There has been a lot of talk around the industry that the ROI in link building is diminishing. Mainly because of the constant algorithmic updates (particularly Penguin) that strongly impact this marketing platform, as well as with the shift that Google wants to take on in revolutionizing its search.
However, I’m still one of those who won’t really believe that link building will soon be over as an effective medium that can help websites/brands earn more and win over their competitions on the web.
With the constant advancements that occur on various search engines’ algorithms, it is certain that the search and link game will be harder in the days/months/years to come compared to what it was like a decade ago.
Search users’ behaviors tend to grow and change as these developments arise and being employed by search engines, which makes the online marketing space more competitive, especially when it comes to link building.
I’ve been practicing the Pareto Principle or the 80-20 rule since the start of this year, which is basically focusing on tasks that can actually get more results, but will only require minimum amount of efforts.
This rule is pretty much applicable in link building as well, even in online marketing as a whole (as explained very well on a recent blog post by Dan Shure) – wherein you can just allocate more of your time on implementing processes that can help maximize the efforts you exert through the results they can generate.
Inbound marketing – or combining different online marketing processes such as SEO, content marketing, social media and conversions – has been one of the most effective ways to hit a site’s various business goals in one go, like driving more specifically targeted traffic, improving revenue and/or building a stronger brand mind share.
Aside from involving practices that is measurable, utilizing inbound marketing as an approach to reach a business’ target audience (without disrupting their online activities) has proven itself to be very effective in terms of scaling and growing businesses in a shorter span of time.
Links will always be important in digital marketing (and will definitely remain as an important element of the web). It won’t ever be devalued as a mean to market a website, because links move people across places over the web.
There are so many methods that can be used to build links, but there are only a few that can really make an impact and help brands achieve their business goals (awareness and/or revenue more often than not).