链接建设初学者指南:将链接建设付诸实践（附录）

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!既然您已经完成了链接构建初学者指南，您可能想知道有经验的 SEO 是如何将他们的技能付诸实践的。我们收集了经验丰富的链接构建者的轶事和建议，以提供有关这项工作在实践中的表现的一瞥。继续阅读！

Link reclamation for enterprise-level site migration企业级站点迁移的链接回收

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!我最喜欢的链接构建策略是链接回收。通常在迁移或收购后的大型网站上效果最好，该过程从查找旧网站的链接开始。首先通过“最佳”链接组织它们并开始外展！

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. 我们在 2020 年为企业级客户运行了这个，该客户将较小的品牌迁移到主要品牌的域。我们两家公司之间进行了大量协调：确定他们网站上价值最高的页面；拉取和组织最佳链接以回收数十万个反向链接；并在 5 名团队成员之间实施外展活动，以确保合规性和工作不会重复。但是已经成功了！迄今为止，我们已经回收了 52 个产品页面上的近 300 个链接，客户在迁移过程中受到的负面影响最小。

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.一些品牌认为这不那么有价值。为什么不实现 301 重定向并以这种方式计算链接权益？因为 SEO 是关于优化的。迁移或收购后是询问您首选的锚文本以及将链接直接指向最相关的产品或转换页面的理想时机。

Colby Stream, Page One Power

Creative thinking and link outreach创造性思维和链接推广

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.每个功能性链接构建策略都是通过满足发布商未说明的“价格”来吸引其受众来获得链接的。在赢得的链接空间中，我们谈论的是为发布商提供价值，例如独家新闻和信息、有用的建议、可以帮助他们销售更多产品或服务的文章以及支持权威的有用更正。

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!当我们讨论价值交换时，我想起了伟大的链接建设者Debra Mastaler发起的一项活动，她向几个由会费支持的专业组织的成员提供了一件客户 T 恤。她不仅从组织网站上获得了链接（他们必须为其成员提供“特殊福利”），而且在其精确的目标受众中赢得了业务，当然还有品牌知名度。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.虽然免费的 T 恤可能并不适用于所有垂直领域，但 Mastaler 提醒我们建立链接最令人振奋的方面：找到能够覆盖您的目标受众的发布商并询问“好吧，我们可以提供他们真正想要的什么？” 创造性的创业思维——也许你可以称之为营销？— 仍然是链接构建器最重要的策略。

Garrett French, Citation Labs

Measuring link performance using SEO-related metrics使用 SEO 相关指标衡量链接性能

This is one of the most challenging aspects of a campaign for myriad reasons.由于种种原因，这是竞选活动中最具挑战性的方面之一。

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

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.有多种方法可以跟踪链接建设活动的效果；选择哪种方法在很大程度上取决于部署的策略。在我们的案例中，我们专注于内容方面，并专注于获得难以链接的销售目标页面的展示位置。我们从 SEO 相关指标的角度来衡量成功，这些指标将显示改进的领先指标和我们产生影响后的正确绩效指标。

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.在竞选活动的早期，我们经常看到平均排名的恶化。造成这种情况的原因通常是广告系列页面上的新关键字排名——因为页面最初开始在 SERP #7 或 #8 上排名，这最初会拉低页面的平均排名，即使已建立关键字的排名正在提高.

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.该图强调了过于关注排名作为主要成功指标的风险之一。虽然平均排名（紫线）显示平均排名有所下降，但我们可以在堆叠列中看到，不仅排名关键字的总数在增长，而且在排名 1-3（位于顶部），以及位置 4-10（顶部第二个橙色部分）。只是，不足以跟上 SERP 中新排名的关键字。

Correlating ranking changes to ranking keyword count was paramount to continuing this campaign.将排名变化与排名关键字计数相关联对于继续此活动至关重要。

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.虽然我们随着时间的推移跟踪和报告平均位置，但我们当然不会领先。相反，我们专注于与流量和转化率更直接相关的指标，这使我们能够展示广告系列的积极投资回报率。

The metrics that matter for us are share of voice (a search volume-weighted CTR model) and Moz Page Authority.对我们来说重要的指标是声音份额（搜索量加权的点击率模型）和 Moz 页面权限。

Share of Voice声音分享

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.我们优先考虑声音份额而不是排名的好处是，它可以根据低容量查询的排名波动将时间序列报告中的巨大变化标准化。众所周知，排名报告可能是一个严重的过山车。

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，语音份额与估计的流量模型一致，表示为关键字集总流量的百分比。

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.如图所示，我们还包括一个控制组：网站上不属于活动（最好不属于任何协同 SEO 工作的一部分）的第二组页面。这第二组页面是从网站的类似部分中选择的，并尽可能从类似的排名和流量页面中选择，以衡量我们的链接建设活动是否成功。

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. 虽然上图确实仅用条形表示正增长，但当我们确定活动页面和对照组之间的百分比差异时，结果更加引人注目。

Page Authority页面权限

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.另一个关键指标是 Moz 页面权限，这通常是即将成功的另一个早期指标——我们有时甚至在我们看到排名和声音份额的改善之前就看到页面权限增加。

And again, tracking against a control group helps to underscore the value of our work.同样，针对控制组进行跟踪有助于强调我们工作的价值。

James Wirth, Citation Labs

Measure no-follow and co-citation links to tell the full story衡量无人关注和共引链接以讲述完整故事

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.我们跟踪获得的链接数量、链接类型、这些链接的域权限等。我们还区分我们通过投球获得的链接（标记为“独家”或“联合”）和有机产生的链接。

Here is an example of a project’s link results:以下是项目链接结果的示例：

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. 我们向客户解释说，像这样的链接报告对于搜索算法来说是好兆头，因为当您在合法新闻网站上获得新闻报道时，通常会发生自然联合（而不是我们的投球）。

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.我们确保密切关注 nofollow 链接和共引链接（我们将其定义为指向我们内容覆盖范围的链接，而不是内容本身），因为我们相信所有这些都是向 Google 传达权威的信号。

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.我们还会报告更多定性结果，例如某个品牌在文章中被提及的次数、提及出现的位置以及它们被引用的权威性。

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，在这个南方生活报道中，我们注意到客户 (Porch.com) 在故事的第二段中被命名。

Amanda Milligan, Fractl

Identifying link targets for niche markets确定利基市场的链接目标

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.我创建了可链接的内容，以支持为销售商业标牌的客户建立链接。在如此狭窄的细分市场中工作时，制作吸引许多不同读者的可链接内容已经有些困难，并且为该客户找出合适的主题是一项挑战。他们保护自己的品牌，希望接触到一定的受众，并且对如何在我们的内容中展示他们的产品和服务有着特殊的看法。

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.我们不得不放弃一些原始的内容创意，减少了我们可以接触到的读者数量以及我们可以代表他们定位链接的网站。在为客户的目标受众提供服务和吸引更大的读者群之间总是要取得微妙的平衡。优先考虑一个受众意味着与另一个受众做出牺牲，并且在创建可链接的资产时，我不愿意疏远我们可以通过链接构建接触到的读者，以磨练更小、更合格的目标受众。

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.这意味着我们必须在构思主题和考虑建立链接的机会方面变得更有创意——总有一个相关的受众可以使用内容与之建立联系，即使你认为读者不可能对那个利基感兴趣。完善我们现有的一些想法并从头开始创建新资产产生了一些新鲜且独特的可链接内容，这些内容对我们的客户来说更有意义和更有价值，无论是与他们的品牌的相关性还是获得链接的能力。

Maddie Baker, SEO Content Creator

Relationship management and link outreach关系管理和链接外展

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.作为链接建设活动的一部分，您一直在努力的一切都已建立在外展上；对于我们很多人来说，这是整个过程中最伤脑筋的一步。但也没有必要。

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 的一些最成功的发布已经取得了成果，因为我们从来没有在发布当天突然或完全冷漠地向记者或博客作者求助。相反，在重要日子到来之前，我们将与我们的主要联系人一起工作并开始“热身”（#jargon！）并让他们知道我们正在做什么以及他们对我们的期望在接下来的几周内。

Doing this allows for two things: 这样做允许做两件事：

• Journalists, writers, and bloggers to make space for your story to be written on the day your campaign goes live记者、作家和博主为您的故事腾出空间，以便在您的竞选活动上线之日撰写

• 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  记者、作家和博主提前为您提供有关您共享的数据、副本或信息的反馈，以便您可以为他们提供撰写故事所需的一切，并包含最重要的链接

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.当你为关键联系人热身时，不要只使用电子邮件或电话外展也很重要——你应该尝试在社交媒体上关注他们，尤其是 Twitter，看看他们报道了什么和感兴趣的内容。

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. 您还可以找到我们他们在历史上所写的内容，并将其用于您的优势。如果您在特定或利基领域进行链接构建或数字公关，这尤其有效。

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，如果您正在与旅游品牌合作建立链接，请花时间研究 Buzzsumo 以找出热门或热门文章，并开始与作者互动。

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! 请记住，一旦您开始外展活动并且您的活动的报道飞速传播，如果您没有获得链接，您可以随时礼貌地要求提供链接。你可能只会得到一个！

Shannon McGuirk, Aira

翻译来源：MOZ