We started working with CarContractHire.com in September 2016. The purpose of this portfolio post is to illustrate and explain our approach to the challenge of building inbound links to their website, to improve the visibility of their content on the search engines. Six months in and we’re still in the early stages of this project, so this post focuses on the discovery phase and the tactics we’ve employed to date. It’s highly likely we’ll write a follow up post in 6-12 months from now highlighting the results of our endeavours.
Back in September of last year we submitted a proposal to the client, in response to their brief, which outlined our expectations and highlighted the areas of work we were likely to get involved in – as well as our general terms and conditions.
After the contract was agreed we set out to fully understand what the clients objectives were and how we would measure the effectiveness of our campaigns. Once we’d agreed the key performance indicators and a schedule for reporting, we began to look at their existing link profile – the quality of the links already pointing to their site.
With any link building projects we know it’s vital to establish what makes the client different from other players in their marketplace. Being able to differentiate themselves is absolutely essential. We worked with the client to fulfill this objective – identified their unique selling points – which we would attempt to communicate to potential influencers. These are the people who would be able to amplify/share the clients content, or create content mentioning our client.
Early in the process we had a discussion about content and how creation of new, compelling content would be integral to the campaign. Our experience tells us that such content lends itself to being shared and/or interacted with, provided the required influencers are made aware of it.
We spent some time doing some keyword research to establish possible new content avenues – and used this opportunity to fully brief the client and other stakeholders involved in the project about the fundamentals of search engine optimisation. We also analysed their Search Analytics reports on their Search Console which provided data on how their existing content was performing on the search engines.
We then carried our a detailed competitor link analysis, so we could identify authors who have the propensity to link-out, and as such would potentially add links from their content to our clients. By researching the sites that gave links to our clients competitors, and reviewing the content where the links were placed we were able to draw up a hit list of webmasters and authors to contact with focused, personalised and relevant outreach.
In addition we looked at their local link profile, existing directory links, links from parent companies and looked into turning any unlinked brand mentions into links.
We also looked into paid/sponsored links and provided a digest for the client of opportunities should they decide, like many of their competitors have, to go down this route.
As I mentioned at the start of this article, we’ll add a new post as we get deeper into this project, focusing on the outcomes of our actions. If you are looking for help with your link building or search engine optimisation in general then please do get in touch to discuss your requirements in a free consultation.