By Marc Purtell | Director, SEO
Editor’s note: The following post was first published Sept. 13, 2013, in Search Engine Journal.
Make no mistake: SEO is getting tougher. A lot tougher
With Google becoming increasingly sophisticated at identifying and penalizing unnatural link profiles, it’s the companies that are able to evolve their SEO strategies that soar past their competitors in the search results. Not too long ago sites could rank well from only building links to pages that make money. This strategy is rarely effective today.
In the most competitive markets top sites have increasingly diverse link profiles. Increasingly, quality content is the ultimate way to earn natural links and increase trust from the search engines.
Despite this new landscape, many SEOs are continuing to use outdated strategies. They will first identify the keywords they wish to target, create pages around these keywords with little value to the user and then focus obsessively on building links to these pages, thus creating a very unnatural link profile.
As I outline in a new report, “Successful Link Building in the Content Marketing Era,” SEOs can implement a five-step plan to diversify their link profile through the judicial and strategic use of content marketing.
Here’s a look at some key points to keep in mind in order to have success with link building in the content marketing era: (more…)