Content Creation

WhitePaper Release: Growing and Sculpting Your Link Portfolio


April 25, 2017 (Updated: March 2, 2020)

Few topics are as hotly debated in the content marketing and search engine optimization (SEO) circles as linking and link building. Some people believe that any attempt to manipulate search engine rankings by controlling your links will result in a penalty, making the term link building itself somewhat of a swear word in the industry. However, this attitude tends to be a gross overreaction because of hyper-cautious marketers watching black-hat SEO strategists who try to beat the system.

Linking is a crucial part of SEO and not simply an outreach aspect. The websites that link back to you have a direct effect on your rankings and how search engines view your website. While you certainly want domains pointing to your blog articles as credible sources, you don’t want them to be spammy, trafficked, and promotional for ideas you don’t endorse. Here is where a backlink analysis comes into play.

Throughout our whitepaper on growing and sculpting your link portfolio, we will share ways to review your backlink portfolio to make sure the links pointing to your pages meet your expectations. We will offer solutions for developing a backlink strategy and highlight tools to help you correct any problem areas. By the end of this whitepaper, you should have all information you need to take back your backlinks and increase your visibility on the web.

How Can You Get This WhitePaper?

Image via Flickr by Patrick McConahay

This whitepaper, along with our other whitepapers, e-books, and webinars, can be found in our CopyPress Marketing Resources section of our website. Get access to our link portfolio whitepaper and start learning more about link building.

Who Will Benefit From This WhitePaper?

The goal of this whitepaper is to help bloggers, businesses, and content marketers who are looking to grow and establish their online presence. We created this whitepaper with three specific target audiences in mind:

Established Businesses

Have you been creating content and building links to your website over the past few years? Do you want to make sure that the links directing users to your website are high quality and promote your pages — not hold you back? If so, this whitepaper will help you think about your links to make sure that you’re not attracting spammy sites and that your content is performing to the best level possible.

Marketers Who Run Damage Control

When an agency takes on a new client, the agency typically starts by evaluating the client’s website. The same process occurs when a company hires an in-house SEO specialist. In some cases, the new in-house employee or agency inherits a mess. The individual or agency might discover that the previous team’s linking strategy wasn’t white-hat link building, or that the team was doing the bare minimum to get results. This whitepaper will help people who want to improve a website’s performance dramatically.

New Digital Marketers

If you’re new to the world of content marketing, then the concept of link building might seem foreign and highly technical. While confusing at first, establishing your blog with healthy SEO practices is a great way to start building the traffic to your website and your overall authority. We will take you through the process of studying your competitors to learn what they’re doing right and what you can do to catch up.

Whether you’re publishing your first few blogs or hitting major blogging milestones, there’s always room to improve your backlinks. Improving these backlinks is a great way to keep your web presence clean and identify ways to boost your traffic and rankings.

What Is This WhitePaper About?

While our whitepaper will help you improve your link portfolio, we divided it into multiple sections so that you can focus on your particular needs:


The first step to improvement is knowing where you are now. We will highlight tools that you can use to study your link profile to determine the health of the links on your website. At the end of this section, you should be able to see exactly how much damage you need to repair and how much work you have to do before you can start proactively building better links.


No business or person is an island, and the steps you take today will help you grow against your competition. We explain how you can study your competition’s link profiles and identify opportunities for growth. By highlighting their weakness, you can find ways to grow your traffic without hitting a wall by competing with them directly.


The last section involves link strategy. Once you have a complete picture of your own content and your competitors’ situations, you can start to form a multi-step program to improve your SEO strategy. We will offer concrete steps you can take to improve your link portfolio over the next month, three months, and six months to meet your SEO goals.

Remember, link building and SEO is a process, not a task. You can’t set a plan to revamp your SEO in 90 days and then ignore it for another few years. Not only will you not see the long-term results that you want, but your backlinks will also slide into disrepair, and you will face the same problems that you do today.

Stay in Touch

We hope that you find our Growing and Sculpting Your Link Portfolio whitepaper informative and actionable for your business. If you carry out a few of the ideas mentioned in this whitepaper, let us know. We would love to hear what you thought about the process and improvements that you found. Who knows? We might feature you in our resources section in the future as a successful case study.

If there’s a particular topic that you would like to learn more about, let us know. We’re constantly looking to expand our library and give the marketing community the tools it needs to succeed. We’re happy to consider ideas related to SEO, content creation, promotion, conversion, and analysis.

Author Image - Amanda Dodge
Amanda Dodge

CopyPress writer

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