Deviating from a Link-Centric Mindset to a Marketing Focused
Before Penguin and Panda was launched, the goal of an SEO company was crystal clear
and non-pragmatic – get as many links as possible. However, with the emergence of stricter
rules on link building, many search engine optimization professionals came face-to-face with
a dead end with one question in their minds: where do we go from here?
In addressing this predicament, one must remember that links, while still regarded as the
lifeblood of optimization, should now be considered as byproducts of different marketing
initiatives rather than link-building as a standalone marketing tactic in itself. As such, the
question of an SEO company should now be “how do I promote the web properties of my
client?” rather than “how do I get more links?” It is only through this framework that
evergreen link creation would be possible.
Discovering the Underrated Potential of PR
PR in the traditional marketing scheme is not ground breaking and is a staple across brand
building campaigns. The same cannot be said when it comes to online marketing making it
one of the most underrated tactics which can generate significant number of links to promote
What PR basically does is to leverage on the newsworthiness of a story. With powerful
content, an SEO company will barely break a sweat because authoritative sites and media
channels will come naturally begging for your story. The result: in lieu of the flimsy, unnatural
links of the past is authoritative and relevant content which are of real interest to a specific
Leveraging on the Power of Social Media
Social media is one of the defining factors of the Web 2.0 era and its role in search engine
optimization is becoming more apparent. Internet users are taking a more active role in
sharing content and search engines are taking notice. This goes without saying that in order
to be linked from the social profiles of your target audience and obtain greater visibility, your
story should be relevant. A social media agency cannot resort to cheap link building
strategies that are now considered “black hat” and can be penalized by Google.
Social media is closely related to PR in the sense that both online marketing techniques
require good, timely and relevant content in order to succeed.
The point of search engine optimization is to make a specific content more accessible to a
relevant audience. Basically, this is done by providing them with links that will redirect them
to your web property, but as good online marketing practices take over the search engine
spotlight, the effectiveness of link building is slowly being questioned.
At the end of the day, links are still the source of web traffic. SEO practitioners and web
marketers just have to change their mindset. Links should be the product of good marketing,
not the other way around.
Author is working in an Internet Marketing company as a San Francisco SEO. He likes to
write informative articles on various topics related to Internet Marketing. Through this article,
he wants to share his knowledge with people who are about to hire an SEO agency for their