With many of the traditional link building tactics now out of date and viewed as spammy by Google, how should an inbound marketer go about attracting links? In this video we discuss how we've been approaching this topic with our Digital Visibility Strategy. For more on this topic, read the recent blog post by John Negrau, Digital Visibility Manager.
Paul Panteleon: Hi everybody. Thanks for joining us for another RKG video. I'm Paul Panteleon, Digital Marketing Manager here at RKG.
John Negrau:Hi everyone. I'm John Negrau. I'm the Digital Visibility Manager here at RKG.
Paul: Right. And today we're going to talk a little about how RKG has really been moving away from kind of an old school, straight ahead, link building kind of mindset to more of a, you know, well-rounded, robust, digital visibility strategy. And particularly, in light of the recent news with Google updating their quality standards, we thought this would be a good time to share what we've been up to and kind of how we approach this whole topic. So, John, can you kind of fill us in a little bit on what those . . .
Paul: . . . Google updates were with the quality standards?
John: Absolutely, yeah. Every one of these updates is intended to offset people trying to game the system.
Paul: Mm-hmm. Right.
John: You know? So any type of manipulative behavior or trying to get increased rankings or better rankings and, more specifically, just recently, I mean really coming down and being more scrutinizing around guest posts and advertorials and press releases.
Paul: Mm-hmm. Okay.
John: So that's kind of the recent update.
John: It's caused a stir.
Paul: Right, right. So, when it comes to a digital visibility strategy, how does that really sort of address those quality standards? How does it really differentiate from a traditional, sort of link building approach?
John: Simply put, links are not the goal. And the way we approach it is we're trying to identify those target personas. What is that target audience that our clients want to connect with? Then what is that compelling and engaging content that they want to consume? And then third, simply, how do we get it out in front of them through vetted marketing channels?
Paul: Mm-hmm. So and then, when it comes to those vetted marketing channels, I think that ties back in to those quality standards in that you can still use some of those things, like the press release, but, you know, really approach it from a marketing kind of standpoint and not just stuffing it full of links. Would you agree with that?
John: Absolutely. Yeah. The goal is not to get a link. When you're doing marketing, you're trying to get out good information. So if you're using press releases to share news and relevant material with your target audiences, totally fine.
Paul: Mm-hmm. And if it's good quality content that's actually directed at some, you know, legitimate audience and you've done your homework, they're naturally going to share and link to those things.
John: Absolutely. Yeah, links and social share should be a natural byproduct of identifying who you want to talk to and putting good stuff out in front of them.
Paul: And then when it comes to developing the strategy, kind of at the beginning, you really want to be keeping in mind the performance metrics of your client. You know, what are they really after?
Paul: And keeping those things in mind throughout the development of the strategy and the execution.
John: Yeah. We're tying our efforts to those business goals. What is relevant for the client? You know, if it's increased traffic, if it's increased sales, if it's social engagement, if it's increased brand awareness, visibility, whatever those are, that's what we work towards. It's not working towards ten links a month.
Paul: Right, right. So to wrap it up, basically, think like a marketer. Don't think like a link builder. Keep those key performance metrics in mind. Think about your audience. Approach this not as a straight ahead link builder trying to stuff links. Think about it like a marketer. And thanks for joining us, we really appreciate it. Stay tuned. Next week we're going to have a video from Vanessa Fox addressing some questions.
John: Thanks, everyone. Talk to you soon.
Paul: We'll see you.