What Google Thinks about Your Link-Building

Ask 10 different SEO firms about link building strategy, and you’ll get 10 different opinions. Some will stress social media, others may value content creation, and a few will even promote paid links and link exchanges. Frankly, however, the only opinion that really matters is Google’s.

Because Google decides which links matter and which don’t, we listen up when they decide to speak on the subject. Recently, the Google Webmaster blog had a post on what constitutes a valuable link and what you can do to get those links. Read on to learn from the source the best and worst ways to build your links:

Best Strategies
• Become an expert in your field and get involved in an online community. Contribute to blogs and forums, but don’t spam them with shameless promotion for your site because quality links come through the relationships formed in the communities, not the comments themselves.
• Publish helpful, unique, compelling content. This could include anything from a tutorial to a video or tool. Original research or polls also attract quality links.
• For an immediate traffic bump, try humor. Funny content will get picked up by social media and can attract hundreds of links in a short time. According to Google, this is a quick pick-up rather than a long-term strategy.

Worst Strategies
• Buying links – While paid links may provide a small bump, Google says they’re likely to have no positive impact on a site’s performance over time.
• Exchanging links – When addressing this questionable link-building technique, Google’s Webmaster blog uses this ominous warning: “If your site’s visibility in the Google index is important to you it’s best to avoid [exchanging links].”
• Google tells Webmasters to submit their site to relevant, topical directories instead of mass-submissions to SEO link directories.

Basically, Google is saying what we’ve said all along – building links the right way wins the day. Google knows about all the shady link building tactics, and they’ve invested a fortune to make sure those efforts yield minimal results. Take the time to build links the right way, and you’ll see real results over the long haul.

About Paul Richlovsky

Paul purposefully merges a creative writing and teaching background with his decade-long marketing career. He advises clients on content strategy, editorial direction and PR/distribution. He is a perpetual critical thinker who has written/edited hundreds of blog posts and multiple long-form marketing guides, including those aimed at audiences as varied as healthcare, higher education, financial services, B2C brands and manufacturing. With a BA in English from the College of Wooster, he is also the author of a collection of poetry, "Under the Lunar Neon."He gets really excited about the science of elite performance, usability, brand voice, headlines, digital governance, ballroom dancing, bachata, racquet sports, and romping with his niece and nephews.

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  • Thank you for great link building tips. Link building process should be well thought. Not all the sites are worth to get links from. Links from bad sites will most likely hurt the website’s reputation. I’ve been doing some SEO for our company’s website and I used the directory submission, article submission and blog commenting most. With the use of automatic submission tools, directory submission, article submission and blog commenting are made quick and easy. Yes, writing articles requires time and efforts, but it’s possible to hire a writer to create the articles if one is not good at writing.

  • senthiledp says:

    If you can’t be found online, through search; you don’t exist. Build it an no one will come. Build it and optimize it AND market it and you may get some traffic. We talked about SEO at a high level and I recommended that they contract a business that focuses on this and I also mentioned that you’re never done with SEO. (You’re never done with anything online.)
    thanks for 10 build link strategy for seo

  • Todd J says:

    Let,s put this in it’s proper perspective. Exchanging links is not bad. This is one of the oldest ways of marketing on the internet, way even before Google.

    Your statement above is incorrect. Google states “randomly exchanging links or Excessive reciprocal links or excessive link exchanging (“Link to me and I’ll link to you.”).

    This does no way imply that 2 way link exchanges are bad out right. The problem is when most new webmasters think they can trick Google into thinking they have tons of good links.

    Exchanging links can be great for targeted traffic and Google as long as everything is relevant and not excessive.

    Agreed it can be questionable, however this is only because of the way people try and game the system.

    There are many websites today listed at number one positions with link exchange directories among their pages. Once again they are properly done and on topic.

    Please, why would anyone want to rely on one marketing system that can vanish tomorrow without any notice, um google.

    Don’t get me wrong seo is awesome and google can bring some of the best traffic to a website. However, think back to the time before search engines. How did anyone market their website. They did it through links and exchanges which still work today. Once again if they are on topic, relevant and targeted.

    If Google goes belly up tomorrow, you better have links. Not just any old links but links that bring traffic. Bottom line!

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