Using Data to Improve Link Building Campaign
content-driven link building is an important part of what we do in Aira and we are always striving to make Digital Marketing Agencies in Southampton improvements to our skills, processes and results. There are several ways that we do this, including team training, process and look back on a successful (and unsuccessful) campaign to learn what works and what could be improved.
The latter has never been a formal or structured, and we want to change that.
We wanted to use a large amount of data that we have to constantly learn more about what works and what does not for our clients. It allows us to do two things:
We could feed the learning back to our strategy for future campaigns, increasing the chances of success
We can manage the client’s expectations are better because we have a more objective view of what success looks like
We have built a system on a data Aira record against every single content campaign that we launched and every single link that we build – there are many! I would like to share a few things from it (not all of them, soz) and hopes that it will help you improve your success rate. I spoke about this topic in the Learn Inbound and you can see the video here:
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Data
The first step is to determine what data you want to record for the campaign and the coverage you build. It will be different for you, but here is a snapshot of the data we’re collecting.
campaign data
Just so we’re clear, with a campaign, we mean a piece of content like this or this.
industrial clients (travel, retail, automotive, etc.)
Whether the client is a B2B or B2C
How many links, nofollow links and brand mentions the resulting campaign
The format of the content that we used for execution
Data does play a part in the campaign or not
Whether the execution was a full page takeover or not
We had some but above provides an overview of the data we’re collecting what.
Data coverage
When it comes to data link, we’re talking about the page where clients receive coverage. Sometimes this will be coverage we asked for and sometimes will naturally pickup that someone has viewed the content and decided to close the campaign without us asking. Either way, we keep track of every link and add the following data points:
Date link goes live
industry publications
The author’s name, if available
The title used by the author
domain authority
Whether the scope is a link, a nofollow link or mention the brand
Again, we note a few other things as well, some of which are automatic and some require manual inspection.
Our system is relatively simple, but very large Google Spreadsheet that contains all of this data. This is a good place to start because it allows you to understand whether these data will be useful or not before you commit to build something more powerful and scalable.
Google sheets we currently includes the following:
300+ client campaigns
8,000 pieces of coverage
30 clients
Four years of data
All of this data in a variety of client campaigns and many pieces of coverage allows us to begin to see trends and patterns that we can learn from.
Before I get into the trends and patterns, let’s go back a step.
Where it all started
Our team did the exercises in which they mapped out a bunch of our campaign to a graph has two axes:
How successful the campaign
How complex is to create a campaign
It started out as a sketch blackboard but to illustrate this point, here is a mock-up version:
Each point represents a campaign where content and interesting things is to see the campaigns that are in the top right quadrant – a successful and uncomplicated. Something to be successful and the complex is not horrible, but it may require more resources Digital Marketing Company Southampton and budget of the client and can take more time to achieve the target of their links.
As we go through this exercise, we can begin to see patterns in the type of campaign that sit in each quadrant.
