Link building campaigns shouldn't have a start-and-stop date — they should be ongoing, continuing to earn you links over time. In this edition of Whiteboard Friday, please warmly welcome our guest host Paddy Moogan as he shares strategies to achieve sustainable link building, the kind that makes your content efforts lucrative far beyond your initial campaigns for them.
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Video Transcription
Hi, Moz fans. Welcome to Whiteboard Friday. I'm not Rand. I'm Paddy Moogan. I'm the cofounder of Aira. We're an agency in the UK, focusing on SEO, link building, and content marketing. You may have seen me write on the Moz Blog before, usually about link building. You may have read my link building book[1]. If you have, thank you. Today, I'm going to talk about link building again. It's a topic I love, and I want to share some ideas around what I'm calling "sustainable link building."
Problems
Now, there are a few problems with link building that make it quite risky, and I want to talk about some problems first before giving you some potential solutions that help make your link building less risky. So a few problems first:
I. Content-driven link building is risky.
The problem with content-driven link building is that you're producing some content and you don't really know if it's going to work or not. It's quite risky, and you don't actually know for sure that you're going to get links.
II. A great content idea may not be a great content idea that gets links.
There's a massive difference between a great idea for content and a great idea that will get links. Knowing that difference is really, really