Dan Holmes

Dan Holmes

There are no shortcuts in digital marketing

One thing that I have known for a long time, and which I have tried to base my professional marketing career on, is this:

There are no shortcuts to doing the right thing.

Amen, right? But there are many SEO and content marketing pros out there who still don’t get it. Even after Penguin and Panda, many so-called marketing companies are using black hat or grey hat techniques when performing SEO and content marketing.

When they take shortcuts, they place their clients at risk.

Purchasing PageRank is not legit

What am I saying when I say “there are no shortcuts to creating good content?”

Well, I’m saying this:

  • SEO is fueled by good content
  • You’ll need to gather followers and attract an audience to that content
  • Neither of these things are easy

As a result of this “revelation” that good content is critical for SEO success, over the last several years, SEO companies have scrambled to morph themselves into marketing companies. Filling pages with keywords, H1 tags, and link-building is no longer sufficient for SEO professionals.

Be warned: many SEO companies are still trying to game the system. That’s what unnatural link building is, and that’s why Google has continued to penalize sites that use that tactic. Google wants legitimate relevancy, they want sites that PEOPLE like, not machines.

This is important: Build websites that are helpful to human beings, not robots.

Some companies are abandoning their old method of buying or trading links, since Google frowns on that, and instead they’ve turned to buying websites. With these new websites they plan to send links to their clients. They continue to fail to recognize that purchasing page rank and passing it along is not legit.

If you have to purchase relevancy, you’re doing it wrong.

Don’t treat content as a product

Many marketing companies are farming out content creation. This isn’t necessarily a bad idea, but you should still be publishing content that has value. Simply “ordering” 500 words about a topic isn’t creating good content. It’s automating the system. It’s adding to the noise without making the music any sweeter.

If you can automate your content so it’s churning like sausage, it’s probably not good.  

Content Marketing has two words: content and marketing. Simply ordering the content isn’t enough. Where’s the marketing plan for that piece of content? Where is the strategy to get more people to read it and share it? How did you decide to create that content? Was that content even necessary, or does it add to the noise of the internet?

I continue to urge SEO specialists, webmasters, site owners, creatives, writers, designers, marketers, and anyone else in digital marketing, to invest in their content and SEO in a thoughtful way.

Good traffic takes time. Gathering a crowd that adds value to your brand takes effort and time. Let’s work toward an Internet where good content rises to the top because it’s good, not because it was easy to make or it games the system.

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