Link building is a way to provide another signal to search engines in an effort to improve your standing in search results. Link building is the process of getting other sites to link from their site to your site. A link could be used as an endorsement, recommending a blog, creating a link to another site to provide more information, just to name a few uses.
How Does It Work?
As a simple example if I were to write a 200 word blog about my love for pictures of the universe I would probably provide links to specific images from the Hubble telescope on NASA’s website, and a link at the end of my blog to the Hubble telescope so my reader could learn more.
When a search engine reads my blog for the purpose of ranking it for its search results the search engine will realize that I am writing about outer space and more specifically about pictures of outer space. The search engine will then look at the links I created to the Hubble telescope and realize that a blog talking about outer space is linking to the Hubble telescope site so the Hubble telescope site must be a reliable source for information about outer space.
The more links the Hubble telescope site receive from websites and blogs talking about outer space the stronger the association is between the Hubble telescope site and outer space. When a visitor to a search engine searches for outer space the Hubble telescope site has a really good chance of being in the top position because the search engine is able to associate outer space with the site.
The Wrong Way
There are serves that facilitate the purchasing of links to a site. The cheaper services allow for generic links into any part of your site you would like. The content you are linked to could have nothing to do with the subject of your site or blog. What they are selling is quantity of links and not the quality of links. A higher priced service may provide links to your site or blog from content that is more closely aligned with your site or blog. These services are not selling number of links but quality of links.
The problem is that these services are creating an artificial signal about your content. We teach that time is the secret sauce for SEO – you must give time for you to create content that allows Google to understand what your content is about. The process of buying links allows you to shorten the time element but it impacts how Google perceives you. In other words your links are not natural so Google will get confused between the signals it gets naturally from your site and the links you created artificially. Bottom line is that this trick will probably create a result you are not happy with.
The Right Way
Google’s goal is to understand naturally what your content is about. It wants to evaluate how people interact with your content, the words used and how the content is linked to so that it can understand naturally the value the world places on your content. Your goal should be to create content that people are interested in and provide value. If you do they will talk about it and share it through links and other methods. This sharing is the more legitimate way to build natural links and provide signals to Google that is helpful.
Learn more about Search Engine Optimization, keywords, and other website tips from our online courses, and blogs or join our Digital Business Insider group to learn how other people successfully used link building.
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