I know this is not a new thought, but I figured I would write something I can direct people to as I’m arguing this point more than I would like to lately. First of all, content is NOT totally worthless, but writing good content will not get your site to rank, ever. It also won’t help to add to any of your social media profiles. If you build it, they won’t come.
Do any number of buying-related searches on Google and you will find something very consistent; Large companies dominate the search results. In fact, show me a small or medium-sized company that shows up for any number of 1, 2 and 3 word phrases on Google and I will show you a company that is doing aggressive artificial link building. Why? Because naturally they have all of the incoming links due to natural links from large publications, bloggers that write about them, etc.
Google tells us whenever possible that if you build content, visitors will come. But they are lying. Content, on your site, does almost nothing in regards to rankings that will produce real traffic. Sure, you may be able to get an exact match, 5 word keyword phrase ranking that will produce a visit or two each month with content alone, but to get the keywords that drive real volume, the only thing that will get you there is inbound links from other sites (backlinks). How do you get these? Artificially, paying for them, striking deals, etc. Nobody wants to say it, but it’s true.
Our clients are self-educating more and more and often times I am presented with posts and tips from Google preaching NOT to get a link to rank. And then I have to explain to them real reality, not Google’s lies. You have to build backlinks to your content through an aggressive link building strategy in order for your site to show up in search results.
Google is giving small and medium-sized businesses bad advice. In fact, unless you are a company with massive natural PR exposure, you have almost no chance of ranking ever if you followed Google’s SEO guidelines.
The bottom line is, you have to create links in order to rank. That is the plain, simple truth that is indisputable.