
Why Isn’t My Link Building Working?
When it comes to link building for SEO, measuring results can be nebulous. But boy is it frustrating when you have been actively doing quality outreach and your link building campaign still doesn’t seem to be yielding the results you want (or need). In my experience link building campaigns typically fail for one or more of the following reasons: Your links are from low quality sources (e.g., low quality link directories) Your links are not diverse, relevant or natural Your links are over-optimized for specific anchor text Your content doesn’t fit search intent (it’s either too long OR too short OR doesn’t answer the users’ query) Your content is poor in quality or cannibalizes itself with other content on your site Your niche and corresponding keywords are super competitive Some of what follows should be able to uncover at least a few of the issues plaguing your link building campaign. So why aren’t your link building campaigns working? Let’s find out. How Link Building Should “Work” First, let’s talk about how link building is supposed to “work” in the first place, and the various ways that link building can go wrong. You likely understand the goal is to establish or earn links pointing back to your domain to reap the benefits of increased authority and traffic—so how can you tell if your strategy is working or not? Link permanence. Nothing on the internet is truly permanent—at least, that we know of—but for the most part, the links you build should seem that way. One of the biggest advantages of link building is its capacity for accumulation; since all your links remain in place indefinitely, they’ll continue paying dividends of traffic and building on each other’s authority to improve your campaign further and further over time. If your links are getting removed, or if they’re otherwise unable to fulfill that duty, your link building campaign can’t possibly work. If you’re links aren’t sticking or you’re finding your linkgraph is plagued with broken links, then you’ll likely need to fix broken links by engaging in a broken link building campaign to get them back online. Increasing referral traffic. Link building should also increase your referral traffic; each new link you build serves as another portal to your site, and if that portal is relevant to your audience, at least a portion of your readers should be inclined to click through. As you build more links on higher-authority sources and continue reaping value from your old links, your total referral traffic should be on a trend of constant incline.If your growth slows to a negligible crawl, or worse, if your traffic starts to actively decline, you have a problem on your hands. Increasing domain authority and organic traffic. Similarly, as you progress in your link building efforts, you should see both increasing domain authority and organic traffic growth. Domain authority growth is an indication that you’re building positive momentum with the number and diversity of links you build to your site, and you can calculate that figure using Moz’s Open Site Explorer or a similar tool. If your domain authority becomes stagnant or starts to decline, it’s a sign that your campaign is in jeopardy. If your domain authority is rising, your organic traffic should also start to rise, since your overall search rankings will rise; if it doesn’t, something isn’t working correctly. New opportunities and reputation growth. Throughout your link building campaign, you should be met with a steady stream of new opportunities and the growth of your reputation. That means, you should gradually work your way up to bigger and higher-authority publishers; if you find yourself trapped in the same handful of publishers you started with, you’re doing something wrong. Though reputation is linked to this upward momentum, it’s a distinct concept that’s much harder to measure; if you feel you aren’t establishing your brand as an authority in the industry, it could be a sign your link building isn’t working as well. These general problems all indicate that something is probably wrong with your campaign. Even if you’re earning value in some areas, a disruption of growth in any other area is enough to warrant closer inspection; detecting and correcting the issues within your campaign can always make it stronger. That said, there are many different possible issues to address, so I’m splitting them into two main groups: high-level and ground-level issues. High-Level Issues First up are high-level issues; these are general problems with your approach, your overarching strategy, and your means of execution. They aren’t specific to any one aspect of your campaign but can affect almost all aspects of your campaign when they exist. Publisher Inaccessibility One of the most effective ways to build links is creating guest content to be featured on off-site publications; this provides context for your link, gives you a good excuse to be featured on high-authority sites, and gives you a recurring platform for development. However, if you can’t find your way onto a publisher’s site, which is usually the case, then this option is closed for you. I wrote an in-depth guide on how to become a contributor at major media publications, called The Ultimate, Step-by-Step Guide to Building Your Business by Guest Blogging. But bear in mind that guest blogging services should be filtered with extreme caution. Rejection is to be expected with this strategy; no matter how authoritative you are or how strong your pitches are, some publishers just won’t be interested in what you have to offer. But if you find yourself rejected consistently, and unable to land your first guest spot or advance to another publisher, you won’t be able to progress. There are a few possible influencing factors here: Status and reputation. First, your status and/or reputation may not be sufficient to land you a guest spot. Publisher standards vary from highly restrictive to universally open, but if you don’t have a portfolio of content to demonstrate your abilities, or a sufficient online presence to prove your