Tailoring your Link Velocity to coincide with seasonal peaks in demand.

In SEO, The Digital Marketing Blog by Kelvin6 Comments

We’ve been finding recently that it’s not only the amount and quality of a links that determine search rankings but also their speed or velocity which the search engines find them.

Inevitably this has led to us trying to engineer our clients’ link velocity to get them great rankings just as they enter a period of high demand. So we can send them the maximum number of qualified visitors.

With Link Building it’s all about momentuum – via flickr

It’s not an exact science by any means but we have learned a few interesting lessons as we’ve experimented.

Know how long it takes for links to have an influence
On average we’ve tended to find it takes about 3-4 months for the impact of a blitz on link building to percolate through the system and improve rankings.

So if we’ve got a client who goes through their busiest period in early January we try to up their link building efforts in September and October. Any later and the improvements might come too late or any earlier you’ll peak too early.

This doesn’t mean we aren’t link building during other months but sometimes it’s worth really hustling and making an additional effort over a short time frame.

Have plenty of link research in the bank
If you want to create a wave of high quality links pointing towards a site over a short period of time it’s worth saving up a large batch of potential link targets.

One way I tend to stock up on a few potential linking sites is by accumulating websites with a form on their page to contact them rather than an email address. Then when we’re in a blitz period I’ll contact all the websites with contact forms.

Another tactic if a few dead certs have come up in your research is to group them together so they can all enter the system at the same time.

Start to learn how long certain groups take to respond
The chances are there will be different group or categories potential linking sites will fall under.

E.g. their might be trade organisations, suppliers, retailers & local directories etc.

Try and estimate based on our experience roughly how long these types of individuals take to respond to link requests and typically how long it takes them to update their website.

With a bit of tweaking you can schedule your requests so they all bear fruit at a similar time giving the search engines a clear signal that a lot of people are simultaneously vouching for your site, which has a knock on effect on the rankings.