Why Quality Backlinks Still Matter
The SEO industry is a constantly-evolving beast. Strategies that were highly effective six
months ago are discarded as hopelessly outdated today. The wisdom that was undeniable last
year is soundly disproven this year. With all the ups and downs in this business, some things
Content Marketing Doesn't Negate Search Algorithms
Modern SEO (especially at a professional, consulting level) is all about content marketing. You
have to have great content. You have to grab people's attention and get them coming back to
your site again and again. Content marketing is a terrific strategy for building a long-term
relationship with your visitors, but it doesn't do much to address the first, critical step of that
relationship: Helping your visitors actually find you.
Maintaining a high ranking on the search engine results pages for important terms is still the
best way to tap into a huge stream of new traffic. While the algorithms that the search engines
use for ranking sites are constantly evolving,
extremely important. If your site has plenty of links of from plenty of other sites that rank well
with the search engines, your site will too.
Relevance Is More Important Than Ever
Search engines like Google have been pretty open about their long-term goals for the way they
rank and present search results: They want to give their users the most relevant sites to their
queries. This is actually great news when it comes to building your backlinks. Rather than
casting a wide net and trying to squeeze an effect out of tons of low-relevance links, you can
concentrate your efforts on securing only the most relevant links.
This process isn't quite as hard as it might seem. Chiseling a backlink out of a highly-respected,
trusted site with a high Page Rank is, as you probably already know, extremely difficult. The
same may not necessarily be true of a highly relevant site, though. Relevance is judged based
on a lot of rather shady factors, but the most relevant sites (particularly for a long-tail
keyword) are sometimes ones that are relatively easy to secure backlinks from.
Links Still Function As Links
One of the biggest dangers of the SEO game is, well, thinking of it as a game. If you get tunnel
vision and concentrate on your backlinks as nothing more than tools to help boost your position
on the search engine results page, you're missing out on a very important fact. Links are
supposed to send visitors to the sites they link to, remember?
This is the great hidden benefit of concentrating on high-value backlinks. If you spend your
time getting a few great backlinks on prominent, relevant, trusted sites, you'll get more out of
the deal than a nice bump to your rank on the results page. You'll also get a steady stream of
new visitors coming directly from the link. If you're building your backlinks legitimately and
providing genuinely useful content, this can be a terrific way to expand your audience.
Hopefully, you'll agree that the day of the backlink is far from over. Applying for directory
listings and engaging in link swaps might not be the order of the day any more, but investing a