Link Building is an important part of a Search Engine Optimisation (SEO) natural listing strategy.
As with most SEO practices the evolution of this strategy continues as more websites vie for higher ranking placement in natural listings in the major search engines. Google and many other search engines such as Yahoo! and Ninemsn, include link popularity as part of the way they evaluate the web pages they index in their search engine databases. Links are seen as a positive “vote” towards the quality of the web page. Each individual web page acquires link popularity based on the pages that link to it.
The idea of link building and web site popularity is logical and makes sense – but where people see an easy opportunity they take it and the process of building “backlinks” saw an entire new business sector develop. These link building businesses were often referred to as link farms which meant thousands of websites were developed with little or no value of content for the pure purpose of selling a backlink back to a website. As you can imagine not only did this pollute the online web – but it also started to impact the quality of the websites that appeared in the search results pages. The annoying part of this for most search professionals, is that the system actually worked. Google needed to address the growing pollution of the search results – so they worked very hard at reweighting their algorithm and released Penguin and Panda updates to try and reduce poor quality results. These updates hit many websites and high profile business hard – who had employed the services of agency’s or link farms to build links. Some sites suffered banning or a massive drop in rankings.
Is Link Building Still Important and is it Risky?
Link building is still very important. But only high quality relevant links from good domains. The strategy should be focused on developing relationships with high quality and relevant online partners and not focused on quantity. Poor quality links can still potentially damage your rankings.
All Links are Not Equal
All links are not equal. More links do not guarantee higher rankings. As websites continue to proliferate, search engines are devising methods to evaluate the relevance and importance of links. Search engines are placing increasing importance on the number and quality of links. The search engines are seeking links from authoritative sites or links from sites that have the same focus as your site.
Many sites suffer a drop in rankings or get warnings or penalisations. The PayPerClick team are experienced at identifing the causes of ranking drops and are experts in devising strategies and solutions to disavow poor backlinks and improve quality links and overall site quality.
For more information on how PayPerClick can assist your company with SEO Link Building, please call +61 2 9970 8486 or enquire online.