The Search Marketing Advisor Newsletter Article: March 2006, Volume 5, Issue 3
First Comes Content, Then Come Links
by Matt Evans, Algorithmic Search Manager, iProspect
When young children pick up a baseball bat for the first time, it’s instinctual to grip it as hard as they can and as deep in their palms as possible. That’s why it was such a surprise to me when my first little league coach advised me to relax my grip, hold the bat with my fingers, and “just let the bat do the work.”
Similarly, whenever I suggest a natural link growth strategy to marketers, they respond with a certain amount of skepticism. It is assumed that an aggressive link solicitation strategy is necessary for link growth. I would submit to those doubters that a natural link growth strategy that focuses on the creation of “link-worthy” content is much more effective, efficient, and cost-effective than the traditional link growth strategy. With some strategic thinking you can avoid busting your hump for links and instead “just let the content do the work.”
Tactical No More
Link popularity has long been a factor in determining how well a Web page ranks in search engine results. Consequently, search engine marketers will go to the ends of the earth to get new links. Typically, link solicitation is a time-consuming practice with a less than stellar success rate.
So it is only natural that marketers turn to paid links. They go crazy submitting their sites to any and all domains that will link to them for a buck – and often much more. This tactic can not only become costly over time, but it also is beginning to show diminishing returns. Recently, Google has publicly acknowledged that it would be cutting down on link spam, specifically paid links. If history is any indication, other search engines will undoubtedly follow suit. So where does this leave search engine marketers?
Natural Link Growth
Natural link growth is the concept of creating content that naturally attracts links. The SEO mantra of the past was “Content is King.” Then more recently, it shifted to “Links are King.” The present day reality is that BOTH are King and the number of quality links your site attracts is directly related to the existence of good content.
The beauty of a natural link growth strategy is that it is primarily based on creating content that will benefit users. This valuable content will cause other sites to link to your site as a resource without any time consuming solicitation emails. However, if you still decide to actively solicit for new links, any efforts devoted will be more fruitful with the existence of compelling and useful content.
How to Start
Ask yourself “who do we want links from?” and create content that entices the owners of those types of sites. Think in terms of creating “link bait.”
Avoid content full of marketing hype. Who do you expect to link to this useless content? Instead, focus on creating quality content that is unique, valuable and/or educational.
Provide fresh content. Fresh content keeps users (and spiders) coming back and increases the chance that other marketers will link to your site.
Offer tools, such as calculators or configurators or indexes that are related to your business that customers and prospective customers can use. If they find it useful then they, and others, will link to it.
Build an information resource center on your site that covers the topics important to your industry and customers. Not only will this resource attract links, but it gives the added benefit of allowing you to optimize your site for an expanded list of keyword phrases.
Don’t ignore all paid link opportunities. Established directories like Yahoo! and Business.com are examples where your money can be well spent. Also, some industries have legitimate associations that will provide a link along with your membership. Investigate ? and if it works for your business then go for it!
So as you confront the seemingly imposing task of increasing your site’s link popularity, start by taking a deep breath, then relax your grip, and let the content do the work.
