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The king is dead!
Long live the king!

This cry from medieval times at first appears contradictory until you think about it:

The former king dies: the king is dead.

The new king ascends to the throne: long live the king!

The same is true of marketing techniques like link building. Old link building was:

  • Send mass emails to webmasters, begging for links
  • Spamming blog comments
  • Making widgets with automatic links back
  • Buying link placements
  • Submitting crappy guest blog posts
  • Auto-syndicating your content on thousands of low quality domains

Link building is dead! Google has even said so.

The new link building is:

  • Writing content so good that journalists and publishers pick it up
  • Connecting and building real relationships with influencers and journalists
  • Creating tools that people want to share
  • Guest posting for direct traffic, not links
  • Buying no-follow ads to reinforce your content’s visibility
  • Frequent social/email engagement with your audience, sharing your content and encouraging people to share with their audiences

Long live link building!


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