Ben Dickens, March 18, 2014
I’ve been taking a good look at Eric Enge’s pieces on Search Engine Watch recently. They make it absolutely clear why content marketing is such a compelling proposition for brands and why older link building practices have become a genuine liability.
Matt Cutts, Google’s head of webspam and the public face of its search quality team – the SEO police if you like – said this recently when asked by Enge what the best link building strategy was:
“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.”
The same is true of all your online content.
It’s well documented that link-building for its own sake simply doesn’t cut it anymore. Google won’t stand for it.
SEO activity needs to be focused on brand and reputation. And while links are still essential, they must be relevant and trustworthy. Google knows if they’re not and will penalise you if you continue down a bad path.
With that in mind, Enge has determined five essential questions to be asked before building a link.
You must to be able to answer yes to all of these.
If you can’t, you seriously risk being penalised by Google and having your organic search ranking downgraded.
To guarantee your five yeses, you must have fantastic content that’s relevant to the audience you want to reach. It really is that simple.
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