Talk about link building and you’ll get some people saying “link building is dead.” We disagree, along with many other experts that share our view. Link building is not dead, it is very much alive – and still a vital part of the Google ranking factor.
But not all links are created equal. If you go into a link building strategy with your eyes closed, blindly setting up any and every kind of link, you will get your site penalised. Link building is effective when you use high quality links. Here’s why it should continue to be part of your business’s marketing strategy.
What is Link Building and Why Does It Matter?
Link building refers to the process of getting hyperlinks from other websites that link back to your own website. Search engines like Google use these links to get around the web; they crawl the web through hyperlinks.
Search engines use links to find new web pages. They also use links to help determine the ranking of a page in their search results. Once the search engine has found a page through its link it can index the contents, which goes towards an evaluation of whether a page will rank highly for a particular keyword. Google does not just look at the content in order to do this, it also looks at the number of links that are pointing to the particular page. And they look at the quality of the websites that are linking to the page. Links are seen as something of a “vote of confidence” about a page.
Like if you enjoyed reading a page, you bookmark it in your list of “good sites” or you send the link to a friend. The theory goes that if a website is bad, people won’t link to it.
So, in short, the more high quality sites linking to your site, the better you will rank in the search results.
Can Link Building Be Manipulated?
In the past people manipulated the rankings by buying links and setting up spam links to artificially raise a page in the rankings. Google’s regular updates have worked against these techniques in order to improve link building as a practice.
Therefore, it is important to work with high quality links for a link building strategy. An SEO specialist can help with this often time-consuming task.