Case Study: Does Broken Link Building Work Today?

TL;DR

Broken link building is largely ineffective in current SEO strategies.

Transcript

Aira's 2020 state of link building report showed that broken link building is the second most popular link building tactic to generate backlinks. But numerous people have hated on this tactic. In fact, in that same report, Rand Fishkin said: "Broken link building still works? And it's the second most popular link building tactic?! In 2020?! Remarka... Read More

Key Insights

• Broken link building remains a popular tactic, yet its effectiveness is highly debated among SEO experts.
• A recent campaign showed a conversion rate of only 1.4%, suggesting limited success with broken link building.
• The campaign targeted a Google page with 2,700 referring domains, but resulted in only one successful link.
• Using Ahrefs and Hunter's API, a blitz list was created to streamline the prospecting process.
• The outreach email strategy included personalization, but familiarity with the sender's brand seemed crucial for success.
• SEO and digital marketing professionals are less responsive to broken link notifications due to industry knowledge.
• The campaign highlighted the importance of a strong pitch and content over relying solely on link building tactics.
• Reflecting on the campaign, the creator suggests alternative approaches, such as leveraging content quality and reciprocal value.

Questions & Answers

Q: What was the conversion rate of the broken link building campaign?

The conversion rate of the broken link building campaign was 1.4%. This was calculated based on the number of successful links obtained from the total deliverable emails sent. Despite sending 74 emails, only one resulted in a successful link, highlighting the challenges of this tactic.

Q: Why is broken link building considered less effective by some experts?

Broken link building is considered less effective by some experts because many large sites are aware of SEO practices and often redirect broken pages, reducing the opportunity for new links. Additionally, the tactic relies on the site's willingness to update links, which is not always a priority for them.

Q: How did the creator attempt to improve the outreach process?

The creator improved the outreach process by developing a blitz list to quickly identify and contact qualified prospects. This involved using tools like Ahrefs and Hunter's API to filter potential link targets and streamline the email personalization process, allowing efficient outreach in under two hours.

Q: What was a key challenge faced during the campaign?

A key challenge faced during the campaign was the target audience's familiarity with SEO and digital marketing, which made them less receptive to broken link notifications. Many recipients did not prioritize fixing broken links, and the outreach email's mention of Ahrefs likely revealed the intent to gain a link.

Q: What alternative approach does the creator suggest for link building?

The creator suggests focusing on creating strong content and offering reciprocal value rather than relying solely on traditional link building tactics. By emphasizing quality content and building genuine relationships, SEOs can earn backlinks more effectively, even in a competitive digital landscape.

Q: How did the campaign's outreach email differ from typical broken link building emails?

The campaign's outreach email differed by providing the correct link to Google's live page and suggesting the recipient try an alternative tool, rather than simply asking for a link replacement. This approach aimed to build trust and provide value, although it ultimately resulted in limited success.

Q: What was the outcome of the campaign in terms of backlinks?

The campaign resulted in only one successful backlink, and even this was attributed to the recipient's familiarity with the sender's brand. The lack of additional links highlighted the challenges of broken link building and the importance of a strong value proposition in outreach efforts.

Q: What lesson does the creator emphasize regarding link building tactics?

The creator emphasizes that link building tactics should not be relied upon as standalone solutions. Instead, successful link building requires a strong pitch, valuable content, and creative strategies to engage prospects. Tactics should be viewed as tools to initiate conversations rather than guaranteed solutions.

Summary & Key Takeaways

• The video explores the effectiveness of broken link building in 2020, revealing mixed opinions from industry experts and a personal experiment with limited success. Despite being a popular tactic, the campaign's low conversion rate suggests its declining utility in SEO.

• A blitz list was used to quickly identify potential link prospects, but the campaign's outreach strategy, despite being personalized, yielded minimal results. The content highlights the importance of strong content and value proposition in gaining backlinks.

• The creator reflects on the campaign's shortcomings, suggesting that successful link building requires creativity, quality content, and a reciprocal value approach. The video concludes that while broken link building is challenging, it remains a worthwhile endeavor for SEO professionals.