An important point to remember when building links for search engine optimization (SEO), and when thinking about link building strategies and tactics, is that links are effects. Links are not causes.
Links are the outcome of an originating principle or strategy: to market a website online, to build influence, to introduce a differentiator, and to provide value. Done correctly and well, these concepts drive attention in the form of traffic, notoriety, and, yes, backlinks from other websites.
Links are the effects, the outcomes, of value. Securing links is not the means or the ends in itself; links are merely symbolic of the means and ends. Why, then, do companies and consultants continually try to "build links" as if they're collecting gold nuggets? As if links are the be-all and end-all of SEO?
Yes, links drive SEO. They're a foundational component of the work. But the place to start is not by asking, "How can we build lots of links?" The place to begin is by asking, "How can we do something cool online that people will love? How can we provide something valuable?"
Early last year I told you to "Quit Obsessing On Anchor Text." Now I'm telling you to quit obsessing on backlinks.
A real backlink strategy isn't about links at all, but about content, social, and promotional strategies that will engage people. A real backlink strategy will investigate everything about a company's assets and how they can be leveraged and expanded to create more awareness. What is the end result of more awareness and influence online? You got it: it's links.
Now, some of you kind readers will argue that links are in fact causes: causes of ranks. How can links be only "effects" if they are the most important factor in how rankings are achieved? My answer is simple: they have historically been a primary cause of rankings, but that game is changing fast. Yes, links still push rankings best right now (with big changes post- Panda and Penguin). How do you get those crucial links, then? By remembering that links are effects and not causes. Links validate a site's ranking position or visibility online. What do links to a very poor page or site get you? Short-term rankings and no real business model. It's not about the ranking, after all. It's about the value of that ranking to the visitor.
Links are effects, not causes. Links reflect influence, value, and popularity online. Penguin showed us how a lopsided obsession on securing links and exact match anchors as the means and ends of inbound marketing saddles SEO campaigns and drives down results and revenues.
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Adam is president of RKG, a data-driven digital marketing agency with leading service and technology solutions in paid search, SEO, display, attribution, social media, and comparison shopping.
Prior to joining RKG, Adam was president and founder of the boutique SEO agency AudetteMedia, which served premier brands including Zappos, Amazon, Gannett, Kroger, HSN, Charming Shoppes, University of Phoenix, Michelin, Wolters-Kluwer, and many others.
Adam has been active in the search marketing industry since the late '90s and is a frequent speaker at premier industry events including SMX and SMX Advanced, Searchfest, SES, BlueGlass, MozCon, and Pubcon.
He has been a regular contributor to Search Engine Land and Search Engine Watch, and has served as technical editor for Wiley/Sybex publications such as, "SEO: An Hour A Day". You can follow him at @audette.
March 19, 2014