That Google increases its market share every day within the scope of search engines is not news. That continually update its algorithms to further refine SERPs is not news either. However, Linkbuilding and High Performance, these factors become determinants for all those platforms that have a very limited budget for online promotion and a volume of visits significantly lower than the leading platforms within their sector read more about Best Article of SEO Learning Resources for Students 2020.
Changes in the algorithm and de facto linkbuilding
Google has announced in recent years profound changes in its algorithm , warning users of the danger of betting solely on the generation of Linkbuilding and High Performance. We don’t need Matt Cutts to come and tell us that the abuse of backlinks is harmful. Common sense warns us that any technique that involves an unnatural process is penalizable. In fact, we just have to remember the blow in the SERP’s that gave a multitude of platforms due to the over- optimization of the contents , including keywords without mercy and banalizing the lexical concordance of the texts read more about What Role do Backlinks Paid in the Natural Positioning strategy For SEO.
In the same way, the giant’s warnings that he knows everything do not come great for those of us who consider Linkbuilding and High Performance, one more piece in the SEO framework with which to achieve visibility. This is why, what is considered artificial backlinks does not respond to conscientious work with a view to optimizing the results in the medium term.
And, after several years advising users of the need to mark the positioning strategy from the generation of original content, fresh, didactic and with added value, we continue to check -the ones dedicated to SEO- that the backlinks follow being a key piece in the SEO strategy to maintain the results over time. This leads us to think that either Google tries to intimidate those who bet on SEO in order to opt for SEM, or that a profound change in the basic structure of the algorithm is really being prepared.
What is happening then in what has to do with the SEO sector?
Well, as expected, there is a leak of SEO projects to the SEM sector. This dichotomy is caused, in my opinion, by the dissemination of information halfway by the Google Antispam Department. We consider, from the ethical point of view, a blow under the information that, like drops of water in the Sahara, Google brings about it. It is logical that, if a company has a low investment budget in digital media, it wants to see short-term results. But what about the conversion strategy in the medium-long term? Does anyone know of any perfumery or shoe store that invests in facilities, furniture, advertising, brand image, personnel and taxes to simply undertake the Christmas campaign? Do companies develop their offline marketing strategy at 3 months view? The entrepreneurial vein,
Once here, Google’s approach to the work of SEOs differs quite a lot from what is actually being done in the sector. Defending the backlink creation strategy is as honorable as worrying about the onpage optimization of the site in question.
The marketer fundamentals on which to base the strategy must go beyond considering SEO and SEM options as exclusive. The PPC is, without a doubt, the ideal complement for the implementation of a visibility and results project in what it has to do with the SER’s. Why, then, does Google insist on criminalizing the work of SEOs that expand their processes around positioning by applying refined linkbuilding strategies ? Is it not the best proof that content is essential when the network of Linkbuilding and High Performance, come from different sites, profiles and media?
If the linkbuilding strategy is raised from common sense and naturalness, I think there are too many questions for so little problem. However, we must consider the importance and responsibility that comes from the work of SEO when implementing the linkbuilding strategy.
We continually see ourselves between the sword of the purists of the SEO Onpage and the wall of Google, as if on a permanent trial the success or failure of the work and hours of study required by our sector depends. Pressure is the best of symptoms; and that means that, on the one hand, commitment and credibility are the main motivation to face new challenges, new SEO projects and new alternatives for positioning and, on the other hand, the pressure to obtain the best results intrinsically leads the professional aspect of those of us who make this profession one more window through which to show the client.
But from pressure to instigation there is a thin line that, when transferred, turns work into a chimera. I do not want to say with this that SEOs are engaged in ostracism; rather, I encourage you to reflect on the ability or ineptitude of our abilities and intuition to anticipate, in many cases, what is to come.
I want to take advantage of this plot line to make a comparison with SEO and SEM. To question the virtues of the SEM, specifically Adwords, responds only to two reasons: the ignorance of the platform and the irresponsibility of obviating the target audience to which this type of advertising is directed. No one, at this point, would think about questioning the classification system used by Google, or any search engine, to rank the results. Sometimes the changes in the algorithm have benefited, others have harmed. However, the comments of SEO professionals do not go the line: “Google wants to fuck us.” Rather, the changes are considered from prudence.
For this reason, I find it a bit violent to attack linkbuilding , underestimating the reasons that make SEO maintain within its strategy the generation of Linkbuilding and High Performance, promoted from the creation of efficient, high-performance content.
Returning to what it takes us, SEO can be seen from several perspectives, but today they all lead to the same site: the generation of useful content, endowed with co-occurrence, a term that every day takes more strength and packaging when it comes to developing content marketing and linkbuilding strategies.
And, how to achieve an efficient, high-performance content marketing strategy?
Obviously, it is increasingly difficult to differentiate yourself from the competition; We are many and bread is little. But possibly the solution is not to reinvent the wheel, if not discover new applications. The one who patented the candy was not covered, or even differentiated from its competition. It was Enric Bernat, who put a candy stick that revolutionized the market. He invented Chupa-Chups.
Almost certainly, our ingenuity does not lead us to set a new trend in online marketing; although, we can differentiate ourselves by applying the means and tools that we have.
When it comes to content marketing, there are different ways to make our blog attractive:
- Keep up to date with the latest news within our sector or horizontal sectors.
- The “co-occurrence” factor as a differentiating good should push us to see beyond what the reading of fresh news brings us. Knowing how to read between the lines, reflect and look for similarities and semantic associations between different news will not help to have a much broader and, above all, objective overview of the topic.
- Keeping in mind the previous point, surely the creation of quality content , with obvious added value will be much easier. The network is for opinion, to enrich with different points of view. Using this freedom is essential to open new topics for discussion .
And if we add to all this a linkbuilding plan where the dissemination of high performance content is paramount , who can come to tell us that linkbuilding is harmful?, Will Google really penalize those sites with a wide structure of incoming Linkbuilding and High Performance, simply why, for the quantity? read more Neobux Investment Strategy.
The market, in its broadest sense, has always moved around minimum quality standards, which were traditionally marked by the trend of consumption (I will stop consuming such a product when I notice a decrease in quality). For a few decades, quality certifiers establish minimum standards on which the credibility of products, services and consumer goods rest. Now, do large media outlets penalize quality products, read Apple, Mercedes, Nike, simply because references to their products come from many different sources?
It goes without saying that the behavior patterns are different in the online world, however, the common sense and logic is the same in any of the commercial areas in which our project operates.