“One of the main things we see people struggling with when managing the efficacy of their link-building campaigns is understanding the end-value the link will have on their business or that of their clients. Essentially, link value operates on a spectrum, and links with the greatest business benefit may differ greatly depending on needs. Getting that huge link in a major publication is fantastic if you are looking to increase your site’s authority in the eyes of Google, but it may not drive much in the way of relevant traffic. Similarly, if you are able to secure a link on a more niche publication you may end up with significantly more qualified traffic but with a lower impact on authority. It’s important to communicate and set expectations with clients and/or internal leadership before undertaking a campaign, as you will ultimately be judged on the impact of your efforts and it’s very easy to focus on the wrong areas even if they do provide a tangible advantage to the business or client in an area not in focus.”