measurable goals and used tangible metrics to track their progress.
2. Not doing your research
The key to successful link building outsource is researching potential providers before hiring one. SEO is constantly evolving, and it’s important to vet providers to ensure their strategies are up-to-date and ethical. For instance, the May 2022 Google Core Update hit AI-generated content; since then, such sites have been ranking lower. A user in a niche muddled with “garbage AI content and link farms” was quick to tweet how he could finally outrank them after the update.
Companies that have used the time to research potential providers have had the most success with link building outsourcing. These companies can ensure that their provider is using the latest SEO strategies.
3. Relying too heavily on black-hat SEO techniques
While some link building outsource providers may promise quick results, be wary of those relying heavily on black-hat SEO tactics, such as buying links or creating spammy content. These practices can result in an overall decrease in search engine rankings and even get you in trouble with search engines like Google.
Pundits suggest that businesses need to understand the differences between white-hat and black-hat SEO practices so they can make sure their providers are following ethical guidelines, such as those listed below:
- Creating high-quality content
- Maximizing keyword usage
- Establishing relationships with other websites
- Creating natural link building strategies
- Monitoring progress regularly
4. Ignoring Local SEO
Businesses focusing solely on global SEO when outsourcing their link building efforts are missing out on a valuable opportunity. With 30% of mobile searches related to location, local SEO can help boost a company’s rankings in these search results and increase visibility for potential customers.
Companies must ensure their provider focuses on local SEO and global SEO tactics to make the most of their link building outsource. That includes optimizing content for local searches, submitting listings to popular review sites like Yelp and Facebook, and creating content that targets local customers.
Trends in off-page SEO Link Building and how you can use them to your advantage
SEO is an ever-evolving industry. Companies need to stay up-to-date on the latest trends and strategies. You’ll need to ensure your link building outsource provider is ahead of the curve in these new techniques.
Using Structured Data
One of the most important new trends in off-page SEO is the use of structured data to help search engines better understand your website’s content. Structured data is a type of code that helps search engine crawlers understand and categorize web pages more efficiently.
Using structured data can help search engines better index your page, resulting in higher rankings and more visibility.
Leveraging Influencers
By 2025, influencer marketing is projected to be a $26 billion industry. Companies are increasingly leveraging influencers as part of their link building outsource strategy, as these individuals can reach large audiences and help increase website visibility.
When outsourcing link building efforts, companies will want their provider to have experience working with influencers and understand how to create effective campaigns.
Conclusion
It’s been a competitive year in the SEO world, and it’s finally coming close. As you plan and execute a link building strategy for 2023, note these common mistakes many companies make when outsourcing their link building efforts and how to avoid them. Stay up-to-date on the latest off-page SEO trends to ensure their link building outsource provider is ahead of the curve.
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