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 …