The “Soft Sell” Approach to Building
If there was a word to describe how SEO companies used to build links before hell
broke loose and Google released Panda and Penguin, it has to be “shameless.”
This dark era was the lowest of the lows internet marketing agencies have been,
engaging in cheap and most often unethical practices just to build link.
Now, with the paradigm shift towards the more natural, organic and diverse
method of creating links, where do you start? Well, it’s time to let go of the hard
sell, in your face link building strategy and go for the subtle, yet effective
It’s Better to Give than to Receive
This is not about linking to external sites and losing your link juice. SEO companies
won’t approve that. This is about giving out free, high quality content to your
readers and adding value across all possible channels. You may use your blog to
reveal some of your “trade secrets.” You can reach out to peers in the industry
and offer your two cent on an issue or concern they are facing. Don’t deny a
blogger or a journalist an interview. Again, internet marketing agencies should
learn how to give.
Take it Offline
It’s great that you have a strong online presence, but equally important in order
for SEO companies to get organic links is to translate this presence offline. Attend
industry events and gatherings. Seize speaking opportunities in conferences.
Chances are, if you shared really good ideas, one or two people in those events
will blog about your speech or the short discussion you had over coffee. They will
Tweet about it and share it on Facebook. Voila – links for your site, not to mention
a stronger reputation and credibility.
Tone it down on the Guest Blogging
Guest blogging is one of the quintessential ways on how internet marketing
agencies get links for sites they manage. There’s really nothing wrong with it, but
sometimes, SEO companies rely on this tactic so much that in the process of
giving a blog good content, they forget to put good content on their website as
Change starts from within, so the saying goes. So, start in your own turf. Read
your site page by page. Read the recent entries of your blog. Do you have good
content? Does the information you are sharing enhance user experience and the
Internet as whole. If not, before you submit good content to another site to get
links, why not reinforce your own web property first. Besides, it’s not good that a
links from a good content will lead users to a site with bad content.
Link Building, But Not Really
While it is true that getting links is an indispensable, it should not be the means,
but just the end. The means should be composed of strategies and techniques
that are sincerely focused on making browsing the web a better experience for
Author is working as an Internet Marketing professional in an SEO company SF,
San Francisco. 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 businesses.