Content Discovery Smackdown: Hootsuite vs. Buffer vs. KloutContent Marketing Minds: Ingredients of the Tastiest Content [Nutrition Label]From the Corn Field to the Digital Era: Content Marketing Starts with TrustContent Marketing: Is 2014 Really Shaping Up to Be the Year of Video?
Your Customers Aren’t Listening! How to Create Consumer Dialogue that Converts4 Tools for Nonprofit Social Listening and Reputation ManagementThe Promising Role of Social Listening in Treating Health IssuesThe Importance of Social Listening for Brands
- Public Relations
Facebook Testing a Way for Users to Buy Products on the Platform7 Website Tips to Attract More Shoppers to Your PagesHow eCommerce, Augmented and Virtual Reality Will Redefine the Retail ExperienceSearch Query Analysis to Increase eCommerce Website Conversions
- Content Marketing
Technology & Data
Social Startups: Bizible Connects All the Dots from Marketing Contributions to RevenueCreating the Perfect Profile for Your Social Media Marketing EffortUsing GPS and Localization for Social AnalyticsAnalytics and Prospect Intel: Discovering Your Ideal Prospect
- Big Data
- Tech & Innovation
3 Security Risks You’re Taking Every Day While Using Social MediaShould the President Have the Power to "Pull the Plug" on the Internet?How Safe is Your WordPress Website From Hackers and Other Malicious Attacks?
- Software & Tools
- Small Business
- Social Organization
Celebrating the Grand Re-Launch of Social Media Today! SBH Podcast Episode 8Why Should You Care If Your Employees Are Thought Leaders?Beyond Engagement: The Art of Managing Social-Media Risk in Employee Advocacy
Why All-in-One Social Media Management Systems Don't Cut It for Social Customer ServiceWhat You Should Know About Customer, Digital, and Contextual ExperienceSurging into Q3: How to Make It Better Than Q2Is How You Serve Your Customers Costing You Business?
Join us September 15th in Atlanta for The Employee Advocacy Summit and learn how to unleash the power of your employees.
Post your event here and we'll share it with our community. If one of our members is featured, we'll promote as well on their profile.
- Marketplace & Webinars
The SMT Marketplace
Your resource for exclusive content and insights from Social Media Today, and opportunities to reach our community of professionals.
The Social Business Book Club brings you books, discussions, and insights from today's to business thought leaders.
Join interactive talks and and panel discussions with leading thinkers and practitioners on social media and networked business, or browse the catalogue of recorded sessions - all completely free.
Reach Social Media Today's community of marketing and communications professionals in an editor-approved context with a native advertising package.
3 Link Building Tips That Still Work
Posted on January 28th 2014
I am breaking my own resolution here not to mention link building in marketing in 2014. Ever since Google started to clean up its Link Graph by weeding the spam link economy its Page Rank (PR) system helped spawn, link building has been associated with spammers and Black Hat SEOs.
It really does not have to be that way and Google is not backing away from links just yet. But for anyone who hasn’t noticed it, we are in the semantic web age and shortcuts to authority and trust do not exist anymore. Links, really, were intended to be used as a democratic way to ‘vote’ on the expertise, value and authority of a website by providing a link back to it as a way of recommendation.
Because accumulated links created an inevitable leaderboard they became a highly visible metric that lent itself to gaming behavior by marketers and the surface of spam websites in Google’s search. Over the last two years Google has been engaged in a sustained effort to clean all this up.
The announcement of the ‘death’ of guest blogging is the latest effort in this direction (and Tom Pick does an excellent job at explaining the changes and why this ‘ain’t so’).
So if you do want to build some back links to your website what are the best ways to do that?
1. Create Awesome Content – This is not a reiteration for all those nonsensical “Create Epic Sh*t” posts. Awesome content is content that delivers a much-needed solution to a problem, an answer to a question, valuable information when it’s most needed, consistently. In short it’s the kind of content that puts your potential audience’s needs above your own and delivers a solution quietly and effectively. This, more often than not, really does get naturally linked to. (It’s why the word “here” in Google search delivers Adobe’s Free PDF viewer at #1 slot).
2. Share Your Content Across Social Networks – A Tweet or a G+ post are, essentially, a web page. Links from G+ pass Page Rank to the sites they point to and so do many other social networks. Even if the links generated are “nofollow” they are still a signal to Google of Velocity (the speed at which a site’s content gets shared across the web) which means that they are taken into account in the site’s ranking in search.
3. Guest Blog – I know. This one is a surprise. It shouldn’t be. Guest blogging is intended to give you a platform to find an audience that is relevant to what you do. If you’re in the business of selling luxury cars and you go and guest blog on Farmer’s Weekly it’s unlikely that you’re going to create valuable, relevant, high quality content for them. So really you’re only fishing for a back link. That’s the kind of temptation the new Google restrictions are designed to help you avoid. Guest blog the same way you form offline connections. Seek, relevant, useful websites and contacts and give them your very best.
If you follow these three guidelines you will find that you get links back to your site. More than that however, you will find that you get, more relevant traffic, online recognition and you will start to gain reputation and authority. This, really, is the only way you will get anywhere in a semantic web where connections are transparent and spammy links no longer work.