Link building is an essential aspect of search engine optimisation (SEO) that plays a significant role in improving website visibility, organic search rankings, and overall online authority. However, planning and executing a successful link building strategy can be challenging. To help you navigate the complexities of link building, we’ve compiled a list of important questions to ask your link builder before diving into this crucial SEO practice.

Link building involves acquiring high-quality backlinks from reputable websites to your own site. Search engines, like Google, consider these backlinks as votes of confidence, signalling the relevance and authority of your content. Therefore, link building is crucial for improving search engine rankings and driving organic traffic to your website.

Link building requires careful planning and execution to overcome various challenges. These challenges include finding relevant link prospects, creating link-worthy content, conducting effective outreach, and staying informed about evolving best practices and algorithm updates.

The purpose of this blog post is to provide you with a list of important questions to ask your link builder before embarking on a link building campaign. By asking these questions, you can ensure that your link building efforts align with your overall SEO strategy, goals, and objectives.

Question 1: How Does Link Building Fit into My Overall SEO Strategy?

Link building plays a critical role in your overall SEO strategy as it directly impacts your website’s visibility, search rankings, and organic traffic. Understanding how link building fits within the broader context of your SEO efforts is crucial for developing an effective and comprehensive strategy.

Link building should complement other key components of SEO, such as on-page optimisation, technical SEO, and content marketing. While on-page optimisation focuses on optimising individual web pages to make them more search engine-friendly, technical SEO deals with the backend aspects of your website, ensuring it is easily crawlable and indexable by search engines. Content marketing involves creating valuable and engaging content to attract and retain your target audience.

By balancing these components, you create a synergistic approach to SEO. Here’s how link building fits into the mix:

  1. Enhancing Off-Page Authority: Link building is primarily concerned with building a strong network of backlinks from authoritative and relevant websites. These backlinks act as “votes of confidence” from other sites, signalling to search engines that your website is valuable and trustworthy. By acquiring high-quality backlinks, you enhance your website’s off-page authority, which positively impacts search engine rankings.
  2. Supporting On-Page Optimisation: While on-page optimisation focuses on factors like keyword usage, meta tags, and internal linking, link building can support these efforts by providing external links to your optimised pages. Backlinks from reputable sources to specific pages on your website can boost their visibility and credibility in search engine results.
  3. Driving Organic Traffic: Backlinks not only enhance your search engine rankings but can also drive referral traffic. When users come across links to your website on other platforms, they may click through to learn more. This referral traffic can be highly targeted and valuable, leading to increased conversions and engagement.

To ensure a cohesive approach, it’s crucial to work closely with your link builder to align your link building strategy with your overall SEO goals and objectives. By clearly defining your target audience, keyword targets, and desired outcomes, you can optimise your link building efforts to support and amplify your broader SEO strategy. Regular communication and collaboration with your link builder will help ensure that all aspects of your SEO work harmoniously together to achieve the desired results.

Question 2: What Are My Link Building Goals and KPIs?

Setting clear goals and key performance indicators (KPIs) is vital for measuring the success of your link building campaign. By defining specific objectives and identifying measurable metrics, you can track progress and make data-driven decisions to optimise your link building efforts. Here’s how you can establish meaningful goals and KPIs:

  1. Improving Organic Search Rankings: One common goal of link building is to enhance your website’s visibility in search engine results. Higher rankings for targeted keywords can lead to increased organic traffic and improved overall online presence. To measure this goal, you can track changes in keyword rankings using tools like Ahrefs or Moz.
  2. Increasing Referral Traffic: Another objective of link building is to attract referral traffic from other websites. By earning backlinks from relevant and authoritative sources, you can drive visitors to your website who are genuinely interested in your content. To measure this goal, monitor the referral traffic in your website analytics tool, such as Google Analytics, and track the number of visitors coming from external links.
  3. Enhancing Online Brand Visibility and Authority: Link building can also contribute to building your brand’s online visibility and authority. When reputable websites link to your content, it not only improves your search engine rankings but also establishes your brand as a trusted and authoritative source within your industry. To assess brand visibility, you can track metrics like the number of brand mentions, social media engagement, or growth in followers.

When setting your link building goals, ensure they are SMART:

  • Specific: Clearly define what you want to achieve with your link building efforts. For example, “Increase organic search rankings for target keywords by X positions” or “Generate X% growth in referral traffic from relevant websites.”
  • Measurable: Establish metrics that allow you to quantify your progress and success. This could include tracking specific keyword rankings, the number of new backlinks acquired, or the percentage increase in referral traffic.
  • Achievable: Set goals that are realistic and attainable within your available resources and time frame. Consider factors like your website’s current authority, competition, and industry trends when determining achievable goals.
  • Relevant: Ensure your goals align with your overall business objectives and support your broader marketing strategy. Link building should contribute to your overall digital marketing efforts and complement other channels and tactics.
  • Time-bound: Set a timeline or deadline for achieving your goals. This helps create a sense of urgency and allows you to track progress over a specific period. For example, “Increase organic search rankings by X positions within six months.”

Selecting appropriate KPIs depends on your specific goals. Some common KPIs include the number of new backlinks acquired, the growth in organic search traffic, the increase in referral traffic, the improvement in domain authority, or the number of social shares and mentions.

Regularly review and analyse your KPIs to assess the effectiveness of your link building campaign. Adjust your strategies and tactics as necessary to ensure you’re on track to achieve your desired outcomes.

Question 3: What Types of Content Will I Create to Earn Links?

Creating high-quality, link-worthy content is a crucial component of any successful link building strategy. When other websites find your content valuable, informative, or entertaining, they are more likely to link to it, increasing your backlink profile and enhancing your online authority. Here are some types of content that are likely to earn links:

  1. Comprehensive Guides and Resources: In-depth guides that provide comprehensive information on a specific topic tend to attract links. These guides should offer valuable insights, actionable advice, and detailed explanations that address common questions or challenges within your industry. By positioning yourself as an authoritative resource, you increase the likelihood of other websites linking to your content.
  2. Original Research or Data-driven Insights: Conducting and publishing original research or presenting data-driven insights can be a powerful way to earn links. People are always seeking reliable data to support their own content and arguments. By offering unique data, statistics, or findings, you establish your content as a valuable reference and encourage others to link back to it.
  3. Visual Assets like Infographics and Videos: Visual content tends to be highly shareable and link-worthy. Infographics, videos, and other visually appealing assets can effectively communicate complex information in an engaging format. Creating visually compelling content that is informative and relevant can increase the likelihood of it being shared and linked to by other websites.
  4. Expert Roundups and Interviews: Collaborating with industry experts and featuring their insights in your content can attract links and boost credibility. Expert roundups involve soliciting opinions or advice from multiple experts on a specific topic. Conducting interviews with industry leaders or influencers can also generate valuable content that others will be eager to link to.

It’s important to align your content strategy with the needs and interests of your target audience. Understand their pain points, interests, and the type of content they find valuable. By addressing these needs, you increase the likelihood of attracting organic links from websites that cater to the same audience.

To create link-worthy content, consider the following tips:

  1. Conduct keyword research: Identify relevant keywords and topics that have high search volume and align with your target audience’s interests. This helps you create content that is not only link-worthy but also optimised for search engines.
  2. Conduct competitive analysis: Research what kind of content is earning links in your industry. Analyse the types of content your competitors are producing and identify opportunities to create something unique and valuable.
  3. Provide original insights and value: Focus on creating content that offers unique perspectives, actionable advice, or solves problems for your audience. Provide valuable information that others would want to reference and share.
  4. Create visually appealing and shareable content: Invest in creating visually appealing assets like infographics, videos, or interactive content that are highly shareable and likely to attract links.

Remember, quality is paramount when it comes to link-worthy content. Ensure your content is well-researched, well-written, and provides genuine value to your audience. By consistently delivering high-quality content, you increase the likelihood of earning valuable backlinks and building your online authority.

Question 4: How Will I Identify and Prioritise Link Prospects?

Identifying and prioritising the right link prospects is essential for a successful link building campaign. Here are some strategies to help you identify and prioritise link prospects effectively:

  1. Analyse Competitor Backlinks: Start by analysing the backlink profiles of your competitors. Tools like Ahrefs, Moz, or SEMrush can provide insights into the websites that link to your competitors. Analyse the quality and relevance of these backlinks to identify potential prospects that might be interested in linking to your content as well.
  2. Use Search Operators and Prospecting Tools: Utilise search operators to find relevant websites and pages that might be interested in linking to your content. For example, you can use queries like “keyword + intitle:resources” or “keyword + inurl:links” to find resource pages or link directories related to your industry. Additionally, there are prospecting tools available, such as BuzzSumo, Pitchbox, or Ninja Outreach, that can help you discover potential link prospects based on various criteria like keywords, industry, or website authority.
  3. Evaluate Prospects Based on Relevance, Authority, and Potential Traffic: Once you have a list of potential link prospects, evaluate them based on relevance, authority, and potential traffic they can drive to your website. Relevance ensures that the prospects are within your industry or related niches, making the links more valuable. Authority refers to the credibility and trustworthiness of the prospect websites, which can influence the impact of the backlink. Consider metrics like Domain Authority (DA) and Page Authority (PA) to assess authority. Additionally, assess the potential traffic that the linking website can generate, as it can lead to referral traffic and exposure.
  4. Create a Prioritised Outreach List: After evaluating the link prospects, create a prioritised outreach list. Rank the prospects based on their potential value and the effort required to secure the link. Focus on high-value prospects that are both relevant to your niche and have good authority. Prioritise those prospects that align with your overall link building goals and have the potential to provide the most impact for your website.

By following these strategies, you can ensure that your link building efforts are focused on prospects that are most likely to provide valuable backlinks. Remember, quality matters more than quantity when it comes to link prospects. It’s better to have a smaller number of high-quality backlinks from authoritative and relevant websites than a large number of low-quality backlinks that could potentially harm your website’s reputation.

Question 5: What Outreach Strategies Will I Employ to Earn Links?

Implementing effective outreach strategies is crucial for earning high-quality backlinks and establishing valuable relationships with other websites and influencers. Here are some outreach strategies you can employ to increase your chances of earning links:

  1. Personalised Email Outreach: One of the most common outreach methods is sending personalised emails to relevant website owners, bloggers, or content creators. Craft well-written and compelling outreach emails that clearly communicate the value of your content and why it would be beneficial for them to link to it. Personalise each email by addressing the recipient by name and referencing their website or previous work. Building a genuine connection and offering something valuable can significantly improve your success rate.
  2. Social Media Engagement and Relationship Building: Engage with influencers, industry experts, and relevant communities on social media platforms. Share their content, comment on their posts, and participate in discussions to establish yourself as an active and engaged member of the community. Building relationships through social media can open doors for potential collaboration opportunities and link placements.
  3. Influencer Collaborations and Partnerships: Identify influencers, bloggers, or content creators within your niche who have a strong online presence and a significant following. Reach out to them with collaboration proposals such as guest posting, co-creating content, or featuring them in your content. Influencers can provide exposure to a wider audience and potentially link back to your content from their platforms.
  4. Content Promotion and Syndication: Actively promote your content through various channels to increase its visibility and reach. Share it on your social media profiles, email newsletters, and relevant online communities. Additionally, consider syndicating your content on reputable platforms or industry publications that accept guest contributions. Syndication can help you reach a broader audience and attract backlinks from high-authority websites.

It’s important to remember that outreach strategies require testing, refinement, and continuous improvement. Consider the following tips to optimise your outreach efforts:

  • Personalisation: Tailor your outreach messages to each recipient and show genuine interest in their work. Avoid generic templates and demonstrate that you have taken the time to understand their website or content.
  • Value Proposition: Clearly communicate the value and relevance of your content, highlighting why it would benefit their audience or complement their existing content. Emphasise what makes your content unique or valuable compared to others.
  • Follow-up: Don’t be discouraged by initial non-responses. Follow up politely with a friendly reminder after a reasonable period, but avoid being pushy or spammy. Sometimes, a gentle nudge can prompt a response.
  • Relationship Building: Focus on building long-term relationships rather than just securing immediate backlinks. Engage in meaningful conversations, offer help, and provide value even if there’s no immediate link opportunity. Building trust and rapport can lead to future collaborations and referrals.

Track your outreach efforts and analyse the response rates and link acquisition. Identify what strategies and messaging resonate best with your target audience and refine your approach accordingly.

Remember, successful outreach requires persistence, patience, and a genuine desire to build mutually beneficial relationships. Focus on providing value and establishing meaningful connections, and the backlinks will naturally follow.

Question 6: How Will I Track and Measure the Results of My Link Building Campaign?

Tracking and measuring the results of your link building campaign is essential to understand the impact and effectiveness of your efforts. Here are key steps to help you track and measure your link building success:

  1. Set Clear Objectives: Before you start tracking, establish clear objectives and goals for your link building campaign. These goals should align with your overall SEO strategy and link building objectives. For example, your objectives might include increasing the number of backlinks, improving organic search rankings, driving referral traffic, or boosting domain authority.
  2. Monitor New Backlinks: Keep a close eye on the acquisition of new backlinks. Tools like Ahrefs, Moz, Majestic, or SEMrush can help you track and analyse your backlink profile. Monitor the number of new backlinks acquired over time and assess their quality, relevance, and authority. This will give you an understanding of how successful your link building efforts are in attracting new links.
  3. Track Organic Search Rankings: Link building plays a significant role in improving your website’s organic search rankings. Monitor your keyword rankings using tools like Google Search Console, Ahrefs, or SEMrush. Keep an eye on how your rankings evolve over time, especially for the keywords that are directly relevant to the pages you’ve been actively building links to. An increase in rankings indicates the positive impact of your link building efforts.
  4. Analyse Referral Traffic: Link building can drive referral traffic to your website from other websites that link to your content. Use Google Analytics or other web analytics tools to track and analyse the referral traffic coming from these backlinks. Monitor the traffic volume, engagement metrics, and conversions driven by the referral traffic to gauge the effectiveness of your link building in generating relevant and valuable visits.
  5. Assess Domain Authority and Page Authority: Domain Authority (DA) and Page Authority (PA) are metrics that measure the credibility and trustworthiness of your website and individual pages. Tools like Moz’s Link Explorer or Ahrefs provide these metrics. Monitor changes in your DA and PA over time to understand the overall impact of your link building efforts on your website’s authority and reputation.
  6. Utilise Tracking Tools: Leverage tools like Google Analytics, which can provide insights into the overall traffic to your website, the sources of traffic, and user behaviour. Set up specific goals and events within Google Analytics to track conversions or specific actions resulting from your link building efforts. Additionally, use specialised SEO tools like Ahrefs, Moz, or SEMrush to gather detailed information about your backlink profile, keyword rankings, and other SEO-related metrics.

Regularly analyse the data and metrics to assess the performance of your link building campaign. Identify trends, patterns, and correlations between your link building activities and the observed outcomes. Based on these insights, make informed decisions on adjustments, improvements, or optimisations to further enhance your link building strategy.

Remember that link building is an ongoing process, and it takes time to see the full impact of your efforts. Be patient, continue to refine your strategy based on data and results, and adapt to changes in the SEO landscape.

By effectively tracking and measuring the results of your link building campaign, you can identify what’s working, make informed decisions, and optimise your efforts to achieve better outcomes.

Question 7: How Will I Stay Informed About Link Building Best Practices and Algorithm Updates?

Staying up-to-date with the latest link building best practices and algorithm updates is essential to ensure the effectiveness and longevity of your link building strategy. Here are some strategies to help you stay informed:

  1. Follow SEO Blogs and Influencers: Regularly follow reputable SEO blogs, such as Moz, Search Engine Journal, Search Engine Land, and Backlinko. These blogs often provide insightful articles, case studies, and industry news related to link building. Subscribe to their newsletters or follow them on social media to receive updates directly in your inbox or feed.
  2. Participate in SEO Forums and Communities: Engage in SEO forums and communities like Reddit’s r/SEO or forums within SEO-focused websites. These platforms provide opportunities to discuss link building strategies, share experiences, and learn from other professionals in the field. Actively participating in these communities can help you stay informed about emerging trends, algorithm updates, and best practices.
  3. Attend SEO Webinars and Conferences: Keep an eye out for SEO webinars and conferences that cover topics related to link building. These events often feature industry experts who share their insights, strategies, and experiences. Attending these sessions can provide you with valuable knowledge and help you stay current with the latest trends and developments in the field.
  4. Engage with Online SEO Communities: Join online communities and groups dedicated to SEO on platforms like Facebook, LinkedIn, or Slack. Engaging in these communities allows you to connect with other professionals, exchange ideas, and stay updated on the latest news, algorithm changes, and best practices. Actively participate in discussions, ask questions, and share your own experiences to contribute to the community and expand your knowledge.
  5. Monitor Google’s Official Announcements: Keep an eye on official announcements and updates from Google, such as the Google Webmaster Central Blog and the Google Search Liaison Twitter account. Google occasionally releases information about algorithm updates, changes in ranking factors, and best practices. Following these official channels can help you understand Google’s perspective on link building and stay informed about any significant changes that may affect your strategy.
  6. Analyse Performance Data: Continuously monitor and analyse the performance data of your link building efforts. Track the impact of your backlinks on organic search rankings, organic traffic, and conversions. Analyse the quality and relevance of acquired backlinks and identify patterns or correlations with positive outcomes. By studying your own data, you can gain insights into what works best for your website and adapt your strategy accordingly.

Remember that the SEO landscape is dynamic, and best practices can evolve over time. It’s important to stay adaptable and adjust your link building strategy based on the latest industry trends, algorithm updates, and your own performance data. Continuously refining your approach will help you maintain a successful link building strategy that drives sustainable results.

By staying informed about link building best practices and algorithm updates, you can ensure that your strategies remain effective, compliant with search engine guidelines, and aligned with the evolving SEO landscape.


Before diving into link building, it’s essential to ask important questions to your link builder. By considering these questions, you can develop a well-rounded link building strategy that aligns with your overall SEO goals and objectives. Remember to continuously refine your approach, stay informed about best practices, and adapt to algorithm updates. If you’re looking for professional SEO services, visit our Southampton SEO services page to learn more.

Neil Manchip SEO Consultant