• About
    • History of Dallas SEO
  • Contact
  • Topics
    • Bing
    • Blogging
    • Branding
    • Domain Names
    • Google
    • Internet Marketing
    • Link Building
    • Local Search
    • Marketing
    • Public Relations
    • Reputation Management
    • Search Engine Marketing
    • Search Engine Optimization
    • Search Engines
    • Social Media
    • Tech
  • Advertise
  • Services
    • Search Engine Optimization
    • Ongoing SEO Services
    • SEO Expert Witness
    • Google Penalty Recovery
    • Mini SEO Audit
    • Link Audit
    • Keyword Research
    • Combine Websites SEO Services
    • PPC Management
    • Online Reputation Management
    • Domain Name Consultant
    • Domain Names & Expired Domains
    • Domain Name Appraisal

Bill Hartzer

GoDaddy Airo: Register your .com domain name today!
Home » Why I am No Longer a Link Builder But Now a Content Publicist

Why I am No Longer a Link Builder But Now a Content Publicist

I think the title of this blog post says it all. Really. Here we are in the beginning of 2013 and many respected experts in the Search Engine Optimization industry offering their predictions for the year. I purposely have decided to not offer any predictions for the year. Rather, just go ahead and change my whole entire attitude and way of thinking when it comes to SEO, web site marketing, internet marketing, online marketing, whatever you want to call it these days. What is the change I’m making?

broken link

I am no longer calling myself a link builder. I no longer do link building. It’s now all about link earning, so I am officially going to call myself a content publicist. I am no longer a link builder, but am now an online content publicist.

Why the change? In 2012, we have seen a lot of changes in how the search engines deal with links, which types of links they are “counting”, which links that they are telling us that are unnatural or bad, toxic links. And even the link moses, Eric Ward, who has been doing link earning all along, has offered his predictions for 2013.

Link Networks – gone and devalued.

Infographics – people are starting to ignore them. I’m not a big fan.

Directories – there are really possibly less than a half a dozen still worth getting “listed on”. And even then, the SEO value of those are potentially questioned.

Sponsorships – potentially devalued in 2013, but since they’re paid anyway do we really think the search engines would value these anymore? Paid posts and paying for links has been out for several years now. Devalued. Why should a search engine give value to a paid sponsorship of an event?

Blog post comments – pretty much still worthless, unless it’s a comment on an A list blog with a lot of traffic and a lot of trust. Still then, comment because you want to comment. Now because you are looking for a link.

Forum Posts/Signatures in Posts – Might bring you a few clicks if it’s a popular forum. But other than that, no longer any SEO value there.

Links from Social Sites – The search engines crawl the social sites, and the best way to get a page crawled is to mention the URL in a Tweet or on Google+. But the value here is more when it is done for content awareness, and not because of the actual link or SEO value of the link.

For me, it all really started with Danny Sullivan’s rant about link earning in June 2012. It really comes down to one statement by Danny that sums it all up quite nicely:

What you want is to be linked from places where there’s an actual audience that might see your link and click on it directly to visit. Do that, and you’re building the type of links the search engines want to reward.

If you want to hear and read the audio from Danny Sullivan’s (now) famous rant? Jeremy recorded it and posted a transcript.

I’ve officially stopped focusing saying that I do link building. I’m no longer a link builder. I’m a content publicist. Why? If you stop thinking about building links, you start thinking about publicizing content, then you start to focus on what matters most: getting really good content in front of people. Real people have the ability to “like”, “plus one”, and share content with their friends and others. If it’s good content then it will get noticed if you do the “publicity part” right. And it’s a lot easier to get links to great content–so the link building (or link earning) part will come naturally.

It’s now my belief that a link will have more value or be valued more by the search engines if that link has traffic and visitors associated with it. The search engines have a lot of data now. They know when people are clicking, tweeting, liking, sharing, and visiting certain URLs. Trust me, they know.

If you are a link builder or do any link building for your web site or a client’s web site, you need to stop calling yourself a link builder. Start changing your whole attitude, start thinking of yourself as a content publicist. You’ll thank me when 2014 comes around.

Bill Hartzer on Search, Marketing, Tech, and Domains.

Recent Posts

  • Metricool Brings Real Analytics to Personal LinkedIn Profiles July 8, 2025
  • This Cleveland Agency Found a Smarter Way to Rank in Every Suburb—Without Opening More Offices July 8, 2025
  • Survey: Gen Z Reuses Passwords but Demands Bank-Level Security From Small Businesses July 8, 2025
  • Liftoff Reveals What’s Actually Working in Mobile Ads July 7, 2025
  • EasySend’s Big Move: AI Tools That Make Static Forms Obsolete July 7, 2025
  • Is Social Media Failing Small Businesses? New Survey Reveals a Hidden Blind Spot July 7, 2025
  • Why Cloudflare’s Pay Per Crawl Is a Trap for 99% of Websites July 2, 2025
  • The Hidden Risk of Double Letters in Brand and Domain Names July 2, 2025
  • GEO Verified™ Launches to Help Brands Survive the AI Search Shakeup July 1, 2025
  • RetailOnline.com Hits the Market After 25 Years—And It’s Built for the Future of E-Commerce July 1, 2025
  • AI-Powered Task Planning: The Future of Business Efficiency and Personal Productivity June 30, 2025
  • New Yoast Add-On Turns Google Docs Into an SEO Power Tool June 26, 2025
  • Simon Data Flips the Script on Marketing with AI Agents June 26, 2025
  • IAB Lays Down the Law for Gaming Ads—Here’s What Brands Need to Know June 26, 2025
  • Google Review Extortion Text Message – Scam Warning for Business Owners June 25, 2025
  • Google Names SearchKings Top AI Innovator for Transforming Lead Quality June 24, 2025
  • Marketing Exec Buys Social Media Firm in Deal That Signals Big Plans June 24, 2025
  • Amsive Takes on ChatGPT and Gemini with Next-Gen SEO for the AI Search Era June 23, 2025
  • Reddit Sued After Google’s AI Overviews Allegedly Gutted Traffic June 19, 2025
  • Globant Unleashes FUSION: AI Marketing Agents Built to Do the Work June 18, 2025

Hartzer Domains

Bare-Metal Servers by HostDime

DFWSEM logo

Bill Hartzer is a Brand Ambassador for:

Industry Friends

I Love SEO
WTFSEO
SEO By the Sea
Brian Harnish
Jeff Lenney
Jeff Gabriel
Scott Hendison
Dixon Jones
Brian Hartzer
Navah Hopkins
DNAccess
SEO Dallas
Confirmed Stolen

Connect With Bill Hartzer

Bill Hartzer on Twitter
Bill Hartzer on BlueSky
Bill Hartzer on Instagram
Hartzer Consulting on Facebook
Bill Hartzer on Facebook
Bill Hartzer on YouTube

Categories

  • Advertising (109)
  • AI (201)
  • Bing Search Engine (8)
  • Blogging (43)
  • Branding (19)
  • Domain Names (315)
  • Google (260)
  • Internet Marketing (51)
  • Internet Usage (95)
  • Link Building (53)
  • Local Search (63)
  • Marketing (232)
  • Marketing Foo (34)
  • Pay Per Click (9)
  • Podcast (19)
  • Public Relations (9)
  • Reputation Management (14)
  • Search Engine Marketing (46)
  • Search Engine Marketing Events (60)
  • Search Engine Marketing Firms (93)
  • Search Engine Marketing Jobs (33)
  • Search Engine Optimization (189)
  • Search Engines (223)
  • Social Media (302)
  • Social Media Marketing (58)
  • Tech (16)
  • Web Analytics (21)
  • Webinars (1)

Note: All product names, logos, and brands are property of their respective owners. All company, product and service names used in this website are for identification purposes only, and are mentioned only to help my readers. All other trademarks cited herein are the property of their respective owners. Use of these names, logos, and brands does not imply endorsement.

 

Hartzer Consulting

Website, Content, and Marketing by Hartzer Consulting, LLC.

Disclaimer - Privacy Policy - Terms of Use

Copyright © 2025 ·