Search engine optimization falls under the ambit of digital marketing and has been around for more than a decade, having gone through various changes and still evolving. However, the digital marketing industry, for the most part, seems to be stuck with the old SEO ways with many professionals pressured by their superiors to continue black hat SEO.
Read on to see what I am talking about.
Spammy Link Building – A Major Bottleneck!
In most organizations – the larger retailers, startups selling “essay writing” services, SAAS companies or even businesses whose core offering is based on providing digital marketing services, search engine optimization means link building in bulk. This basically refers to the process of posting links to web domains, niche forums, communities, and content farms that allow it without an editorial review or moderation.
However, this unethical practice has been abused so much, it has literally turned into an albatross hanging around the neck of SEO professionals and continues to hinder their long-term marketing goals.
An ancient practice
The practice of spammy link building to rank web pages and generate traffic is a pretty old one and has long become obsolete and discarded by major online businesses globally. However, since digital marketing managers value short term gains rather than setting their sight on long term growth in this part of the world, it has retained its importance as far as the industry is concerned.
A lack of resources to be blamed
The prevalence of this practice could be blamed on the lack of resources of small businesses or startups but how does one justify its use in reputed agencies or large-scale businesses? Despite the ever-increasing importance of content marketing – quality content publication through either guest posts or one’s own website, businesses remain hooked on link building through techniques looked down upon by Google.
Black Hat SEO tactics- A quick fix
Although shady SEO practices can prove to be a quick fix for time-deprived or resource-constrained businesses, they can never be perceived as a long-term solution. It has resulted in many companies losing their rankings with the latest updates in Google algorithms. In some of the worst-case scenarios, websites have been de-listed entirely due to spammy links and spun content.
Ethical SEO and Long term gains:
Ethical SEO undoubtedly requires time and attention, but it almost always results in long term gains. Ranking based on quality content is an infallible strategy and such is the realization on a global scale. However, the same can not be said for local businesses hell-bent on bulk link building.
Change is coming but is too slow. Content writers are hardly hired and even if they are, the preference is to milk them for as much content as they can – quantity over quality. However, relying on average or “typical” content as part of the content strategy would become completely ineffective and success will be dependent on producing content that is a cut above the rest in the future.
Dying SEO practices stress the need for SEO strategies to evolve and get with the times. The mindset of earning maximum profit without spending a penny on SEO mechanisms needs to change.