With less internal education and campaigning at the

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Brian Dean agrees, saying “Content and links have always had significant overlap (after all, people generally link to a page based on the content on that page). But the tie between the two is stronger than ever. That's because many other tried-and-true link building strategies (like large-scale guest posting) no longer work. Which means your link building efforts largely rely on the content that you're putting out.” Surena Chande believes that, overall, the quality of link building campaigns has improved since Google’s E-A-T update: “We’re producing more topic-relevant campaigns for our clients rather than thinking solely about ideas that would land coverage,” she says, adding that SEOs and link builders are now working together to “reevaluate their concepts and ensure they are true to a brand.


” Getting buy-in is easier — if you focus on the metrics that matter Because of japan gambling data the extra visibility in recent years, our experts agree that it’s easier than ever to get the buy-in from higher-ups. “I don't need to tell an executive that a link is like a vote. They know that now,” says Russ Jones. “I don't have to say ‘80% of purchases online begin with a search’. They know that now, too.” “Link building has a way of showing direct results for executives and stakeholders and therefore becomes easier to get the buy-in,” Carrie Rose says.


“Traditional PR, creative, or offline marketing strategies are receiving less and less budget and attention because of its inability to prove ROI and we see that budget reallocated to link building and digital PR efforts.” Andy Crestodina agrees: “Just show an executive the Moz Link Explorer ‘Compare Link Profiles’ report and they’ll get excited ...or upset. Once a stakeholder sees the data, they usually want to take action. The key is to guide the ideas away from the spammy actions and toward high-quality content marketing and influencer outreach.


”executive level, marketers are now faced with tougher questions around how their specific strategies impact ROI. To do so, our experts recommend keeping things simple and taking it slow. “It’s important to explain that Domain Authority moves very slowly. It takes patience,” Andy says, adding, “it’s a proxy metric for PageRank. It’s not Google. Focus on the actions, not the reports.” If you need some help breaking down metrics, check out Andy’s Whiteboard Friday: Russ Jones breaks things down even further: “Report simple campaign statistics such as: ‘referring domains and referring traffic are increasing’.