What is a link building strategy

Link building

All measures for the acquisition of incoming external links, including backlinks on a page, are referred to as link building (also: link building). Link building is understood as one of the search engine optimization measures for the off-page optimization of a website.

Origin [edit]

Since the creation of Google, a search engine registration was no longer necessary for websites, as the search engine, due to its innovative algorithm, evaluated the websites according to their incoming external links, among other things. This gave the search engine optimizers the opportunity to positively influence the ranking of their websites by collecting incoming external links. Tests at that time showed in part that link building enables a faster ranking increase. This created a new branch of search engine optimization that mainly dealt with the procurement of external links. The downside of link building was also evident: dubious link building methods, such as the automated setting of backlinks, link rings, and link buying and selling were increasingly used.

Meaning today

Google's ranking algorithm is constantly being improved and developed. Nowadays, link spam detection occurs in many cases within a short period of time. The search engine operators point out that the importance of the backlinks still counts as an important factor for the search engine ranking. Google's guidelines for webmasters expressly prohibit active link building, as it can be interpreted as an attempt at manipulation. According to Google, naturally generated recommendations in the form of links should be the goal of webmasters.

Since the big algorithm change, the so-called Penguin Update in 2012, many websites have received a penalty if they contain poor quality backlinks, automated links or links that have been purchased. As a result, many websites were penalized by falling rankings or were completely removed from the Google index. With this update, the search engine again clearly demonstrated the importance of good backlinks. In the meantime, Google offers a link disavow tool in the Webmaster Central to check the links on your own website.

Opportunities [edit]

There are basically a large number of ways to set links from other websites to your own. The common link building methods are shown below:

  • Do nothing. Good content is linked by users

According to Google, this is the best way to generate links. Website content should offer added value for the user, so that the user recommends the information in the form of a backlink on their own pages.

Formerly a free and easy method to generate links manually, semi-automatically or automatically. The method is now useless because the search engine Google recognizes the backlinks from web and article directories and hardly takes them into account.

  • Entries in the relevant forums

Backlinks were made by creating a forum signature, where it was possible to store a web address. When posting a forum contribution, a backlink to your own page was created. This type of backlink generation is also known to Google and is now hardly noticed.

Many blog systems allow a website to be stored in the comment field. When posting a blog comment, a cross-reference to the website of the commentator was generated. This method has been widely used as a spam method by generating automated blog comments or manual non-constructive comments.

A very common free method that can work with a well-designed application. Both websites exchange links. The exchange takes place by arrangement. The advantage is the selection of explicit pages where a link can be published and the determination of the framework conditions for linking, such as the position of the link in the text or the definition of the link text. In many cases, this method is also uncovered by Google, especially when reciprocally linking the pages.

Many website operators have developed a link building business and sell backlinks for a fee. This method is absolutely frowned upon by Google. Google warns to exclude link buyers and link sellers from the search engine index.

Content marketing instead of link building

Due to Google's algorithm improvements and the quick detection of link manipulation, it has become a difficult undertaking to get high-quality cross-references from other websites. The trend is therefore towards the creation and marketing of website content, so-called content marketing. The aim is to offer the user added value in terms of information and to present interesting content that also entails a lot of links and mentions. If the website content represents a real benefit for the user, it will also be rated well by search engines and better positioned in the ranking.

Web links [edit]