Link building is a time-consuming investment

Today we live in a world with a fast changing environment and high competitiveness between companies. Furthermore, the technology has changed how customers find information about products and services. Which leads to search engines have become an important platform for companies to work with such as, search optimisation in order to increase rankings. In the business world time is money.  However, Kristina Kledzik highlights in her blog post "How Long Does Link Building Take to Influence Rankings?" (https://moz.com/blog/how-long-does-link-building-take-influence-rankings) that it takes time to build links to increase rankings on search engines, but it´s worth the investment.

Kledzik mentions that she often get the question "When will we see a return on our investment, and how much will we see?", which she doesn't have a good answer to. We believe this question is common for all different departments within larger organisations. This probably happens when the top management wants fast results but aren't aware of the process behind the work. However, when each department is under pressure, it can maybe lead to sub-optimizing. Therefore, is it important to be aware of the process and that it takes time before results are shown.

Kledzik explains that it takes time to build links. The extra time behind a link building campaign can´t be forgotten, which includes several steps to have in mind. When everything is taken in account, it can in total take between six months - to a year from start to end, until you can start to see noticeable effects on your link building. The organisation will have to invest money, even though there won't be any result in the beginning. With patience and a well-formulated link building strategy, the investment will pay off later on, according to Kledzik. We believe it also can give the organisation a competitive advantage in the long run if they keep on top of their competition. To be highly ranked on search engines where customers today search for information on their own can be an important advantage in today's' fast changing environment. We think Kledzik blog post shows how important it´s for an organisation to have a future-oriented marketing strategy which often includes link building. SEO's have an important responsibility to always be ahead in their actions and which links to focus on to see valuable results in the future.

Amanda Holst and Ingvild Larsen