We’ve been telling you there’s no great secret to search optimization, but that’s kind of a lie, isn’t it?
There is one not-so-secret ingredient that makes SEO work. It also makes social sharing work. Referrals, too.
I won’t be mysterious about it — it’s links. Links make the web go around. They’re why it’s called a web in the first place.
When good websites link to you, those links are votes of confidence. Get enough votes and you win.
The hard part? Getting enough of the right links, from the right people. To do that, you need two things:
Great stuff to link to
Relationships with solid web publishers
We hammer you endlessly with advice on #1. Today I’m going to talk a little bit about #2.
The most valuable asset you have
When you’re online, publishing content and interacting with your fellow humans, you develop a collection of what we can call assets.
You have a website, hopefully on your own domain. You probably have some social media accounts. An email list is invaluable. You might have a blog or a podcast or a YouTube channel.
But there’s one asset that’s more valuable than any of those — your reputation.
Do people know who you are? And if they do, do they want to spend more time with you?
If the answer to either question is largely No, you have a problem.
Reputations are built with content, but maintained with relationships. If you publish good work and you are a good, honorable, and trustworthy human being, your