Link Building Tactics Review – Pros & Cons

Intro & Objectives

The object is to review various link building tactics for your website and look at their pros and cons. Objective of the exercise would be to increase the number of links from high quality sites and blogs.

As a link building service we would review each tactic in relation to client website and try implementation a few of the different tactics and share successes/failures on a portfolio.


Tactic: Link Building through Social Media

Link Building through Social Media by reviewing new and existing tweeter followers who are industry leaders and engaging them with the aim of eventually asking to link to us. The process is discussed on SEOmoz white board Friday Scalable Link Building Using Social Media.

This can be a long term relationship which we can use to promote a particular content or just hope to be in journalist/bloggers mind next time they think of link resources for their new article. The process can be complex and time consuming but hopefully streamlined by BuzzStream social component.

Pros: Such relationships can be more long term and far reaching than cold email requests. We have the advantage of using the BuzzStream social tracking ability.

Cons: It is very time consuming building and maintaining such relationships.


Tactic: Links from Journalists and top industry bloggers

We will search related content on big news media sites such as BBC, New York Times or CNN as well as industry niche news sites. These sites have potential to bring hoards of traffic as well as increasing rankings. This technique will involve outreach to bloggers or journalists who are writing content related to our projects or feature articles.

Process is as follows:

  • Search bloggers/journalists writing about our feature/project subject
  • Ask them to include our link or write a review of our feature
  • Entice with social mentions on our network

The proposal will be in the form of:

  • A link to our page with similar content will be useful to your readers
  • Appraise our content and link to it

Pros: These sites have potential to bring hoards of traffic as well as increasing rankings.

Cons: It is difficult and time-consuming to find contact details of journalists


Tactic: Competitor links import

This involves putting the competitor website into open site explorer to find the links pointing to their site. Downloading the links in a csv file and importing it into BuzzStream. Once in Buzzstream we sort out and keep high value prospects for outreach.

Pros: It is easier than searching for new links and they are more likely to link to us if they have linked to similar sites.

Cons: The competitor might find you are following their links and do likewise with our links.

Tactic: Dead link building

The process involves finding out links pointing to dead pages to our sites.  We need to download dead links pointing to our sites and contact webmasters pointing out the error and providing an alternative link source. It helps both sides because you are helping the webmaster as they do not like to link to dead pages.

Pros: The website has already linked to us in the past so likely to link again.

Cons: It is a time consuming and tedious process requiring technical ability and follow ups.

Competitor Dead link building

This involves running the chrome plugin on the links/resources page to discover any dead links. We can then use a template to contact the webmaster with suggestion of an alternative page on our site. The process of looking for dead links should happen as matter of course when looking at links/resources pages.

Pros: It presents the webmaster with a solution so it might build long term friendship.

Cons: It takes extra effort to note sites while scouring the industry websites.

Tactic: Approach sites already linking to us

Sites that have linked to us in the past are important as they are likely to link again so they should be approach for further link building opportunities. They should however be evaluated in terms of link value and traffic that they have generated. We will form a relationship with high quality sites that bring in traffic so that we can propose a new content to link to.

Pros: Webmaster is more likely to link if we point out they have done so in the past.

Cons: We need link diversity from new sites so not too much of this technique can be followed.


Tactic: competitions and giveaways

We can run a link building contest among bloggers with prizes like free advert or social media promotion. This can involve asking bloggers to write particular content about our site and awarding the best article. A recent good example can be found at

Pros: A prize or give-away is an easy way of getting attention of bloggers.

Cons: You may have to wade through a lot of poor content to pick a winner. Some webmasters might remove our link once they find out they have not won.



Tactic: Infographics

The process involves producing Infographics out of images and content in projects, feature articles and white papers.

Pros: You can watermark the image so that visitors know where it has come from.

Cons: The process might require external resources to produce the Infographics. The bloggers might not always link to the page you want them to.



Tactic: Phone calls

We need to phone and talk to some of the people we have made email contact with. The process involves making phone calls to link prospects already contacted starting with ones already having email dialogue, social media contacts and pure cold calls.

Pros: Hearing a voice related to a name might help to alleviate the fear that you are not a spammer.

Cons: Some people do not take kindly to cold/warm sales-type calls.

Tactic: Create movie via slide from images

The method involves:

  • Using Animoto or Windows Movie Maker to turn images on our site into movie files.
  • Upload to YouTube and other video sharing sites
  • Moderate comments
  • Promote channel via blogs and other social media

Pros: Having a YouTube channel creates another avenue of traffic as videos are part of organic SERPS.

Cons: You have to moderate comments to avoid abuse and spammers like all social media presence.

Tactic: Create a widget for placing on relevant sites/blogs

Create a widget with a feed of our content and offer it to relevant sites/blogs as a news/image source. An example can be seen at

Pros: Create a useful widget and it can be used several times across the web.

Cons: Time consuming to create a useful widget and it may involve web design team. The images are not in central location to be pulled by feed.

Tactic: Use client email list to request links

The idea is to use our lists of client data to approach them for a link back to a relevant our site. You need to discuss with relevant authority like sales managers how best to go about this without upsetting client relationship.

Pros: Our clients are very likely to link to us as we have a common interest.

Cons: It may be viewed as reciprocal link building which has been devalued by search engines.

Tactic: Encourage newsletter subscribers to link to us

This will be in the form of Encourage people to link by asking, “if you’ve enjoyed this newsletter, you can link to the permanent version at (insert URL)”.

Pros: Our newsletter subscribers may be more willing to link to us. It can increase social media likes and shares.


Tactic: Adding link prospects while browsing

Link prospects appear all the time while browsing within a particular niche. It is therefore useful to be mindful of link prospects even while browsing or searching for similar content. Finding a good value site and noting it can easily be done via the buzzmarker plugin to import into prospects.

Pros: This helps to steadily build prospects for future outreach.

Tactic: Getting links from links/resource pages

The process involves searching for link/resource pages by keyword and asking the website to add our link. We have been using this technique for a few weeks and have got some links but a lot of  webmasters are ignoring the deep link request and linking to the homepage.

Pros: It is easier to propose a new link where there are similar links.

Cons: Links from these pages may become devalued by search engines in the future. Some website owners request a reciprocal link which we are not able to give. Most webmasters link to homepage instead of deep linking.

Tactic: Get citation links from Wikipedia

Target Wikipedia as part of our link building as follows:

1)      Create an account on Wikipedia. Resource:

2)      Search Wikipedia for a highly searched issue in feature articles.

3)      Scan through the feature and Wikipedia to look for a place on Wikipedia where you can add a citation back to our feature article.


Pros: Wikipedia ranks well for several research type queries related to NRI sites so there is potential to gain extra traffic.

Cons: The links in Wikipedia are no follow so they will contribute little to ranking. Amount of click- through is low because citations are at the bottom of the page.

Tactic: Start blogs to host images and videos

The idea is to start industry blogs that we can send images and videos with the hope that they will start ranking and pass traffic.

Pro: It is easy to setup a blog and upload images and videos.

Con: This was a good idea in the past but is doubtful now because of Google clamping down on blog networks.


Tactic: Directories

Submit your profile to internet directories used to be an assured way of getting a quick backlink. However Google has devalued a lot of general directories duie to their link farm nature. There are a few niche directories that are worth submitting to depending on the industry which we shall explore.

Pros: They are a quick way of getting a backlinks

Cons: Google is on the warpath against directories so very few will remain that are worth submitting to.

Similar Posts