If you were asked to define the most important SEO component of your website, what would be your response? Some website owners would say keywords, others would say titles, and still others would say quality backlinks. It turns out there is no clear answer – all three are important. However, backlinks have remained largely unchanged over the last few years even as keywords and titles have evolved. That may change in the very near future.
There are a couple of emerging trends on the horizon that could very well change the way we look at establishing quality backlinks. If these trends come to fruition, they will have an as profound effect on backlinks as the Panda and Penguin updates had on keywords and titles. Article, blog, and copywriting services should be watching these trends with eagle eyes.
Content Contributions/Guest Posting
Guest posts are nothing new in the digital content arena. In fact, article writing services have been producing guest posts for their clients for several years now. But guest posts themselves are evolving. What used to be a means of filling a website without having to actually produce content yourself has become a way for website owners and guest posters to work together to improve one another’s businesses.
In light of that, guest posting is taking on greater importance among both content creators and online marketers. Websites accepting contributed content will typically offer to allow one or two links, a bio about the author, and perhaps even a slight promotional pitch at the end of the article. In exchange, guest post writers provide high-quality content that is relevant to the site on which it is published. Both win.
When this sort of website copywriting is done thoughtfully and with purpose, it can achieve significant results. Guest posting is an opportunity to generate high-quality backlinks that establish authority, create relevance, and allow multiple websites to weave themselves together for mutual benefit.
Forging Real-Time Relationships
The second emerging trend actually has nothing to do with direct blog or article writing. It’s all about getting beyond the digital space to begin forging real-time relationships with other industry partners. In the 90s, we used to call this ‘networking’ or ‘making contacts’. How does this help online content and backlink creation?
Think about the purpose behind forging these real-time relationships. You make connections in your business so that you and those you connect with can help each other out in mutually beneficial ways. The first thing that comes to mind in the digital marketing arena is cross promotion. You can create content that promotes those you’ve connected with and vice versa. In so doing, you are also building mutual backlinks for your sites.
Combining cross promotion with backlinks can do wonders. It ties your company together with others in ways that can lead to:
- increased site traffic
- better online reputation
- increased social media shares
- increased customer engagement
- mutual marketing campaigns.
The digital arena is a great arena for conducting business. But at some point, you have to get out from behind the computer screen and actually go make connections. The more real-time relationships you have working within your sphere of influence, the more you’ll be able to cross-promote and generate the kind of high-quality backlinks that will benefit your website and business.
Backlinks Are Still Important
Remember that despite Penguin and Panda, backlinks are still an important part of solid search engine performance. Both you and your website copywriting partner should be engaging these two trends as we head through 2017.