Link building plays a crucial role in search engine optimisation (SEO), helping websites improve their organic rankings, increase traffic, and enhance brand visibility. However, planning and executing a successful link building campaign can be challenging and complex. In this blog post, we will provide you with a list of essential questions to ask before embarking on a link building campaign. By addressing these questions, you can lay a solid foundation for a well-rounded and effective strategy.

Question 1: What Are My Link Building Goals?

When embarking on a link building campaign, it’s crucial to start by clearly defining your link building goals. Setting goals provides a roadmap for your efforts and helps you stay focused on the desired outcomes. Here’s an elaboration on the importance of setting clear and measurable link building goals:

  1. Directing Efforts: Link building can be time-consuming and resource-intensive. Without clear goals, you risk wasting effort on activities that may not align with your overall objectives. Setting goals allows you to prioritise and direct your efforts towards activities that will have the most significant impact on your website’s visibility and authority.
  2. Increasing Organic Traffic: One of the primary goals of link building is to increase organic traffic to your website. Backlinks from reputable and relevant sources can drive referral traffic and improve your website’s visibility in search engine results. By setting a goal to increase organic traffic, you can focus on acquiring high-quality backlinks that have the potential to attract relevant visitors.
  3. Improving Search Engine Rankings: Link building is an integral part of SEO, and acquiring quality backlinks can positively impact your search engine rankings. Setting a goal to improve your search engine rankings allows you to prioritise link acquisition efforts that are likely to have the greatest impact on your website’s visibility in search results.
  4. Enhancing Brand Visibility and Authority: Backlinks from authoritative and relevant websites can enhance your brand’s visibility and authority within your industry. Setting a goal to enhance brand visibility and authority through link building ensures that you prioritise acquiring backlinks from reputable sources and industry influencers. This can lead to increased brand recognition, credibility, and trust among your target audience.

To ensure that your link building goals are effective, it is recommended to follow the SMART framework:

  1. Specific: Make your goals specific and well-defined. For example, instead of a vague goal like “increase backlinks,” specify a target number of backlinks to acquire within a specific timeframe.
  2. Measurable: Establish metrics that allow you to track your progress. For example, set a goal to increase organic traffic by a certain percentage or improve search engine rankings for specific keywords.
  3. Achievable: Set goals that are realistic and attainable within your available resources and capabilities. Consider factors such as your website’s current authority, the competitiveness of your industry, and the availability of potential link-building opportunities.
  4. Relevant: Ensure that your link building goals align with your overall business objectives. Consider how increasing organic traffic, improving search engine rankings, and enhancing brand visibility will contribute to your larger marketing and business goals.
  5. Time-bound: Set a timeframe for achieving your link building goals. This helps create a sense of urgency and ensures that you stay focused on executing your strategy within a specific timeframe.

By following the SMART framework, you can establish clear and actionable link building goals that provide a roadmap for your campaign. These goals will help you make informed decisions, measure progress effectively, and adjust your strategy as needed to achieve optimal results.

Question 2: Who Is My Target Audience?

Identifying and understanding your target audience is fundamental for a successful link building campaign. By gaining insights into their demographics, interests, and behavior, you can tailor your strategies to effectively engage and attract their attention. Here’s an elaboration on the importance of knowing your target audience and how to define them:

  1. Tailored Strategies: Every audience has unique preferences and behaviours. By understanding your target audience, you can create link building strategies that resonate with them specifically. This includes crafting content that addresses their needs, interests, and pain points, as well as choosing outreach tactics that align with their communication preferences.
  2. Analysing Existing Customer Base: Start by analysing your existing customer base. Look for patterns and common characteristics among your most engaged and loyal customers. This analysis can provide valuable insights into the demographics, psychographics, and behaviours of your target audience.
  3. Conducting Market Research: To gain a deeper understanding of your target audience, conduct market research. This can involve surveys, interviews, or focus groups to gather data directly from your audience. Additionally, utilise market research tools and reports to uncover industry trends, competitor insights, and customer preferences.
  4. Creating Audience Personas: Once you have gathered sufficient data, create audience personas. These are fictional representations of your ideal customers based on real data and insights. Audience personas typically include information such as age, gender, location, interests, motivations, challenges, and preferred online platforms. By visualising your target audience through personas, you can better understand their needs and tailor your link building efforts accordingly.
  5. Resonating Content and Outreach: Armed with knowledge about your target audience, you can create content that aligns with their interests and addresses their pain points. This content should be valuable, informative, and shareable, making it more likely to attract backlinks. Additionally, when conducting outreach for link building, understanding your audience allows you to personalise your messages and choose the most effective channels for reaching them.

By tailoring your link building strategies to your target audience, you increase the likelihood of attracting backlinks from relevant and authoritative sources. Understanding their needs and preferences enables you to create valuable content and establish connections that resonate with them. This not only helps in acquiring backlinks but also in building a loyal audience base that supports your brand’s growth.

Remember to regularly revisit and update your audience personas as your business evolves and new insights emerge. Stay attuned to changes in your target audience’s preferences and behaviors to ensure that your link building efforts remain relevant and effective.

Question 3: What Types of Content Will I Create and Promote?

Creating and promoting high-quality content is a cornerstone of successful link building. By offering valuable and engaging content, you increase the likelihood of attracting backlinks from authoritative websites. Here’s an elaboration on the importance of content types and aligning your strategy with your link building goals:

Understanding Audience Preferences: Different audiences have varying preferences when it comes to consuming content. Some may prefer written articles and blog posts, while others may gravitate towards visual content like infographics or videos. Understanding your target audience’s content consumption habits and preferences is crucial for selecting the right content types that will resonate with them.

Incorporating Various Formats: To cater to diverse audience preferences and maximise your reach, consider incorporating various content formats into your link building strategy. Some popular content formats include:

  • Blog Posts and Articles: Written content is a versatile format that allows you to provide in-depth information, share industry insights, and demonstrate your expertise.
  • Infographics and Visual Content: Visual content is highly shareable and easily digestible. Infographics, images, and visual presentations can effectively convey complex information and statistics.
  • Videos and Podcasts: Video content and podcasts are engaging formats that can captivate your audience’s attention. They provide an opportunity to showcase your brand personality, conduct interviews, or present tutorials and demonstrations.
  • Ebooks and Whitepapers: Longer-form content such as ebooks and whitepapers allow you to delve into comprehensive topics, offer research-backed insights, and establish thought leadership within your industry.

Aligning with Link Building Goals: When selecting content types, ensure they align with your link building goals. For example, if your goal is to enhance brand visibility and authority, creating comprehensive whitepapers or industry reports can establish your expertise and attract authoritative backlinks. If your goal is to increase organic traffic, informative blog posts and optimised landing pages can be effective in driving organic search visitors to your website.

Valuable and Shareable Content: Regardless of the content format, prioritise creating valuable, unique, and shareable content. Valuable content educates, entertains, or solves a problem for your target audience. It positions your brand as a reliable source of information and encourages others to link back to your content. Make sure to conduct thorough research, use credible sources, and provide original insights to make your content stand out.

Remember, the key is to understand your target audience’s preferences and needs, and then tailor your content strategy accordingly. By providing valuable and diverse content formats, you can increase the chances of attracting backlinks from relevant sources and expanding your reach within your industry. Regularly assess the performance of your content to refine your strategy and optimise the types of content that generate the best results for your link building goals.

Question 4: Which Link Building Techniques Will I Use?

Selecting the appropriate link building techniques is vital for the effectiveness and success of your campaign. Here’s an elaboration on the importance of choosing the right techniques and an overview of popular options:

Understanding Link Building Techniques: Link building techniques refer to the various strategies and approaches used to acquire backlinks from other websites. Each technique has its unique advantages and considerations, so it’s important to understand their purpose and execution.

Popular Link Building Techniques:

  • Guest Posting: This technique involves creating and publishing content on external websites as a guest author. It allows you to showcase your expertise, reach new audiences, and earn backlinks in the author bio or content references.
  • Skyscraper Content: Skyscraper content involves creating high-quality, comprehensive, and authoritative content that outperforms existing content on a particular topic. Once created, you reach out to relevant websites and influencers, showcasing your content and asking for backlinks.
  • Resource Link Building: Resource link building involves creating valuable resources, such as guides, tools, or directories, that serve as references for your target audience. You then reach out to relevant websites and offer your resource as a valuable addition to their content, increasing the chances of earning backlinks.
  • Broken Link Building: With this technique, you find broken links on external websites and reach out to the website owners, notifying them about the broken links and suggesting your content as a replacement. It benefits both parties, as you help them fix broken links while acquiring a valuable backlink.
  • Digital PR and Outreach: Digital PR involves reaching out to journalists, bloggers, influencers, and other media sources to earn media coverage, mentions, and backlinks. It can include press releases, content collaborations, expert interviews, or participating in industry events.

Diversifying Techniques and Adapting to Goals and Audience: It’s crucial to diversify your link building techniques to maximise your chances of success. Relying solely on one technique may limit your opportunities and potential backlink sources. Evaluate your link building goals, target audience preferences, and industry landscape to determine which techniques align best with your objectives.

  • For example, if your goal is to increase brand visibility and authority, guest posting and digital PR can help you secure backlinks from reputable sources and establish industry relationships.
  • If your goal is to enhance organic search traffic, focusing on skyscraper content and resource link building can attract relevant backlinks and improve your website’s visibility in search engine results.

Execution and Monitoring: Once you have identified the link building techniques that align with your goals and audience, create a systematic plan for their execution. This includes identifying target websites, creating outreach strategies, and tracking the progress of your link acquisition efforts.

Regularly monitor and analyse the effectiveness of each technique. Assess the quality and relevance of acquired backlinks, measure changes in organic search traffic, and evaluate the impact on search engine rankings. Adjust your approach as needed to optimise your results.

Remember, the key to successful link building is to combine different techniques strategically, adapt them to your specific goals and target audience, and continuously refine your approach based on data-driven insights.

Question 5: How Will I Measure the Success of My Link Building Campaign?

Measuring the success of your link building campaign is crucial to understand the impact of your efforts and make informed decisions for optimisation. Here’s an elaboration on the key metrics to monitor and the tools you can utilise for measurement and analysis:

  1. Number and Quality of Backlinks Acquired: The quantity and quality of backlinks are important indicators of your link building success. Monitor the number of backlinks you have acquired over time, paying attention to the relevancy and authority of the linking domains. Tools like Moz’s Link Explorer, Ahrefs, or Majestic can provide insights into your backlink profile, including the number of backlinks, referring domains, and the quality metrics associated with them (such as Domain Authority and Trust Flow).
  2. Organic Search Traffic: One of the primary goals of link building is to increase organic search traffic to your website. Monitor your website’s organic traffic using tools like Google Analytics. Keep track of the changes in organic search traffic over time, and analyse the correlation between your link building efforts and the traffic trends. If your link building is effective, you should observe an increase in organic search visits as you acquire high-quality backlinks.
  3. Keyword Rankings: Link building can positively impact your keyword rankings, as search engines consider backlinks as a signal of authority and relevance. Monitor the rankings of your target keywords using tools like SEMrush or Moz’s Rank Tracker. Track how your keyword rankings change as you acquire backlinks, and identify the keywords that show improvement due to your link building efforts.
  4. Domain Authority (DA) and Page Authority (PA): Domain Authority and Page Authority are metrics developed by Moz that estimate the overall authority of a domain or page. These metrics can provide an indication of the strength and quality of your website and its pages. Monitor the changes in your website’s DA and PA over time to assess the impact of your link building efforts. Tools like Moz’s Link Explorer or their MozBar browser extension can provide you with DA and PA data for your website and individual pages.
  5. Tools for Measurement and Analysis: Several tools can assist you in measuring and analysing the metrics mentioned above. Google Analytics is an essential tool for tracking website traffic, including organic search traffic. Moz offers a suite of tools, including Link Explorer for backlink analysis and Moz’s Rank Tracker for keyword rankings. Ahrefs is another popular tool for backlink analysis, keyword research, and tracking rankings.

When measuring the success of your link building campaign, it’s essential to set up tracking mechanisms, establish a baseline, and monitor the metrics consistently over time. Analyse the data to identify trends, patterns, and correlations between your link building activities and the desired outcomes. This analysis will guide you in making data-driven decisions, optimising your link building strategies, and allocating resources effectively to achieve your goals.

Question 6: What Is My Budget and Timeline for My Link Building Campaign?

Setting a budget and timeline for your link building campaign is crucial for effective planning and resource allocation. Here’s an elaboration on the importance of budget and timeline, along with tips for managing them:

Budget Allocation: Determine the financial resources you can allocate to your link building campaign. Consider the potential return on investment (ROI) of different link building techniques and allocate your budget based on their expected impact and alignment with your goals. Keep in mind that link building is an ongoing process, so it’s advisable to allocate a budget that allows for sustained efforts over time.

  • Prioritise High-Impact Techniques: Allocate a significant portion of your budget to link building techniques that have a higher potential for acquiring valuable backlinks and driving results. For example, guest posting on authoritative websites or investing in digital PR and outreach campaigns may require more resources but can yield substantial benefits.
  • Content Creation and Promotion: Allocate a portion of your budget to creating high-quality content that is link-worthy and aligns with your link building goals. This may include investing in content creation, design, and promotional activities to maximise the visibility and reach of your content.

Timeline Planning: Plan a realistic timeline that accommodates the different stages of your link building campaign. Consider the time required for research, content creation, outreach, relationship-building, and monitoring. It’s important to allow for flexibility and adjustments based on the insights and results you gather during the campaign.

  • Research and Planning: Dedicate time for market research, competitor analysis, and identifying potential link opportunities. This initial stage helps you define your target audience, identify suitable link building techniques, and create a roadmap for your campaign.
  • Content Creation: Allocate time for creating high-quality content that aligns with your link building goals and resonates with your target audience. Depending on the complexity of your content strategy, this may include developing blog posts, infographics, videos, or other content formats.
  • Outreach and Relationship-Building: Plan time for reaching out to relevant websites, influencers, and stakeholders to establish connections and secure backlinks. Building relationships takes time, so allow for ongoing engagement and follow-up to nurture these connections.
  • Monitoring and Optimisation: Allocate time for monitoring the performance of your link building efforts and analysing the results. Regularly assess the metrics discussed earlier (backlinks acquired, organic search traffic, keyword rankings, etc.) and adjust your strategy as needed to optimise your outcomes.

Flexibility and Adjustments: Keep in mind that link building is an iterative process, and your timeline should allow for flexibility and adjustments based on the insights you gain. Monitor the performance of your campaign, adapt your strategies based on the data and feedback received, and make necessary refinements to improve results.

By setting a realistic budget and timeline, you ensure that you have the necessary resources and structure in place to execute your link building campaign effectively. Regularly evaluate the performance of your campaign against your set goals and make adjustments as needed to achieve optimal results.

Question 7: How Will I Ensure My Link Building Efforts Are Ethical and Sustainable?

Ensuring that your link building efforts are ethical and sustainable is essential for long-term success in SEO. Here’s an elaboration on the importance of ethical practices and tips for maintaining them:

  1. Earn High-Quality, Relevant Backlinks: Focus on acquiring backlinks from authoritative and relevant websites. Instead of resorting to manipulative tactics, such as buying links or participating in link schemes, prioritise the creation of valuable content that naturally attracts links from reputable sources. When your content provides genuine value to users, it increases the likelihood of earning organic and sustainable backlinks.
  2. Avoid Link Schemes and Paid Links: Link schemes involve engaging in activities that aim to manipulate search engine rankings, such as excessive reciprocal linking or participating in link networks. These practices violate search engine guidelines and can result in penalties. Similarly, paid links violate Google’s guidelines and can harm your website’s visibility in search results. Instead, focus on building organic relationships and earning backlinks through content quality and relevance.
  3. Valuable Content and Genuine Relationships: Create content that serves the needs and interests of your target audience. Valuable and informative content naturally attracts backlinks from other websites and enhances your brand’s reputation and authority. Additionally, build genuine relationships with website owners, bloggers, influencers, and industry experts. Engage in meaningful interactions, collaborate on content, and provide value to others to foster a network of natural and sustainable backlinks.
  4. Stay Up-to-Date with Guidelines and Best Practices: Search engines, particularly Google, regularly update their algorithms and guidelines to ensure the delivery of high-quality and relevant search results. Stay informed about these updates to align your link building strategies with the latest best practices. Regularly review Google’s Webmaster Guidelines and follow reputable SEO blogs and industry publications to stay up-to-date with ethical link building practices.
  5. Monitor and Audit Your Backlink Profile: Regularly monitor and audit your backlink profile to identify any potentially harmful or low-quality links. Tools like Google Search Console, Moz, or Ahrefs can assist in analysing your backlinks and identifying any suspicious or spammy links. If you come across any problematic links, make efforts to have them removed or disavow them using Google’s Disavow Tool.
  6. Educate Your Team or Partners: If you’re working with an SEO agency or collaborating with external partners, ensure that they understand and adhere to ethical link building practices. Educate your team or partners about the importance of white-hat techniques, the risks associated with black-hat practices, and the long-term benefits of sustainable link building strategies.

By adopting ethical link building practices, you not only avoid penalties and potential harm to your website’s visibility but also build a strong foundation for sustainable organic growth. Prioritise the creation of valuable content, foster genuine relationships, and stay informed about search engine guidelines to maintain an ethical and effective link building strategy.


Before launching a link building campaign, it’s essential to address these seven essential questions. By setting clear goals, understanding your target audience, creating valuable content, selecting the right techniques, tracking your progress, allocating resources effectively, and maintaining ethical practices, you can develop a well-rounded and successful link building strategy. Remember, a thoughtful and strategic approach to link building will yield long-lasting SEO benefits. For more information on SEO services, please visit the Hampshire SEO services page.

Neil Manchip SEO Consultant