Content marketing and search engine optimization live in extreme parallel worlds. Good content is normally optimized for search by the nature of its mass and quality. The trouble happens, though, when content marketers get so out of touch with their targets and, thus, fail to take the right perspective on the means by which their produce rises in rankings. What can one do, then, to ensure a successful balance?
For those engaged in content marketing, the most important thing is to make sure that links are out there, pointing to your website. There is a widespread belief among Internet marketers that, by creating great content, you are well on your way to ensuring that you get a good listing from the major search engines. While it is true that great content does have an effect on search engine listing positions, one should not let this be the end-all and be-all that one uses to market online.
Many people involved in content marketing believe that they need to engage in what is called “expert roundups” to get high listings. They believe that a person must create a series of well-regarded articles, with each article providing something of value to its readers, in order to make the most of their linking strategy. Such expert roundups do indeed have an effect, if done correctly. The problem is that expert roundups do not happen in the way that most marketers understand them to be done. As a matter of fact, many experts find it more productive and beneficial to engage in what is commonly known as “inbound linking.”
Inbound links are, essentially, links to your own website provided by other webmasters. The purpose behind this is to provide your site with additional incoming links, which can boost its rankings in the various search engines. Internal linking, however, has been associated with much lower rankings than outbound links. Why is this so?
The reasons why internal linking is not as effective as outbound links are explained in another post that was recently published on our blog. As we discussed in that post, you want to create internal linking to your blog or website in order to increase your ranking in the search engines. However, what happens when someone finds your blog or website and decides to click on one of the internal links that you’ve placed in your blog or website? What happens then? Your site is sent to the spam folder for that particular post!
So, it seems to me that there is a flaw in the thinking behind internal linking. Instead of engaging in what is generally considered to be inbound linking, marketers are better served by focusing their efforts on outbound links from other websites that have great content and giving away free trials of their products. This strategy will get them more visitors and will likely give them a higher ranking in the search engines, too.