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Chad Pollitt, a decorated Veteran of Operation Iraqi Freedom and former Army Commander, is VP of Audience and Co-founder of Relevance, an online publication solely dedicated to helping marketing and communications executives solve their online content visibility challenges. Named a Top 20 CMO Influencer and Top 5 Content Marketing Thought Leader, Chad also authored "The Content Promotion Manifesto." He is a regular contributor to industry media outlets, including The Guardian, Huffington Post, LinkedIn and many others.
I don't know the technical legal answer to your question Gail, but I've been doing it for years. Haven't got any flack yet :)
Research and trend analysis can be powerful for not just SEO, but content creation in general. It's something the best content creators do in our industry and it will (and should) continue. I don't consider that SEO per se. Keyword gap analysis and trends help writers identify larger opportunities to solve problems that a target audience is seeking answers for.
Whether it's rewarded by Google or not is irrelevant. I'd much rather create a one of a kind utility that solves deep problems in an industry and have Forbes, Inc.com and HBR feature and write about it on their sites. Why? Because those sites deliver traffic that converts at 40% or more. Non-branded search traffic converts at 1% on average in our industry.
I don't believe on-page SEO will have dominance - Google's getting too good at semantic search. Identifying exact keyword combinations and executing them on-page won't be necessary in the near future. Google will know vernacular A is equal to B. The SERPs are already reflecting this.
When I write about "the signals created by an audience," I'm not just talking about social signals. Audiences create way more than just social signals. A robust audience will cite and write about content they encounter on the sites they frequent (how the link graph is supposed to work). In addition to social signals and citations, they frequently leave comments that keep the content dynamically active for days or even weeks. Search engines love this.
That's why I believe the future of search is purely audience building. Any other way and manual or algorithmic penalties are a grave possibility.
That's great to hear! I thought they'd be nuts to disallow links.
Thanks for finding that info Dave.
Ah, I'm not the only one. . .
I'm hoping this is just a glitch Deanna. Stay tuned. LinkedIn should release a statement once all their contributors start complaining in 3. . . 2. . . 1
Thanks Jim! I'm very familiar with that study and actually covered it on LinkedIn the week prior.
You're absolutely write about what this study means, too. I very glad they did it.
I agree with your comment. It actually reaffirms what I was trying to get across in the article. What I describe above is difficult and does indeed require investment that some small businesses may find challenging. In fact, Dharmesh's quote he gave me speaks to that issue. I also believe what you believe - that links and guest blogging are not dead. It's guest blogging at scale and some of the other things described above that makes link building around "flimsy" content dangerous for all businesses.
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