Hi. Pull up a chair. Pour yourself a drink.
I’m going to ramble for a bit. This post is more for my benefit than anyone else. I know, another shit personal opinion post plugging up the SEO sector. Close is top right.
SEO appears to revolve around 3 areas:
- Editing pre existing content (relevance)
- Creating new content (relevance)
- Building links for both types of content (popularity)
Yes there’s technical SEO changes to optimise a site, research to review sectors/competitors, social ‘stuff’ and much more but I’m talking about SEO at it’s simplest form.
Link building = Fucked
Over the last year or so we have seen previously successful link techniques become decimated overnight and link profiles ripped up to be started again. In my honest opinion I think this is a good thing. Despite paying for and manually creating low level links I’ve always hated directories, forum comments, article submissions etc. I’m sure you’ve said it before to yourself but who the fuck really uses a directory?!
This doesn’t necessarily mean that I love infographics or guest posts. In fact people are spending too long reviewing competitor link profiles, guest posting on crappy websites and building infographics that nobody see’s. There are companies out there who know what they are doing but online you can smell the fear of people trying to define strategies in new areas where they are clueless. I can only imagine the amount of money going to waste in online marketing at the moment. Oh well…
Google have pretty much promised a war on infographics and guest posts (did I just make the latter up?) yet the industry is still ploughing ahead. We know the ship is going to sink but we’ve have to do something, anything, right?
Basically, link building at the moment is a bit of a minefield and that’s before we even begin to discuss anchor text.
Editing Content = Unstable
Bill Slawski (SEO genius) recently wrote a very interesting post about how editing documents to incorporate certain keyword terms could be seen as ‘rank modifying spam techniques‘ and not only result in no movement but have a detrimental effect on rankings and traffic to your website. Risky business eh?!
So where does this leave us? Both link building and editing pre existing content to reflect chosen terms can result in penalisation. There’s only one real road to walk down.
You know what it is.
I hate it as much as you do.
Open your eyes, it’s beautiful.
We are left with producing quality content to attract users to a website.
*Long pause for effect*
Content Creation = Win
Why should you look to produce content for a website over actively link building or editing existing content?
- The world of search today is a dangerous, unpredictable place and as a supplier or website owner you should be looking to minimise risk and the possibility of penalisation.
- Writing something of actual value will gain links
- Writing something of actual value will attract organic search visitors
- Writing something of actual value will improve the brand of the website
- Writing something of actual value is a million times more fun than writing outreach emails to blog owners.
Why people are afraid to produce content for a website over actively link building or editing existing content?
- My client won’t ever sign off my ideas/dislikes my content
- I don’t have time for it as I’m link building/editing stuff
- I can’t write well
- SEO blogs are telling me that I should be using my time to actively build links/relationships!
To be honest I don’t care how you get around these obstacles, the important thing is that you do. Personally I see the future of online visibility revolving around your content and how popular you are socially.
Of course I’m full of shit, so if you disagree what do you think is the future of search?