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Why link building strategies fail

July 24, 2012 | Online Marketing

Here are a few examples on how website link building strategies can fail and how you can make sure your site doesn't get duped by these common pitfalls.

The content strategy is the road map designed to create epic pieces of content. The link building strategy is how you plan on getting links. Sometimes you use content from your content strategy to get links, but sometimes you don't. Sometimes the content from your content strategy helps generate links all by itself, such as when people find it easily in search engines and start sharing it on their own sites. This process is not part of the link building strategy.

Producing a piece of link bait isn't a content strategy, either. Link bait is a piece of content that is created with the hopes of attracting a load of links. Link bait creators hope their content will go viral, and let me tell you, it is really difficult to churn out link bait after you produce a piece that goes viral. You're lucky if one goes viral, let alone multiple. Thus, link bait isn't a content strategy as it's not really sustainable.

In addition, link bait can create a bad user experience, say in the case that you are churning out infographic after infographic all hosted on your company blog. Frequent visitors to that blog might become alienated, especially in "boring" or small niches where you often need to think of tangential topics and audiences to make a successful piece of link bait.

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