There are various components of a link building campaign — some will be crucial to success, and others will be helpful but not necessarily essential. Much will depend on a combination of your available assets and resources.鏈接建設(shè)活動有多種組成部分 - 有些對成功至關(guān)重要，而另一些則會有所幫助，但不一定必不可少。很大程度上取決于您的可用資產(chǎn)和資源的組合。

In this chapter, we’ll give you the key elements that you need to consider and some examples of what to include in your planning. It’s important to remember that this may take time and that’s a good thing, the more time you put in now, the more likely you are to hit your goals.在本章中，我們將向您提供您需要考慮的關(guān)鍵要素以及一些要包含在您的計劃中的示例。重要的是要記住，這可能需要時間，這是一件好事，現(xiàn)在投入的時間越多，實現(xiàn)目標(biāo)的可能性就越大。

Setting goals設(shè)定目標(biāo)

Link building is a form of online marketing, and with any form of marketing, you should start with goals. Knowing the goals of your campaign right at the start helps to ensure that you create a strategy that gives you the best possible chance of success. You also need to ensure that the goals of your link building campaign tie in closely with the overall goals of your business. For example, "build 10 links" is not a good goal to hit if building 10 links doesn’t have any impact on the overall success of the business.鏈接建設(shè)是在線營銷的一種形式，對于任何形式的營銷，您都應(yīng)該從目標(biāo)開始。從一開始就了解廣告系列的目標(biāo)有助于確保您制定的策略為您提供最大的成功機會。您還需要確保您的鏈接建設(shè)活動的目標(biāo)與您業(yè)務(wù)的總體目標(biāo)密切相關(guān)。例如，如果建立 10 個鏈接對業(yè)務(wù)的整體成功沒有任何影響，那么“建立 10 個鏈接”就不是一個好的目標(biāo)。

Here, we encounter a slight issue. We learned earlier that links are a strong part of the search engine ranking algorithms. So, wouldn't hitting a goal of more links help with rankings? Helping with rankings helps drive more traffic and this helps bring more customers, right? All of this is true, but the problem is that it can sometimes take time for the links you've built to start having an overall positive effect on rankings. It isn't as simple as build links one day and see improvements the next. This is particularly true in competitive industries.?在這里，我們遇到了一個小問題。我們之前了解到鏈接是搜索引擎排名算法的重要組成部分。那么，實現(xiàn)更多鏈接的目標(biāo)不會有助于排名嗎？幫助排名有助于推動更多流量，這有助于帶來更多客戶，對嗎？所有這些都是真實的，但問題是，您建立的鏈接有時需要時間才能開始對排名產(chǎn)生整體積極影響。它不像一天構(gòu)建鏈接然后在下一天看到改進那么簡單。在競爭激烈的行業(yè)中尤其如此。

This poses a problem for SEOs because it can be hard to show that a link building campaign is successful, even if it hits certain goals. This can be even more of a problem if you have other activity in progress such as:這給 SEO 帶來了一個問題，因為即使達到了某些目標(biāo)，也很難證明鏈接建設(shè)活動是成功的。如果您正在進行其他活動，例如：

• Technical SEO changes and improvements?技術(shù) SEO 更改和改進

• New content being added to the website?新內(nèi)容被添加到網(wǎng)站

• Brand campaigns such as display advertising or TV ads?品牌活動，例如展示廣告或電視廣告

For this reason, it’s very important to not only set realistic goals, but to make sure that the goals you set are more intelligent than "build X links." The goals need to tie into real organizational goals and ultimately have a positive impact on the bottom line of your business. For example, you may want to increase organic search traffic in order to drive more sales. At the same time, you need to educate those around you that SEO and link building doesn't succeed overnight and that results are not instantaneous. Like any good marketing, the focus should be on long-term gains, not overnight quick-wins.因此，不僅要設(shè)定切合實際的目標(biāo)，還要確保您設(shè)定的目標(biāo)比“構(gòu)建 X 鏈接”更智能，這一點非常重要。這些目標(biāo)需要與真正的組織目標(biāo)聯(lián)系起來，并最終對您的業(yè)務(wù)底線產(chǎn)生積極影響。例如，您可能希望增加自然搜索流量以推動更多銷售。同時，您需要教育周圍的人，SEO 和鏈接構(gòu)建不會在一夜之間取得成功，結(jié)果也不是即時的。像任何好的營銷一樣，重點應(yīng)該放在長期收益上，而不是一夜之間的速贏。

While it’s hard to show that building X number of links had Y impact on revenue, knowing that increasing revenue is the goal can shape and guide your link building approach.雖然很難證明建立 X 個鏈接對收入有 Y 影響，但知道增加收入是目標(biāo)可以塑造和指導(dǎo)你的鏈接建立方法。

How long will it take for link building to improve a site's ranking??建立鏈接以提高網(wǎng)站排名需要多長時間？

As mentioned above, it can take time for link building to have a positive effect on the rankings of your website. The length of time can vary greatly and depend on a number of factors:?如上所述，鏈接構(gòu)建對您網(wǎng)站的排名產(chǎn)生積極影響可能需要時間。時間長度可能會有很大差異，取決于許多因素：

• The competitiveness of your industry as a whole?整個行業(yè)的競爭力

• How competitive your target keywords are??您的目標(biāo)關(guān)鍵字的競爭力如何

• The activity of your competitors, e.g. if they’re actively building links, too?您競爭對手的活動，例如他們是否也在積極建立鏈接

• The types of links you're building?您正在構(gòu)建的鏈接類型

• The history and strength of your domain?您域名的歷史和實力

All of these factors can mean that it can take from several days to several months before an increase in ranking is achieved. This should be factored into your goals and expectations and all parties should be made aware that instant improvement is unlikely.?所有這些因素都意味著可能需要幾天到幾個月的時間才能實現(xiàn)排名的提高。這應(yīng)該被考慮到您的目標(biāo)和期望中，并且所有各方都應(yīng)該意識到不太可能立即改進。

Before you get started, it's worth making note of where you currently rank for your most important keywords, as well as how those ranks change once your link building work really gets underway. Depending on how many keywords you're tracking and across what time frame, using a tool like?Moz Pro for rank tracking?is likely to make things much easier and allows you to easily report to others within the business.在開始之前，有必要記下您目前最重要關(guān)鍵字的排名，以及一旦您的鏈接構(gòu)建工作真正開始，這些排名的變化情況。根據(jù)您跟蹤的關(guān)鍵字數(shù)量和時間范圍，使用Moz Pro 之類的工具進行排名跟蹤可能會使事情變得更容易，并允許您輕松地向企業(yè)內(nèi)的其他人報告。

A realistic expectation to set is that you’ll see an increase in traffic if you are constantly working on improving your website, business, and online activity. You should try to not think of link building as a one-off activity, because you may be disappointed by the results. Instead, link building should be a constant stream of activity coupled with other initiatives such as content creation, great customer service, and social media. Combined, all of this activity can lead to an increase in traffic and an increase in revenue for your business. It’s the combination and a consistent drive towards the goal that can make this more likely to happen quickly.一個現(xiàn)實的期望是，如果您不斷努力改進您的網(wǎng)站、業(yè)務(wù)和在線活動，您將看到流量增加。您應(yīng)該盡量不要將鏈接構(gòu)建視為一次性活動，因為您可能會對結(jié)果感到失望。相反，鏈接建設(shè)應(yīng)該是一個持續(xù)的活動流，與其他舉措相結(jié)合，如內(nèi)容創(chuàng)建、優(yōu)質(zhì)的客戶服務(wù)和社交媒體。綜合起來，所有這些活動都可以增加流量并增加您的業(yè)務(wù)收入。正是這種組合和對目標(biāo)的一致驅(qū)動才能使這更有可能迅速發(fā)生。

Not to mention that this mindset means you’re building toward that link building nirvana of making your website naturally link-worthy and getting links that you didn’t ask for.更不用說這種心態(tài)意味著您正在朝著使您的網(wǎng)站自然具有鏈接價值并獲得您沒有要求的鏈接的鏈接構(gòu)建涅槃重生。

Finding your assets尋找您的資產(chǎn)

At the heart of any link building campaign is the asset that you're going to use in order to attract and earn links. This can also be known as the "hook" that will make people care about what you have to offer, and will entice them into linking to you. Assets will vary from business to business and you need to identify which assets your business has that will be of interest to others and can be used in link building.?任何鏈接建設(shè)活動的核心都是您將用來吸引和獲得鏈接的資產(chǎn)。這也可以稱為“鉤子”，它會使人們關(guān)心您提供的內(nèi)容，并吸引他們與您建立聯(lián)系。資產(chǎn)因企業(yè)而異，您需要確定您的企業(yè)擁有哪些資產(chǎn)會引起其他人的興趣，并可用于鏈接構(gòu)建。

Examples of assets may be:資產(chǎn)的例子可能是：

• Content

• Data

• Products

• Services

• People

It’s possible that you may have one or more of these already. For example, you may have someone on your team who is a great spokesperson for the business and doesn’t mind sharing their opinions with the press. Connecting this person with relevant journalists can be a great way of building links and relationships. Another example may be that your company commissions industry research once a year and publishes a report on the results. If this has never been leveraged for link building, you may have an opportunity to do so without having to commission research from scratch.?您可能已經(jīng)擁有其中一個或多個。例如，您的團隊中可能有人是出色的業(yè)務(wù)代言人，并且不介意與媒體分享他們的意見。將此人與相關(guān)記者聯(lián)系起來是建立聯(lián)系和關(guān)系的好方法。另一個例子可能是您的公司每年委托一次行業(yè)研究并發(fā)布結(jié)果報告。如果這從未被用于鏈接構(gòu)建，您可能有機會這樣做而無需從頭開始進行研究。

If you don’t have anything already, then you don’t need to worry. You have a blank canvas and can start to think about what you need in order to give yourself an angle for link building.?如果您還沒有任何東西，那么您無需擔(dān)心。你有一個空白的畫布，可以開始考慮你需要什么，以便給自己一個建立鏈接的角度。

AOIFE O'CONNOR, AIRA

"We always look to create an asset that is user-friendly to both consumers and journalists. Creating an asset that is simple, has symmetry, and reduces visual clutter can help journalists and readers to quickly and easily understand our campaign and engage with it.“我們一直希望創(chuàng)造一種對消費者和記者都用戶友好的資產(chǎn)。創(chuàng)造一種簡單、對稱并減少視覺混亂的資產(chǎn)可以幫助記者和讀者快速輕松地了解我們的活動并參與其中。
While the asset is being created, it's important to get organized and have our press releases, media lists, and pitch emails ready so when that content is live on your client's site, you can go full-steam ahead. It’s important that these are personalized and well researched; in other words, you are confident you're going to the right people with the right story for them."在創(chuàng)建資產(chǎn)時，重要的是要組織起來并準(zhǔn)備好我們的新聞稿、媒體列表和宣傳電子郵件，這樣當(dāng)這些內(nèi)容在您客戶的網(wǎng)站上發(fā)布時，您就可以全力以赴。重要的是這些是個性化的并且經(jīng)過充分研究；換句話說，你有信心你會找到合適的人，為他們講述合適的故事。”

What types of links you need您需要什么類型的鏈接

When defining the strategy for your link building campaign, you’ll need to think about the types of links you need to get. There are various types to consider:在為您的鏈接建設(shè)活動定義策略時，您需要考慮需要獲得的鏈接類型。有多種類型需要考慮：

• Links to your homepage?鏈接到您的主頁

• Links to "deep" pages (such as product or category pages)?鏈接到“深層”頁面（例如產(chǎn)品或類別頁面）

• Links containing your brand/company name包含您的品牌/公司名稱的鏈接

• Links containing the keywords you're targeting包含您定位的關(guān)鍵字的鏈接

Additionally, there are combinations of the above, such as a branded link to a deep page. Identifying what types of links you need will start with a detailed link analysis of your current website as well as a look at how you rank for certain keywords in comparison to your competitors.此外，還有上述組合，例如指向深層頁面的品牌鏈接。確定您需要什么類型的鏈接將從對您當(dāng)前網(wǎng)站的詳細鏈接分析開始，以及與競爭對手相比，您對某些關(guān)鍵字的排名如何。

To perform this type of analysis, you can use a link research tool such as?Link Explorer?to find out?what links your site already has, as well as compare yourself to competitors to understand what types of links you might need. For example, here's a link profile comparison for three different pages trying to rank for the keyword "SEO" and all their various link metrics:要執(zhí)行此類分析，您可以使用鏈接研究工具（例如Link Explorer）來找出您的網(wǎng)站已有哪些鏈接，并將自己與競爭對手進行比較以了解您可能需要哪些類型的鏈接。例如，以下是三個不同頁面的鏈接配置文件比較，嘗試對關(guān)鍵字“SEO”及其所有各種鏈接指標(biāo)進行排名：

It's also often helpful to see exactly where a site's links are coming from, and the anchor text they’re using to link. For example, a link from The New York Times may be more valuable than a link from your cousin Jo's Tumblr blog. Likewise, links with specific anchor text may help you (or your competitors) rank for more targeted terms.準(zhǔn)確查看站點鏈接的來源以及它們用于鏈接的錨文本通常也很有幫助。例如，來自《紐約時報》的鏈接可能比來自您堂兄 Jo 的 Tumblr 博客的鏈接更有價值。同樣，帶有特定錨文本的鏈接可以幫助您（或您的競爭對手）對更有針對性的術(shù)語進行排名。

The analysis will show you opportunities for improvement. For example, you may see that you're not ranking for one of your main keywords. After doing some link analysis, you find that you have no links pointing to your website that contain this keyword, or, you find that the most relevant deep page has no links at all pointing at it. If you identify something like this, you have a tangible problem that you can work to resolve. In this case, it may mean that your strategy includes trying to build links to the deep page that currently doesn't have any links and doesn't rank for your target keywords.分析將向您展示改進的機會。例如，您可能會發(fā)現(xiàn)您沒有對主要關(guān)鍵字之一進行排名。在進行了一些鏈接分析后，您發(fā)現(xiàn)沒有包含該關(guān)鍵字的指向您網(wǎng)站的鏈接，或者，您發(fā)現(xiàn)最相關(guān)的深層頁面根本沒有指向它的鏈接。如果你發(fā)現(xiàn)了這樣的問題，你就有了一個可以努力解決的切實問題。在這種情況下，這可能意味著您的策略包括嘗試建立指向當(dāng)前沒有任何鏈接且未針對目標(biāo)關(guān)鍵字排名的深層頁面的鏈接。

翻譯來源：https://moz.com/beginners-guide-to-link-building/campaign