But what exactly is the role of link building
in modern SEO? Eric Enge of Stone Temple Consulting recently sat down for an
interview with Matt Cutts, the head engineer, creator, and gatekeeper for
Google's latest anti-webspam SEO campaign, in which, Cutts had this to say
about the topic:
"not all link building is
bad. The philosophy that we’ve always had is if you make something that’s
compelling then it would be much easier to get people to write about it and to
link to it. And so a lot of people approach it from a direction that’s
backwards. They try to get the links first and then they want to be
grandfathered in or think they will be a successful website as a result.
Their goal should really be to
make a fantastic website that people love and tell their friends about and link
to and want to experience. As a result, your website starts to become stronger
and stronger in the rankings."
Not a bad sentiment, but it is a far cry for the automated
ease of link farming and banner havoc that many old-school SEO specialists grew
up utilizing. So, link building is still a very viable aspect of modern SEO and
content marketing, but specialists need to make sure that they are achieving
high-quality, reputable links.
Online businesses must keep their campaigns
focused, intriguing, and easy to discuss. It is only through this that
businesses will achieve the results that Cutts alludes to. Many companies are
now experimenting with video and photo/infographic based marketing schemes with
much success.
It is certainly a visual, short-attention span world out there,
and marketers are starting to see that short compelling bursts of information
can be far more effective than long drawn-out articles. It is all about
capturing interest and generating momentum, and quality over quantity has
certainly become the name of the game in this realm.
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