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Because ultimately, it's still the trump card for higher rankings. In Brett Tabke's 5/18 entry, he echoed a sentiment that many, many webmasters hold on to as a hope: What happens to all those Wavers that think [i]Getting Links = SEO[/i] when that majority of the Google algo is devalued in various ways? When that goes away, the Wavers have zero to hold on to. If permanent links are your main goal, make sure that is clearly articulated to the PR firm in advance, as some PR firms sponsor temporary payola content that disappears about a month after your check clears. Including a picture of yourself may also help build your authority. Buy relevant traffic with a pay per click campaign. Email it to some handpicked journalists and bloggers. If you can make other people feel important they will help do your marketing for you for free. Create your own topical directory about your field of interest. Submit your link to relevant city and state governmental resources. As an example, we've worked with Wordtracker to promote a co-produced keyword strategies guide. Answers or Quora and provide links to relevant resources. It is pretty easy to ask or answer questions on Google Groups and provide links to relevant resources. If you run a fairly reputable company, create a page about it in the Wikipedia or in topic specific wikis. Make sure you regularly monitor your page for zealot editors who may decide to arbitrarily delete it. Many bloggers also track who is linking to them or where their traffic comes from, so linking to them is an easy way to get noticed by some of them. They also help make the other bloggers become aware of you, and they may start reading your blog and/or linking to it. Even if your blog is fairly new you can have your posts featured on the Technorati tag pages by tagging your posts with relevant tags. If you create a blog make sure you list it in a few of the best blog directories.

Be warned that many PR firms can be quite hit or miss with their promotions & even some of the "successes" may not stick around long. If you can't afford to fully outsource your link building, you may want to hire Debra Mastler to train your in house staff. Make your content easy to understand so many people can understand and spread your message. Put some effort in to minimize grammatical or spelling errors, especially if you need authoritative people like librarians to link to your site. Have an easily accessible privacy policy and about section so your site seems more trustworthy. Take the time to make it GOOD (compelling, newsworthy). While many press release sites now add nofollow to press releases, you can also compliment your press releases with media centers on your own site & have custom graphics, data and features on your site so that people who see the release may link directly at the associated pages on your site. Track who picks up your articles or press releases. Do a Google search for [your industry "in the news"]. Perform surveys and studies that make people feel important. Leverage these relationships online and off, by recommending each other via links and distributing each other's business cards. Most of the links you pick up will not have SEO value, but the added exposure will almost always lead to additional "normal" links from people asking about your site on social media and web forums. Depending on your category and offer, you will find Craigslist to be a cheap or free classified service. It is pretty easy to ask or answer questions on Yahoo! Outbound links are one of the cheapest forms of marketing available. Most of these comments will not provide much direct search engine value, but if your comments are useful, insightful, and relevant they can drive direct traffic. and MSN (now Bing), and to a lesser extent in Google. It may be faster to buy an old site with a strong link profile, and link it to your own site, than to try to start building authority links from scratch.

It is accepted that it is easier to rank for long-tail keywords and they would have higher conversion rate.

If you are targeting “disabled dating”, consider targeting keywords like “deaf people dating in the UK”, “deaf people dating in London”, etc.

Search engine optimization has become much more challenging recently after Google’s Penguin and Panda updates.