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Link Building Is (sort of) Dead

Welcome to the latest edition of “PR is SEO”. In this months slightly confusing but quite important update, we’re looking at this blog post from leading SEO-er Rand Fishkin.

In short, this blog explains how Google is going to start ignoring links as a metric of “good” SEO, and instead will turn to “inferred links” as a marker of quality, expertise and knowledge.

Rand explains ‘inferred links’ as references to your brand across the website. Google will pick up these mentions, and will also analyse the content surrounding the mention in order to understand if it’s positive or not. It’s argued that these seemingly more authentic brand mentions carry more value, and can more accurately communicate an audiences feeling around a website or brand.

In a real world situation, it’s the difference between finding a hairdressers number in the phone book (remember those) or seeing an advert vs. trusting friends/families recommendations, and trusting reputation over marketing. You go with the reputation every time.

Unsurprisingly, the reason we bring this is up, is because it’s GREAT news for your friendly neighbourhood PR agency, and I’ll leave it to Rand to tell you why:

“If you pay an SEO agency to get you 50 “high quality links” a month for $5,000, and refuse to pay a digital PR agency to get you 10 mentions in relevant publications for the same price, I’d argue you’re making a very unwise tradeoff.

Brand mentions, especially relevant ones in publications that actually reach your audience don’t just impact keyword rankings. They drive branded search traffic. They improve brand awareness. They almost always increase conversion rate among the audiences they attract. And much of the time, ironically enough, they indirectly lead to more links than link building!”

Thanks for reading this far, we appreciate it. If you want more ‘PR is SEO’ content, then check this and this out.

Enjoy yourselves x

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