|
There are various components of a link building campaign — some will be crucial to success, and others will be helpful but not necessarily essential. Much will depend on a combination of your available assets and resources.链接建设活动有多种构成部分 - 有些对成功至关重要，而另有些则会有所帮忙，但不必定必不可少。很大程度上取决于您的可用资产和资源的组合。
In this chapter, we’ll give you the key elements that you need to consider and some examples of what to include in your planning. It’s important to remember that this may take time and that’s a good thing, the more time you put in now, the more likely you are to hit your goals.在本章中，咱们将向您供给您必须思虑的关键要素以及有些要包括在您的计划中的示例。重要的是要记住，这可能必须时间，这是一件好事，此刻投入的时间越多，实现目的的可能性就越大。
Setting goals设定目的
Link building is a form of online marketing, and with any form of marketing, you should start with goals. Knowing the goals of your campaign right at the start helps to ensure that you create a strategy that gives you the best possible chance of success. You also need to ensure that the goals of your link building campaign tie in closely with the overall goals of your business. For example, "build 10 links" is not a good goal to hit if building 10 links doesn’t have any impact on the overall success of the business.链接建设是在线营销的一种形式，针对任何形式的营销，您都应该从目的起始。从一起始就认识宣传系列的目的有助于保证您制定的策略为您供给最大的成功机会。您还必须保证您的链接建设活动的目的与您业务的总体目的密切关联。例如，倘若创立 10 个链接对业务的整体成功无任何影响，那样“创立 10 个链接”就不是一个好的目的。
Here, we encounter a slight issue. We learned earlier that links are a strong part of the search engine ranking algorithms. So, wouldnt hitting a goal of more links help with rankings? Helping with rankings helps drive more traffic and this helps bring more customers, right? All of this is true, but the problem is that it can sometimes take time for the links youve built to start having an overall positive effect on rankings. It isnt as simple as build links one day and see improvements the next. This is particularly true in competitive industries. 在这儿，咱们遇到了一个小问题。咱们之前认识到链接是搜索引擎排名算法的重要构成部分。那样，实现更加多链接的目的不会有助于排名吗？帮忙排名有助于推动更加多流量，这有助于带来更加多客户，对吗？所有这些都是真实的，但问题是，您创立的链接有时必须时间才可起始对排名产生整体积极影响。它不像一天构建链接而后在下一天看到改进那样简单。在竞争激烈的行业中尤其如此。
This poses a problem for seos because it can be hard to show that a link building campaign is successful, even if it hits certain goals. This can be even more of a problem if you have other activity in progress such as:这给 SEO 带来了一个问题，由于即使达到了某些目的，亦很难证明链接建设活动是成功的。倘若您正在进行其他活动，例如： Technical SEO changes and improvements 技术 SEO 更改和改进New content being added to the website 新内容被添加到网站Brand campaigns such as display advertising or TV ads 品牌活动，例如展示宣传或电视宣传
For this reason, it’s very important to not only set realistic goals, but to make sure that the goals you set are more intelligent than "build X links." The goals need to tie into real organizational goals and ultimately have a positive impact on the bottom line of your business. For example, you may want to increase organic search traffic in order to drive more sales. At the same time, you need to educate those around you that SEO and link building doesnt succeed overnight and that results are not instantaneous. Like any good marketing, the focus should be on long-term gains, not overnight quick-wins.因此呢，不仅要设定切合实质的目的，还要保证您设定的目的比“构建 X 链接”更智能，这一点非常重要。这些目的必须与真正的组织目的联系起来，并最后对您的业务底线产生积极影响。例如，您可能期盼增多自然搜索流量以推动更加多营销。同期，您必须教育周边的人，SEO 和链接构建不会在一晚上之间取得成功，结果亦不是即时的。像任何好的营销同样，重点应该放在长时间收益上，而不是一晚上之间的速赢。
While it’s hard to show that building X number of links had Y impact on revenue, knowing that increasing revenue is the goal can shape and guide your link building approach.虽然很难证明创立 X 个链接对收入有 Y 影响，但晓得增多收入是目的能够塑造和指点你的链接创立办法。
How long will it take for link building to improve a sites ranking? 创立链接以加强网站排名必须多长期？
As mentioned above, it can take time for link building to have a positive effect on the rankings of your website. The length of time can vary greatly and depend on a number of factors: 如上所述，链接构建对您网站的排名产生积极影响可能必须时间。时间长度可能会有很大差异，取决于许多原因： The competitiveness of your industry as a whole 全部行业的竞争力How competitive your target keywords are 您的目的关键字的竞争力怎样The activity of your competitors, e.g. if they’re actively building links, too 您竞争对手的活动，例如她们是不是亦在积极创立链接The types of links youre building 您正在构建的链接类型The history and strength of your domain 您域名的历史和实力
All of these factors can mean that it can take from several days to several months before an increase in ranking is achieved. This should be factored into your goals and expectations and all parties should be made aware that instant improvement is unlikely. 所有这些原因都寓意着可能必须几天到几个月的时间才可实现排名的加强。这应该被思虑到您的目的和期望中，并且所有各方都应该认识到不太可能立即改进。
Before you get started, its worth making note of where you currently rank for your most important keywords, as well as how those ranks change once your link building work really gets underway. Depending on how many keywords youre tracking and across what time frame, using a tool like Moz Pro for rank tracking is likely to make things much easier and allows you to easily report to others within the business.在起始之前，有必要记下您日前最重要关键字的排名，以及一旦您的链接构建工作真正起始，这些排名的变化状况。按照您跟踪的关键字数量和时间范围，运用Moz Pro 之类的工具进行排名跟踪可能会使事情变得更易，并准许您容易地向企业内的其他人报告。
A realistic expectation to set is that you’ll see an increase in traffic if you are constantly working on improving your website, business, and online activity. You should try to not think of link building as a one-off activity, because you may be disappointed by the results. Instead, link building should be a constant stream of activity coupled with other initiatives such as content creation, great customer service, and social media. Combined, all of this activity can lead to an increase in traffic and an increase in revenue for your business. It’s the combination and a consistent drive towards the goal that can make this more likely to happen quickly.一个现实的期望是，倘若您持续奋斗改进您的网站、业务和在线活动，您将看到流量增多。您应该尽可能不要将链接构建视为一次性活动，由于您可能会对结果感到失望。相反，链接建设应该是一个连续的活动流，与其他措施相结合，如内容创建、优秀的客户服务和社交媒介。综合起来，所有这些活动都能够增多流量并增多您的业务收入。正是这种组合和对目的的一致驱动才可使这更有可能迅速出现。
Not to mention that this mindset means you’re building toward that link building nirvana of making your website naturally link-worthy and getting links that you didn’t ask for.更不消说这种心理寓意着您正在朝着使您的网站自然拥有链接价值并得到您无需求的链接的链接构建涅槃重生。
Finding your assets寻找您的资产
At the heart of any link building campaign is the asset that youre going to use in order to attract and earn links. This can also be known as the "hook" that will make people care about what you have to offer, and will entice them into linking to you. Assets will vary from business to business and you need to identify which assets your business has that will be of interest to others and can be used in link building. 任何链接建设活动的核心都是您将用来吸引和得到链接的资产。这亦能够叫作为“钩子”，它会使人们关心您供给的内容，并吸引她们与您创立联系。资产因企业而异，您需要确定您的企业持有那些资产会导致其他人的兴趣，并可用于链接构建。
Examples of assets may be:资产的例子可能是： ContentDataProductsServicesPeople
It’s possible that you may have one or more of these already. For example, you may have someone on your team who is a great spokesperson for the business and doesn’t mind sharing their opinions with the press. Connecting this person with relevant journalists can be a great way of building links and relationships. Another example may be that your company commissions industry research once a year and publishes a report on the results. If this has never been leveraged for link building, you may have an opportunity to do so without having to commission research from scratch. 您可能已然持有其中一个或多个。例如，您的团队中可能有人是出色的业务代言人，并且不介意与媒介分享她们的意见。将此人与关联记者联系起来是创立联系和关系的好办法。另一个例子可能是您的机构每年拜托一次行业科研并发布结果报告。倘若这从未被用于链接构建，您可能有机会这般做而无需从头起始进行科研。
If you don’t have anything already, then you don’t need to worry. You have a blank canvas and can start to think about what you need in order to give yourself an angle for link building. 倘若您还无任何东西，那样您无需担心。你有一个空白的画布，能够起始思虑你必须什么，以便给自己一个创立链接的方向。
AOIFE OCONNOR, AIRA
"We always look to create an asset that is user-friendly to both consumers and journalists. Creating an asset that is simple, has symmetry, and reduces visual clutter can help journalists and readers to quickly and easily understand our campaign and engage with it.“咱们始终期盼创造一种对消费者和记者都用户友好的资产。创造一种简单、对叫作并减少视觉混乱的资产能够帮忙记者和读者快速容易地认识咱们的活动并参与其中。 While the asset is being created, its important to get organized and have our press releases, media lists, and pitch emails ready so when that content is live on your clients site, you can go full-steam ahead. It’s important that these are personalized and well researched; in other words, you are confident youre going to the right people with the right story for them."在创建资产时，重要的是要组织起来并准备好咱们的资讯稿、媒介列表和宣传电子邮件，这般当这些内容在您客户的网站上发布时，您就能够全力以赴。重要的是这些是个性化的并且经过充分科研；换句话说，你有自信心你会找到合适的人，为她们讲述合适的故事。”
What types of links you need您必须什么类型的链接
When defining the strategy for your link building campaign, you’ll need to think about the types of links you need to get. There are various types to consider:在为您的链接建设活动定义策略时，您必须思虑必须得到的链接类型。有多种类型必须思虑： Links to your homepage 链接到您的主页Links to "deep" pages (such as product or category pages) 链接到“深层”页面（例如制品或类别页面）Links containing your brand/company name包括您的品牌/机构名叫作的链接Links containing the keywords youre targeting包括您定位的关键字的链接
Additionally, there are combinations of the above, such as a branded link to a deep page. Identifying what types of links you need will start with a detailed link analysis of your current website as well as a look at how you rank for certain keywords in comparison to your competitors.另外，还有以上组合，例如指向深层页面的品牌链接。确定您必须什么类型的链接将从对您当前网站的仔细链接分析起始，以及与竞争对手相比，您对某些关键字的排名怎样。
To perform this type of analysis, you can use a link research tool such as Link Explorer to find out what links your site already has, as well as compare yourself to competitors to understand what types of links you might need. For example, heres a link profile comparison for three different pages trying to rank for the keyword "SEO" and all their various link metrics:要执行此类分析，您能够运用链接科研工具（例如Link Explorer）来找出您的网站已有那些链接，并将自己与竞争对手进行比较以认识您可能必须那些类型的链接。例如，以下是三个区别页面的链接配置文件比较，尝试对关键字“SEO”及其所有各样链接指标进行排名：
Its also often helpful to see exactly where a sites links are coming from, and the anchor text they’re using to link. For example, a link from The New York Times may be more valuable than a link from your cousin Jos Tumblr blog. Likewise, links with specific anchor text may help you (or your competitors) rank for more targeted terms.准确查看站点链接的源自以及它们用于链接的锚文本一般亦特别有帮忙。例如，来自《纽约时报》的链接可能比来自您堂兄 Jo 的 Tumblr 博客的链接更有价值。一样，带有特定锚文本的链接能够帮忙您（或您的竞争对手）对更有针对性的术语进行排名。
 The analysis will show you opportunities for improvement. For example, you may see that youre not ranking for one of your main keywords. After doing some link analysis, you find that you have no links pointing to your website that contain this keyword, or, you find that the most relevant deep page has no links at all pointing at it. If you identify something like this, you have a tangible problem that you can work to resolve. In this case, it may mean that your strategy includes trying to build links to the deep page that currently doesnt have any links and doesnt rank for your target keywords.分析将向您展示改进的机会。例如，您可能会发掘您无对重点关键字之一进行排名。在进行了有些链接分析后，您发掘无包括该关键字的指向您网站的链接，或者，您发掘最关联的深层页面基本无指向它的链接。倘若你发掘了这般的问题，你就有了一个能够奋斗处理的切实问题。在这种状况下，这可能寓意着您的策略包含尝试创立指向当前无任何链接且未针对目的关键字排名的深层页面的链接。
翻译源自： https://moz.com/beginners-guide-to-link-building/campaign
关注公众号：SINE独立站品牌运营，查看更加多关于谷歌SEO，独立站运营，品牌建设关联问题
| 
发表于 2024-8-14 03:50:43
