After all, with the surge of updates, algorithm shifts, and keyword reporting changes that include happened in the past year, it’s easy to get caught up in being livid with Google.
However, as search evolves and link building becomes more and more about content, relationships, and authority… we, too, must evolve. On that note, here are ten things to be thankful for this Links giving:
While Penguin rolled out in 2012, updates continued to happen all over 2013 — and I, for one, am grateful. Not only am I a big fan of penguins, with their built-in tuxedos and hilarious walk, but also, I like that these updates are driving out spammy link plans.
As a celebrity who loves my clients, I work really hard to build great content and solid links for them. Nothing is more frustrating than seeing a bad site outrank a client’s because they are doing mass article directory submissions with keyword-specific anchor text or publishing press releases for no reason other than obtaining a keyword-focused link.
While I’m not against using keyword-specific anchor text I don’t disagree with Google that mass link handling is a bad strategy. I also know that Penguin is not perfect, but as link builders, it should compel us to think more about getting those good links versus mass quantities of links.
2. Authorship
For link builders, this is actually valuable. Users are more likely to click on a search result with an author photo, and I think it’s fair to say they are more likely to share a post from a person they hope. Authorship also allows us to show that there are real people behind company sites and blogs. This is pretty fantastic in the new world of “relationship building” (see #7) and something I am reasonably thankful for.
Be sure to give AJ Kohn’s latest post on authorship a read for more details on anecdotal authorship and entities.
Guest blogging gives you an opportunity to reach a new audience, write about something you adore about, and establish yourself beyond your personal or company blog.
Despite the fact guest blogging has gotten a bad rap lately, it’s still precious when done right. Make sure to choose sites relevant to your business, look for sites with authorship enabled, and, per Matt Cutts, do it in moderation.
4. Transparency
One of the big things happening in link building, and marketing in general, is the move toward greater simplicity. No one wants to be the person or company that gets caught buying links (*cough*) and surely no one wants to be the SEO company that gets thrown under the bus when said company gets caught.
Putting your [not provided] anger aside, Google Analytics really is a wonderful platform. It offers so much in the way of website data and visitor information — and on top of that, it’s Free!
Analytics can help you recognize content themes for your link building strategy, tell you what type of links send traffic your way, confirm whether or not a campaign worked and much more.
6. Relationships
The whole idea of “relationship building” is maybe one of my favorite things to come out of the link penalties and something I’m absolutely thankful for — not just because I’m a PR wannabe, but also because I’m a big believer that the goal of any online marketing campaign should be to enlarge conversions and drive revenue. Crappy links on non-relevant sites no longer help with that.
7. Social Media & WOM
Along the same lines as “relationship building” comes word-of-mouth marketing and the control of social media. Customers have a bigger voice than ever before, and businesses have an chance to reach these customers and get them talking.
Content is Queen. Content is King. make content. More content. Ahhh! Look, I know that content is the backbone of any successful online marketing or link building strategy, but what I’m most thankful for is more people are realizing that content isn’t marketing without a strategy.
It’s significant that before you even begin writing, you have a goal in mind, understand your audience, and understand the idea of that piece. For link builders, this is just as important as you have to understand what people are interested in and will want to share.
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