Content is King: Bring Your Link-Building Strategy Into the 21st Century

Google is a mercurial creature. New updates and algorithm changes are always being rolled out, which makes it tough to lock down a consistent formula for success. In this article, we discuss what Google marketing companies are doing to bring dated link-building practices into the 21st century. This information can help you increase your search ranking, quality score, conversions, and sales rate.

If you polled a handful of SEO experts from Google partner companies a few years back, they probably would have told you that the link was the biggest factor in improving search engine rankings. This was especially true when those links were secured from trusted, high-quality domains whose pages were ranking well and saturated with keywords. Google marketing companies made a lot of money by selling links; it was easy to manipulate rankings by:

  • obtaining links from affiliate networks;
  • making use of blog networks;
  • buying links from sites with high authority;
  • exchanging items or services for links from .gov and .edu sites;
  • getting links from microsites;
  • purchasing domains solely for the purpose of linking;

Ah, memories. Those were the days.

That’s all over now; as John F. Kennedy once said: “Change is the law of life.” Today, a link is just a link, until it’s used by people with specific, actionable intent. Nobody cares about your legion of links if they’re just a Terracotta army; there needs to be real people using them, or they’re just ornamentation.

Google partner companies have begun to track how search engines have devalued link tactics over time. It’s a reaction to past abuses, and it’s made it harder to influence rankings. Still, securing high-quality links is still vital for your SEO campaign. Without them, you’ll have a harder time ranking on Google, Bing, and other engines.

Quality Content – The Missing Link

So what link-building strategy is currently en vogue?

Presently, one of the best ways to secure links is by offering great content. Content really is king; it’s what drives conversions, sales, and what makes the biggest impact on search rankings.

Consider the sales cycle, and the consumer’s path to purchase. If their mobile phone malfunctions, they will probably Google terms like “mobile phone problems” or “mobile phone repair.” We call this the start of the research phase. The user will continue to refine this search based on specific error messages they receive while trying to operate their phone. They’ll zone in on some troubleshooting guides, and keep a few tabs open for repair companies in their area. If the consumer realizes the problem is a defective part, their search may become hyper-specific (what we call a “branded” search) as they look up the specific brand name of a component.

Each of the searches that the user makes in this example represent an opportunity for a mobile phone re-seller or parts provider to make their product or service visible. In order to connect with the user, you need high-quality content that addresses each stage of the search journey. You may want an article about “common mobile phone problems and fixes” for the initial research stage. Then, you could offer a guide telling users which manufacturer’s parts can be used on specific phone models.

Having great content at all stages of the lifecycle gives consumers a positive experience with your brand, increasing the likelihood that they come back for more in the future. Plus, it gives your links the juice they need to factor into a positive ranking boost.

If you’d like to learn more about the content strategy that our Google partner company puts to use, visit or call (416)-619-7935.

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