Why the Rap Genius Story Is Really About Google | Entrepreneur.com:
A few rules for companies:
- Never pay for links.
- Don't barter anything, including promotion or in-kind services, for links. To Google, that's the same as paying.
- Don't frequently publish press releases to build links. Weekly press releases with highly-optimized links will definitely trigger Google's detection tools. Use common sense.
- Don't acquire links by asking for them. Period. You should acquire links by capturing the interest of an audience. That's marketing. And in the end, it's what will always work.
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