tal PR vs. Manual Link Building: Adapting for the Modern Search Landscape //

Links are the currency on the internet.

It’s true that we have been told about this for many years.

But no longer.

This article will explain why digital PR is more powerful and effective than manual link building.

Relationships are the new currency on the Web

Google has evolved in recent years to become a semantic search tool.

While links will always play a role, we now know that they play a smaller part thanks to Google’s knowledge graph.

The best way I can think of this is by viewing Google as a child who wants to learn.

It was a link-based system in its early days. The more links the better.

It’s curious and older today. It asks questions.

It tries to find out what a site is, how it was created, and why it exists. To do this, Google looks at a variety of ranking factors.

Links are important, but not only in terms of volume but also in terms of context.

Link building has not evolved.

People still use the same terrible link building tactics as they did ten years ago.

• Many agencies still use guest posts to build links.
• Some people still send out mass emails of outreach.
• Some people use blog comments as a tactic.

Problem. These tactics are not effective.

Recently, SEOs have shifted their focus from links to content.

You’ve probably seen similar case studies to mine.

Traffic graphs that are incredibly fat and fattening due to the creation of thousands or hundreds of pages…without link building.

What’s the story?

Topical authority is more important than bad links

Topical authority is used to rank websites that have colossal traffic but little authority.

Or, short. They have sold Google because they’re experts in one area. Knowledge is the proof of this expertise.

It’s not free. Content isn’t cheap. You still need humans to check and edit content, even with AI.

It takes time to read a thousand-page content.

This traffic is not very useful unless you are in the publishing industry or an affiliate. This traffic is too high-level to be useful for businesses or brands.

We’re back to the link game.

Relationships are now called links

Remember Google as the knowledge-hungry kid?

Imagine using a link to find something. Google is no longer a toddler. She is in junior school, and she doesn’t care to search for things. Instead, she wants to know what they are and why it matters.

Here’s how I view the difference between digital link building and manual linking.

We are trying to cheat the system when we manually create links. Even deceive Google.

By building links, we can trick Google into believing that one page is more important than another. All link building is a form of manipulation.

Google does not like being tricked. It wants honesty and, in a semantic engine, this honesty is helpful.

We must help Google understand who a person is, what their business or brand represents.

Google is the main focus of modern link building. Each link should teach Google how to form mental relationships between entities.

This is a teaspoon. It is used for eating. Cutlery. You get the picture.

Google Natural Links

By linking out in a natural way, we can help our audience better understand a topic or give credit.

Topics are expanding. Search engines can learn from this. It’s saying, “Hey, Google. This is an excellent site. “Take a look.”

In this way, natural links can be compared to votes of confidence. Like links, they work the same way.

They occur in context and are obvious for all SEOs when they happen naturally.

Manual link building should replicate this, because businesses cannot wait for ever to be given links.

Link building and purchasing became a multibillion-pound industry.

Link building and buying links is similar to feeding Google incorrect information.

There must be another way.

There is.

Digital PR link earning – Why it is important

I’ve written about link earning vs. link building before. But I’d like to dig deeper and offer a nuanced view of this.

Data, expert commentary or stories are used to earn digital PR backlinks.

It could be that journalists need support from experts to write a story. We need to consult experts if something happens around the world.

When it comes to data we collect information about the world, and then tell others why these data are important.

Digital PR allows us to better understand our world by bringing data into it.

These links helped to educate Google’s hungry child. These links come from trusted sites. They trust websites that are authoritative in their eyes.

These links are a great way to get your content in the news feeds and discover pages.

Google will see your link but it is more important that Google considers the relationship of the quote, comment, or data with your business.

The media confirms your expertise.

Media makes the job of search engines easier. The media helps the search engine to make sense out of the world, and understand what websites are and what they do.

But, but, but…

When people read this, they will say “But you didn’t know that.”

That’s true. I may be a liar.

I am conceptualizing a complex topic based on what I know, my experience and what I observe.

You could be dead wrong.

John Mueller, the Google PR director, also supports digital marketing.

Is it better to manually link build?

Manual links are still available… but they’re hard to use

I have been building links for quite some time and only gave out three links due to an email sent manually.

Out of the thousands of emails that I have received, there are only three links.

We’ve received replies that make it seem like someone has killed a cat without even trying to find a link. This leaves me wondering why we do it that way.

Why do we take the long route to links?

Guest posts and link buying are both appealing.

The controls are easier, faster, and more precise.

Digital PR can be equally challenging. Links are not “dofollowed” in most cases. You may only get a mention in the media.

Remember, we are not playing the link game. Google now understands context and can read it.

Our agency has seen that brand mentions can be enough to boost a website’s ranking.

Stories are powerful because they can travel. When a good news story is published, it spreads to other news outlets. Link explosions occur.

Digital PR is not suitable for all websites due to their budget or nature.

Media won’t touch some sites with a ten-foot pole.

Link building is a good example.

In modern search engines, digital PR should be the default setting for SEOs.

The post Manual link building vs. Digital PR: Adapting for the modern search landscape first appeared on Search Engine land.