Today, link building is not as cheap or easy as it once was but its importance hasn’t diminished. In its efforts to improve content quality in search results, Google’s algorithm changes have finally crushed spammy link schemes and other black hat SEO practices, but link building can still be a powerful tool when done the right way. Today businesses can benefit from SEO tactics that are well executed and focus on the end user, but it’s important to note that they are no longer particularly simple.
Adapt Your Strategy
Numerous internet marketers decided to stop link building altogether in response to Penguin. Rather than discontinue link building campaigns altogether, marketers should just think about link building in a different way.
Link building is still heavily weighted in the current Google algorithm. Matt Cutts confirmed that Google still values link building, citing it as still an integral
part of non-local and local internet marketing. Link building is one of the best ways to improve organic search results in 2014. It might change in the next few years, but internet marketing experts have to plan for the present.
Relevance Is More Important Than Ever
Google’s Knowledge Graph gathered semantic search information to increase relevancy. In simple terms, the search engine giant created an algorithm that focuses on “things, not strings.” The concept is highly analogous to “context, not anchor text.” In many ways, relevancy is the new page rank.
The Difference Between Link Schemes and Link Building
Stick to three basic link building truisms to create a powerful link building campaign.
- Only focus on links that require human approval and intervention.
- Only focus on links that are relevant.
- Only focus on quality links.
Skip link schemes that involve purchasing links, using automated programs to create more links, or creating new sites for the primary purpose of link building. When in doubt, think about relevancy. Other link building schemes include:
- Purchasing links that pass PageRank
- Linking to a site only to get a link back
- Linking to a site that is not particularly relevant
- Engaging in large-scale article marketing that has text stuffed with keywords
- Creating and distributing numerous press releases with highly optimized anchor text
When in doubt, think about the end user. The searcher wants to find a link that is relevant and will enrich his or her experience. Additionally, avoid black-hat SEO techniques that promise top rankings in a matter of days.
Skip the Shortcuts and Get Down to Business
Instead of trying to beat the system, create the right link building strategy for sites in 2014. 2010 is in the past, and it is time to forget about how link building used to be done. Focus on content that creates value. Link building isn’t only about higher rankings on major search engines, it’s about user experience. Create all of the components needed for the right strategy by putting in the effort needed. Don’t take the easy way out.
