Content, Relevancy and Relationships In Post-Penguin Link Building
By Cody Cahill , originally published Oct. 29,2012, via SEOMozEditor’s Note-The author who penned this article is Cody Cahill, one of our many talented writers on staff at Page One Power. His articles cover a range of subjects, including search engine optimization (SEO), the ethics of the web and tips for writers and bloggers.
“Content is where I expect much of the real money will be made on the Internet.” – Bill Gates, “Content is King”, January 3, 1996
For many years, content was treated by SEO professionals with anything but regal regard. Often relegated to subordinate duties – or banished altogether – in favor of aggressive link building strategies, King Content’s ascendency to the crown was delayed.
Instead, black-hat SEO practitioners reigned supreme, bolstered by their armies of link spam, article directories and link farms. The white-hat philosophy of using high-quality, creative content to generate notice and build links was persecuted into exile.
But the evil empire began to crumble in the wake of Google’s Panda and Penguin updates, and a new hierarchy has begun to emerge. Content has taken its rightful place at the throne – it’s the key to any long-term link building campaign – and the King is nobly surrounded by fellow royals Relevancy and Relationships.
Unfortunately, there are still many in the realm of guest post link building that attempt to circumvent the edicts handed down by King Content and His Court, stubbornly relying on get-links-quick methods that sacrifice the kingliness and long-term viability of quality content in favor of less regal virtues like quantity and rapidity.
As cream rises to the top of the pail, so too in time will those that heed the decrees of King Content be ascended above those that defy him. In other words – to step away from this silly monarchy metaphor – if you are writing and creating poor quality content and hoping that this will lead you to a mountain of good links, you will be sorely disappointed when you find that all you have created is a pile of crap – and a link portfolio that emits that unmistakable odor which will undoubtedly detected by future algorithmic updates.