Is link building the destination or is it the path?

SEO professionals are waking up to this reality. Unfortunately, this wakeup call is the result of the recent changes in the Google algorithm rather than them realizing that there is something wrong with their business practices. In fact, it may even be a blessing in disguise for people who are running the SEO for different companies and people who do the job for them. Problem is that most people who are in this business do not really bother to understand the needs and demands of their clients. A CEO does not care whether you have built enough links. He cares about the profit his or her company is going to make and what was the contribution of SEO in achieving that goal.

Changing SEO traditions

Traditionally, you use article directories, guest blogging, Youtube influencers and other link building strategies for increasing the number of links to your target website, as it drives up the traffic. However, you forget that the person who is paying for all of this is not a SEO professional. He has little or no interest in what is the rank of his page on any of the search engines, or whether you built the prerequisite number of backlinks or not. What he wants is more sales and what is your contribution in increase of that sales.

That is why it is becoming increasingly important to change the direction of your SEO strategies. You see that if a person who has little or no interest in your clients’ business visits their page. It may score as a hit and you can claim credit for it. However, it did not add anything to your clients’ bank statement. One stat that is going to impress him most, which usually means that despite you putting in your best effort. Your client refuses to rehire you when your contract comes up for renewal.

Stop fearing Google

In order to counter that the whole industry has to change its attitude and the way they have been doing business for all of these years. It was alright until recently, but the rules of engagement have changed and only people who survive are the people who are ahead of the game. It means that instead of living in the fear of Google’s next change of heart, you should be proactive and change your strategy. Do the link building and all the other stuff that you do. However, the primary goal of the exercise should be to increase the revenue of your client.

It means that instead of just building links, you should be concentrating on building links that convert into sales for your client together with using the services of top social media influencers. It becomes especially significant when your client does not sell any product or service directly online. You have to make sure that you get down with their marketing and sales people to come up with a strategy that will help the company to improve its image in the target market. You have to make them believe that you want what is best for them and only then, they will trust enough to rehire you.