Short term link building campaigns don’t work. Period. Erin Everhart for the Search Engine Land talks about this guy (we will keep his name John for the purpose of familiarity) who did everything great for a long while; organic content, regular posts, tweets and retweets, and natural links.

Suddenly something crazy hit John and he stopped updating his blog, stopped offering website link to Facebook posts, stopped email marketing and video management. It’s anybody’s guess- John’s website traffic momentum went for a toss. Both the unique visitor count and organic traffic suffered.

The lesson here is clear – even when you reach your traffic targets, you cannot stop your SEO campaign.  To stay on page 1, to retain your traffic volume, you have to keep doing what you’re doing.

Successful link building is a tough act to perform- a very satisfying act too when done right. You must know your target audience and the kind of resources you can pull (in terms of time, money and worker count).

Everhart says that you also need to prefigure where you want the campaign to reach finally. Also, if the conversions are happening at an ideal time- You can’t fool buyers by taking them to the ‘buy’ page when they don’t even know if you are selling goose or gander. You can read the full article here.

Are you concentrating on natural link structure, especially since the latest Penguin update?