[Build Backlinks Online] Link Building Survey 2013 - The Results [INFOGRAPHIC]

Build Backlinks Online has posted a new item, 'Link Building Survey 2013 - The
Results [INFOGRAPHIC]'


Posted by jamesagate
This post was originally in YouMoz, and was promoted to the main blog because it
provides great value and interest to our community. The author's views are
entirely his or her own and may not reflect the views of Moz, Inc.

Many of us faced a challenging 2012 and 2013 has been no different. Rankings
were won and lost, a lot of bad links were removed and quite frankly a lot of
businesses and departments had to be re-designed. We all know itâs a
pretty âinterestingâ time to be in the link-building and SEO space.




Since we are now over half way through 2013 we decided it was time to gain a
better understanding of how this year is going for those in the industry. The
purpose of the survey was to really capture the current market sentiment and
better understand how industry peers are faring.


We produced an infographic from the results (embedded in its full form at the
end of this post) but I also wanted to write up an analysis here just for Moz
readers simply because I feel there are quite a few interesting bits of data
that are well worth discussing.


Before we get into it, a quick disclaimer:


This post is for information purposes only. These results are not intended to
steer you towards specific linking tactics. Surveys have certain inherent flaws
and in a market like ours where perception and reality can sometimes become
disconnected the data certainly isnât going to be perfect.


You should make business decisions based on your own experiences and data or
hire a professional who is able to assist in doing so.


Adding a disclaimer might seem a little officious, but I do see it as my
responsibility to add some fair warnings in here. People coming back to me in 6
month's time saying âYour survey said paid links were widely usedâ
why donât I rank anymore?!ââ canât say they were not
warned.


This is not a black hat vs. grey hat vs. white hat thing by the way;
weâre all pretty much in the same boat floating on an ocean owned by
someone else [Google]. My point is there are too many individuals in my opinion
being given access to large audiences online who go on to author arguably
flippant remarks and tenuous âfactsâ that get passed off as gospel.
This kind of behavior likely sets many beginners or even intermediate SEOs down
the wrong path or one they really donât understand.


Now thatâs out of the way, letâs get startedâ

Who took the survey?



I found this information interesting, not just because it helps us better
understand some of the answers given later on in the survey, but because we get
the chance to see how people really âlabelâ themselves in the
industry.


In our industry I guess we do spend quite a bit of time labeling ourselves or
attempting to define our role within a business, but the real aim here was to
see how many people called themselves a link builder with a view to observing
any declines in future surveys of this kind.


As was noted in the infographic, it is great we got such a good spread of
individuals answering questions as it helps to give perspective from across the
organisation.

How much does your business or agency spend on link building on a monthly basis?



I was personally really looking forward to seeing the results of this
particular question because I think it acts as a better barometer than most
things, as to the effectiveness of link building.


By and large, people wonât continue to pour money into something that
isnât working. Businesses often vote with their wallet so to speak.


Granted, money related questions in surveys arenât without bias because
certain individuals will almost certainly inflate their figures almost
instinctively.


You will note that nearly 39% of those who responded work within an
organisation that spends between $5-50k+ a month on linking initiatives.
Thatâs a decent sized budget and while obviously there will be respondents
who work at an agency where this is distributed across a number of client
projects, it does mean there are a number of businesses out there spending big
bucks in an attempt to proactively and passively acquire links. Which as I said,
means not only does that demonstrate the continued effectiveness of links as
part of SEO but that the budget is justified, i.e. they can see an ROI.


The expression goes that a fool and his money are easily parted and frankly
any business that can afford say $30k to invest into link building programmes is
unlikely to be a fool. They are going to be seeing a return. Say what you want
about other things, but links are still the dominant signal to Google and that
doesnât really look set to change.

What are some of the biggest challenges that you face in link building?



Based on the results of this question we found the five biggest challenges
that anyone who does link building faces.


Here Iâd like to offer up some actionable advice for each specific
challenge, looking at some of the ways we internally overcome these challenges
and linking out to some great resources that are out there.


Finding link prospects


I dive a bit deeper into this particular challenge in this post here.


Further reading:




Link building using Google Search




Find blogs that link to your competitors




Link opportunities for B2B companies




Creating efficient processes


As I mentioned earlier in this post; many businesses and departments have been
forced into almost entirely re-inventing themselves and their internal
processes, so understandably this is one of the key challenges faced currently.


This is really a blog post all in itself, but here are a few resources that
you may find useful...




Using Google Docs to manage your digital projects




How to systemise your link building process without compromising on quality




The secrets of scalable content production




Using Trello to manage SEO projects




Scaling outreach without looking like an idiot




Getting link prospects to respond


Never an easy thing. As the link building market swells and as
outreach-dependent linking continues to surge in popularity there are naturally
going to be more people out there playing the field, which can mean that certain
sites are:




Propositioning - think about why these people want to link to you. Iâm
not going to go all âcreate great contentâ on your ass, but you are
essentially making a sale here so if youâre not floating their boat you
need to rethink your approach.




Diving deeper - this may sound like a prospecting tip, but if you can seek
out sites which arenât getting hit with hundreds if not thousands of
emails daily, you stand a much better shot of getting a response.




Getting better at outreach - whether you improve your email writing or
leverage a bit of psychology by learning to build links and get traffic like
Derek Halpern, there is no doubt that outreach standards do matter a lot.




Determining anchor text strategy


I am a firm believer that there is no set one-size-fits-all approach to anchor
text ratios. What works for some sites and in some verticals would get your
burned before the week is out in other markets.


So my takeaway for this would be to talk in terms that are relative to your
market and the type of project you are working on.


If you are looking for a walkthrough then have a read of this.


Knowing which links are helpful and/or harmful


There are some great services/tools out there that can help you to audit your
backlinks and proactively manage the risk of future linking campaigns. This
information is just a few mouse clicks away and whilst you probably
shouldnât rely solely on the judgment of a tool, it can cut down
tremendously on the legwork and even guesswork that goes into determining which
links are helpful and which are harmful in your profile.


A tool like LinkRisk allows you to spot the harmful links but also help you
identify the really strong ones as a result of your link prospecting efforts.

What are the most common forms of link building?



I have to say that this one didnât really deliver too many surprises.
2012/2013 has seen a meteoric increase in guest blogging activities which tells
you a few things really; they are effective when done well and you almost
certainly need to be diversifying your stable of tactics, because if weâve
all noticed an increase in guest posts I think it will be safe to say Google has
as well.


5% of respondents admitted to participating in paid linking. I was quite
surprised that even this many people admitted to it and I congratulate their
honesty, because I guarantee that the number is higher than this :-) .

What are the 5 most effective link building tactics?

We asked respondents to rate a wide range of linking tactics on a scale of
1-5. 1 being potentially damaging all the way through to 5 being extremely
effective. We then organised these into a top 5 of tactics based on the average
rating that these received:



Author bio vs. in-content?

A common question we come up against relates to the effectiveness of guest
posts where the link is in the author bio vs. placed within the body of the
content.


We have seen no evidence to suggest one is more effective than the other and
we recommend a combination of the two simply because placing a strict
restriction, like in-content, only can limit some strong publishers for example.


Here is how our respondents feel about this subject:



Infographic directory vs. targeted blog?

Similarly we wanted to get a feel for the general market consensus as to the
effectiveness of gaining a placement of an infographic on a blog versus getting
loads of placements on infographic galleries/directories.


We have found placements of infographics on targeted, top-tier publishers to
be a highly effective method for enhancing search engine visibility I would also
argue that some of the better quality infographic galleries are a worthwhile
link to secure.


I am talking about the ones that maintain some kind of editorial review
process. We have seen on numerous occasions, an infographic being picked up by
other sites as a result of the seed placement on one of the higher end
infographic galleries.


Hereâs what our respondents thought...



What are the 5 least effective link building tactics?

As you might expect we then rounded up the data from the previous question to
give us the ârelegation zoneâ in the league table of linking or the
tactics that were considered least effective by our respondents based on their
average rating.


I wonât comment on the effectiveness of any individual tactics
personally here, but I will say that in certain markets and with certain types
of sites these tactics are still working. While we should strive to do better
forms of link building undoubtedly (if we want to mature as an industry and get
a seat at the big table), we do have to be mindful of what is actively working
and look at how we can learn from that.



Which tactics do link builders consider dangerous?

I have to say there are probably other linking tactics that I would consider
dangerous and perhaps even more dangerous... but here is how our respondents
answered this question:




My immediate reaction to these results was that there was likely a little bit
of confirmation bias going on. You are likely to have seen the fairly recent
events involving a UK florist and their insatiable appetite for advertorials
(whether it was advertorials that caused the spanking or not, this was inferred
as the cause everywhere) as well as Googleâs relatively public smashing of
some blog networks. It isnât beyond the realms of possibility to argue
that some respondents will have taken on board these big industry events and
even if just subconsciously they will be finding evidence in their day to day
work that these tactics are indeed dangerous.


In reality, it really does come down to how you execute. Any kind of linking
tactic comes with risk when not done well.

Fear, uncertainty and doubt are growing problems for link builders

11% said that they werenât sure which links were going to harm or help
them which would corroborate the notion that this is one of the biggest
challenges faced by link builders presently but the data from the survey would
suggest that for some, the last 12 months has driven them to analysis-paralysis.
So much uncertainty, fear and doubt that close to 5% arenât planning on
doing any link building at all.


As Iâve said before, weâre all trying to make our way in
Googleâs ocean and if youâre not rowing, but your competitors are...
standing still starts to look just as risky as being proactive.

What about the next 12 months?

It is clear that the outreach-dependent forms of link building are going to be
taking priority for the next 12 months and beyond with respondents planning to
focus investment in tactics including guest blogging, digital PR, infographics
and building relationships with webmasters.




I find that last one particularly interesting because I think many of us are
waking up to the idea that links (certainly some of your links anyway) can drive
a good amount of traffic on an ongoing basis. If there is a website that already
has an audience (and the trust of that audience) why wouldnât you explore
ways of working with them and developing that relationship? Thatâs a
ready-made set of prospective customers...


And here it is in full format:




I welcome your thoughts and feedback on the data - I will try to respond to
all comments promptly.
Please also feel free to suggest questions for inclusion in next yearâs
survey.

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