Search engine optimisation techniques and tips for anyone who is serious about their website. SEO is not for the feint hearted and it requires consistent application of a wide range of techniques and initiatives to be applied on a regular basis. There are a number of things that you can do to improve your website through a better understanding of what SEO is about and what is required. Through a growth in your own understanding you will be able to deliver a better web solution and improve your chances of attracting greater and better qualified leads to your website.

What 1 million articles showed about backlinks and shares

If you are confused before about blogging and the value it delivers then the results from an in-depth analysis of 1 million articles is only going to confuse you more.  The good news is, blogging is still a worthy tactic for marketing and SEO.  There are however, certain caveats which we will attempt to explain.

Discussions and arguments around the value of back links to your website and whether backlinking to your website is an obsolete practice have abound for some time now. The veracity of views put forward has only increased as Google continues to roll out even further Panda and Penguin updates.

Manual Backlinking Will Never Become Obsolete

At the outset we would like to make clear that quality backlinks are good for your SEO as well as your content marketing.  Links to your site always have and will continue to be strong factor in your page and site ranking.  In fact, analysis of backlinks lies at the very core of Google's algorithm and is just one effective way for measuring authority and credibility.

What has occurred with Google updates is that Google has become more efficient and more effective at analysing those links.  This has led to many websites dropping in their rankings because the quality exhibited by those links is poor or irrelevant to the content to which they are being targeted.

For many years, certain SEO agencies and Web developers built backlinks in bulk.  They did not care where they came from, relevancy of the site in which links were placed or how the links were set up.  This process became the domain of “link farmers” producing thousands of junk links to sites daily.  Sadly, many of these links remain in place and these are what Panda and Penguin updates have identified and give rise to websites losing their rankings.

Typically, general advice given to businesses by their Web developer was to create a blog and regularly update it with posts to attract visitors to their website.  As time went by, the quality of these articles has improved by way of having some relevancy to the nature of the business that the blog is written for.

Many people and businesses have been misled into believing that:

  • Their articles are of sufficient interest to be vigorously liked and shared with a wider audience.
  • People will insert these articles or backlinks to these articles in their own blog sites.
  • That these articles will show up in Google search results driving more traffic to the website.
  • Subscribers will enjoy reading and sharing articles included in newsletters.

Apart from the last point, the above are, for the greater part, simply not what happens.

Research Identifies What Really Gets Shared

In a study just completed recently by BuzzSumo and MOZ, they confirmed, along with a number of other findings, that the majority of posts receive few shares and even fewer links.  The results derived for the full story looked at over 1 million articles.

In a random sample of 100,000 articles drawn from 757,000 posts, it was found that 50% of those articles:

  • Had two or less Twitter shares
  • Had two or less Facebook interactions
  • One or less, Google +
  • Zero LinkedIn shares.

In addition, 75% of those posts have zero external links and one or less referring domain links.

When you consider how many commercial publishers are active on the Web, these statistics are quite frightening.  Many will wonder why they should even bother at all with having a blog and then regularly updating it with article posts.

It comes back to working from a strategy for your content marketing.

  • Understand whom you are writing for.
  • Know why you are writing for this audience.
  • Be tactical in the content you write.
  • Write with the purpose.

If you wish to produce content for earning links then your approach will be entirely different to that followed is writing for your customers.  Writing content and seeking links and content sharing takes considerable work, lots of manual effort and consistent promotion.

Seeking links and sharing of your content is still a viable tactic and one you should always seek to deliver to.  It is however, just one tactic for content marketing and should form part of a broader digital marketing strategy.

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