Yeah, it can be hard (or impossible) to avoid them, especially if the client demands them, or if an agency’s processes are built on top of a quota model. I’ve worked with some agencies where the project is effectively getting X number of straight link placements (guest posts, comments, forum sigs, link wheels).

When I was doing link building for clients, I’d set expectations on how I build links, the strategy, and how I’d track results in the kick-off call. For the given amount of budget, I’d create a strategy that was broken down by hours and I was being paid for my time, not links acquired. I’d give them low and high range estimates on results, but would stress that it wasn’t purely about numbers.

At the end of each month, I’d report on the work I executed, links built, anchor text, and the PA/DA distribution of those links. I’d also report revenue and traffic metrics, making business metrics the goal instead of number of links. I was held accountable each month on completing the work I said I would and the ranges I estimated via a monthly report deliverable and phone meeting.

There were good and bads to this model. If I nailed a promotion one month, they would get a ton of links and we’d far exceed expectations, but if an idea I had completely flopped (it happens a lot), then I’m on the hook for spending so much budget that month and producing no results. That monthly call can be a bit hairy, but I keep the focus on the fact that good link building can be unpredictable and one stellar promotion can make up for many failed ones. I also explained that the months I nailed it, we’d end up with way more links and I wouldn’t stop just because I met my quota early. I’d keep working for the time I had left on the project.

The other good and bad of the “pay for work, not links” model is a client gets dramatically different results based off who they’re assigned at an agency. It makes it harder for an agency to give consistent results across all clients.

Alright Justin, what’s your best response when client’s ask “what can we expect in terms of number of links?” Do you avoid the quotas, set them low, set them broadly, something else?

I would however be interested in your views on widget generation? Speaking from my experience it has been very difficult requesting a widget development project when an ROI cannot be defined in the outset.