SEO
always comes back to link building, doesn’t it? The only problem with that is
the fact that the whole process can start to feel more than a little bit
artificial, even dishonest. Indeed, even Google has begun to frown on a number
of link building strategies that had been considered above-board for quite a
while now.
So
what’s the answer? Are there any organic ways of accomplishing what traditional
link building set out to do? Thankfully, there’s a possible answer, and it may
not be what you expect.
Google
Is Changing. So is SEO.
Like
it or not, Google accounts for a great deal of the driving force behind SEO
strategies. Every significant change in Google’s search algorithm has
introduced new features along with new challenges. Take, for example, the
company’s latest update, Hummingbird. The biggest
changes brought about by the update indicate that the emphasis will be placed
on keyword context, rather than density, for the foreseeable future. It’s all
about anticipating the intent of the user.
Less-publicized
shifts in Google’s SEO philosophies have marketers everywhere wondering where
the line is between legitimate link building and so-called “black
hat”
practices. It’s usually a very gray area.
Linkbait:
The Secret Behind Organic Link Building
With
social media now firmly entrenched into the very fabric of our society, the
marketing world is learning to utilize it in new and exciting ways. In fact, it
may be the missing link that helps marketing teams build their backlink profile
legitimately and naturally.
Quite
simply, linkbait is a piece of content that was designed to entice users to
share it on social sites, personal websites and blogs. Chances are good you’ve
come across some great
examples of linkbait in your travels, but there are a few core principles
required in creating perfect linkbait content.
Among
these principles are timeliness, usefulness and humor. If a particular person
found a piece of content to be inspiring, or it made them laugh, they’re quite
likely to share it with their networks.
So
How Do You Do It?
You
could say there’s a certain artistry involved in creating linkbait. It
definitely takes a great deal of skill to intuit what people are likely to
share with their friends or readers.
One
increasingly popular option is the infographic. Their popularity is surprising,
given that learning statistics in school is about as much fun as a root canal.
That said, people love reading numbers. To that end, infographics are a great
way to provide a wealth of valuable information in a package that’s not only
easy to digest but also thoroughly shareable.
Another
great option is crowdsourcing. If you’re not familiar with the idea in the
context of SEO, it involves fielding questions either to your reader base or to
other experts in your field. People are usually very willing to chime in with their
own opinion (just look at any post like this one on Lifehacker),
providing you not only with traffic, but also free, quality content.
What
Else Is There to Know About Linkbait?
Frankly,
the list goes on and on. You could post a GIF, a testimonial, an interview, or
just go on a rant about something that matters to you. People love a good
controversy, after all.
At
the end of the day, just try to imagine what sort of content or headline would
entice you to click on it. Chances are good that you have a readership that has
a great deal in common with you; it’s probably not too difficult to imagine
what sort of content they’d be willing to share.
Above
all, remember this: sustainable link building needs to be organic. With
Google’s ever-shifting opinions on SEO practices, one of the very best ways to
ensure that your link-building strategy is future-proof is to embrace social
networking and quality linkbait.
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