Wednesday, March 19, 2014

When Building Communities Isn't the Best Way to Build Links

I entered SEO as a link builder. In 2010, my job was easy and my toolset mainly consisted of article marketing software, directory submissions, comment posting and link networks. Fast forward four years >> I now solely create visually engaging content in an effort to scale link building. I didn't make this career shift because "link building is no longer effective;" quite the opposite: I changed focus from manual to scalable link building because I now work in more competitive industries and my clients generally need 100+ links per asset to move the needle—content helps me meet that demand to acquire large amounts of new linking root domains at once.

Over the past two years I've become obsessed with content (and Reddit, unfortunately). I've started to keep the companies that are producing the best and most successful digital content on my radar. Two companies that have recently started to stick out are Movoto and Airbnb. Both are scaling link acquisition via content, but they are going about it in entirely different ways. Airbnb is growing its own grassroots community, while Movoto is actively targeting existing and passionate online communities with its content marketing.
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