Link Building is the ongoing elections; each time a link is built, the website it points to receives the premium vote status, at least it does in Google’s eyes.

The more links pointing to a website, the higher it goes up the search engine ranks. Google’s algorithm understands that if there are many websites pointing to one site, then there must be something worthy about this one website. Given that the links are built on legitimate, non-spam, relevant, worthy websites. High quality links will have been researched beforehand. Online relationships will have been built over hours and days between the individual owners of each website.

Google will display high calibre websites higher in their search ranks if they have thought-worthy links pointing to them. These are links that are built for purpose and not just for the sake of reaching the top; links navigating users from one site to another to gain valuable knowledge, a service or product for sale.

There are other factors that Google will also weigh up including the presence of meta descriptions. Google wants to enhance the usability of how their search results appear to users, so this is key in enticing users to get a snippet of what the page is all about.

Take for example, a specialist baker who sells wooden garden furniture and wants to market their website to increase their online sales. They would need to search for an online blog fortifying readers knowledge on home and garden ware. By contacting the blog owner to publish an online article relating to garden benches and outdoor seating, there is potential to insert a link pointing to the bakeries website.

Quick built spam links will immediately be filtered out by Google’s Penguin which calculates if multiple links have been built in a few minutes and moreover if they contain an exact match anchor text overstuffed with keywords.

Does Content Marketing Work Better Than Link Building?

When the Penguin update was first introduced, many companies began to shy away from link building due to the penalties involved. Link building became a taboo subject for some as they became unsure of the outcome of building a link, causing many online digital marketing experts to search alternative methods to make their clients gain page rank power. Writing unique quality content was one route a vast number of SEO specialists ventured down. Feeling optimistic that their lengthy content containing natural keywords would attract Google’s attention. Anticipating their compelling content would be virally shared across social media sites as a result of readers wanting to share interesting content.

While the engrossing content was gaining unique visitors, it wasn't contributing to the vote of confidence that link building could achieve to favour a site. Sharing a page via Twitter doesn't help push a website up Google’s hierarchical status, even if your 1000+ followers click on your status.

The decrease of link building in fear of penalties resulted in Google left in the dark without any recommendations. Google is reliant on good quality links to ensure its searchers get the best from their results. 

Build Network Links With Real People First

Link building comes with experience of building robust relationships with like minded individuals that know linking to your website will make their website more interesting for readers too. A blog article is a great way to link to external websites, showing readers that their website doesn't have all the answers, but they are well researched to know who else does. Building links that will open in a new window, means that the reader will still come back to the original article belonging to the website that has agreed to host the link.

If you're building contextual links within your own website content or blog articles, it’s recommended to create them so they open in a new window or tab for the reader, so again, they’ll always come back to finish reading the original article. Links need to be relevant to words they link from in your article, otherwise readers may feel confused or mislead into thinking they were going to read about something else.

If your website is content rich, then break it down into several pages in contrast to large lengthy pages that no-one will have the stamina to read. Keep in mind though, that a well optimised website will have at least 600 - 1500 words of content on each of its pages. Linking to several sections will show your readers that you have thought of everything related to what your website specialises in. Smart thought-out navigation is key to ensure your visitors will return.

There is a lot to consider when it comes to link building and how to do it right. Hiring a professional to build relationships with other websites and bloggers is another option if you need to invest your time elsewhere. Kalexiko have experience in helping businesses achieve more visitors to their site as a result of link building. To find out more get in touch.