It is often said that content is king as if it is an unassailable fact, but the reality of SEO is invariably complex. High grade content by itself is not sufficient for a site to prosper in the competitive world of search. Nonetheless, in the absence of top quality content, neither human users nor search engines will value a site highly. If the content is dull, uninformative or unoriginal, it will not be fit to travel far on the social networking sites. For the right type of inbound links to be attracted in the right fashion, content delivery has to play a major role.
At we know that organic approaches to link building are the most effective ones available. Content-based organic techniques cannot deliver success in a hurry, but they make for sustainable SEO link building. A diversity of link building strategies can be adopted during a site-specific continuous campaign, but content provision has to be a central activity.
The difficulty of getting the right quality links is a very real one. Attracting links from authoritative sites is not easy to achieve. An authoritative site may belong to a significant organisation in the economic sector concerned or it might be of an institutional nature. Often, the best way to obtain a link from such a site is to combine high quality site content with a productive wider web presence.
While details vary between different campaigns, it is often profitable for a site to have the aim of eventually evolving into an authority in its sector. To do so, takes a blend of technical skill and intelligent persistence. High grade content does not simply happen. It is not the product of unreliable inspiration. It is actually the consequence of careful planning and meticulous scheduling.
If content is not adequately planned then inevitably all sorts of errors begin to creep into it. Articles are composed in an excessive hurry or without adequate preparatory research. Grammatical mistakes and misspellings appear too frequently as a result. The content invariably becomes bland and badly written. Unexplained jargon may become a feature of the text. In addition, the material will no longer be targeted at its intended audience. Such content gives nobody the incentive to link to a site.
On the other hand, if the content is maintained at a good standard the aims of the campaign become more feasible. This means that the other tactics can come into play. These may involve a concerted push on Facebook and Twitter to promote the site. They can also include participating in forums. At the same time, guest blogging and commenting intelligently on the blog posts of others in the sector can both be a boon. These techniques are effective because they demonstrate knowledge.
If knowledge is demonstrated offsite, users will go back to the site. If they are greeted by substandard material they will not stick around or make repeat visits. Thus there will be little if any useful user-generated content. Even hosting a competition might not give much impetus to inbound link acquisition in these circumstances.
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