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Finding your link building ‘hook’

Content marketing is the new link building. Apparently.

Since Google’s Penguin update hit with a bang in 2012, the SEO approach to outreach has changed significantly. The ‘create great content’ message that Google had been pushing for a long time finally began to materialise, as people in the SEO industry switched focus onto producing content at greater volumes for clients and campaigns.

This is where a bit of a problem can emerge though. It’s all well and good creating content that should appeal to your audience, or content which is well designed, but when it comes to content marketing and using content to attract links and shares online, you need a hook or an angle. Why would someone share your content? Who will link to this?

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Who will link to this?

If you’re in the active business of creating content for the purpose of gaining shares/links, are you asking yourself this question enough: Who will link to this?

Going back as recently as 3-4 years ago, link building services were at a high, because building links at scale was easy. People would buy 200 directory submissions here, spin the text of a couple of articles over there, and along with a few other less-than-white-hat tactics, you had high quantities of links to show your client on the first of the month.

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