Search Engine Optimization: Bread And Butter Without Filling?

Writing by Nick Stamoulis Tweet

I think every search engine optimization expert would agree that content development and link building are the bread the and butter of search engine optimization. Winning The Web thinks so too according to his post: Content and Links are the Bread and Butter of SEO. However, I think he belittles the filling – at least his second paragraph indicates this:

For example, many SEO experts talk about the need for link bait, link ninjas, PageRank, branding, no follow tags, paid links, on page optimization, title tags, social media, widgets, product reviews, authority articles, blogging, article marketing, search engine inclusion, site architecture, optimal URLs, keyword research, competitive analysis and on and on and on.

Don’t get me wrong, I totally agree that good content development and link building are essential to any websites rankings. However, unless you support them with extra search engine optimization strategies you will struggle to rank well.

A sandwich isn’t a sandwich unless you have a decent filling between the ‘bread and butter’. This is true of search engine optimization. You can create the very best in content on web, but unless you get out there and tell the world about it, your link building is going to develop very slowly – if at all.

More and more the real ‘filling’ is in your ability to deliver a robust social marketing strategy. Getting out onto the social sites and networking helps to spread the word about your content. As the traffic builds, more sites will link and as they link, they spread the word about your content. The concept of search engine optimization is now a holistic approach with each area of taking on an equal role.

Your content development can be through web pages, blogs or a combination (different types of bread). Your link building can be achieved through natural links or through directories and article submission sites (butter, margarine, or blend). Finally, you need that social interaction to develop a reputation – that reputation becomes the key to developing traffic and links (the filling). The sandwich is complete and ready for the search engines to eat.

The writer looked at both social networking through Twitter, and at blogging. He could hardly knock using blogs to develop web sites as he was writing on a blog. He accepts that Twitter is a great networking tool but then finishes with:

Will micro blogging on Twitter build the content on your site? Probably not. Will it build links to help you improve your rankings? Again, probably not. You can be much more efficient by spending your time elsewhere.

That pretty well sums up his opinion of social marketing and on that point, I totally disagree. Twitter is not for everyone, I agree, however it is only one of many different social networking sites. Find the right sites and network effectively, the traffic and ultimately the links will follow. It must be remembered that many of these sites provide links themselves so your search engine optimization program should include strategies to develop them.

Content development is a cornerstone of search engine optimization. If the masses don’t know about it then you wont develop any links. Social marketing has to be another of the cornerstones – and apart from time, social marketing is free. The end result is the achievement of your link building plans and the rise in SERP rankings. The ultimate aim of every search engine optimization program.