Articles & Blog

Why and How to Outsource Link Building to An Agency?

Published on August 5, 2019 by MagFellow

Hiring a link building agency is not a big deal, but finding the right one, is quite hell loads of work.

Studies and surveys indicate that less than 36 percent of clients are satisfied with the output delivered by their agencies. Most of the times, the gap is either in communication, expectations, or budget.

  1. Why Outsource Link Building?
  2. Benefits of Outsourcing Link Building
  3. How to Find the Right Agency?
  4. Some General Rules for Effective SEO Results
  5. MagFellow – Your Partner in SEO Success

In addition to the expertise, there are times when we want to focus on more important things like product innovation in-house, and wish to outsource the promotional side of it to outreach and PR agencies, since they have got a big network.

Coming back to our core topic, why do we need to outsource link building, the foremost point to ponder is why links matter. Backlink is a link one website gets from another website.

Link building is an important element of SEO and search rankings; however, many do not recognize their value. They help you in the following different domains.

  • Links are all about brand awareness and improved brand visibility. If your business obtains backlinks from quality sites, its visibility will increase and brand mentions will also flood. This, as a result, increases your potential prospects and leads.
  • Referral traffic is probably the most visible and measurable advantage of link building. They refer good traffic from the sites where they are placed, and help in winning more customers and business.
  • Links also help improve your search engine rankings. Studies have endorsed that links play a vital role alongside content and RankBrain in ensuring your brand’s optimal visibility and ranking against certain queries. Hence, if you wish to increase your SEO rankings, build as many quality links as you want.
  • In addition to these, links help improve business’s repute, optimize compound impact, and increase the overall value of the business.

Related – If you wish to learn more about the importance of link building and why to invest in building good links, please refer to our previous post on this blog.

As the value of link building is pretty much clear, let us come back to the core topic, which is, why should we outsource link building.

There are plenty of reasons why you could be outsourcing your link building activities. In the following, we have shortlisted some of those possible factors that may force businesses to seek help from outsourcing agencies.

  1. You Do Not Have the Resources


Not every business has all the resources (human and technical) to get the link building activity themselves. Some are either too of the industry and others are too big to think about smaller things in-house due to cost and priority concerns. In such a scenario, there are always two options, either bring the resources in-house or search for some outreach agency to get things done for you. Both options have advantages and disadvantages but for small businesses with limited resources, hiring an agency looks better and cost effective as compared to building a team of their own. Agencies can help in a number of areas like content production, content marketing, and link building.

  1. You Do Not Have the Expertise


Another probable scenario could be your lack of skills in digital marketing. There is no shame in accepting that you do not have required or desired skills in search engine optimization or outreach, as they are very technical and tricky subjects. Even majority of modern marketers lack the technical and analytical skills required for digital marketing and search engine optimization. Particularly when it comes to link building and outreach, there are a lot of things that come into play and you may not be in a position to tackle them all.

Choosing the right link building method, picking the relevant opportunities, writing an engaging marketing pitch, and creating valuable content resources, it all required deep level of expertise. Hence, if you do not have the desired skills, it is better to outsource link building then going towards anything spam, which bring more harm than good.

  1. You Do Not Have the Desired Marketing & Outreach Tools


Like any job or exercise, SEO and outreach requires subscription to a number of tools and resources. Subscribing to those tools could be very expensive if you have to use them for only one or two projects/campaigns. For agencies, the cost is significantly lower because they have a number of projects/campaigns going on. These tools help in process management and analytics, which essentially means that you must expect better return on marketing investment in the light of analytics.

  1. You Intend to Scale Up Marketing Activity


Another probable reason behind company and people’s decision to move towards outsourcing the link building activity is scale up. Some folks may be looking to scale up their existing link building activities or maybe their existing strategy may not be working for them, and they wish to change things for better outcomes.

In this scenario, the best option seems to be hiring an expert link outreach agency that could help in achievement of your SEO and marketing goals.

  1. You Want to Go Out of the Box


Digital agencies work with a variety of clients from different industries, and with varying needs. Due to this exposure, they have a plethora of tailored-made solutions. Therefore, when you reach them out, they can present you a comprehensive plan of action, including some out of the box ideas that literally worked for their clients in the same or sister niche.

In short, companies outsource link building due to shortage of resources, lack of skills or other priorities, and this could be a very viable business option for greater good.

Benefits of Outsourcing Link Building

For digital marketing agencies, link building service is a vital component of services as you cannot promise good search rankings to clients without it. Without the right people, the right skills, right budget, the whole exercise becomes a tiring and fruitless effort.


So, if you are here to determine the benefits of outsourcing link building activities, you will find a lot of them. However, at no point, we advise that outsourcing is the only viable solution. Instead, it is one of the options with lots of pros and cons.

  • It Saves Your Time

Probably the biggest advantage of outsourcing the link building activity is that it saves a lot of your time. Since every task is outsourced, you are saved from micromanagement of thing, and just focus on the results and output. The saved time can be invested into other priorities and other marketing initiatives, whereas your agency takes care of the links activity.

  • It is Convenient

Link building may sound like an easy thing to do, but it is a very tough job. Preparing a list of sites to reach out, filtering the list on a set of filters, crafting pitch email, creating content (relevant and of quality), and devising keywords strategy, it is a hell load of work. When you outsource it, the most visible advantage is convenience as your campaign is being managed without your active involvement.

  • It Saves You Money

You may be thinking that we have to pay fees for link building, so how does it save my cost?

Well, agencies deal with portals, bloggers and publishers on a regular basis, and owing to bulk purchases, their cost per link is comparatively lower. For example, a website may ask for $500 per article published (with a dofollow backlink) as editorial fee from an individual, but the same website can offer the same deal to agencies for roughly 50 percent of the cost. In addition to this, the agencies cost of software and cost per hour of an employee is little compared to what we do in-house.

  • You Borrow Expertise

Not everyone has years of link building experience under their belt, which creates a bottleneck, and a demand for the expertise. Since you borrow someone’s expertise, it means your exercise will be more efficient and yield greater results than otherwise.

  • Little Worry or Concern

When we are doing something ourselves, and we aren’t sure about the rules of the games, or the outcomes (precisely), the end result is devastating. This gives us fresh dose of depression every other hour, and we fell prey to sleep deprivation. Conversely, when a link building expert is taking care of your campaign is less likely to run into an SEO dilemmas. This makes you feel relaxed and take care of other important matters.

In addition to this, there are loads of other advantages like fresh insight, growing network, and a lot more. Now, since the advantages are confirmed, the next step is to understand the hiring process and filtering out the best agency.

How to Find the Right Agency?

There are thousands of advertising and digital agencies, and everyone claims to be the perfect. Hence, it is very difficult to find and hire the most competent agency.

In this scenario, how do you find the right marketing partner that could help you win over the competition and beat against the odds. While this may not look as simple and easy, but following a few tips may help you pick the right agency.


  1. Check their profile

By profile, we mean checking their credibility as a marketing agency. You can get to know this via a number of things. i.e. past work, sample, team, and effectiveness of their past campaigns. Read customer reviews and get to know the liked and disliked things about them. If their past work, campaigns and reviews give them a favorable view, move to the next step.

  1. Seek a personalized Quote

Most of the agencies have a fixed plan and package, a sort of one-size fits all, which actually is a terrible thing. To avoid falling prey to something like this, you should ask them to give you a personalized plan and quote. If they are not flexible enough, skip and move to the next. However, if they are show flexibility and share a personalized plan/quote, move to the next step.

  1. Understand the Process

Get on a call with their representative and seek a detailed presentation of things and their processes.

  • How do they build links?
  • What is their workflow?
  • Which domains/niches they have worked before?
  • What is their campaign setup process?
  • How do you track performance?
  • What are their pitches and how do they reach out?
  • Who writes their contents and what is the process to ensure quality?
  • Do they offer pre-approvals on both content and websites?

In short, you need to ask the basic questions that come to your mind, ensuring that your project will be dealt with in a professional manner.

  1. Discuss the Budget

This is probably the most important thing. There are firms who charge hefty amounts on the account of guest posting and content production. You need to make sure that the outreach agency you are hiring offers services within your budget. The best approach is to define a monthly budget and then seek the maximum juice out of that, from the service provider. At the same time, be very careful when it comes to guest posting as the cost may scale up with the domain authority of the websites. Similarly, you should seek if there are any hidden or services costs that may be payable by you.

  1. Avoid Contracts

The last but not the least important point – never agree to sign a binding agreement for years or fixed term. Keep it open and seek monthly engagement with set of deliverables. However, please go away from anyone selling you cheap links for some negligible costs. Often, those links lead to devastating results and search penalty, in many cases.

This comprehensive coverage of link building would have given you a fair idea of their importance, value, and the best practices to build those. At the same time, we have tried to warn you from indulging in any black hat practice that may cause penalty or lead to bad business repute.

Remember, links are value-adding elements and you cannot get those simply without any cost (time or money). They will be expensive to get but equally a good long-term business investment.

Some General Rules for Effective SEO Results

The number of businesses aspire to make their link building process both transparent and effective is on the rise. However, despite hiring the best of the link building agencies, you may fall prey to typical traps and end up wasting time, money, and resources.

So, here are some rules for effective results and better engagement between client and service provider and minimize the chances of mistrust and miscommunication between the parties.

  1. As we have outlined earlier, the first thing to do in any engagement is to set and define certain rules of the game. For example, get to understand their pitch, content creation, websites list, and reporting formats. Also identify the best way to communicate with your account manger for any query etc.
  2. No link building agency can deliver instant results as none has a magic wand. If you set your expectations right, and understand the results time frame prior to campaign. However, this does not mean to wait for too long. Generally, a quarter is a good time to expect some results, but again, this depends. Therefore, if you sort this out in the beginning, it will kill probability of any confusion or conflicts later on.
  3. Make every communication and details in black and white. Verbal communication is good in terms of understanding but business communication is better in the written format.
  4. While the agency is responsible for the results delivery and campaigns, you too, should offer some help and advice to account managers. It is important to share your intelligence about competitors and their general marketing practices, so that the agency could help you in a more effective manner.
  5. Focus on the long-term. Be it your SEO strategy or engagement with the agency, think in the long-term perspective and set your goals accordingly. At times, some tricks help us win quick results but they are detrimental to our business in the long-run. Avoid the trap of short-cuts and quick results, they often involve deceptive and black-hat practices.

When you look for the agencies, check out their services and solutions. From sponsored posts to guest posts placements, niche edits (AKA curated links) to custom outreach, link building to content marketing, there are a wide range of solution you may get at blogger outreach companies. Make sure to work with specialists who could help in getting winning results fast.

MagFellow – Your Partner in SEO Success

At MagFellow, we are excited to extend our helping hand to clients across various niches and industries. Over the past few years, we have earned the trust of hundreds of clients who are still with us. If you do not have an in-house team or have some other priorities, rely on the expertise of our experienced SEO and outreach professionals.

While we hope that the listed tips and ideas within the article offer sufficient advice, we are happy to provide in-person advice on the challenges you are facing. Whether you are looking to outsource link building, a tailored content strategy, or a comprehensive link building plan, feel free to reach us out. Our experts can offer you a FREE consultancy session to understand your challenge and offer advice.


Link Building

MagFellow has been connecting marketers and publishers since 2011, although we made it official in 2015. We have over 350 loyal agencies and brands in our stable and place over 1,500 links every month. Our link building and content marketing campaigns are customized and targeted towards your niche.