SEO in the Real World
With these concepts in mind, let’s see how they apply to real life situations in order to better grasp how they affect your SEO campaign.
Link Earning In The Real World – Political Endorsements
If I were to suddenly announce myself as a candidate for let’s say, a state Senator’s position, and didn’t have a background in politics; most people wouldn’t think too much of me due to my lack of experience and recognition.
If I were able to gain the endorsements of a local Congressmen and the Governor of the state I’m running for office in, then I would certainly have a level of credibility with my constituents, since other established officials within similar professional positions vouched for my capabilities.
However, if I were only able to garner endorsements from my community’s local bums, no one would vote for me because of how disconnected and unqualified these sources are for what I am trying to accomplish.
How It Looks In SEO Land
Link earning is the ability to establish connections with qualified third-party websites, which directly align with your domain’s primary message, services, and/or products.
Attracting qualified links to your website or a particular form of content is significant for producing results associated with:
- Improved rankings
- Enhanced authority around particular keyterms, phrases, or concepts
- Increased visibility
- Increased conversions
Like running for political office, link earning is all about who you know and are connected to from a digital perspective.
For example, if you are building out an informational website that talks about the signs and symptoms of various diseases; then attracting links from a source like WebMD would be much more valuable and relevant than from a site dedicated to say, the auto manufacturing industry.
The reason for this is because search engines like Google want to make sure that they are only offering the most authoritative, intelligent, and reliable content to their clients, who are online consumers.
Julian Scott Connors is an experienced search marketing director who has developed complex, wide-scale search and social campaigns for brands that include: P&G, The Source, Papa Johns, GiveSmart, and more.
A published author on the concept of "Social SEO", Connors contributes to a number of recognized publications and speaks are digital marketing conferences throughout the country.