SEO: Adding Link Diversity To Achieve Ranking Success April 4, 2012 by Brett Prince When it comes to SEO, creating different types of link strategies is important. Some can be aimed directly at search engines, others can be designed to appeal to a specific demographic with the hope that they will click through –guest blogging on a popular related site is one example. Link marketing, has evolved into more of a PR function rather than a traditional SEO function. We’re moving away from creating links to manipulate rank and pursuing an unnatural strategy will ultimately leave your site in a bad place. The devaluation of links isn’t something new, it began years ago as the popularity of SEO grew, and over time things that used to work now don’t. More recently, what was once a highly effective link building strategy – creating blog networks – has been eliminated by Google Panda. For further details, check out some of the background over here. When developing your strategy, look at what search engines consider to be violations of quality within their guidelines. A lot of these may not be considered ‘illegal’, however they can also negatively impact your overall strategy and have the potential to bring great success or failure to your business. Keep your eyes open. Disposable Links People and companies have adopted an SEO strategy where they launch a site, pay a hell of a lot of cash for link building tactics (both clean and dirty), and as long as the site would remain competitive in the rankings and as more venue was being generated from the site than the operational expenses, most people didn’t really care what sort of links were in place to affect Google search results. Obviously this is a flawed approach and it’s certainly a gamble. Over time, websites would rank higher, eventually get killed off by Google and disappear, then people would simply create a new site and begin the process again. The logic was that if you spend $25k to develop a website, build links and rank to where it would generate $40k in business revenue before the site was hit, then it made sense that this was a good business decision. Whenever something was killed off the process could begin again. 1) Create the site 2) Spam the site with links until top ranking was achieved 3) Make money from rankings until Google caught on 4) Repeat the process again This can be difficult to argue, especially if a client has seen good financial success. There isn’t a single solution for every site, and an SEO and link building strategy will vary from large to smaller clients, but it’s all about identifying what the site needs and how you can achieve it. We’re at a point where a lot of sites are getting blown up by Panda updates, so “doing it right”, diversifying and leaning toward more natural link building is now more important than ever.