In this week’s Content & Coffee with Brafton, Stefanie D’aulizio offers some sound advice on what’s considered white hat link building and what should be avoided when building solid profiles with SEO value. 

Sure, Google recently amended its Link Scheme document to add provisions on advertorials, guest blogging and press releases. Companies can navigate through these rules to generate results. However, what we see as the obvious avenue for link building may seem out of reach to others – consistent content creation.

With Google focusing on limiting spammy practices associated with the aforementioned tactics, the search engine regularly touts the value of content marketing. Link building doesn’t have to be a meticulous venture comprised of under-the-table discussions with third-party vendors – it occurs naturally all over the world.

When a brand puts time into its content marketing strategy, the result is often enough to produce backlinks organically. Think about it – When you sit down at your desk to produce blog posts, you cull data from sources that support your point. If you follow SEO best practices, you link to those data points so your readers can further educate themselves. This creates a new link for the site that published the content you used for your blog or news section.

Producing thought leadership pieces can have the same effect for your business. The higher the quality of your marketing collateral, the stronger linkbacks you’ll generate for your web presence. Stop following the crazy world of alternative link building and focus on your core marketing strategy – telling your brand story through engaging copy.

Catch you next week, and happy content marketing!

Ted Karczewski is an Executive Communications Associate at Brafton. He works to develop his own voice and apply his passions to the evolving world of SEO and content marketing, but he doesn't shy away from writing for fun. After graduating from Suffolk University, Ted used his Communications degree to test out Sports Journalism before Marketing at Brafton.