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Google Confirms Robots.txt Can’t Prevent Unauthorized Access

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Google Confirms Robots.txt Can't Prevent Unauthorized Access

Google’s Gary Illyes confirmed a common observation that robots.txt has limited control over unauthorized access by crawlers. Gary then offered an overview of access controls that all SEOs and website owners should know.

Common Argument About Robots.txt

Seems like any time the topic of Robots.txt comes up there’s always that one person who has to point out that it can’t block all crawlers.

Gary agreed with that point:

“robots.txt can’t prevent unauthorized access to content”, a common argument popping up in discussions about robots.txt nowadays; yes, I paraphrased. This claim is true, however I don’t think anyone familiar with robots.txt has claimed otherwise.”

Next he took a deep dive on deconstructing what blocking crawlers really means. He framed the process of blocking crawlers as choosing a solution that inherently controls or cedes control to a website. He framed it as a request for access (browser or crawler) and the server responding in multiple ways.

He listed examples of control:

  • A robots.txt (leaves it up to the crawler to decide whether or not to crawl).
  • Firewalls (WAF aka web application firewall – firewall controls access)
  • Password protection

Here are his remarks:

“If you need access authorization, you need something that authenticates the requestor and then controls access. Firewalls may do the authentication based on IP, your web server based on credentials handed to HTTP Auth or a certificate to its SSL/TLS client, or your CMS based on a username and a password, and then a 1P cookie.

There’s always some piece of information that the requestor passes to a network component that will allow that component to identify the requestor and control its access to a resource. robots.txt, or any other file hosting directives for that matter, hands the decision of accessing a resource to the requestor which may not be what you want. These files are more like those annoying lane control stanchions at airports that everyone wants to just barge through, but they don’t.

There’s a place for stanchions, but there’s also a place for blast doors and irises over your Stargate.

TL;DR: don’t think of robots.txt (or other files hosting directives) as a form of access authorization, use the proper tools for that for there are plenty.”

Use The Proper Tools To Control Bots

There are many ways to block scrapers, hacker bots, search crawlers, visits from AI user agents and search crawlers. Aside from blocking search crawlers, a firewall of some type is a good solution because they can block by behavior (like crawl rate), IP address, user agent, and country, among many other ways. Typical solutions can be at the server level with something like Fail2Ban, cloud based like Cloudflare WAF, or as a WordPress security plugin like Wordfence.

Read Gary Illyes post on LinkedIn:

robots.txt can’t prevent unauthorized access to content

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Facebook Attracts Gen Z Users While TikTok’s Boomer Audience Grows

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Facebook Attracts Gen Z Users While TikTok's Boomer Audience Grows

According to a recent report by eMarketer, Facebook is experiencing a resurgence among Gen Z users, while TikTok is gaining traction with baby boomers.

Despite these shifts, both platforms maintain a stable core user base.

Facebook’s Gen Z Renaissance

Facebook’s seeing unexpected Gen Z growth despite overall decline. U.S. Gen Z users are projected to increase from 49.0% (33.9M) in 2024 to 56.9% (40.5M) by 2028.

Key drivers:

  1. Utility: Event planning, niche groups, and Marketplace appeal to younger users.
  2. Demo shift: ~36% of Gen Z are still under 18, many just entering the social media space.

E-commerce potential strong: 75.0% of Gen Z Facebook users (15-26) bought on Marketplace last year.

However, Gen Z still trails Gen X and millennials in user numbers and time spent on the platform. Interestingly, time on Facebook is decreasing for users under 55, suggesting a shift in how younger generations interact with the platform.

TikTok’s Boomer Boom

TikTok’s Gen Z market is saturated, but it’s seeing surprising growth among boomers.

Projections show a 10.5% increase in U.S. boomer users next year, from 8.7M to 9.7M.

This modest uptick underscores TikTok’s accessibility and its appeal to older adults who want to stay culturally relevant and connected with younger relatives.

While boomers are the fastest-growing demographic, TikTok adoption rates are rising steadily across all generations, indicating the platform’s broad appeal.

Shifting Social Media Landscape

Facebook use continues to decrease across all generations except Gen Z, highlighting the platform’s evolving role in the social media ecosystem.

This trend, coupled with TikTok’s growth among older users, suggests a blurring of generational lines in social media usage. Platforms that can adapt to changing user demographics while maintaining their core appeal will be best positioned for long-term success.

Implications For Marketers

Platforms and users are constantly changing. Brands must adapt or risk losing ground to competitors.

TikTok’s boomer growth opens up new avenues for brands targeting older demographics, but marketers should be mindful of the platform’s primarily young user base.

For Facebook marketers, the growing Gen Z user base presents new opportunities, especially in e-commerce via Marketplace. However, decreasing time spent on the platform means content needs to be more engaging and targeted.

Action items:

  1. Audit strategy: Check content appeal across age groups and platforms.
  2. Diversify: Create multi-faceted strategies for different demographics while maintaining brand identity.
  3. Leverage analytics: Track engagement by age group and adjust tactics.
  4. Test and optimize: Experiment with content formats and messaging for each platform.
  5. Stay current: Follow platform updates and demographic trends.

Stay flexible and update strategies as user demographics and preferences change.

Brands that can reach across generations while respecting platform-specific norms will likely see the most success in this changing landscape.


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Video Advertising Metrics & Brand Advertising With Greg Jarboe

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Video Advertising Metrics & Brand Advertising With Greg Jarboe

Last week Greg Jarboe wrote an article for SEJ covering insights from the 2024 IAB Digital Video Ad Spend & Strategy Report which was the second part of a two-part report.

The first part reported that overall spending on digital video advertising in the U.S. is projected to grow 16% and that in the last four years, the share of ad spend has shifted to 52% of the total market share in the U.S.

US Digital video ad revenues are expected to reach $63 billion in 2024.

From the second part of the report, what stood out was the shift in measurement metrics for video from reach to business outcomes. According to Cintia Gabilan, IAB’s VP of the Media Center:

“But now business outcomes are the most important metrics to assess success, with reach and frequency coming in second. However, measurement is not yet where it needs to be. Two-thirds of buyers cite issues across nine key areas of measurement.”

Alphabet (Google) has also just announced their quarterly earnings – and out of this was the insight that Brand advertising – rather than direct response is driving YouTube revenue.

To discuss this and to throw insight into why this is important and why he was “shocked” about these changes, I reached out to Greg to get his thoughts.

Greg started out as a director of corporate communications in the 90s when websites were called “new media.”

And, he has worked with video marketing since the mid-2000s. He has followed the development and uptake of video in online marketing and SEO for the last 15 years.

Why Video Advertising Metrics Have Shifted

I asked Greg why he was shocked that brand advertising is driving YouTube revenue and then, why he was shocked about the shift in video advertising metrics.

Greg said,

“I’ve been following this trend for at least 15 years, if not longer, and it was one of those things where I wondered how come nobody else saw this.

Too many American brands and agencies were still hung up on the television era and all the metrics they used were just fine for measuring TV reach and frequency.

They might have occasionally layered in a bit of engagement if they were sophisticated because they knew online video allowed for likes, shares, or comments. But they were mostly using what I would call marketing outputs to measure their success.

Back then, a few of us Pioneers were saying no, focusing on business outcomes. But, that sort of advice wasn’t being taken up very often. Now, suddenly, a majority of brands and agencies are using business outcomes to measure success.

My theory is that a majority are now using the ability in YouTube to set your business goal for your video ad campaign. Amongst the available settings are awareness and consideration, website traffic, leads, or sales.

So, if you let artificial intelligence say ‘okay, if that’s your goal then here’s where we want to display your video ad’, then you are focusing on business outcomes. Not because you have taken advice about making that choice, but because you’re allowing AI to give you the best practice and make that choice for you.

I’m shocked that people are finally doing the right thing, but I’m suspicious that they don’t know they’re doing the right thing or why. They are simply taking advantage of the new AI capabilities that Google is rolling out.”

Why Video Advertising Revenue Is Shifting To Brand Advertising

I then asked Greg to explain why brand advertising is shifting more revenue to YouTube.

Greg said,

“Connected Television (CTV) has basically swept aside linear TV, and more than half of the ad dollars have now moved to CTV. When you’re advertising on CTV, your goal is awareness or consideration. This shift is probably as big as the advent of mobile advertising was 15 or more years ago.

Connected Television is now shifting ad dollars. What this means is that a lot of advertisers, both on the client and agency sides, are now using AI to steer money that used to go from terrestrial TV to YouTube. YouTube has huge reach in the UK as well as the US, and that’s brand advertising.”

The conversation shifted to TikTok, which is now dominant among emerging demographics like Gen Z. If it doesn’t become outright banned in the US, TikTok is going to continue to have a growing influence over audiences.

I asked Greg, how we can start to embrace this shift in measurement metrics for TikTok? How can we apply business outcomes to TikTok?

Greg responded by saying,

“TikTok shared research, that highlighted the buyer journey as a loop rather than a straight line. Everyone knows the customer journey is not a straight line, but TikTok emphasized the looping process, including discovery and consideration phases.

Too many marketers still work with the metaphor of the sales funnel, which was invented in 1924. The customer journey does not travel straight down a funnel; it loops.

SEOs and content marketers must understand where the customer needs to find their content during discovery and evaluation modes.

This means creating content that captures interest and builds a relationship over time until the customer decides to do business with them.”

I asked Greg,

“How can SEOs and content marketers produce the kind of content needed for this process?”

His response was that this was hard. He went on to say that digital marketers need to unlearn what they have learned, and that’s really hard for marketing professionals to do because it’s not how things worked last year.

Greg said,

“But it’s not last year anymore. The really good agencies, brands, marketers, SEOs, and others are constantly adapting.

One of the things I learned when writing my book, “YouTube and Video Marketing,” is that the landscape changes constantly. I had to go back and revise early chapters before I could turn back to writing later chapters.”

Greg’s final advice was to avoid using books as a source of learning:

“The book publishing process is too slow; any book you pick up is probably already outdated. Stick to fresh information from online industry news publishers to stay updated.”

Unlearn Everything You Knew Before And Learn Again

If video advertisers are inadvertently selecting the goals for their campaigns through AI, or if they are actively making that choice, video advertising is finally shifting to be focused on business outcomes.

It appears that the industry might be moving away from the historical influence of television-era metrics and becoming more sophisticated with their measurement.

What marketers need to consider is that everything they have relied on previously is now changing. What worked last year is no longer working.

We are seeing this across the entire spectrum of SEO and online marketing with everything in flux as the influence of AI integrates and becomes established.

The advice is to unlearn what you relied on before and learn again and don’t rely on outdated information.

Everything is changing faster than it can be printed so make sure you turn to sources that are as up-to-date as possible.

Thank you to Greg Jarboe for offering his opinion and being my guest on IMHO.

More resources:  


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How to Find and Reclaim Lost Backlinks

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How to Find and Reclaim Lost Backlinks

Building links is difficult. Which is why it’s so frustrating when hard-earned links disappear without warning.

Sadly, this happens all the time.

Here’s a screenshot of a link to Ahrefs’ Content Explorer in an article by Copy.ai:

This is a nice link from a page on a site with a Domain Rating (DR) of 93.

But take a look at that article now. The link is no more. It’s gone.

Example of a lost backlinkExample of a lost backlink

That would sure be a nice link to reclaim, right?

Yes. It would. The same goes for the hundreds of other links we’ve lost in the past couple of months. Which is where link reclamation comes in.

Link reclamation is the process of reclaiming lost links. You had a link. You lost it. You want it back. So you take steps to try to reclaim it.

What steps, I hear you ask?

It depends why you lost the link in the first place.

Here are four common reasons for link losses:

  1. Link removed. The author removes your link from the linking page
  2. Linking page deleted. The linking page no longer exists (404 error)
  3. Linking page redirected. The linking page gets (301) redirected
  4. Linking page noindexed. The linking page is no longer indexed in Google*

I’ve starred (*) that last reason because it’s not not technically a lost link. It still exists. But because the page isn’t indexed, it probably isn’t going to be as valuable.

Understanding the nuances associated with each “reason” is the key to taking action to reclaim the links. Keep reading to learn how.

Link reclamation vs. claiming unlinked brand mentions

Here is an unlinked mention:

Example of an unlinked mentionExample of an unlinked mention

Ahrefs is cited, but there’s no link.

You could argue that this should be a link. In which case, attempting to convert this to a linked mention would be a form of link reclamation, right?

Before I started writing the original version of this guide back in 2018, I made this exact point to Tim (my boss), to which he responded:

Tim pointed out that reclaiming links is different to trying to claim unlinked mentions... which makes sense!Tim pointed out that reclaiming links is different to trying to claim unlinked mentions... which makes sense!
Tim’s response via Slack

Mind. Blown.

Extremely funny gif... please control your laughterExtremely funny gif... please control your laughter

You can’t reclaim a link you never had in the first place.

So this guide is all about reclaiming lost backlinks.

But…

If this post by Antonio Gabric is to be believed, the answer is yes—and very well. He says he reclaimied 31 backlinks from just 166 outreach emails. That’s an 18.67% conversion rate, which is pretty much unheard of in link outreach these days.

But the reality is that results can differ by industry, brand, and how you built or earned the links in the first place.

In fact, I think Antonio got such good results because he was clearly attempting to reclaim links built through “win win collaborations.” In other words, they were either paid backlinks or ones acquired through shady tactics like link exchanges:

Example link reclamation outreach emailExample link reclamation outreach email

It makes sense to expect the other party to hold up their end of the bargain when a deal is made, so this likely explains Antonio’s stellar results.

Still, link reclamation is a simple tactic that’s rarely a big time investment once you have things set up. This can make it well worth doing even if conversation rates are relatively low.

Bottom line? As with all link building tactics, you won’t know how well link reclamation works for you until you try it.

Follow these two simple steps.

1. Find lost links with Site Explorer

Site Explorer > enter your domain > Backlinks > Lost

Finding lost backlinks in Ahrefs' Site ExplorerFinding lost backlinks in Ahrefs' Site Explorer

Here you will see all the backlinks you’ve lost during the past 30 days.

For ahrefs.com, I see 6,285 lost links.

Number of lost backlinks to Ahrefs in the past 30 daysNumber of lost backlinks to Ahrefs in the past 30 days

But the reality is that most of those links won’t be worth trying to reclaim. Many will just be junk that weren’t helping you to rank anyway.

To find links worth reclaiming, set the “Best links” filter to “Show best links only.”

If we do this for Ahrefs.com, 6,285 immediately drops to 594.

Filtering for the best links onlyFiltering for the best links only

Sidenote.

You can configure “Best links” to filter for whatever types of backlinks you think are best. For example, if you only care about followed links from DR30+ sites with 10K+ monthly organic traffic, you can configure it to filter for only those links.

If you’ll only be doing link outreach in a particular language, it’s worth filtering for links from pages in that language too.

Filtering for English pages onlyFiltering for English pages only

2. Pick the best opportunities

How you approach reclaiming a lost link will depend on the reason for its loss. Some may not even be worth trying to reclaim at all (more on that in a moment).

In Ahrefs, we label every link with a link loss reason:

Lost links labelled in Ahrefs' Site ExplorerLost links labelled in Ahrefs' Site Explorer

You can also filter by link loss reason:

Filters for link loss reasonsFilters for link loss reasons

Let’s tackle if and how to handle each reason for link loss.

Link removed — Often worth pursuing

This means the link disappeared from the linking page.

Here are three common reasons this can happen:

  1. They refreshed their content, removing some external links in the process.
  2. They replaced your link with something better.
  3. They implemented a policy banning external links.

You can use the Page Inspect feature in Ahrefs to figure out which reason it is. Hit “Show changes” next to the link loss reason to bring it up.

The "show changes" button opens the Page Inspect toolThe "show changes" button opens the Page Inspect tool

You should see the HTML of the page before and after the link was removed. Removed sections are highlighted red, and new sections are highlighted green.

Changes shown in the Page Inspect toolChanges shown in the Page Inspect tool

To quickly scroll to links you may have lost, use the up/down arrows in the search box on the left:

Use the arrows to scroll through the links you may have lostUse the arrows to scroll through the links you may have lost

For example, here’s a link to our website that was replaced:

Example of a link lost because it was replacedExample of a link lost because it was replaced

Here’s how to figure out the reason for the link loss:

  • If the content is completely different, it’s probably a content update. Seeing lots of red and green in Page Inspect is a telltale sign of this. Check if your link would add value to the refreshed content and if so, pitch them.
  • If your link has been replaced, they probably because they found a better resource. Reach and ask why they replaced it. Get feedback, improve. This will prevent more link losses. They may even reinstate your link if you improve your content.
  • If your link has been removed along with many others, they probably have a new external links policy. Don’t pitch. There’s not much you can do about this.

Sidenote.

There are other reasons links can be removed. These are just the common ones. 

Not found — Sometimes worth pursuing

This means the linking page couldn’t be found during our last crawl.

There are three reasons this can happen:

  • The site owner deleted the page intentionally
  • The site owner deleted the page accidentally
  • For some reason we couldn’t access the page when crawling. This might be because the site was temporarily down.

I would only recommend pursuing these opportunities if you think the page got deleted accidentally.

To check if the page was deleted, click to visit the referring page.

Here’s one that no longer exists from WPShout:

Example of a link lost because the linking page is brokenExample of a link lost because the linking page is broken

There’s no way of knowing for sure if it was deleted accidentally, but the page having lots of backlinks is usually a sign of this. After all, no sane SEO-savvy website owner would delete such a page without redirecting it.

To see how many links the referring page has, hit the caret next to the URL:

Checking backlinks to the referring pageChecking backlinks to the referring page

In this case, the page has backlinks from 109 websites.

That’s quite a lot, so it may be worth sending a quick “Hey, Just noticed that your page about ____ is broken. Did you mean to delete it?” email.

Looking for a better tactic here?

Give broken link building a shot. This is where you create a similar page, then reach out to everyone linking to the dead resource and suggest they replace it with yours. It can work very well if you find a dead page with a lot of good backlinks.

Broken redirect — Sometimes worth pursuing

This means the linked redirecting URL couldn’t be followed to its “destination” page during the most recent crawl.

There are a few reasons this can happen:

  • Not redirected anymore: Linked URL (or one of the links in the redirect chain) is no longer redirecting.
  • Not canonicalized anymore: Linked URL’s declared canonical changed.
  • Destination changed: Linked URL now redirects to a different location.

Sidenote.

There’s also the “Dropped” reason, which means the linked redirecting URL was removed from our database. These links almost always still exist and aren’t worth worrying about.

Unless any of these things happened by mistake, there’s no link reclamation opportunity to pursue here. These links are reported as lost because of changes made on your website.

For example, we recently moved our API documentation. In doing so, we redirected the old URL to the new one. This then gets reported as a lost link.

Example of a link lost because we redirected the old URLExample of a link lost because we redirected the old URL

Here’s another example:

Example of a link lost because we changed the canonicalExample of a link lost because we changed the canonical

This time, the declared canonical changed. Our list of SEO agencies in Bulgaria previously canonicalized to the homepage of our SEO agencies directory. I’m not close to this project, but I’m guessing this was because there were no agencies listed in this section so we didn’t want it indexed.

Now there are three agencies, so it makes sense to remove the canonical that pointed to the main page and have Google index the actual page:

Our SEO agencies in Bulgaria pageOur SEO agencies in Bulgaria page

In both of these cases, there’s no link reclamation opportunity because they’re the result of changes we intended to make.

The only time there might be a link reclamation opportunity is when redirects are removed by mistake, leading to 404s with backlinks. But, to be honest, it’s much easier to spot these opportunities by filtering the Best by Links report for the most linked dead pages. You can then just redirect them to wherever makes sense.

Filtering for dead pages with backlinks in Site Explorer. These are easy link reclamation opportunitiesFiltering for dead pages with backlinks in Site Explorer. These are easy link reclamation opportunities

Noindex — Probably not worth pursuing

This means the linking page was noindexed since the last crawl.

You can verify the presence of this tag with the Ahrefs SEO Toolbar:

Checking Indexability in Ahrefs SEO ToolbarChecking Indexability in Ahrefs SEO Toolbar

This is a strange case because your link is probably still on the page itself. It’s just that Google may not count it due to the page being noindexed.

If the site owner meant to noindex the page, there’s not much you can do about this.

But a lot of people noindex pages by accident. In which case, you might want to reach out and give them a heads up. This can be something as simple as:

Hey, Just spotted a “noindex” tag on your page about _______. Not sure if you did this on purpose but if not, you might want to fix it. Adding this tag removes the page from Google. 🙁

Here are two ways to spot accidental noindexing:

  1. Check if their homepage also has a “noindex” tag: Nobody in their right mind wants to de-index their homepage. The presence of a noindex” tag here almost always indicates that they’ve added a sitewide noindex tag by accident.
  2. Look out for signs of SEO: Nobody would optimize a page they planned to “noindex.” If the page shows any signs of optimization (e.g., targeting a high-volume keyword), the likeliness of an accidental “noindex” is high.

The reason I say you only might want to reach out is because they’ll probably realize their mistake and fix it eventually without your input. Reaching out may just waste your time.

Not canonical anymore — Probably not worth pursuing

This means the linking page is now specifying another resource as its canonical.

You can see the declared canonical using Ahrefs SEO Toolbar:

Example of a link lost due to the canonical being changedExample of a link lost due to the canonical being changed

9 times out of 10, these are nothing to worry about. Common reasons for canonicals include:

  • Canonicalization to HTTPs (from HTTP)
  • Canonicalization to a standardized version of the URL (e.g., with/without trailing slash)
  • Canonicalization to the same content at a different URL

In all of these instances, your link will still exist (and “count”) at the canonicalized version of the URL.

But sometimes, canonicals are indicative of a mistake…

For example, the URL this referring page declares as its canonical gives a security warning:

Weird canonical exampleWeird canonical example

That doesn’t look right at all.

But here’s the thing: in cases like these, Google is smart enough to realize that it probably shouldn’t respect the canonical. In which case, it will still index the linking page and the link won’t technically be lost. Therefore, there’s rarely any opportunity here.

301/302 redirect — Probably not worth pursuing

This means the linking page redirected to a different URL during the most recent crawl.

Much like canonicals, redirects are rarely worth pursuing. Common reasons for them include:

In each of these cases, the redirected URL will usually still link back to your site.

But sometimes, pages are deleted and redirected elsewhere. This often leads to a true lost backlink. You can easily check whether this is the case by searching the source code of the final destination URL for yourdomain.com.

Checking the source code for a backlinkChecking the source code for a backlink

No results? The redirected page doesn’t link back to you.

I would only recommend pursuing these opportunities if:

  • The redirected page contains an unlinked mention: This is rare but if it happens, you can treat it as an unlinked mention opportunity.
  • There’s a clear link opportunity on the redirected page: If a link to a resource of yours would add value to the page, reach out and suggest it.

In all other cases where the redirect is irrelevant (e.g., an old blog post redirected to the site homepage), leave it and cut your losses.

PRO TIP

Want an easy way to check whether the 301/302 redirected pages link back to you?

Make a copy of this Google Sheet, then filter the Backlinks report in Ahrefs’ Site Explorer for links lost with the 301/302 redirect status. Next, enter your domain in cell A1 of the sheet labelled “Settings,” then paste the referring pages (from the report export) into column A in the sheet labelled “Redirects.” It will show whether each final redirected URL contains a link back to your site.

1722477371 807 How to Find and Reclaim Lost Backlinks1722477371 807 How to Find and Reclaim Lost Backlinks

Further investigate any with the label “Link lost :(”

NOTE. This sheet is an edited version of the one created by The Tech SEO here.

Crawl error — Not worth pursuing

This means we couldn’t crawl the referring page during our last attempt.

Crawl errors can occur for all kinds of reasons. Usually they’re not worth worrying about and the links will reappear during the next successful scheduled crawl.

Dropped — Not worth pursuing

This means we dropped the referring page from our database.

It’s very likely that the link is still on the page. We only count them as lost because we’re no longer able to see whether it’s there or not.

Here are a few reasons why we might drop a page from our index:

Final thoughts

Link reclamation isn’t a one-time process. You will lose links all the time for many different reasons. It pays to regularly check for lost links and reclaim any that you can.

It may even be wise to re-allocate some of your resources away from link building and towards link reclamation. This is because reclaiming lost links can often be easier, less time-consuming, and ultimately less costly than building new links.

My final piece of advice? Pick your battles wisely. Don’t try to reclaim links that were lost for good reason. Pursue those you stand a good chance of reclaiming.

For more link building tactics that don’t require new content, check out our list of link building strategies.

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