Introduction
Link building remains a crucial activity for ranking well in search engines. Google has confirmed that high quality, relevant backlinks from external websites to your site are one of the most important ranking factors. But actually building and earning those coveted backlinks takes a lot of outreach and effort. That leaves many business owners wondering whether it’s worth hiring a professional link building agency to take care of it. There are pros and cons to weigh when making this decision.
The Pros of Using a Link Building Agency
Expertise and Experience
A qualified link building agency has specialized expertise when it comes to content, outreach and strategically building quality backlinks. In fact, 58% of SEO agencies report that link building and acquisition are among their top service capabilities, according to BrightEdge’s 2018 SEO Survey. The right agency knows how to thoroughly research and identify the best link opportunities that will actually impact your rankings. They also have the manpower and established processes to execute link outreach at scale.
Saves Time
Speaking of manpower, partnering with an agency saves you a tremendous amount of time and effort. Link prospecting, content creation, website research and customized outreach requires many labor hours. Essentially you are outsourcing what could be a full-time position. This frees you up to spend time on high-level strategy or other business activities more aligned with driving revenue.
Broader Outreach Capabilities
On your own, there is only so much link outreach you can accomplish. But a link building agency has the resources to identify larger link opportunities and conduct outreach at scale. They can reach out to hundreds of high-quality websites in your industry, which expands possibilities for earned placements and backlinks.
Risk Mitigation
There are some risks associated with poor link building tactics. An agency acts as a strategic partner to ensure your efforts follow Google’s guidelines. They avoid tactics like buying links, spamming low-quality directories, over-optimizing anchors, and building irrelevant links. This protects your site from potential manual actions by Google.
The Cons of Using a Link Building Agency
Cost
The monthly fees associated with retaining a link building agency can be significant, ranging from $1,000 on the low end to $5,000+ for enterprise brands. Many agencies also require minimum 3-6 month contracts. This level of investment may not make sense for some small businesses and startups running on thin margins.
Loss of Control
When outsourcing link building, you cede some control and rely on the agency’s process. You have less visibility into the outreach and reporting compared to managing it in-house. Clear communication and expectations setting is crucial to ensure proper strategy alignment.
Alternatives to Consider
Some alternatives that provide a middle ground between DIY link building and retaining an agency include:
- Hiring freelance link builders for hourly work
- Using link building software and tools
- Starting with a small link building campaign and outsourcing later as needed
Tips for Working with a Link Building Agency
If you do choose to work with an agency, here are some tips to get the most value:
- Thoroughly vet agencies based on case studies, experience, proven results and client reviews
- Clearly communicate goals, target KPIs and strategy alignment
- Require detailed monthly reporting on outreach, placements and rankings impact
- Integrate your SEO analytics to connect your link building efforts to actual ROI
Conclusion
The decision to outsource link building to an agency depends on your budget, industry competitiveness, goals and desired effort level. For well-funded enterprise brands in crowded markets, an agency may provide outstanding value through efficient, scalable link building. Smaller businesses on tighter budgets can still benefit from aspects of outsourcing. Consider starting with DIY efforts and then strategically choosing portions to outsource based on needs.