Do you get peeved by those Facebook updates, tweets and posts about how hard it is to build links today? Or do you incessantly complain yourself? With all the recent Google algorithm updates, the strategies we’ve come to get used to don’t have the same effect anymore. However, what grumblers may not realize is that adapting to these changes can spare them from their link building difficulties. SEO has evolved, and so should our strategies.
Shift in SEOAs the Internet matures, so does the sophistication of the indexing process of search engines. For websites to stay competitive, their focus needs to move toward highly valuable content mixed with social media and updated SEO. It’s easy to visualize how to integrate high-quality content into your website. You publish well-constructed articles and videos several times a week and boom! Up the search engine rankings you go, right? But it’s not as simple as that. Content can come in the form of blog posts, videos, white papers, case studies and more, but what specific content attracts links in 2012? Trust me, you don’t want to expend time and effort in content marketing/link building strategies that are so two years ago. Below is a compilation of stats and figures that examine different forms of content and how much link juice they receive post-Panda and Penguin.Some of these numbers were gathered by John Doherty of SEOmoz. Check out his article here.
What Kind of Content Gets Links in 2012?Here’s an excerpt from Doherty’s post to better explain the data:
Back in 2009, Casey Henry wrote two of the greatest posts ever on SEOmoz – What Makes A Link Worthy Post – Part 1 and What Makes A Link Worthy Post – Part 2. Since we\’re getting close to three years since those posts went live and the SEO world has changed considerably, some of us thought that it was about time to pull some new numbers and see how the community has changed in regards to what people link to. Just like Casey\’s posts, I have pulled the individual linking root domains (LRDs) instead of the total link counts, which gives us a better picture of how wide content spreads since we are eliminating the fact that one site could have the link on 1,000 pages. I have done this for just the posts since Casey\’s Part 2 went live on November 4th, 2009. I also took a random sample of 500 posts since then and pulled the link metrics for them.A quick reminder: these empirical bits of information won’t guarantee you’ll rank well. We’re just showing you useful data you’re free to use. You might want to test them out before implementing to your site.
Posts with Images
Posts with Comments
Length of the Article
The Type of Media
Link Building Pitfalls to AvoidEver since the Panda and Penguin updates, search engine optimization hasn\’t been the same. So many link building strategies no longer work in the post-Panda/Penguin world. The following link building strategies are no longer the cat\’s pajamas, so it\’s best to avoid them and spend your time on updated tactics.
1. Unusual Anchor TextIt used to be that keyword-rich anchor text would get your website blazing through the search engines. This has changed because of the latest Google algorithm updates. Your site\’s search engine position could plummet if you have a bunch of unnatural-looking anchor texts. Avoid this by using different kinds of keywords as anchor text, such as long tail keywords and head term keywords, and don\’t make your anchor text repetitive.
2. Low-Quality ContentThe Internet is filled with content made solely for building links. Distinguishing low-caliber articles is very easy, and they\’re found all over the Web. The recent search engine changes aimed to minimize poorly constructed content by clamping down on link farms, pages without relevant content and scrapers. Even article spinning runs the risk of getting de-valued. Stay on the safe side because Google Panda and Penguin reward sites with good content. Similarly, don\’t link to low-quality pages.
4. Sidebar and Footer LinksLinks at the sidebar and footer used to be reliable places to insert links. Now, it could become the bane of your site\’s existence now that Panda and Penguin are breathing down everyone\’s neck. Before the major search engine updates, websites could sell other websites links that were placed in the footer or sidebar area, and Google didn\’t like that. Placing a link in a site\’s footer is a form of advertising, but this comes across as paid advertising, which is a total no-no to search engines.
And oh, one more thing…Always encourage people to chip in their thoughts and leave comments, but don\’t expect everyone to give positive comments. There will always be someone who disagrees, even to the point of giving destructive feedback. And don\’t forget the ever-present Internet trolls. The most important thing to remember is:
- Just because one comment out of a hundred said that you\’re a horrible content creator doesn\’t mean the end of the world. Remember, that was just one negative feedback against a ton of positive ones.
- Try not to respond to negative comments immediately. People tend to say harsh things when fired up by unpleasant feedback. Take some time to cool off, and then respond.
- Another rule: respond politely, even to trolls and haters. If a comment ticked you off, collect yourself and respond in a civil fashion. If the indignant feedback is due to disappointment from your business, products or services, try to resolve the customer\’s issue. Do not argue back.
- Don\’t ignore or delete dissenting comments. That might push the irate reader to vent their anger elsewhere, like a public social network.