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When Google shook up the marketing landscape with its two major updates in 2011 and 2012, it was sending a message to marketers everywhere: Play by the rules, or suffer the consequences. With search engine technology only becoming more sophisticated with each passing month, it seems prudent to pay attention.

Proponents of Google’s strategy argue that good content should speak for itself and garner the attention it deserves, but the reality isn’t quite so simple. Back-links are just as important as ever, but you’ll have to work to get the kind of high-quality sources Google now demands. In order to maximize each new blog post or article’s potential, you’ll need to do more than just provide the best information on a topic.

Follow a Schedule

People like reliability. A haphazard blogger who posts three articles a week and then goes a month without a single word won’t get anywhere. Give readers something to look forward to and a reason to stop by regularly.

Meet your deadlines unless something truly catastrophic drags you away. The more content you produce, the more likely you are to have one go viral and bring attention to the rest of your site. It also establishes credibility. If you always have something interesting to say, others will notice and begin to link to you as an authority source.

Do Your Research

Find out what makes people within a specific niche passionate and what they want to learn. Points of contention argued well are always sure to bring in a strong discussion and incoming links from those who both agree and disagree with your analysis. Invite comments at the end to help viewers find their voices.

The other major link-bait is tutorials. Teaching others how to accomplish things in clear and concise terms, especially in an under-supported niche, gives experienced members a quick place to send newbies without having to type it all up themselves. In general, be helpful and thoughtful, and others will respond.

Make Friends

Internet marketers tend to be solitary individuals, and regular business owners may not think it worthwhile, but establishing connections online is key to success. Leave comments on other blogs and offer to write guest posts for them. Invite other bloggers to do the same. This increases exposure and should be your main form of back-links. You cannot rely on others to provide links for you, so get out there and start pursuing them. This also plays into building a brand by gaining the recognition of equal- or higher-ranked bloggers.

Write More

Finally, nothing is going to move a blog forward like posting more content. It improves your skill as a writer, gives more for the search engines to index and provides ample opportunities for back-links to come into your website. Aim for at least a few posts a week, but some of the most successful bloggers are also the most prolific and publish multiple articles every day. This positive work ethic and an attitude of earning your ranking is the future of marketing. By adjusting now, you can save yourself potential heartbreak in the future.

Author Bio: Paul Teitelman has the experience you need to stay on top of the ever changing world of Internet marketing. His industry experience as an SEO consultant in Toronto will help your company get noticed online.