The Why and How for the Evolution of Link Building as Content Marketing (Part 2)

content marketingWe previously discussed how link building has evolved from a primary indicator for search engine relevance, why it is becoming less relevant, and tickled the idea of there being something we don’t quite understand as the future of SEO.

And so we begin…

The Previously-Unspoken Ranking Factors where Content is the Only Way to Compete

As humans, we suffer from Adaptive Bias. As marketers with Adaptive Bias, we suffer from trying to fit the square peg of social metrics into the round hole of search rankings.

What we don’t know – because we’re not looking at it – is how other factors are influencing search engine rankings.

The Why and How for the Evolution of Link Building as Content Marketing (Part 1)

link building.bwI first want to get three things out of the way:

Link building is not dead.
Link building is still imperative to any SEO efforts.
The “old” ways of link building are still valuable.
But things have changed for you as a marketer.

And this change is only the beginning.

Here’s where you are now, and where you’re going as an SEO, link builder, and content marketer.

The Four Axioms of Search Engines and Relevance

Search engines are here for one thing: To provide the most relevant search results for its users.

That’s it. Nothing else.

Search engines do not care that you rely on their traffic to make money as a marketer or webmaster. And in the ways that they do care (e.g. making Google Analytics free), they only care about because it helps them fulfill on their promise to their users.

Internet Marketing, It’s Easier Than You Think

Earnest Hemingway once wrote a complete, compelling story in just six words:
“For sale: baby shoes, never worn.”

A great museum’s curation is defined not only what’s inside, but what’s also left out.

A solution should be as simple as possible, and no simpler.

20% of the work gets 80% of the results.

The Problem With Marketers Marketing Themselves

I’ve been taking a close look at our industry these past few months. As I looked at Ontolo’s marketing tools, the marketing tools of our competitors, and the marketing content that’s pumped out on a daily basis, I began to notice something peculiar…

As you know, value is interpreted, in part, by the difficulty of the task. The more difficult the task, often, the more valuable it is to get the task done.

7 Content Marketing Tactics To Rank Higher In Google’s New Fresh Results

If you haven’t heard about Google’s “Freshness Update” by now, I’m sure you’ll be hearing about it much more. The short story is that Google is now “Giving you fresher, more recent search results.“. Marketing Pilgrim took a look at this update as well. So what’s next?

Well, “new” content is now ranking higher for many searches.

Looking around at various search results across the board, some of the results are astounding. As Rand Fishkin pointed out, a Google query for “Top Chef Texas” is almost entirely composed of content that is just days old. Changing the number of results to 100 doesn’t help much, either.

So how do you leverage this? What can you do to try and ensure that you have a shot at “fresh” rankings?

Weekly Roundups for Tweets & Links in Under an Hour a Week

Content marketing occurs in one of two ways: Creation & Curation. Creation is where you’re creating new content, curation is where you’re aggregating and/or organizing information that already exists. One of the most effective ways curate content in a way that builds relationships and links is to create a weekly roundup of all of the great content that’s been produced in your industry. The problem? It can take a lot of time. The solution? Read on.

We’ve designed a process that, once setup, takes less than an hour a week to quickly discover, prioritize, tweet and curate your industry’s best news into a single, weekly roundup post. The key here is putting the right tools and processes in place and letting those do the work for you, while you’re making your own marketing judgement calls at all of the right times and places.

The Five Pillars of Social Media Marketing

>>Looking for social media measurement tools? Try Trackur today!<<

So, in the late, late nights that I’ve spent making sense of and organizing Social Media Marketing, I’ve been able to find nothing that outlines strategies or fundamentals of Social Media Marketing. Yes, Rohit Bhargava created a post that kicked into gear the “5 Rules of Social Media Optimization (SMO).” After 20 days and much buzz in the blogosphere, it was expanded into 17 rules, with additions from all over the online marketing and business community’s thought leaders. And yet, while it’s an absolute must-read, there’s still no strategy outlining the fundamental strategies or tactics of Social Media Marketing.

That’s what I’ve racked my brain to figure out and this is what I define as the Five Pillars of Social Media Marketing.

The 7-Minute SEO Conversation

This was once just a parody, but you can now get your hands on the real 7-Minute SEO Guide!

And this is how the meeting went: