SEO professionals are facing a pivotal point in the industry, with significant updates and document leaks causing challenges and opportunities. In order to develop effective SEO strategies, a balance of link building, technical SEO, and conversion rate optimization (CRO) is essential. These three elements provide a roadmap for adapting and thriving in the evolving SEO environment.
Link building remains important for driving traffic from new audiences. However, it is crucial to do it right and avoid buying backlinks, as Google will penalize websites that engage in this practice. According to Mike King’s analysis of leaked Google documents, websites are categorized into three tiers based on traffic. Links from the first tier are more valuable than those from the second or third tiers. This highlights the importance of quality over quantity when it comes to link building.
Technical SEO plays a crucial role in link building by optimizing websites for search engines. Improved crawlability and indexability, faster loading speeds, enhanced mobile friendliness, structured data and rich snippets, SSL certificates and HTTPS, and optimized URL structure all contribute to a solid foundation that supports link building efforts. By addressing these technical aspects, websites can achieve better search engine rankings and increased organic traffic.
CRO also affects link building in several ways. Optimized conversion paths lead to higher engagement metrics, increased trust and credibility, better content targeting, higher social shares, improved analytics and data insights, increased repeat visits and loyalty, and higher conversions from referral traffic. By focusing on CRO, websites can create a more appealing and functional user experience that naturally attracts backlinks and supports overall SEO efforts.
Several best practices and strategies integrate link building, technical SEO, and CRO. Examples include content upgrade campaigns that optimize content and offer lead magnets, guest blogging and collaboration with optimized landing pages, and linkable assets that attract backlinks through outreach campaigns. A/B testing, using social media to discover content trends, and utilizing analytic tools are also recommended.
It is important to remember that there is no one-size-fits-all strategy for SEO success. Each business is different, with unique goals and needs. However, by creating a more holistic SEO strategy and using user experience as a guiding principle, businesses can measure the success of different SEO strategies and find what works best for them in the changing SEO landscape.
