At this point, it’s obvious that Google uses links like votes. But not all links are created equal. A link that leads to a website that is generally considered competent and trustworthy, or it’s not. Those links that are seen as trustworthy tend to get more clicks, while the others don’t. These quality links are authoritative.
In order to build high quality links, you really need to make sure you’re creating content that people will want to read. You want to make sure that your content is newsworthy, and that that content is new or currently relevant.
Unfortunately, not every brand can cover breaking news the moment it breaks, but there are ways you can participate in newsworthy conversations, and one way would be surveys.
Amanda Milligan of Moz will take us through how we can take advantage of surveys to add value to conversations.