TopRank’s internet marketing blog on the intersection of digital PR, social and search engine marketing.
The OG’s of link building like Eric Ward are full of reasons why acquiring inbound links without consideration of direct effect from search engines is a sustainable and worthwhile marketing tactic. The ongoing SEO services many search marketers offer is often short sighted with a narrow emphasis placed on link acquisition and not on the broader importance of ongoing web site promotion through multiple channels.
In the late nineties, the current search marketing buzz words, “link bait”, “social media”, “search engine PR”, etc were nowhere near the lexicon of web masters tasked with promoting web sites. Sage advice of the day centered on evangelizing the internet as a channel first, and then focusing on web sites as the vehicle.
The logical question of, “How do I get people to visit my web site” from new web site owners would come up and advice often centered around using familiar marketing principles for web site promotion. For example, telling site owners to print their web site address wherever they were printing their phone number: on business cards, signage, direct mail and collateral, stationary, advertisements and even including it in hold music.
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