So I’ve been in the SEO game for over a decade now, and let me tell you a lot has changed. The never ending cat and mouse game between Google and Webmasters is still raging on stronger than ever, however I think my opinions on SEO has changed quite a bit.
If you were to ask me right now in 2021 should you actively SEO your site, I would probably at this point in my career say “maybe”. Let me explain.
Should You Do SEO For Your Site
When it comes to the basics like on-site SEO and keyword research, the answer is a resounding YES! Having good basic SEO down is a must if you want to have any chance at search engine traffic.
However the answer gets a little more murky when we are talking about active linkbuilding (non-earned links).
When you do SEO for as long as I have, at a certain point you just get tired of fighting a multi billion dollar company. Every year it seems like Google gets better and better at weeding out the tricksters, and only the best of the best survive (like me haha!).
No but in all seriousness, if you’re not entrenched in SEO at this point in your career like I am, I think focusing on active link building may win you short term profits but will likely just hurt you in the long run.
Does Your Site Need Active Link Building?
Now that being said, there are certain types of sites where SEO is really unavoidable. These include e-commerce type sites as well as business websites. In general nobody is going to link to your 19th century antique store or your trophy engraving business, so in these cases active link building is a must and I think will continue to be necessary as just some properties don’t “earn” natural links.
I personally myself manage dozens of SEO clients where we are actively link building for, however 99% of these clients are all business or shopping type websites. I don’t really handle any blogs or just content websites, so again for business websites I think link building is here to stay.
However if you have a blog site or anything not really shopping related, than your goal should be to of course do the basic on-site SEO work but then to really just create content that earns links.
In the long run (3+ years) you’ll be glad that your site was built on a solid foundation and never have to worry about these silly updates.
But Earning Links Is Slow And Boring
Well yes and no. If you’re putting out good content and getting the word out on social media you’ll see an influx of natural links come sooner than later.
And then from there this will eventually snowball as your site’s search engine traffic will increase, which will lead to more links, and that will lead to more traffic etc.
Sure it’s not as fast as slapping a few links on a private blog network and watching your rankings shoot up, but in the long run you’ll be glad you did.