WHY BACKLINKS STILL MATTER (A LOT)
As we continue to probe the search landscape of 2015 and better understand what it means to conduct good SEO in the light of Google’s constant algorithm changes, sometimes it can seem that User Experience is the new defining element in SEO.
After all, as we’ve championed in this very place multiple times, to rank well in 2015 means having a site with great content, a great user experience, authority on a subject, a robust social media marketing campaign, a strong local presence, and a master of modern CMS’s.
However, the problem that this narrative creates is that it fails to mention what has arguably been the hallmark of great SEO over the past 10 years: having numerous quality backlinks. Admittedly, this is likely due to an overcorrection on the part of SEO’s who have overly focused on backlinks to the detriment of their websites which have shriveled without good content and a positive user experience. After all, you have numerous experts arguing that the primary motivation for Google in ranking a site is the experience of its users.
But this is only part of the picture. For a long time, it was nearly impossible to read an introduction to SEO-type article that didn’t place links front and center. And we’ve been part of this over-correction as building a quality website is truly central to any good SEO campaign.
What is also central is possessing a strong technical understanding and focusing on cultivating strong backlinks through quality content (or what we now call “link earning”). However, there are essential elements that are easy to overlook, such as the possession of excellent coding skills in the service of SEO can significantly bump one’s ratings. And if your site has not been made mobile responsive yet, then you should make that an immediate priority. Simply put, don’t assume hiring a good content creator will replace the need for a quality developer.
However, do not for a second underestimate what an investment hiring a fantastic writer can be for your site. In 2015, everyone is focused on content so it truly takes quality to stand out in today’s search market.
Finally, it’s important to note the crucial nature of social media marketing in 2015. As we’ve discussed in the past, social signals such as Facebook likes, Retweets, and Pins might play a role in Google’s ranking algorithm, and even if they don’t, they still indicate to Google that people are enjoying and interacting with your content.
So in addition to having a strong developer and content writer, hiring an experienced and excellent social media marketer is the third part of the modern SEO strategy. By taking a wide-picture view of SEO and identifying the key areas of a modern SEO campaign in which to invest, you will be setting your site on the course for high rankings for years to come.
