Now that you've made it through the Beginner's Guide to Link Building, you might be wondering how experienced SEOs put their skills into action. We've compiled anecdotes and advice from seasoned link builders to offer a glimpse of how this work looks in practice. Read on!既然您已經(jīng)完成了鏈接構建初學者指南，您可能想知道有經(jīng)驗的 SEO 是如何將他們的技能付諸實踐的。我們收集了經(jīng)驗豐富的鏈接構建者的軼事和建議，以提供有關這項工作在實踐中的表現(xiàn)的一瞥。繼續(xù)閱讀！

Link reclamation for enterprise-level site migration企業(yè)級站點遷移的鏈接回收

My favorite link building tactic is link reclamation. Often best on large websites after migrations or post-acquisition, the process begins by finding links to the old website. Organize them by "best" links first and begin outreach!我最喜歡的鏈接構建策略是鏈接回收。通常在遷移或收購后的大型網(wǎng)站上效果最好，該過程從查找舊網(wǎng)站的鏈接開始。首先通過“最佳”鏈接組織它們并開始外展！

We ran this in 2020 for an enterprise-level client migrating a lesser brand over to the primary brand’s domain. It's taken a massive amount of coordination between our two companies: identifying the highest value pages on their website; pulling and organizing the best links to reclaim across hundreds of thousands of backlinks; and implementing outreach across 5 team members to ensure compliance and that work isn’t duplicated. But it's been a success! To date, we've reclaimed nearly 300 links across 52 product pages, with the client experiencing minimal negative impact from their migration along the way.?我們在 2020 年為企業(yè)級客戶運行了這個，該客戶將較小的品牌遷移到主要品牌的域。我們兩家公司之間進行了大量協(xié)調：確定他們網(wǎng)站上價值最高的頁面；拉取和組織最佳鏈接以回收數(shù)十萬個反向鏈接；并在 5 名團隊成員之間實施外展活動，以確保合規(guī)性和工作不會重復。但是已經(jīng)成功了！迄今為止，我們已經(jīng)回收了 52 個產(chǎn)品頁面上的近 300 個鏈接，客戶在遷移過程中受到的負面影響最小。

Some brands see this as less valuable. Why not implement a 301-redirect and count the link equity this way? Because SEO is about optimization. Post-migration or acquisition is the ideal time to ask for your preferred anchor text along with an ask to point the link directly to the most relevant product or converting page.一些品牌認為這不那么有價值。為什么不實現(xiàn) 301 重定向并以這種方式計算鏈接權益？因為 SEO 是關于優(yōu)化的。遷移或收購后是詢問您首選的錨文本以及將鏈接直接指向最相關的產(chǎn)品或轉換頁面的理想時機。

Colby Stream,?Page One Power

Creative thinking and link outreach創(chuàng)造性思維和鏈接推廣

Every functional link building tactic earns its links by meeting the publisher’s unstated "price" for reaching their audience. In the earned link space, we’re talking about supplying publishers with value such as exclusive news and information, useful advice, articles that could help them sell more products or services, and useful corrections that shore up authority.每個功能性鏈接構建策略都是通過滿足發(fā)布商未說明的“價格”來吸引其受眾來獲得鏈接的。在贏得的鏈接空間中，我們談論的是為發(fā)布商提供價值，例如獨家新聞和信息、有用的建議、可以幫助他們銷售更多產(chǎn)品或服務的文章以及支持權威的有用更正。

I’m reminded, as we discuss value exchange, of a campaign by the great link builder?Debra Mastaler?in which she offered a client t-shirt to the members of several dues-supported professional organizations. She not only earned links from the organization websites (who got to provide a "special perk" to their members), but earned business and of course brand visibility within their precise target audience. Wow!當我們討論價值交換時，我想起了偉大的鏈接建設者Debra Mastaler發(fā)起的一項活動，她向幾個由會費支持的專業(yè)組織的成員提供了一件客戶 T 恤。她不僅從組織網(wǎng)站上獲得了鏈接（他們必須為其成員提供“特殊福利”），而且在其精確的目標受眾中贏得了業(yè)務，當然還有品牌知名度。哇！

While a free t-shirt may not work in all verticals, Mastaler reminds us of the most exhilarating aspect of link building: finding publishers who reach your target audience and asking "ok, what can we offer that they will actually want?" Creative, entrepreneurial thinking — perhaps you could call it marketing? — remains the link builder’s most important tactic.雖然免費的 T 恤可能并不適用于所有垂直領域，但 Mastaler 提醒我們建立鏈接最令人振奮的方面：找到能夠覆蓋您的目標受眾的發(fā)布商并詢問“好吧，我們可以提供他們真正想要的什么？”?創(chuàng)造性的創(chuàng)業(yè)思維——也許你可以稱之為營銷？— 仍然是鏈接構建器最重要的策略。

Garrett French,?Citation Labs

Measuring link performance using SEO-related metrics使用 SEO 相關指標衡量鏈接性能

This is one of the most challenging aspects of a campaign for myriad reasons.由于種種原因，這是競選活動中最具挑戰(zhàn)性的方面之一。

It’s also one of the most effective ways to retain clients.這也是留住客戶的最有效方法之一。

There are a number of ways to track the performance of a link-building campaign; which methods are chosen largely depends on the tactics deployed. In our case, we’re focused on the content side and specialize in earning placements to hard-to-link sales landing pages. We approach our measurements of success from the perspective of SEO-related metrics that will show both leading indicators of improvements and the right performance indicators once we have had impact.有多種方法可以跟蹤鏈接建設活動的效果；選擇哪種方法在很大程度上取決于部署的策略。在我們的案例中，我們專注于內容方面，并專注于獲得難以鏈接的銷售目標頁面的展示位置。我們從 SEO 相關指標的角度來衡量成功，這些指標將顯示改進的領先指標和我們產(chǎn)生影響后的正確績效指標。

Early on in a campaign, we often see a worsening of average position. The cause of this is typically new keywords ranking on the campaign page — because the page initially begins to rank on SERP #7 or #8, this will initially pull down the average rank of the page, even if the rank for established keywords is improving.在競選活動的早期，我們經(jīng)常看到平均排名的惡化。造成這種情況的原因通常是廣告系列頁面上的新關鍵字排名——因為頁面最初開始在 SERP #7 或 #8 上排名，這最初會拉低頁面的平均排名，即使已建立關鍵字的排名正在提高.

This graph underscores one of the risks of focusing too heavily on rank as the primary success metric. While average position (the purple line) shows a decline in average position, we can see in the stacked columns, that not only is the total number of ranking keywords growing, it’s also growing nicely in positions 1–3 (the blue segment at the top), as well as positions 4–10 (the orange segment 2nd from top). Just, not enough to keep up with newly ranking keywords further down in the SERPs.該圖強調了過于關注排名作為主要成功指標的風險之一。雖然平均排名（紫線）顯示平均排名有所下降，但我們可以在堆疊列中看到，不僅排名關鍵字的總數(shù)在增長，而且在排名 1-3（位于頂部），以及位置 4-10（頂部第二個橙色部分）。只是，不足以跟上 SERP 中新排名的關鍵字。

Correlating ranking?changes?to ranking keyword?count?was paramount to continuing this campaign.將排名變化與排名關鍵字計數(shù)相關聯(lián)對于繼續(xù)此活動至關重要。

While we track and report on average position over time, we certainly don’t lead with it. Instead, we focus on metrics that more directly correlate to traffic and conversions, which positions us for demonstrating positive ROI of the campaign.雖然我們隨著時間的推移跟蹤和報告平均位置，但我們當然不會領先。相反，我們專注于與流量和轉化率更直接相關的指標，這使我們能夠展示廣告系列的積極投資回報率。

The metrics that matter for us are share of voice (a search volume-weighted CTR model) and Moz Page Authority.對我們來說重要的指標是聲音份額（搜索量加權的點擊率模型）和 Moz 頁面權限。

Share of Voice聲音分享

The benefit for us of prioritizing share of voice over ranking is that it normalizes dramatic shifts in time series reports based on ranking fluctuations from low-volume queries. Ranking reports as we all know, can be a serious roller coaster.我們優(yōu)先考慮聲音份額而不是排名的好處是，它可以根據(jù)低容量查詢的排名波動將時間序列報告中的巨大變化標準化。眾所周知，排名報告可能是一個嚴重的過山車。

Share of Voice, on the other hand, aligns with an estimated traffic model, expressed as a percentage of total traffic for the keyword set.另一方面，語音份額與估計的流量模型一致，表示為關鍵字集總流量的百分比。

As seen in the graph, we also include a control group: a second set of pages on the site that are not part of the campaign (and preferably not part of any concerted SEO effort). This second set of pages is chosen from similar sections of the site and from similarly ranking and traffic’d pages when possible, in order to measure the success of our link building campaign against.如圖所示，我們還包括一個控制組：網(wǎng)站上不屬于活動（最好不屬于任何協(xié)同 SEO 工作的一部分）的第二組頁面。這第二組頁面是從網(wǎng)站的類似部分中選擇的，并盡可能從類似的排名和流量頁面中選擇，以衡量我們的鏈接建設活動是否成功。

While the above graph does indicate positive growth just with the bars, when we determine the percentage difference between our campaign pages and the control group, the results are even more dramatic.?雖然上圖確實僅用條形表示正增長，但當我們確定活動頁面和對照組之間的百分比差異時，結果更加引人注目。

Page Authority頁面權限

Another critical metric is Moz Page Authority, which is often another early indicator of imminent success — we sometimes see Page Authority increase even before we see improvement to rankings and share of voice.另一個關鍵指標是 Moz 頁面權限，這通常是即將成功的另一個早期指標——我們有時甚至在我們看到排名和聲音份額的改善之前就看到頁面權限增加。

And again, tracking against a control group helps to underscore the value of our work.同樣，針對控制組進行跟蹤有助于強調我們工作的價值。

James Wirth,?Citation Labs

Measure no-follow and co-citation links to tell the full story衡量無人關注和共引鏈接以講述完整故事

We track the number of links earned, the type of links, the domain authority of those links, and more. We also differentiate between the links that we earned through pitching (noted as either "exclusive" or "syndication") and the ones resulting organically.我們跟蹤獲得的鏈接數(shù)量、鏈接類型、這些鏈接的域權限等。我們還區(qū)分我們通過投球獲得的鏈接（標記為“獨家”或“聯(lián)合”）和有機產(chǎn)生的鏈接。

Here is an example of a project’s link results:以下是項目鏈接結果的示例：

We explain to clients that link reports like this are good signs for the search algorithms, because natural syndication (as opposed to us pitching) often occurs when you get news coverage on legitimate news sites.?我們向客戶解釋說，像這樣的鏈接報告對于搜索算法來說是好兆頭，因為當您在合法新聞網(wǎng)站上獲得新聞報道時，通常會發(fā)生自然聯(lián)合（而不是我們的投球）。

We make sure to keep tabs on nofollow links and co-citation links (which we define as links to the coverage of our content rather than the content itself), because we believe all of these are signals to Google of authority.我們確保密切關注 nofollow 鏈接和共引鏈接（我們將其定義為指向我們內容覆蓋范圍的鏈接，而不是內容本身），因為我們相信所有這些都是向 Google 傳達權威的信號。

We also report on more qualitative results, like the number of times a brand is mentioned in an article, where the mentions occur, and how authoritatively they’re referenced.我們還會報告更多定性結果，例如某個品牌在文章中被提及的次數(shù)、提及出現(xiàn)的位置以及它們被引用的權威性。

For example, in this?Southern Living?coverage, we’d note that the client (Porch.com) was named in the second paragraph of the story.例如，在這個南方生活報道中，我們注意到客戶 (Porch.com) 在故事的第二段中被命名。

Amanda Milligan,?Fractl

Identifying link targets for niche markets確定利基市場的鏈接目標

I’ve created linkable content to support link building efforts for a client who sold commercial signage. Making linkable content that appeals to many different readers is already somewhat difficult when working in such a narrow niche, and figuring out appropriate topics for this client was a challenge. They were protective of their brand, wanted to reach a certain audience, and had a particular vision for how their products and services should be represented in our content.我創(chuàng)建了可鏈接的內容，以支持為銷售商業(yè)標牌的客戶建立鏈接。在如此狹窄的細分市場中工作時，制作吸引許多不同讀者的可鏈接內容已經(jīng)有些困難，并且為該客戶找出合適的主題是一項挑戰(zhàn)。他們保護自己的品牌，希望接觸到一定的受眾，并且對如何在我們的內容中展示他們的產(chǎn)品和服務有著特殊的看法。

We had to scrap several of our original content ideas, decreasing the number of readers we could reach and sites we could target for links on their behalf. There’s always a delicate balance to strike between serving the client’s target audience and engaging a larger readership. Giving preference to one audience means making sacrifices with the other, and when creating linkable assets, I’m hesitant to alienate the readers we could reach through link building to hone in on a smaller, more qualified target audience.我們不得不放棄一些原始的內容創(chuàng)意，減少了我們可以接觸到的讀者數(shù)量以及我們可以代表他們定位鏈接的網(wǎng)站。在為客戶的目標受眾提供服務和吸引更大的讀者群之間總是要取得微妙的平衡。優(yōu)先考慮一個受眾意味著與另一個受眾做出犧牲，并且在創(chuàng)建可鏈接的資產(chǎn)時，我不愿意疏遠我們可以通過鏈接構建接觸到的讀者，以磨練更小、更合格的目標受眾。

This means we had to get more creative with ideating topics and considering link building opportunities — there’s always a relevant audience you can use content to connect with, even when you think there’s no way readers would be interested in that niche. Finessing some of our existing ideas and creating new assets from scratch resulted in some fresh and unique linkable content that would be more meaningful and valuable for our client, both in its relevance to their brand and ability to earn links.這意味著我們必須在構思主題和考慮建立鏈接的機會方面變得更有創(chuàng)意——總有一個相關的受眾可以使用內容與之建立聯(lián)系，即使你認為讀者不可能對那個利基感興趣。完善我們現(xiàn)有的一些想法并從頭開始創(chuàng)建新資產(chǎn)產(chǎn)生了一些新鮮且獨特的可鏈接內容，這些內容對我們的客戶來說更有意義和更有價值，無論是與他們的品牌的相關性還是獲得鏈接的能力。

Maddie Baker, SEO Content Creator

Relationship management and link outreach關系管理和鏈接外展

Everything you’ve been working towards as part of your link building campaign has built up to the outreach; it’s the most nerve-wracking step in the process for a lot of us. But it doesn’t need to be.作為鏈接建設活動的一部分，您一直在努力的一切都已建立在外展上；對于我們很多人來說，這是整個過程中最傷腦筋的一步。但也沒有必要。

Some of Aira’s most successful launches have delivered results because we never go to journalists or bloggers with our campaign out-of-the-blue or completely cold on launch day. Instead, in the run-up to the big day, we’ll work alongside our key contacts and start to 'warm them up' (#jargon!) and let them know what we’re working on and what they can expect from us in the next few weeks.?Aira 的一些最成功的發(fā)布已經(jīng)取得了成果，因為我們從來沒有在發(fā)布當天突然或完全冷漠地向記者或博客作者求助。相反，在重要日子到來之前，我們將與我們的主要聯(lián)系人一起工作并開始“熱身”（#jargon！）并讓他們知道我們正在做什么以及他們對我們的期望在接下來的幾周內。

Doing this allows for two things:?這樣做允許做兩件事：

• Journalists, writers, and bloggers to make space for your story to be written on the day your campaign goes live記者、作家和博主為您的故事騰出空間，以便在您的競選活動上線之日撰寫

• Journalists, writers, and bloggers to give you feedback ahead of time on the data, copy, or information you're sharing so you can provide them with everything they need to write the story up and include that all-important link??記者、作家和博主提前為您提供有關您共享的數(shù)據(jù)、副本或信息的反饋，以便您可以為他們提供撰寫故事所需的一切，并包含最重要的鏈接

When you’re warming key contacts up, it’s also important not to just use email or phone outreach — you should try and follow them on social media, especially Twitter, and see what they cover and are interested in.當你為關鍵聯(lián)系人熱身時，不要只使用電子郵件或電話外展也很重要——你應該嘗試在社交媒體上關注他們，尤其是 Twitter，看看他們報道了什么和感興趣的內容。

You can also find our what they’ve written about historically and use this to your advantage. This works especially well if you’re doing link building or digital PR in specific or niche fields.?您還可以找到我們他們在歷史上所寫的內容，并將其用于您的優(yōu)勢。如果您在特定或利基領域進行鏈接構建或數(shù)字公關，這尤其有效。

For example, if you are working with a travel brand for their link building, spend time doing research on Buzzsumo to work out the top or trending articles and start to interact with the writers.?例如，如果您正在與旅游品牌合作建立鏈接，請花時間研究 Buzzsumo 以找出熱門或熱門文章，并開始與作者互動。

Remember, once you’ve started outreach and the coverage comes flying in for your campaign, if you haven’t been given a link, you can always ask for one in a polite manner. You might just get one!?請記住，一旦您開始外展活動并且您的活動的報道飛速傳播，如果您沒有獲得鏈接，您可以隨時禮貌地要求提供鏈接。你可能只會得到一個！

Shannon McGuirk,?Aira

翻譯來源：MOZ