martinibuster - 1:59 pm on Feb 10, 2014 (gmt 0) [edited by: martinibuster at 3:00 pm (utc) on Feb 10, 2014]
Link Fixation – What To Know, What To Do, by Duane Forrester, Bing [bing.com]
Duane Forrester of Bing rolls his eyes over a link building presentation he witnessed, dismisses several link building tactics, then asks companies to stop building links for search rankings and instead focus on content.
That bratty kid in pre-school
When my kid was in preschool there was a kid there who used to sneer, "I know that" whenever anyone cautioned her. Teacher will tell her to wear a helmet when riding the tricycles, "I know that." Her parents would tell her to watch out on the monkey bars, "I know that." Don't eat too fast you'll choke. "I know that." Annoying.
Yet, put yourself in her shoes. It must have been annoying to have grownups hovering over you wagging their fingers over things that are so obvious you figured it out on your own. The kid had a point.
Grownups: The way to get natural ciations is good content.
Marketer: I know that.
But it still needs to be said, so thank you Duane for saying it. It can't be stressed enough. :) The article goes on to discuss link building tactics that don't work (or shouldn't). What I enjoyed were little distinctions he made here and there. And I will go beyond what Duane wrote and say that for me, creating good content, cultivating fans, cultivating a brand image, understanding what sets you apart from other sites, all of that will amplify your chances for cultivating un-earned links.
The effectiveness of your link building campaign will improve if you get those ducks in a row because it will help it grow exponentially with earned citations, beyond what you are trying to cultivate.
Its time businesses stop fixating on tactics like link building. In the Air Force the term “target fixation” refers to a situation where a pilot concentrates so much on the enemy they’re trying to shoot down, that they lose situational awareness, allow enemy planes to actually get behind them and take shots at them.
Too many SEOs have lost situational awareness. If you’re building links today, do so as part of a direct traffic acquisition strategy. Not to boost rankings.
Read the article. Duane Forrester posts some good stuff!
[edited by: martinibuster at 3:00 pm (utc) on Feb 10, 2014]