Link building can make and break an SEO campaign

Aggressive link building can quickly make and break a search engine optimization campaign. As a SEO manager, you have to watch out for this discrepancy.

When a search engine believes you’re being overly aggressive, it can penalize your campaign—resulting in ranking drops.

Anchor texts, for example, can quickly become a liability for a SEO campaign. When they look like spam, you’re more likely to be penalized. You can avoid this by splitting your texts between exact matches and phrase variations—leaning more toward phrase variations.

Link building, on the other hand, is a matter of variation. It’s unadvisable to source your links on one site alone. If all your links come from a single site, it’ll definitely be tagged as spam. You can also buy links from affiliates, which will make your site more legitimate.