SEO is no longer a set of mechanical operations designed to generate huge amounts of links to a website or keywords stuffed into pages, it has evolved into a system of content production within the website and posted on the linked profiles and spaces that are under the control of the author. Google has made great strides to updating the algorithm so that the websites that rank for searches are the ones that provide the best quality of information, and not just the ones that are the most linked to. The Penguin updates have specifically targeted poor quality link profiles and deranked the sites associated with them, so the best strategy for SEO at this stage is to produce ongoing content within your website and webspaces that is on the targeted topic and provides value to people who read it. The process of content production involves writing about a subject in a way that is valuable and not spammy, however the content still needs to be recognized by outside spaces in order to be proven valuable. In Google’s eyes, information that is of value to people will be linked to in a natural way, so the main question that needs to be addressed is “How do I get links to my website content for SEO purposes?”
The ongoing production of content should be scheduled, just like any work-load is. You need to commit to writing about your subject often and at specific times just so that you do not start to make excuses and not produce. The schedule is not important to Google, it is important to you as a writer so that you hold yourself to producing a specific volume of content about a subject every month. Without this ongoing production of content, the only way you will rank for your target keywords is to not have any competition who is producing anything better. The second and most important aspect of content production as a strategy is to let other people know that the content exists. As part of your SEO process, you need to post the new content then inform as many people as possible that it is out there and is interesting. While there are many ways of influencing the social sharing of the post itself, from adding visuals like pictures and videos to creating interesting and engaging titles and subject lines (see Quicksprout‘s excellent article entitled The Ultimate Content Marketing Checklist to read more about the subject, our concentration for this article is that you need to ask for people to read the article. This generally involves two methods, social sharing and bookmarking and contacting the authors of linked content (for expert commentary on the subject or expansion of concepts) to let them know you have used their articles and asking them to spread the word on their own social circles. The most important take-away is that you have to pro-actively spread the word that the content is out there.
The best method for improving the rankings of your website using content oriented SEO strategies is to create the content then spend just as much time spreading it around as it took you to write it. Share the content with your friends and followers on Facebook, Tweet the links, add the links on LinkedIn and post it to groups….essentially use any avenue where you have friends who might be interested in the subject to spread the word, and ask them to also link back, mention the content in their own social circles, and discuss the topic in the comments sections. Do you have any additional methods of generating links for SEO? Let us know below.