I skate to where the puck is going to be, not where it has been. – Wayne Gretzky

Blog commenting, article spinning, article directory submission, profile links: such methods are still in the search engine optimization tool box for many internet marketers because they still work here and there. What these site owners don’t want to come to terms with is the fact that their success has a very short life span. Sooner or later, Google engineers will update their algorithm and their rankings will evaporate in seconds.

Rather than spending months trying to trick Google into ranking your content based on hundreds or thousands of subpar quality links, spend months on generating links that will last for decades. Realize that although those subpar quality links will get you a quick payoff in the short term, you are wasting a massive amount of your time because, sooner or later, Google will devalue those links.


Even short term success isn’t guaranteed. If you’re getting traffic from high ranking keywords, inevitably you’ll have people looking at what other type of content you have on the web. If people find thousands of spun articles that link directly to your site, written in language only Jabba the Hut would understand, you can be sure that they aren’t going to buy anything associated with your site’s brand. It’s pretty obvious when a site is looking to provide useful information and when it is looking to cash in by gaming Google. Eventually, your site won’t be a visited by harmless Googler, but a Google engineer who will manually inspect your site and determine its fate in seconds.

Yes, it takes a lot of time to write quality guest posts that are posted on established blogs. Yes, it takes a lot of time to seek out blog owners who are open to guest posts in the first place. Yes, it takes a lot of time to create content which people would naturally want to link to. However, all of those time consuming methods will give you more value in the long run because Google will value those methods for many years! Aside from guest posting and creating quality content, there are many other white hat methods that you can invest in…

  • Infographics, which can be used as link bait.
  • Youtube videos, which can give your site traffic and links, if you have interesting enough content.
  • Message boards, which are hard to set up, but can be a source of sustained traffic and links that grows indefinitely.
  • Press releases that may find their way on big news sites and provide you with traffic and links.

Too many SEO’s fail to think of their work as a long term investment, which is what it really is. Rather than trying to emulate the quick results of PPC with questionable linking practices, focus on creating value.