Episode 583 SEO With Warren Laine-Naida All About Backlinks

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Show Summary

This podcast episode, hosted by Rob Cairns from Stunning Digital Marketing, features SEO expert Warren Laine-Naida discussing the enduring relevance of link building in digital marketing. Laine-Naida emphasizes that while the methods have evolved from simply accumulating numerous links to focusing on quality and purpose, link building remains a crucial ranking factor for search engines like Google and AI search. He advises building meaningful connections and creating valuable content that naturally attracts links, recommending strategies tailored to different business types, from competitive industries to local small businesses. Ultimately, the discussion stresses that visibility is key in SEO, and strategic link building, prioritizing helpfulness and relationships, is vital for achieving it.

Show Notes

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Summary: Does Link Building Still Matter?

• Then vs. Now: In the early days of the internet, link building was about collecting as many links as possible, like collecting baseball cards. The more links you had, the more popular you were. Quantity was king.
• The Shift: With Google’s evolution, the rules changed. The focus shifted from link quantity to link quality, authority, and relevance. Now, the most important factors are:
  • The purpose of the link.
  • The quality of the content on the linked page.
  • How well the website works for visitors.
• The AI Impact: AI has changed the game further. It prioritizes helpful, well-structured content that directly answers user questions. This gives smaller sites with great content a chance to outrank large, link-heavy brands.
• Modern Link Building: Don’t think of it as “link building” but rather “connection building.” Instead of getting as many links as possible, focus on creating valuable content that people and other businesses will naturally want to link to.
• How to Build Valuable Connections:
  • Build relationships with other business owners and experts.
  • Create original, helpful content that serves as a resource.
  • Write content that sparks conversations.
  • Focus on off-page SEO (anything you do off your website to get discovered).
• Actionable Strategies:
  • Competitive industries: Network at industry events, seek mentions in research reports, partner with complementary businesses, and secure speaking opportunities, guest posts, and podcast appearances.
  • Local businesses: Use local directories, get involved with the Chamber of Commerce, and seek local news mentions and community sponsorships.
  • New websites: Focus on building a strong foundation first: good technical SEO, excellent UX, and valuable content. Use social media to get discovered and build a community.
• Best Link Building Methods:
  • Guest posting
  • Original research and case studies
  • Creating resource pages
  • Broken link building
  • Digital PR
• What to Avoid:
  • Buying links.
  • Mass outreach emails.
  • Submitting to low-quality directories.
  • Reciprocal links that are not relevant.

Final Takeaway: Link building still matters, but it’s about quality over quantity. Focus on building genuine connections and creating valuable content that people want to share.