Link building
Outreach
I put together a plan for editorial link publications: what to link to, in which topics and with what safety assumptions. I select the target pages, anchors, context, and link attributes and labelling. I then find and shortlist topically relevant publishers, assess the quality of their publications and hand over a list of placements, topics, URLs and terms for approval.
About the service
An editorial link plan and publisher research for topically relevant publications
About the editorial link acquisition service
A few service details- Selecting target URLs and priorities
- Agreeing on anchors and context
- Defining attributes and labelling
- Choosing link types with a risk assessment
- Research of topically relevant sites
- List of sites and topics for approval
Work process
The process of planning and selecting publications for editorial links
I start the work by turning the conclusions from the earlier assessment of the link profile into specific assumptions and priorities. I then put together a publication plan, and only on that basis do I research sites. I finish with a list of proposals prepared for approval before talks with publishers.
- 01/ 03
Assumptions and risk
I organise the conclusions from the link profile assessment and set the priorities and safety assumptions for the next publications.
- 02/ 03
Publication plan
I decide what we link to and where, and select the target pages, topics, anchors, editorial context, and the acceptable link attributes and labelling.
- 03/ 03
Publisher research
I find and shortlist topically relevant sites, reject placements with suspicious patterns, and collect the result in a list of proposed placements, topics, URLs and terms for approval.
Kick-off and agreeing on the rules of cooperation
Kick-off and agreeing on the rules of cooperation is the stage at which I collect the key information about the website, the industry and the constraints, and organise the way of working before publications begin. At this stage we agree on the rules for approving publications and on the channel and rhythm of communication, so that decisions are made efficiently and in a controlled way. In practice this also means clarifying which types of publications and terms will be acceptable in your case. As a result, the next steps (audit, plan and publisher selection) are based on consistent arrangements.
To get started, I need access to data and resources — that is, information about the target URLs, topical priorities and brand guidelines. I also take into account any legal or industry restrictions that may affect the choice of topics and the form of communication in the publications. This data is the basis for the later choice of target pages and for preparing content that meets your requirements. If the process is to include approval of the content or of reputation-related themes before publication, we agree on that at the start as well.
- Collecting information about the website, the industry, and the constraints and terms of cooperation
- Agreeing on how publications are approved and on the rules of communication
- Obtaining data: target URLs, topical priorities, brand guidelines, legal/industry restrictions
Link profile audit and risk identification
The link profile audit and risk identification is the stage at which I assess the current link profile and point out the areas that call for caution in further linking. I analyse the risks related to, among other things, unnatural anchors, and check where there may be topical gaps. The aim is to understand the starting point and avoid actions that could worsen the link profile. The conclusions from the audit are later used to build the link acquisition plan.
As part of the audit I analyse anchors and their distribution, to check which anchor types dominate and how to approach a safe mix in new publications. I include planning a mixed anchor profile (brand, URL, generic, partial match) as a reference point for subsequent linking decisions. As a result, further work can be designed with a natural, editorial placement of links in the content in mind. This stage also sorts out the elements that call for extra caution in the choice of context and publication placements.
- Assessment of the current link profile and identification of risks (e.g. unnatural anchors)
- Pointing out topical gaps and elements that call for caution in further linking
- Analysis of anchors and their distribution, and a plan for a safe mix (brand, URL, generic, partial match)
Planning the acquisition of editorial links
Planning the acquisition of editorial links means putting together a specific publication plan: what we link to, in which topics and with what safety assumptions. At this stage I turn the conclusions from the earlier assessment of the link profile into decisions about priorities and the choice of link types. The plan takes topical relevance and risk into account, so that the next publications are consistent with the industry context and the existing linking profile. The result is a set of arrangements that organise the further research and the talks with publishers.
As part of the plan, decisions are made about the target pages (e.g. the home page, categories, guide articles, service pages), in order to build topical relevance and diversify the linking. I also agree on the wording of the anchors and the context of the sentences surrounding the link, so that the link looks editorially natural and fits the content. In parallel we define the acceptable variants of link attributes (e.g. dofollow/nofollow/sponsored) and whether the publication may require labelling in line with the publisher’s policy. The scope of the work in this area depends, among other things, on the number of publications, the availability of placements in the given topic area and editorial requirements.
- Selecting the target pages (landing pages) and the topical priorities of the publications
- Agreeing on the anchors and the editorial context around the link
- Agreeing on the acceptable link attributes and any labelling required by the publisher
- Defining link types and priorities, taking topical relevance and risk into account
Research and selection of suitable publishers
Research and selection of suitable publishers is the process of finding topically relevant sites that have real traffic and offer publication terms acceptable to your brand. At this stage I reject placements with suspicious linking patterns or low-quality content, in order to limit the risks associated with the choice of link sources. The selection is based on an assessment of editorial standards and of the way links are placed in the content, because this affects how natural the publication is. I also check the publication history and the expected durability, to minimise situations that require later corrections.
During the assessment I take into account the quality criteria for publication placements, including topical relevance, content quality, the visibility of links in the content and the terms of editorial cooperation. The result of the work is a list of proposed placements and topics prepared for approval, containing the recommended sites, publication topics, target URLs, an initial anchor plan and the publication terms. Such a list makes it possible to move on to contacting publishers only once it has been agreed which options are consistent with the arrangements and priorities. The level of detail and the number of proposals depend, among other things, on the availability of placements in the given topic area and on editorial requirements.
- Finding sites with topical relevance and real traffic
- Rejecting placements with suspicious linking patterns or low-quality content
- Assessment of the quality criteria: editorial standards, visibility of the link in the content, publication history, expected durability
- Preparing a list of proposed placements and topics: sites, topics, target URLs, initial anchors, publication terms
Contact and negotiations with publishers
Contact and negotiations with publishers cover establishing editorial contact and clarifying the publication rules on specific sites. At this stage I establish the requirements concerning content and links, and whether the editorial team expects revisions or additional conditions. I also verify what the publisher expects in terms of format, the way the link is placed and the solutions acceptable on the editorial side. These arrangements affect the further preparation of the material and the number of iterations needed.
During the talks, a decision is made to accept or reject a specific site on the basis of quality, topic, link terms, editorial rules and risks. The risks include, among other things, situations in which it is difficult to keep control over the link or in which the publisher has unusual requirements. If the publication terms are not consistent with the arrangements (e.g. concerning links or revisions), I recommend withdrawing and choosing alternatives. As a result, the publications are carried out within the previously adopted rules and with the safety of the link profile in mind.
- Establishing editorial contact and agreeing on the publication rules
- Verifying the requirements concerning content, links and any revisions
- Decision: accepting/rejecting the site on the basis of quality, editorial terms and risks
Preparing and publishing editorial content
Preparing and publishing editorial content means producing material that meets the publisher’s requirements, with the link or links woven in naturally. The content is written on the basis of a brief that covers the topic, the informational goal, the tone, the subject-matter scope, prohibited wording, the target URLs and anchor proposals. I then adapt the text to the editorial team’s standards and make revisions after feedback, checking that the link stays in the agreed place and context. If such an arrangement applies, the content and reputation-related themes may require the client’s approval before publication.
Publication and link verification covers seeing the publication through and checking that the URL, anchor and link attribute are correct, as well as the indexability of the page with the publication and the visibility of the link in the content. After publication I carry out quality assurance (QA), including verifying that the link works, that there are no redirects that were not agreed, that the link is not hidden and that the attribute matches the arrangements. The result is a report on the links acquired, containing the published URLs, publication dates, target pages, anchors, attributes, and quality notes and any corrective actions. The service does not include promises of specific SEO results; the report documents the parameters and delivery of the publications.
- Content brief and guidelines: topic, goal, tone, scope, prohibited wording, target URLs, anchor proposals, editorial requirements
- Content preparation, plus editing and adaptation to the publisher’s standards (including revisions after feedback)
- Post-publication verification: URL, anchor, link attribute, indexability, visibility of the link in the content
- Quality assurance (QA): the link works, no redirects that were not agreed, no hiding, attribute as agreed, no distortion of the content
- Report on the links acquired: published URLs, dates, target pages, anchors, attributes, notes and corrective actions
Testimonials
What clients and the industry say
Feedback from clients and industry people I have worked with on SEO projects.
I had the chance to work with Kuba at Kulturalnie o SEO, an event I organise. Kuba did a great job as a speaker and received high marks from the audience. He showed professionalism and broad knowledge. In other projects at Vestigio, Kuba shows enormous commitment, a willingness to explore and implement new ideas, and excellent organisation of his work.
01 / 08
You talk to me, not a salesperson
Tell me what you want to achieve. I’ll reply personally
I work as a freelancer: the same person reads your message, prepares the quote and then runs the project. No sales team in between.