Last week, link building experts Justilien Gaspard and Roger Monti each wrote a piece on why it's a good idea to build links in-house.
Scott Boyd of FusedNation countered with an interesting and colorful point of view on why you should out-source. While I don't agree with some of his comments regarding link builders as professionals, I do get where he's coming from and agree that linking can be tedious.
I'm not sure there is a right or wrong answer with this issue but I do know this:
if you want to rank well, you need links. But if you want to succeed online, you need link marketing.We tend to put blinders on when we talk about link building and look at it from a technical standpoint rather than a marketing or tactical viewpoint. Everything we do to get online is technically related. Web design, shopping carts, CSS, databases, stat programs, live chat, etc. All widgets/software used for instant interactive success.
I recommend a two-tiered approach starting with foundational linking and then branching into the custom work which can use tactics such as link bait, incentive marketing, traditional advertising etc.
Every business is different and requires a custom link marketing program if you want to attract quality links. There's no cookie cutter approach here, everyone is unique from the smallest of online business to the big boys so your custom link programs need to be the same.
If you want to outsource, use these guidelines to get started.
If you want to keep it in-house, look for people who understand the difference between being a short order cook and being a chef. Those are the folks you want to train to be your link marketers.
Based in Williamsburg Virginia, Debra Mastaler is President of Alliance-Link, an interactive marketing company focused on providing custom link building campaigns and link training and is the author of the link building blog Link Spiel
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