Google’s head of search spam, Matt Cutts, is talking again about what people need to do to find their sites in the top spots on Google SERPs. In an interview with Eric Enge, Cutts said that the secret to long term success in the SEO world is to act more like the marketers employed on New York City’s Madison Avenue. Creating products and branded content which is worth talking about will not only get the attention of Google, but also of visitors.
In the interview Cutts and Enge discuss the fact that according to a recent survey from Ascend2, more than half of the companies with strong SEO strategies reported that the most difficult aspect of SEO is link building. The two went on to say that if companies would focus on creating high quality, ‘buzzworthy’ content than much of the link building would be done for them by visitors. When something is worth sharing and talking about, people will post it on Twitter & Facebook. They will share it on their blogs and even write unique content discussing it (with a back link to it of course).
When marketers start out properly by creating high quality sites which consistently generate great content, they don’t have to worry about manual link building. In addition to having links automatically created for them by visitors, the links will be of much higher value than any you could get through the manual process.
Cutts put it nicely when he said, “You need to make sure you get the basics right, but it is true that a lot of SEO is now circling back around to good old fashioned marketing.”
The bottom line is, if you’re stressing over link building and other off-page SEO strategies than you’re most likely doing your product creation or selection wrong. A good marketer can find a way to sell just about anything, but a great marketer will find something worth selling and turn it into a gold mine through effective marketing strategies.
Are you still doing manual link building and other off-site SEO work? If so, maybe it is time to go back and look at your main page and see what you can do to try to improve it. It will take some work up front, but in the long run it will be well worth it.