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Off-site SEO: Reputation vs. Quantity

There is a divide in the SEO world and that divide can often separate one webmaster from the other. Two major SEO strategies each revolve around similar principles — the same principle, in fact — but go about their execution in completely different ways. After you have optimized your website for optimum keyword placement and frequency, meta tags and image relevancy, you start building backlinks. This is where the divide hits — some webmasters value frequency and quantity highly, and allow link reputation and quality to take a hit in order to boost quantity. Others look at the equation differently, and value a small amount of high quality links much higher than a large amount of low quality links.

Which strategy is the best? It ultimately depends on your product, service or opportunity. With such a wide variety on offer online, it is incredibly difficult to pinpoint an SEO strategy that will work for every business. That said, it is not impossible to explain which of the two strategies will work more effectively for you.

What type of business are you running? Is it a service business, such as web design, legal consultancy or online advertising? The service business runs on referrals, particularly from long-term clients, and affiliation with low quality websites probably is not the way you want to run your business. If you need repeat customers, constant support and a continual stream of business, it is best to go with the high quality, low frequency approach. Rather than targeting thousands of websites and blogs, take your time and actively approach each blog or website with a quality offer.

The best way to generate these high quality links is through word of mouth and organic relationships. The big blogs and aggregation websites don’t focus on how much you are willing to pay or how ready you are to spam your content — they focus on quality and insight. If you want these high quality links, you need to fine tune your focus and work hard to get them.

Things are different for many online marketers. When you are less focused on repeat business, client satisfaction and ultimate relevancy, you can use a range of effective SEO options to minimize the commitment you need to each individual link. Start by spreading your links wide and relatively thin — with single links on a wide range of websites. Your goal here should not be the depth and tailored content of a high quality link, but a catch-all content type that allows you to link from as many different sources as possible. Cast your net wide, attract anything inside and ensure you use any linking opportunity.

These two tactics may seem like polar opposites, but they really both work on the same algorithms and principles. Google (along with other search engines) can assign value based on a small amount of quality links or a wide net of average links, so either strategy can work effectively when performed properly. Survey your market, study each method effectively, and decide which one is best for you.

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