Link building around a forum post

Link building around a forum post
I have a website and I would like to improve my ranking. One thing I'm doing is creating forum posts on a website, which is highly relevant to my page. I'm

able to link the keywords I want and the links are ********.
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What strategies can I use in order to pass more link juice to my website? Ideas I have:

- Creating Web 2.0 links, which point to the forum post
- Creating PBN links, which point to the forum post
- Sending social signals to the forum post

Do you have any suggestions?
Any of those could work, but i would also focus on getting diverse links going to your website, not just strengthening a few from one place. But since those

links would be very relevant then it sounds like a good idea to strengthen them a bit. Maybe get the pbn links to them and then the web 2.0 to your money

site

In recent years, it has been revealed that Google’s Webmaster Guidelines considers any link built by you manually to be spammy, regardless of its nature.

If it is created by you, and is non-editorial, it is spammy and unnatural.

While I am well aware that some SEO professionals disagree, and will continue building links manually until the day they die, John Mueller says:

“So basically on the one hand that involves some amount of self-promotion from your side like you have to get some people to come and visit your website

somehow so that they can recognize that this is actually a good website.

And there are lots of ways that you can do that. And then that also involves one of those people or some of those people going well, this is a really

fantastic website and I have another website that I can link, from where I can link to your website.

So it’s not the case that every visitor coming to your website will say it’s a fantastic website and I also have a website and let me link to your website

from my website, but some of these people they can.”

Which brings us to our next traffic source: legitimate forum discussions.

Wait a minute…I thought forum discussions were bad?

Legitimate forum discussions

4. Spammy Forum Discussions Are Bad, But Legitimate Forum Discussions Are Good

If you continue to spam forums and put your link in every exact-match keyword anchor text occurrence there is, don’t be surprised that you will eventually

get caught.

However, if you legitimately drop your link on discussion forums, that’s not a bad thing.

It can be a great traffic builder when done right.

It is similar to blog comments, in that what SEO pros have done in the past is spam forums relentlessly, constantly churning out link after link in

contextually irrelevant discussions.

This method of forum discussions sucks – and is not something you want to do.


I realize there is a lot of philosophy here, but I think that is core to providing a good foundation for our tactical advertising choices… so let’s dig

into the arguments.

Legitimate Concerns with the Marketing Funnel

Enter the marketing funnel haters! LOL, I’m kidding.

There are those who are questioning the validity of the traditional funnel, and for good reason.

I used the idea of a maze last August for a #UtahDMC 2018 session I presented, noting the difficulty in accurate attribution, even in our digital age of

tracking:

marketing attribution is confusing

The general consensus of the “funnel killers” I’ve run across is a good one: that is, user engagement with a business is far more complex now than it was

in 1898.

This is exceptionally true, and an important note – though I don’t think it undermines the funnel concept.

My main concern with this line of thinking as it pertains to the funnel eventually comes out in some way similar to this:

“People can interact with a business in multiple ways on multiple devices (many of those completely untraceable visits), so we need to think of a new way

to describe this besides the marketing funnel, because obviously the user journey is more complex than it used to be.”

What I take issue with, and the reason for this post, is the main assumption at the end of that made-up quote as it pertains to the funnel.

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Two Core Unchanging Funnel Principles of Importance

I would ask: “is the user journey truly more complex in the broader customer journey categories themselves, or are we actually better seeing the inner

workings of each broad category more clearly?”

That is, should we rethink the entire structure, or is what we are seeing in its complexity simply a more advanced look into the mechanism of the funnel

itself.

I would posit, that nothing has changed in these primary principles of the marketing funnel and it is, in fact, the second option in my statement above.

Here are the two core, unchanging principles that I see in the marketing funnel:

There are stages of customer intent that change over time moving from less to more intentional in purchase behavior.
These stages of customer purchase intent correlate with the number of people in those stages (i.e., more people in awareness, fewer closer to purchase

action).
heroconf aaron levy presentation on middle of maze

In this way, I think the best way of illustrating marketing today is an adaptation of a presentation I saw at HeroConf 2019 by my brilliant friend Aaron

Levy of Tinuiti (the agency formerly known as EliteSEM).

Levy described the concept as a “maze” similar to what I and others have in the past, but with the helpful inclusion of the “Top/Bottom” qualitative

intent language to describe some sort of inter-categorical movement (of which is, if you remember, one of my core unchanging principles of the marketing

funnel).

Based on this updated concept, I think the following award-winning, hand-sketch graphic is the best attempt I can make at expanding on, and visualizing the

marketing customer journey today and beyond:

The marketing maze of directional yet confusing purchase of intent

Yes, we have social which is new from 1898, and email, and paid search, and organic, and still in-store visits, and Amazon store visits and all the rest of

the things that come with marketing today.

But overall, these visits all still arguably follow those two core principles of the marketing funnel.

What this means practically is that you can still identify unique audiences, where they are in the funnel, and then craft a message that meets them within

that funnel.

If you don’t see any correlation to the marketing funnel in your marketing, perhaps the weakness isn’t in the funnel itself – but in your business

audience identification capabilities.

If I had one actionable call-out I want you to get from this post, it would be this:

Work on segmenting your audience targeting and efforts on identifying which of these four broader funnel categories you are going after here, and craft

messaging/creative to support that.

In Summary

As we consider the concept of the marketing funnel, it’s tempting for us in the midst of the mess we marketers try to track every day, to throw our hands

up and exclaim “it’s all chaos!”

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