Do you still build links? Well, I don’t do link building anymore, I get links. People link to my SEO blog voluntarily, not just any people but respected bloggers and search marketing mavens.
At the same time I notice that people in the search marketing industry are still cautious when it comes to blogging. They either do not see the ROI in it or they fail to explain the return on investment to their clients. They still rather prefer to sell old school link building instead of setting up a blog for a client company. Marketers still do not make the connection between earning money and the writing for a blog because it does not drive direct sales in most cases.
Now the simplest way to explain the ROI of blogging for a SEO or a SEO client is to take a look at the backlinks:
- How many are they,
- who linked
- and how?
How does my blog perform in contrast to my website?
Not only my blog has been linked by the really respected figures and sites in the SEO industry:
- Search Engine Land,
- Search Engine Watch,
- Search Engine Roundtable,
- TopRank Online Marketing Blog,
- SEO by the SEA
to name just a few, dozens of other great bloggers have linked to me, my blog posts have been submitted by numerous individuals on many social sites etc.
- Did I actively engage in link exchange with these people?
- Did I actively submit my site?
- Did I have to actually build links?
No I didn’t.
I got the links. I got those links because I participated in “the conversation” on social media. I got them because I had an interface between me and the outside world, my blog. People won’t link as eagerly to a website which is simply selling something, be it SEO services or car parts. So I challenge you: Set up a static site and a blog at the same time and do link building for the site while you create content and join the conversation for the blog. Now track the time you use for both and compare the results. Also do not forget to look at your link structure: How natural do these links appear to Google?
Of course blogging and social media is far more than just getting links but if you need to explain the ROI of it in SEO terms use the backlinks to justify the effort. This is both the simplest ROI of blogging as well as the simplest way to explain it.