Ensuring that your content is effective in connecting with the prospects searching for your products or services is crucial. Your web pages should be geared towards focusing on individual topics instead of individual keywords. Prove that you are trustworthy by connecting as closely as possible to high authority sites. Use structured data to further explain your topics. Earning links is not about following a static link building strategy for a long time. In the landscape of Google's ever changing algorithms, sticking with just one or two tactics for link building is not going to help you in any way. There is definitely no hard and fast rule or way to get you tons of high valued and qualified links. Fifty-six percent of Google queries show no paid ads at all, so if you're counting on paid search to provide all of your visibility to searchers, you could be missing half your audience. Before Google's Panda updates, SEOefforts largely focused on keywords (link is external) , or, more specifically, on keyword stuffing - including the word or phrase you want to rank for as many times as possible on a particular page.