Modern SEO is no longer just about who has the best metadata, schema, content, etc. Modern SEO is about engaging potential customers. It's about making users WANT to read your content, ENTICING them to look at your images, and ENCOURAGING them to interact with links that will take them deeper into your site. It's not about dumping your time into what GOOGLE or BING wants, it's about preparing your site for a User Experience that adds to or enforces the brand that you want to convey.
That's because visibility matters and you're in charge of getting it.
I can't even begin to describe to you how many talented individuals I've worked with that haven't reached their potential and goals because they couldn't self-promote. The fact is: you can have the best site in the world but if no one is interacting with it, you won't get the rankings you want.
Not only does active link building create digital recommendations and endorsements for your business, it also boosts the visibility of your site.
If you opened a brand new restaurant, bought the perfect space, hired the best chef around, and really focused on making your customers happy, you'd want them talking about and driving business to your restaurant. You'd want to get positive reviews, and maybe even a feature in the local paper. Heck, you may even run an ad. That's just good business.
You want to look at your website the same way. If users truly enjoyed their experience, why not encourage them to share it? If you can get featured on a prominent blog or site, why not pursue the opportunity? Not only does this help out your brand, it can improve your SEO as well.
Social Signals have shown increasing value in SEO, and I'm of the personal belief that this trend will continue to rise. As users more frequently utilize Social Media as a resource for information and research, its significance in Search Engines may well follow suit.
This means that you shouldn't bail on posting quality posts consistently just because you're not currently getting the engagement that you want or think that you deserve.
It's your business against your competition's. This means that rank is determined by what you've been able to accomplish that your competition hasn't.
What's the secret for beating the client's competition permanently? There's got to be some secret to avoid having to spend months, even years on keeping an up-to-date website, getting quality links, and building a reputable online brand. There's got to be some way that the client can put a little work in now, set it, and forget it.
Because here's the secret: there isn't one, and that's the way I like it.