Link Development Realities Versus What We Tell Our Clients

This week I’m seeking some feedback for a future column with a working title of “Link Development Realities Versus What We Tell Our Clients

The idea for this column came from a client conference call I participated in this past week. As the call progressed, it became more and more evident that several of the participants in the call did not, to put this gently, have a clue what they were doing. I was in a situation where refuting what the call participants were telling everyone could easily make them look bad in front of co-workers, managers, etc.

Given that with many corporate clients we can’t know who recommended what strategy, and since many times people within corporations end up in charge of things they are not experienced with, this type of situation calls for delicate handling. It does no good for me to say, “I can’t believe you are wasting three grand a month for that crap”, even though that’s exactly what I’m saying to myself.

As strategists and link builders, part of what we do involves a degree of selection of tactic. While it’s obvious we have to be politically sensitive to the internal workings of corporate clients, and with my example above the best response was no (immediate) response, the issue remains: When confronted with clients who are using tactics and investing budgets for link building services that have no value, but the client doesn’t know it and likely even recommended it, what do you do? And here’s a related question: many aspects of the link building process can take hours to explain why you are doing them but take only minutes to actually do. How much of why we are doing what we do should we feel obligated to tell the client, and when is it best to just say nothing and do our thing?

Eric Ward has been in the link building and content publicity game since 1994, providing services ranking from linking strategy to a monthly private newsletters on linking for subscribers. The Link Week column appears on Tuesdays at Search Engine Land.

Opinions expressed in the article are those of the guest author and not necessarily Search Engine Land.

Related Topics: Channel: SEO | Link Week Column


About The Author: has been creating linking strategies for clients since 1994. Eric publishes the strategic linking advice newsletter LinkMoses Private, and provides linking services, training and consulting via

Connect with the author via: Email | Twitter | Google+ | LinkedIn


Get all the top search stories emailed daily!  


Other ways to share:

Read before commenting! We welcome constructive comments and allow any that meet our common sense criteria. This means being respectful and polite to others. It means providing helpful information that contributes to a story or discussion. It means leaving links only that substantially add further to a discussion. Comments using foul language, being disrespectful to others or otherwise violating what we believe are common sense standards of discussion will be deleted. Comments may also be removed if they are posted from anonymous accounts. You can read more about our comments policy here.

Comments are closed.


Get Our News, Everywhere!

Daily Email:

Follow Search Engine Land on Twitter @sengineland Like Search Engine Land on Facebook Follow Search Engine Land on Google+ Get the Search Engine Land Feed Connect with Search Engine Land on LinkedIn Check out our Tumblr! See us on Pinterest


Click to watch SMX conference video

Join us at one of our SMX or MarTech events:

United States


Australia & China

Learn more about: SMX | MarTech

Free Daily Search News Recap!

SearchCap is a once-per-day newsletter update - sign up below and get the news delivered to you!



Search Engine Land Periodic Table of SEO Success Factors

Get Your Copy
Read The Full SEO Guide