Back in 2012, Google rolled out the now infamous Penguin update, which targeted sites that were using manipulative link building tactics to boost search engine rankings. Prior to the Penguin update, link building was relatively easy to game. SEOs used a combination of paid links, link networks, guest blogging, broken link building, press releases and blog networks to push their sites to the top of search results. However since then, many SEOs have put link building on a back burner to avoid potential penalties.
In case you missed it, Matt Cutts recently posted on his personal blog that guest blogging is [officially] dead. This shouldn’t come as much of a shock being that Google has been a warpath against poor quality content, specifically low quality guest posts, for quite some time now. Cutts suggests that SEO professionals and digital marketers seek out new ways of improving their sites rankings, preferably strategies that don’t violate Google’s quality guidelines.