It’s still possible to improve your rankings with careful strategy. Increasingly, it’s about leveraging content marketing to improve linkability. That can be done by targeted outreach, by encouraging social sharing or by using content itself to encourage linking. But it all helps drive up ranking.

Blogging lets you connect with your readers. Most blogs are written in an informal, conversational style that’s a long way from what you’d see in a newspaper or magazine. And that’s true of professional blogs, too.