The author's views are entirely his or her own (excluding the unlikely event of hypnosis) and may not always reflect the views of Moz.
In this blog, we’ll examine some of the technical SEO[1] implementations you can use for your site before, during, and after your link building campaign[2], to optimize the performance and long-term impact of each campaign. These will allow you to increase the short-term performance and build lasting benefits from a concentrated burst of brand interest and attention.
Build your strategy around new user retention
When undertaking a link building campaign, it’s important to remember that much of the traffic you generate will be from first-time users. These users are less likely to wait around for slow loading content and less likely to return if you don’t make a good impression. So whether your campaign is a brand-focused PR push, content-focused outreach strategy, or something in between, it’s worth investing in a robust technical SEO framework that helps users connect to and engage with your brand, for years to come.
To make the most of campaign traffic, ensure that users can smoothly connect and engage with your site from a range of channels and sources. Your SEO priorities should be broadly divided into tasks that encourage social shareability, create opportunities for site-wide SEO gains, and maximize the viability of your campaign as part of your broader marketing activity.
Let's explore the SEO tactics you can use to optimize and improve the performance of your link building campaign. As part of your campaign, you should aim to:
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Increase shareability by making the site load faster and display more consistently for the predominantly mobile audience that discovers your content via social media channels.
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Improve opportunity for site-wide SEO gains through optimizations to