Link Building for an Established Website

Established websites require a much more specific link building campaign than new sites. The below tips comprise a suggested strategy to use with respect to effective link building for existing websites.

First Month Activities

1. Analysis of existing links. Begin by assembling:

*Prior goals and strategies
*Previous reports
*Lists of developed links
*Link analysis tool

Document all of the findings on paper or a computer generated spreadsheet.

2. Clarify link analysis. Use a link analysis tool to determine:

*Link type and position
*Anchor text
*Quality of origin site
*Assessment of internal link structure
*Whether the link is from an indexed page
*Similar IP clusters

Some of the information above may also be gathered through automation, which can greatly assist in the total number of links to be audited by hand.

2. Competitor link analysis. Follow the above process for analyzing essential competitor link profiles. The goal is to reveal weaknesses and get a perspective on what has worked in similar situations.

3. Opportunity mining. Identify niche markets and key opportunities to target the content that will be produced, in addition to planned outreach promotion.

Specific actions include:

*Understand who the main competitors really are (not always the obvious ones)
*Analyze competing link profiles
*Benchmark your existing link profile against competitors
*Identify all new direct and indirect key opportunities, based upon competing link profiles

4. Analyze internal link optimization. Check all internal links and document weak spots or places to expand. For example, it may be found that every page includes a link to itself within body copy, using targeted keywords.

5. Update old posts. Find old postings from quality sites and update them. Identify posts that drive in referral traffic and put a task on your calendar to update them regularly, approximately once per month.

6. Reputation management. Ensure that your company has a presence in major social media, such as with Facebook, Twitter, LinkedIn. Examine profiles and postings to update accordingly. Place a task on your calendar to update social media links on a regular basis, at least once monthly. Document any new social media markets to pursue once the link analysis is complete. Regularly respond to all requests and find ways to include more quality links in your program.

Second Month Activities

7. Improve content assets. Taking the data from the activities of the prior month, begin the process again, refining as you go along. Remove any bad links, update quality links and establish new ones to pursue and maintain.

8. Repossess links. The goal is to attempt to get back the links that were overlooked or are being utilized elsewhere, usually from sites that are borrowing content. Perhaps images, articles and other information is being used without a reference. Contact the webmasters of these sites and request attribution, links or a mention of your brand or site.

9. Establish new content. Once you have distilled and corrected trouble spots in the site links, now it is time to construct new content. Use a blog to begin the process. Conduct new keyword and phrase research to determine which topics will best suit your purposes. Take the time to find out what your potential customers are searching for and create content around that. Then build a new link campaign, monitor and maintain it in the same ways previously described.

10. Reach out to influencers for new content. Network with high traffic sites and experts in related fields to add more quality links to your marketing arsenal.