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06 Nov 2008

An SEO is Not a Link Builder

…And a Link Builder is Not an SEO
Most SEO’s agree that there are three components to higher search results; 1) good content, 2) onsite optimization and 3) quality link building.  However, in my opinion, most SEO’s are not link builders and most link builders are not SEOs.  I believe it boils down to two different personality types.
SEOs and web developers tend to be more creative and analytical in nature. Their function is to build exciting, interactive, captivating websites to draw in the site visitor. Many of these professionals will even optimize these sites, having enough professional knowledge to understand that a good website is more than just an attractive design. While most people who are seeking an effective website for their business will more or less understand what a web developer is, their grasp on what an SEO is might be slightly more hazy.
By definition, an SEO company will go through the process of modifying a website’s content, and structure to maximize the chances of a higher ranking within search engine results. Firms that practice SEO can vary greatly; some have a highly specialized focus, while others take a more general approach. Optimizing a web site for search engines can require looking at so many different contributing factors and elements that many SEO professionals consider themselves to be in the broad field of "website optimization".
Some of the services that an SEO may offer to a client might include keyword research, optimizing website content, and reviewing a website’s meta tags, directory structure, headings and alt text for images. A brief look at these services, as well as those of a web developer, all show similar characteristics: analysis and creativity. There is some trial and error to these services in order to find the right balance in search engine optimization.
While some SEO services may offer link building as part of their portfolio, link builders who focus exclusively on getting link juice for their client’s website are a different breed from SEOs; many SEO companies in fact avoid link building altogether because it does not fit in with the expertise and strengths of the company. Link building professionals are typically more sales and marketing in their approach to link building, and with good reason. Link building is more of a proactive approach to internet marketing. Many link building professionals rely on cold calling  and emailing organizations in pursuit of the link; not a common personality trait of a web developer or SEO. 
For link building, it is a constant hunt or pursuit for the best link juice out there. They are constantly looking for better, more effective links for their client’s website. They get a great thrill when they find a link resource with great promise. They live to "close the deal" as it were, obtaining a resource to call their own; most certainly not something a typical web developer strives for. Their joy comes from great code, while link builders thrill in the chase and capture.
This is the reason that so many SEO companies outsource their link building services to those companies that focus exclusively on link building. Link building is hard work. There is no magic shortcut to getting good links. And though purchasing links might get you some good juice, depending solely on link buying is not the answer. Link building is all about time, because trustworthy links, usually cannot be bought.

SEO companies most certainly have their place in good website promotion, most certainly, but to secure the best link building, it’s best to leave it to the expertise and passion of those who live for links.

[tags] link building, buy links, SEO, higher search rankings, SEO companies, link building service [/tags]