Those that are cautious about search marketing and search engine optimisation (SEO) often have the misconception that link building is illegal. However, a recent interview between Matt Cutts, head of search spam at Google, and Eric Enge puts this misconception to rest. At the Digital State Marketing, we are going to give a brief overview of the interview.
Firstly, it is important to note that link building in a search marketing campaign is not illegal and Google does not see all link building as bad. However, your goal should be to have an amazing website that people love and will want to share and link to so that you gain links in a natural sense as opposed to purely manufacturing them artificially. At the Digital State Marketing, we always urge our clients to regularly upload quality and relevant content to their sites as well as utilising their social media platforms.
Another good way to create a natural link portfolio is to build strong Twitter, Facebook and Google+ presences. Using social media allows you to build an engaged following that will be likely to share your quality content and other things that cause visibility and therefore help it rank. When link building, you should take a diverse approach, reach different avenues so that you can reach new people and drive them to your website.
Links from press releases were also discussed. Whilst they still “probably don’t count”, your goal should be not the link itself but the coverage that may spur editors on to read your press release and cover your story thus receiving links from other sources.
In conclusion, links are still the “best way” to rank content in a search marketing campaign however the way in which links are acquired should be monitored. A link portfolio should not be based purely on manufactured links.