Evaluating the ROI of Different Link Building Strategies

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Link building is a crucial component of any strong SEO strategy, serving as the backbone for increasing website authority and search engine rankings.

In a digital landscape oversaturated with content, the sting of a powerful backlink can make a world of difference.

However, not all link-building strategies regarding return on investment (ROI) are created equally. For marketers, small business owners, and SEO professionals, understanding the efficacy of each link-building approach is paramount.

1. Guest Blogging

Pros and Cons

Guest blogging involves writing content for another website and including a backlink to your site. The significant advantages include amplifying your brand’s reach and acquiring valuable traffic from the host site. Conversely, it’s a time-consuming strategy with no immediate ROI, and it can be challenging to secure high-quality opportunities.

ROI Evaluation Metrics

Your ROI with guest blogging can be measured through the increased referral traffic, the quality and quantity of backlinks obtained, and the organic traffic growth related to the published content over time.

2. Broken Link Building

How It Works

This strategy involves finding broken links on other websites and suggesting your content as a replacement. It can be a time-intensive process, but the pay-off can be worth the effort in terms of quality backlinks.

ROI Potential and Challenges

The ROI for broken link building is promising in terms of link quality, but it demands a diligent and strategic approach to identifying and contacting site owners maintaining broken backlinks.

3. Influencer Partnerships

Benefits and Risks

Liaising with influencers for link-building can offer access to a broad, engaged audience. However, there’s a risk of your links being perceived as sponsored, which may carry a different SEO weight.

Measuring ROI Effectively

To gauge the return, keep track of the reach and audience engagement driven to your website by influencer content. Monitor the link’s longevity and how it influences your SEO rankings.

4. Resource Link Building

Strategy Overview

Resource link building involves creating high-value resources that other sites naturally want to link to, often called ‘link bait.’ These resources could be infographics, studies, or comprehensive, valuable articles.

Calculating ROI Metrics

Assess the traffic and the quality of the websites linking to your resource page. Look for increases in domain authority and the corresponding effect on search engine rankings.

5. Internal Link Building

Impact on SEO

Creating a robust internal linking structure can help search engines understand the hierarchy and context of your website’s content, improving your site’s indexation.

ROI Measurement Tips

To measure the ROI of internal links, analyze the increase in page views and time spent on your site. Additionally, monitor how internal links contribute to the strategic flow of visitors towards conversion pages.

How do you calculate link-building ROI?

1. Identify Revenue Generated from Links:

  • Track the traffic and conversions attributed to the links acquired through your link-building campaigns.
  •  Use tools like Google Analytics to monitor referral traffic and assess the revenue generated from these links.

2. Calculate the Cost of Link Building:

  • Factor in all costs associated with your link-building efforts, including tools, outreach expenses, content creation, and any agency fees.
  •  Divide your costs into direct expenses (e.g., paid promotions) and indirect expenses (e.g., in-house team salaries).

3. Determine Incremental Revenue:

  • Analyze the revenue increase directly linked to the acquired backlinks. This could include sales, leads, or conversions driven by the referral traffic from these links.

4. Compute Link Building ROI:

  • Subtract the total cost of link building from the revenue generated from links.
  •  Divide the resulting amount by the link-building cost to calculate the ROI percentage.

5. Analyze and Interpret Results:

  • Evaluate the ROI percentage to determine the efficiency and profitability of your link-building campaigns.
  •  Compare ROI across campaigns or periods to identify high-performing strategies and optimize future efforts.

6. Optimize Strategies Based on ROI:

  • Use insights from ROI calculations to refine your link-building tactics, focusing on channels and approaches that deliver the best returns.
  • ¬†Monitor and adjust your link-building strategies to maximize ROI and achieve long-term success.


Each link-building strategy offers unique advantages and challenges. Guest blogging, for example,

requires time and effort that can result in significant growth, while broken link building requires pinpoint

precision. Influencer partnerships have the dual benefits of reach and engagement. Resource link building

focuses on creating inherent link value within your content, and internal link building solidifies your

website’s structure.

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