There is no shortcut to creating a diverse link profile for any site. Sure some of the lower level links such as forum links or comment links are easier to achieve, but for SEO longevity you need those relevant high quality authority links at the very foundation of any campaign. The lower level/tier links should just be additional bonuses, frequent sugar coated sprinklings to glaze an already flourishing link profile. The problem is, unless you have a superb brand which naturally attracts authoritative links or a significant amount of money to buy on topic advertorials, youre probably wondering where youre going to find the time to build both your own content strategy and content for offsite link building.
A high quality, informative and socially fresh piece of content can take hours (sometimes days) to really piece together. So when youre sat there with that piece of completed content, having already invested a significant amount of time, you might be thinking should I used this for my own site, or use this as a guest post which will guarantee me a pr5 link or above? Its a fair question, after all, you might already have a contact who can guarantee you a high quality, on topic link from a website that gets a lot of visitors and is likely to gain a number of social shares. Thats great, but surely thats YOUR overall aim anyway? You should be working towards creating that dedicated network of returning visitors who are sharing your content and naturally taking care of that aspect of your search engine optimisation strategy.
Why You Should Place Your Best Content On Your Own Site
Think about it this way, even if your entire link building efforts and polished offsite guest posting is so good that it gets you to a number one position for a competitive key term, whats going to happen when people eventually hit your site through organic search? They are going to bounce quicker than Kim Kardashian at a wedding fare. Its going to be a waste of time for all parties. You want users USING your site, not just stopping by. You want them engaged and seeing your site as the high quality, unique and informative resource within the particular niche they are interested in and will be returning to. Thats whatll keep them coming back and that should be your aim regardless of whether youre a one man SEO machine or an e-commerce monster.
Googles freshness update which hit the SERPs towards the end of October/beginning of November 2011 means there is now even greater SEO benefit in using highest quality content for your own site. If youre regularly writing articles which coincide with dynamic events, recurrent events or trends and topics within your niche, you should be on course to regularly cement your position at the top of the SERPs for a number of mid to long tail key terms. We all know that an on topic, interesting post which hooks into a social event will naturally gain quite a few links, now imagine what you can do with that now Google is giving it additional weight and if youre active in socially sharing your article? Itll be like a back link tsunami.
Sharing Your Content
What this does mean is that you will (and should anyway) invest more time in actively promoting your posts through social media and bookmarking sites. Making the most of social media and SEO by building links to your posts by promoting the hell out of them, just to get things rolling, should be a top priority, at least until you gain enough of a following for that to occur naturally. Taking this approach, on a regular basis should see you create a blog or site which naturally takes care of a lot of the link building for you, meaning you wont have to worry too much about time consuming guest posting for other sites. That doesnt mean to say you should stop completely, if youve got time to do both then do it, but most of us dont and its important to remember that theres no fruit on the tree without the roots.