August 9, 2022

Link Building through Content Marketing

link building, content marketing, white hat SEO
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Link building goes hand-in-hand with content marketing as a search engine optimization strategy. But since the introduction of Google Authorship and Author Rank, marketing content is changing. Now, the time honored method of link building strategies is coming to an end in a manner of speaking.

A favorite methodology many SEO teams use is a sort of online branding, which is done by creating articles, comments, and reviews, then inserting backlinks to their client’s site. Some link building services opt to have the copy written by a professional web content provider, so to up the quality and therefore increase credibility with the search engines. But you can do much the same thing and get the same results.

Link Building and Content Marketing

Lead generation marketing is best done online by creating a brand and surrounding it with useful information. If your site contains content targeted advertising, it begins to rise in organic search results. But with changing algorithms, content creation is becoming more and more important. Businesses can actually suffer from poor search results performance if they’re considered to be a thin website. In fact, it’s becoming imperative to put a name and face with what’s on your site and anything else you publish across the web. 

You desperately need more online content: you want more people to talk about your products, your services, and your company. You could definitely use the SEO boost, too. And you want to better engage your customers and hopefully even create a community. —

Branded content is going to quickly become the new way to SEO a website because that’s the way the search engines want it to be. It’s why Eric Schmidt, executive chairman of Google, has said, “Within search results, information tied to verified online profiles will be ranked higher than content without such verification, which will result in most users naturally clicking on the top (verified) results. The true cost of remaining anonymous, then, might be irrelevance.”

What this means to the average small business owner is you can still do link building through a content marketing strategy, it’s just you’ll have to tie it to a verifiable online profile.

The Importance of Website Content

Static pages are not enough to get your website to rank higher in search results. To get more organic visibility, you need to publish fresh, quality content on your site on a regular basis. You don’t need to hire a link building service, but what you do need is to devise a branded content marketing campaign and here’s some of the most powerful ways to do just that:

  • Write for others in your industry. Guest posting is now and will remain, one of the best ways of cheap link building. When you demonstrate yourself to be an asset to your industry, search engines reward your business. Given another site an article and ask for a link in exchange.
  • Write content that lends itself to social shares. Over the past several months, Google and Bing have weighted-up social sharing as a ranking signal and for good reason–it can’t be faked. Though traditional, anonymous link building has taken a hit, if you publish branded content that lends itself to social shares, you’ll see results.
  • Write something informative, then give it away. Create a free, downloadable e-book or a pamphlet and once other sites in your industry get wind of this promotion, they’ll link to your site in order to provide extra value for their own visitors.

If you want to optimize your site and get it more links, but don’t have the time or knack for writing, then contact us. We’ll create the content and you can get the credit.

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