Link Building and Content Marketing

Link building is a rapidly changing work. Best practices today may not be best practices just six months from now. This happens at an curiously high frequency, and it’s a consequence of Google’s ever-evolving stance on link building.

Right now, a slew of SEOs are moving towards content marketing as a main method of link building.

There are some similarities to be sure. For instance, they share common end goals, including Driving traffic

•    growing conversions

•    Brand building

•    Creating relationships

•    Improving online visibility

Although content marketing and link building go great together, the two practices can, and often are, implemented separately from each other.

Link building doesn’t necessarily require content. It may be easier to build links with content, but it’s not necessary. You can build links without content.

Why Content Marketing Helps Link Building

If you’re engaged in a content marketing drive just as a method of building links, you’re doing it wrong. Content marketing shouldn’t go out of its way to build links that point back to your site.

Of course, you don’t need to give away all of your best content. A sound content marketing policy will reserve a portion of the best content for your own domain. Like I said, users like good content: you don’t want your site to be absent of it because you gave away your best work to somebody else. This kind of content makes link building easier because excellence content on your site makes it far more linkable.

What defines quality content exactly? It varies, and technically quality is always subject to the eye of the beholder. In my mind, quality content is content that:

•    Is thoroughly researched

•    Clearly presents a message in crisp, commanding prose

•    Targets a exact audience

•    Adds value to a conversation

•    Fills a content gap

Why Link Building HelpsContent Marketing

I don’t care how good your content is, it is valueless if no one ever sees it. This means you need to do something to draw eyes to it. You may think you have the To Kill a Mockingbird of online content, but the internet is not Field of Dreams. There’s no such thing as “If you build it, they will come.

If you have a great piece of content out there on the web, build links to it. Or at least try to, through lively promotion to engaged audiences and relevant sites. Not only will you be generating referral traffic to your amazing content, but it will help to progress your content’s performance in search, thus further improving traffic. Don’t let anyone fool you into believing that link equity isn’t precious

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