SEO Value Building Vs SEO Arbitrage... Penguin 2.0 Insights
Right out of the gate I wanted to share the Matt Cutts video (Matt is the head of web spam at Google). This is his formal address to the website and internet marketing community on where they are headed with combating search results that are manipulated by things that don’t provide real value to users.
There is plenty of technical talk about the potential issues of this update, but I am going to focus on what this update should mean to your businesses online marketing strategy. Some of the best and brightest pros in our industry are already making changes. Search Engine Journal cut off a well known link building abuse…..The author box. (If your not SEO savvy, links are what Google’s new update tackles)
What does it means for your businesses strategy?
It depends on your business. Honestly, it really does. There are some smaller companies that do well using doorway and throwaway websites and others that invest millions into a single domain. The strategy you should be using really depends on your what strategy suits you best. In this article I will be breaking down several options for you that will make it easier to choose the road the best suits you.
Arbitrage Vs. Value Building
In the good old days of Google, us SEO’s were free to use links to play online god and rank website at will without reprisal from the search engines. They did a lot of barking about quality, but quality efforts cost time, money, or both, and you could get a site ranked well if you knew what you were doing by skipping the quality part and arbitraging with cheap links that added no value to the end user.
Link building isn’t dead as a tactic, but is had most certainly changed a lot since last Penguin was rolled out in the spring of 2012. Your decision really needs to come down to which group you want to play in. Lets get to the pro’s and con’s of them both so you can make an educated decision of what fits your taste. Here is the break down.
SEO Arbitraging – we define arbitraging as the practice of using tactic that provide no real value to end users or potential customers to manipulate a website into ranking higher in the search results. What does that mean? Here are some actions we consider arbitraging:
- Getting links from websites that a user will never use or click on (most likely will never see) because you know that links will make your website rank higher.
- Buy social bookmarks, tweets, google+’s and other social signals just for the numbers that aren’t relevant to your business and don’t care about what you do.
- Writing poor content that doesn’t add any value to the user who is reading it.
- In general, just about anything that has the #1 focus of increasing search rankings
Are Their Benefits To SEO Arbitraging?
The Problem With Arbitraging Is...
Who Is Arbitraging Right For?
Does That Mean You Think Every Company Should Do That?
Lets Get To SEO Value Building
- Showing expertise to both your potential audience and the peers in your marketplace
- Doing things that naturally catch the attention of your audience
- Showing up at tradeshows and making real world connections and somehow showing those new ties on your website
- Developing content that is new or unique in your industry
- Answering the questions that your audience and peers have (even if they have been answered elsewhere by someone else)
- Taking your realworld relationships and bringing them online by having guest experts right on your blog
- Engaging your customers to be a voice for you
- Getting testimonials in as many places as you can
- Participating in places online where your peers are and where your audience is
- Speaking at conferences
- Doing something news worthy like an industry report
What Are The Benefits Of SEO Value Building?
What Are The Disadvantages Of SEO Value Building?
So Whats The Verdict? Is It SEO Arbitrage Or SEO Value Building?