- Build it and they will come.
The intense focus on developing links to promote a website has truly reached a level of insanity. I am using this term in the practical sense that Albert Einstein did when he provided his own working definition — “Insanity: Doing the same thing over and over again and expecting a different result.”
There is of course big money at stake where SEO strategies are involved. The companies and individuals providing their internet marketing solutions are in it for the money. Like a pyramid scheme, once they have taken their money from you, they do not suffer any financial consequences if their strategic plans do not work.
Rarely do they come up with a free update for their services as compensation for something not working as promised. Like a stockbroker with stocks that go up and down, SEO optimizers often have mixed results. The most common approach is to produce a new “flavor of the month” with a special introductory price for their previous subscribers.
Is it insanity to keep using their SEO services again and again and expecting a different result?
- Unique content. This especially means no article spinning or any other variation of duplicate content.
- Avoid excessive selling. This includes both products and affiliate promotions.
- Unique images that are not simply borrowed from a stock image site.
- Avoid excessive linking of any kind (incoming and outgoing).
For anyone paying close attention, Google has been sending very clear signals with changes in their search engine results during the past several years. They have been busily observing and evaluating how various parties have manipulated the search engines with such strategies as article marketing and commercial blogs that exist only for linking purposes.
Early last year, Google suddenly de-indexed hundreds (and possibly thousands) of different blogs being used as part of a paid blog linking strategy called BuildMyRank. This particular search engine optimization service closed its doors immediately. It was seemingly intended to emulate the results of a similar service called LinkVana but was designed to be less costly.
For unknown reasons, Google was successful in eliminating the BuildMyRank services but LinkVana is still in business. It is possible that it was easier to identify all of the blogs in the BuildMyRank network than it has proven to be with LinkVana. It is hard for me to imagine why one was de-indexed while the other one is still making money by manipulating the search engine results.
My working theory is that the difficulty Google has (apparently) experienced in uncovering the best link manipulators such as LinkVana has caused them to alter their game plan somewhat. Much like the FBI finally getting Al Capone for income tax evasion instead of bootlegging or other criminal enterprises, Google might be eliminating the SEO benefits produced by such questionable SEO providers as LinkVana by emphasizing content instead of links.
If that theory is correct, “Field of Dreams” will indeed have provided the winning internet publishing strategy many years ago.