Digital marketing and SEO have all but morphed into a single business that combines the best of both. As this transition has occurred, there has been a tendency among marketers and SEO experts to adopt a one-size-fits-all approach. They do the same things for every client regardless of need.
Take link building services, for example. Just because link building is appropriate for one client does not make it appropriate for every client. There are some legitimate scenarios in which link building services are either unnecessary or just a bad idea.
Salt Lake City’s Webtek Digital Marketing says that, as a general rule, link building services are less appropriate the larger and more visible a company is. But even some small businesses are not well served by dedicated link building campaigns.
Why We Build Links
Understanding why link building services are not always appropriate goes back to why we build links to begin with. In the world of SEO and SERPs, quality links improve page ranking which, in turn, drives more traffic. Yet that is not all they do.
Quality links also drive traffic outside of the search engine paradigm. For example, you might be reading an article when you come across a link that intrigues you. Clicking that link takes you to a separate website altogether. You have made the journey without the help of a search engine.
Put the two together and you have plenty of opportunities for links to drive traffic, improve an organization’s online reputation, and improve an internet user’s access to relevant data. So why would you ever choose not to embark on a link building campaign?
3 Things That Say ‘No’
Webtek offers link building services along with a full menu of SEO and digital marketing strategies. They say that, while it is hard to turn business away, it is sometimes necessary to turn down link building opportunities centre table. They cite three things that generally say ‘no’ to link building:
1. Size and Scope
The size and scope of a client’s business may dictate that link building is inappropriate. Take an international brand like Amazon. A traditional link building campaign is not going to increase Amazon’s traffic or improve site rankings enough to make it worthwhile. The company is so large that its momentum produces links on its own. Every time Amazon breathes, countless websites publish posts about it and link directly to their website.
2. Legal Constraints
Link building can be exceptionally difficult in highly regulated industries like finance and healthcare. Companies in such industries have to be extremely careful about what they publish online. They also have to be careful about where inbound links come from.
In situations where a company’s legal department has to sign off on everything, link building services become financially inviable. They do not create enough of a return to make investing in them worthwhile.
3. Internal Bureaucracy
Internal bureaucracy is similar to legal constraints in the sense that there are too many people who demand the ability to sign off on marketing efforts. If a link builder has to constantly work their way through multiple levels of bureaucracy, it is likely that their efforts will end up producing very little value. Bureaucracy has a way of killing productivity.
Link building services are just one of the many services digital marketers and SEO firms offer. When appropriate, link building goes a long way toward driving traffic and improving the company’s online reputation furniture stores in bangalore. But link building isn’t always appropriate. It is up to digital marketers and SEO providers to figure it out. Ultimately, the services they provide should be both productive and worthwhile.