Incoming links, or backlinks, still matter for SEO. But they are becoming less important for Google. We know the latter to be true since Googlers have reiterated this for years.
In November, Duy Nguyen from Google’s search quality team expressed the same, while explaining why link building campaigns are a waste of time and money and indicating where to allocate your SEO spend instead:
“…you probably should not waste your money in spamming links. That money is much needed in creating a great website with great user experience and helpful content.”
However, I don’t think spending 100% of your SEO budget on UX and content alone is enough to drive organic search results. Just going after links won’t cut it in most markets either.
What you need is a balanced SEO budget. Achieving that balance is not always easy.
To determine the best possible SEO budget, you must put a premium on tasks that move the needle. Read on to learn how.
The ‘good old days’ of backlinks are (not yet) over
When I started practicing SEO in 2004, many empty sites ranked on Google. I soon discovered there were shady practitioners behind those projects.
“SEO spammers” have been using all kinds of tricks to build links to their otherwise useless sites. (In my opinion, you either do SEO or do spam. You can’t negatively optimize by definition. You either break or fix things.)
The only use of such “over-optimized” sites, as Google later diplomatically called them, was to make money for their owners – often...
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