Build Links

Build Links

Design a targeted link acquisition campaign using asset mapping, prospect scoring, and outreach sequence design.

Before You Start

Gather this context (ask if not provided):

1. Domain and niche. What site needs links? What industry?
2. Current backlink profile. Any idea of current referring domains count, domain rating/authority?
3. Linkable assets. Does the site have: original research, tools, data, infographics, comprehensive guides?
4. Budget and resources. Can the team invest in content creation, outreach tools, or PR?
5. Constraints. Industries with strict link building ethics (finance, health) need extra caution.

Domain Profile Diagnosis

Before choosing a strategy, diagnose which dimension of authority is weakest. This determines where link building effort will have the most impact:

Strategy by Weakness

• Citation weakness (few referring domains) → Prioritize volume: guest posts, resource page outreach, broken link building
• Identity weakness (brand not recognized) → Prioritize brand mentions: PR, Wikipedia/Wikidata, industry directories, podcast appearances
• Trust weakness (spammy profile) → Prioritize cleanup first (disavow toxic links), then earn editorial links from authoritative publishers
• Eminence weakness (no industry presence) → Prioritize thought leadership: original research, conference speaking, expert commentary for journalists

Most sites have 1-2 weak dimensions. Diagnose before prescribing.

Link Building Strategies (Ranked by Effectiveness)

Tier 1: High Authority, Scalable

Original Research & Data

• Publish original data, surveys, studies, or industry reports
• Journalists and bloggers cite original data naturally
• Works because: nobody else has this data
• Example: "We analyzed 10,000 pages and found that..."

Free Tools & Calculators

• Build a genuinely useful tool related to your niche
• People link to tools they use and recommend
• Works because: ongoing utility = ongoing links
• Example: ROI calculator, audit tool, template generator

Comprehensive Guides (10x Content)

• Create the definitive resource on a topic
• Must be genuinely better than everything else on page 1
• Works because: people link to the best resource
• Update regularly to maintain link-worthiness

Tier 2: Targeted, Relationship-Based

Guest Posting (Quality)

• Write for relevant, authoritative publications in your niche
• Focus on sites your audience actually reads, not just DA
• 1 link on a relevant, authoritative site > 10 links on generic blogs
• Pitch unique angles, not rehashed content

Resource Page Link Building

• Find pages that curate links to resources in your niche
• Search: [topic] + "resources", [topic] + "useful links", [topic] + "tools"
• Offer your genuinely useful content for inclusion

Broken Link Building

• Find broken outbound links on relevant sites
• Create or identify your content that replaces the dead resource
• Contact the site: "I noticed a broken link, here's a working alternative"

Tier 3: Community & PR

Journalist Query Platforms (Connectively, Qwoted, Featured)

• Monitor journalist query platforms for relevant source requests
• Provide expert quotes with credentials
• Fast response time is critical (within hours)

Community Participation

• Contribute genuinely to communities (Reddit, forums, Slack groups)
• Share expertise, not links — links come naturally when people discover your content
• Build reputation first, then content gets shared organically

Digital PR

• Newsjack trending topics with data or expert commentary
• Create content tied to seasonal events or industry milestones
• Pitch to journalists with data-backed angles

Link Quality Score (LQS)

Score each link prospect (or existing backlink) across 6 factors. Rate each 1-5:

Factor 1: Domain Authority (25% weight)

Factor 2: Topical Relevance (25% weight)

Factor 3: Traffic to Linking Page (15% weight)

Factor 4: Link Position (15% weight)

Factor 5: Anchor Text Quality (10% weight)

Factor 6: Follow Status (10% weight)

Calculating LQS

LQS = (Authority x 0.25) + (Relevance x 0.25) + (Traffic x 0.15)
    + (Position x 0.15) + (Anchor x 0.10) + (Follow x 0.10)

Link Profile Health Benchmarks

Use these to assess the overall backlink profile:

Outreach Template Framework

Do NOT use generic templates. Personalize every email. But here's the structure:

First Touch

1. Personal hook — reference something specific about their content (a post you liked, a point you agree with)
2. Value proposition — what you're offering (not asking for)
3. The asset — link to your content with a one-sentence description
4. Soft ask — "thought you might find this useful for your readers" (not "can you link to me?")

Follow-Up (5-7 days later)

• Brief, adds new value (new data point, related resource)
• One follow-up maximum. Two is acceptable if the first was missed. Three is spam.

What NOT to Do

• Mass-send identical emails
• Lead with "I'd like a backlink"
• Offer to pay for links (violates Google guidelines)
• Use fake compliments or AI-generated personalization that's obviously generic
• Send more than 2 follow-ups

Campaign Tracking

Track outreach in a simple table:

| Prospect | URL | Score | Strategy | Status | Date Sent | Response | Link Live? |