How Great Content Serves as an SEO Link Building Strategy

Link popularity has evolved into a major ranking factor with Google’s latest algorithm, meaning your site is assessed both for the quantity and quality of links which point to your site. In fact, when Google’s PageRank came into being it actually determined the relative “importance” of your site simply by checking the other sites which linked to your own. Google still gives considerable weight to PageRank and links, but also considers some 200 other signals as well.

Links are beneficial to your website because they increase your Google PageRank and bring more visitors to your site. If your link building campaign is well thought out, well executed, and above all, legitimate, then you are well on your way to a site which climbs up the rankings quickly and stays solid. On the flip side, a poorly-executed linking campaign will not only waste your valuable time, but can also get you a slap-down from Google.

High Quality First, Unique Second

While unique content is certainly good for your readers, it’s possibly not quite as good as you might think. If your content is actually 100% unique, then you may have to copyscape-proof the site before unscrupulous site scrapers beat you to the draw, leaving the search engines believing they are the originator of your content. Other than this, however, unique is good, certainly head and shoulders above copying other’s content.

What is great content? Well, great content is definitely non-spun, and is highly readable copy which educates your readers and gives them something of value. If you have a site which is full of great content, your click-through rates—as well as the average time spent on your site—will go up accordingly.  It is also likely you that you will begin betting more and more new visitors (and fans) to your site, leading to increased social sharing. High quality content is written from the heart without the sole focus of keywords—in other words it is written for humans, not search engine spiders even though ultimately the spiders will reward you.

Best Practices for Content Links

The best way to avoid raising a red flag with search engines is to build the links in your content slowly and naturally—too fast and your site may look suspicious. Always remember that quality links are miles above quantity in the overall SEO scheme. The best links come from websites with high PageRank, are respected, trusted and high quality, and have content related to your own. It’s much better to have a single great link than twenty, thirty or forty inconsequential ones. While difficult to obtain, links from .gov and .edu sites are highly coveted, as they are generally considered authoritative.  Strive to have your target keywords in your anchor text, but avoid repetition in keywords.

Jump on the Blog Bandwagon

Blogs are an excellent way to acquire links to your website, as well as offering short, informative posts which readers find interesting.  Remember, search engines love fresh content, and newly published content is miraculously indexed almost constantly, sending a link right back to your site. Blogging is rich in relevant keywords about your overall subject or topic, again, linking back to your website. There really is no downside to blogging, other than the time you will invest, however the rewards you reap may well make that time more than worthwhile.

Give Your Content an Assessment

Look at your content with a critical eye and ask yourself whether it is good for the user, credible, authoritative and high quality. If you can answer yes to all these questions, then incorporate responsible link building strategies within your great content, and you have a recipe for success.


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