There has been some recent discussion among the search engine optimisation community in which some consultancies have contended that conventional SEO has become less important in recent times. However, the need to make the most of traffic which gets to site means that such arguments have to be made in a nuanced manner. Link building remains a site-specific matter and offsite and onsite techniques are needed if success is to be secured.

At SEO Consult we devise and implement flexible campaigns. This means that they can be adjusted as and when necessary. We always adhere to the ethical guidelines set out and enforced by the search engines. Not every link building company can say the same. Breaching the rules is a counterproductive strategy. Tactics such as link purchasing have no place in modern attempts at optimisation.

There has been a slight shift in the balance of the activities which are typically best suited to inbound link acquisition. The use of the social media networking sites is becoming more important to the bulk of link building strategies. The likes of Facebook and Twitter can be highly effective if used with the necessary skill. It is critical to obey the etiquette which governs courteous commercial exploitation of these sites. Nonetheless, the shift towards the social can be overstated.

A recent American survey of 2500 small businesses was conducted by MerchantCircle/Reply.com. It found that many of them rated conventional optimisation very highly. Although Facebook was used by a very large percentage of survey respondents, if pressed to use just one marketing mechanism more than twice as many individuals backed search engine optimisation over social media marketing. Interestingly, 32.9 per cent of the sample supported SEO while a mere 16 per cent came down in favour of the social media. Looking for local links via locally relevant content is still a shrewd way to go forward.

There are of course other great ways of getting high quality links. Hosting a competition or engaging in guest blogging can be efficient. The competition will only work well if it is targeted properly. Experience and expertise are required to compose a high grade guest blog. However, these techniques will never gather as many links of the right type as making a site into something which people will enjoy visiting.

High grade content production is usually critical. The content has to be good enough to inform and entertain. In addition, it has to get users to make repeat visits and tempt them into making purchases. It will not attract inbound links if it is produced just for the sake of it. Well-written content is digestible and clear. It does not contain convoluted arguments and excessive jargon is avoided.

Sometimes, less is more. This is generally because of the increase in the use of mobile devices for search purposes. There is nothing to be gained by overloading a site with excess content if the target audience do not wish to read it. However, if blank space is used properly and appropriate technical skills are applied then a reasonable amount may still be utilised in the pursuit of links.

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