There’s no question about it, link building is difficult. This is specifically the case when it comes to content-driven link building because you need winning ideas and strong execution. Sure, your ideas may be genius to you, but what matters most is what Singapore consumers think. This isn’t to say that creating a winning link-building campaign is impossible in SEO.
The key is to find ways to minimise losses and identify things that may block link building as well as the strategies you need in order to overcome them. In this article, we’ll discuss the most common link blockers in digital marketing, specifically as it relates to content-driven projects such as whitepapers, guides, and infographics.
Early Identification of Link-building Blockers
It’s important to keep in mind that every project will have a few unforeseen obstacles, however, if you identify them on the front end, you’ll be able to get ahead of the problem. While every industry and business is different, most content-driven link-building processes require the team to know two important things. The first thing they need to know is what link-building blockers exist and how they can factor these blockers into their plan.
The second thing they should know is which blockers are the most common. For example, your digital team may be wondering whether or not your content idea will work and if the execution will look good. Your legal team may be concerned about any possible legal risks the content may pose and if you have the right to publish it. Your brand team may be concerned about how your content adheres to your company’s tone of voice.
Your UX and design team may wonder if you provide a uniform user experience. If you have a copywriting and blogging team, they may be concerned about your tone of voice, the freshness of the content, duplicate content, outreach, and GDPR, or General Data Protection Regulation. Also, your web development team may raise questions about the limitations of your CMS and if there is a backlog of any kind that could possibly delay your content from going live.
Let’s say that you hire a professional SEO agency to help you with your next project. Let’s assume that you are enlisting their help with producing content that is able to drive more links, get more coverage, and produce a significant amount of brand awareness. In this case, you have all of the keyword and technical fundamentals completely covered by your in-house team. So this would mean that their main job is to check and validate your SEO roadmap, as opposed to writing everything completely from scratch. This also means that the company will be able to get started pretty quickly with your content strategy, the production, and all of the outreach.
In this scenario, your SEO company is working with several departments. They have to communicate with your brand, editorial, design, and UX team. They are also forced to work around the schedule of your company’s web development team that has a product roadmap that they need to work through. Unfortunately, this particular roadmap doesn’t include time to help your SEO agency with uploading your newest content and making changes to it before outreach is done.
Also, because there are so many levels of sign off, development, and feedback, launching new articles is a painfully slow process. While your SEO company is planning to launch a new piece of content every three to four weeks, they are only able to launch it every nine to ten weeks. Sure, this may be frustrating for everyone involved. But even more important, this type of process brings your link building to a complete halt. And that’s because people will not have any content that they can link to.
In this scenario, the company is not able to do their job as effectively because they are being presented with a bunch of blockers. This completely paralyses all of your staff. And ultimately you will see very little return on your investment.
So How Can You Save A Project With Common Blockers Like These?
While there are many Singapore companies who experience this type of scenario daily, there are a few ways in which you can avoid it altogether. This is especially the case when it comes to how you upload and launch your content. For instance, you should consider how busy your developers are and figure out different alternatives for launching your content that will not necessarily require their signing off.
You can take the time to study your internal culture. Think about how much time it takes for each area of your company to sign off on something. More specifically, take the time to think about how this will affect your overall deadlines.
You should also consider working with the content that you already have. Instead of launching something new, you can take a look at your website. You may notice that you have a large range of content assets that you can choose from for your outreach while you wait on our sign-offs for the new content. And this can be great when it comes to getting more organic traffic to your website.
When you take all of this into account, then you will be able to get ahead of all of your roadblocks. You’ll be able to work around them or identify some better alternatives. Not only will this help to be more productive, but it will also have a more positive effect on your budget.
There are many Singapore business owners who struggle with link building. While some may be completely clueless on how to build quality links, others are struggling simply because they don’t identify their roadblocks. In some cases, it’s simply a matter of not planning ahead and anticipating the things that could go wrong or cost the company time.
Luckily, there are ways to avoid these types of situation. However, the key is to take a good look at your company and the processes that you have set in place. This is especially the case when it comes to how each different department is set up and when they are expected to sign off on the launching of new content.
In order to build quality links and drive traffic to your website, you must be on a consistent schedule. Not only that, but you must launch new content often. So make sure that each department is working as efficiently as possible. If there are ways that you can expedite the sign off process, then you should try it. Also, if there are ways that you can use older content for outreach purposes, then you should do it.