I see it every day. Someone is posting a message on a board for freelancers, wanting to get to the top of Google, within a week for under a hundred dollars. Needless to say, this isn’t going to happen without the person they’re paying doing something at best unethical and at worst illegal. SEO, when done properly, is a process that takes time and regular effort. Sudden bursts of link building activity are good, and will often affect the search engine results, but if you want your website to have long term link popularity, you are going to need a long term strategy.

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Search engines don’t award any extra points for getting large number of links over a short period of time, but they do appreciate websites that have been around a long term, building their reputation by updating their content regularly. They are deliberately designed to weed out sites with a short term strategy, using methods such as the assessment of content updates, testing the age of domain names, and preferring a large number of content-rich pages to a small number of heavily coded ones. Whilst it is possible for newer websites to go some way to make up for this, there will never be any substitute for a slow but natural build-up of link traffic.

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In SEO circles, we often see terms such as “natural” and “organic” traffic. These are basically just buzz-words for genuine user popularity. If you are investing your time and money into creating content that people want to read or otherwise engage in, and even share with their friends, than you’ll find SEO instantly becomes far easier.

There are a million metaphors, from building a house to ageing a lager, but the gist of it is the same: you will find that the results from any quality SEO campaign increase exponentially over time, as good content will always lead to good links and good links will lead to more links. Building for the future is less about heated bursts of activity and more about making a habit of SEO. Regularly create new keyword-optimised pages and blogs with content that is useful, interesting, funny or otherwise desirable. The key is to make it SEO a part of your regular activities, a part of your website’s running costs, rather than saving it for a special occasion. You will find that the results speak for themselves.

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