On today’s post-Panda and post-Penguin World Wide Web, link building has become a matter both of finesse and of balance. Google reps, as well as seasoned SEO pros have been repeatedly warning webmasters in charge of maintaining the health of a site’s back link profile that the search engine is only going to tighten its policies regarding best practices for link building. As such, at the moment, optimizers are left with two major directions to follow: one, to correct mistakes of the past and make sure that the current back link profile does not point to major issues, such as spammy sites or paid links; and two, to future-proof the site, so that it remains impervious in the face of the many updates and algorithm changes that are sure to come. As such, if this leaves you wondering what to do next, in terms of link building, here are our three top tips.
- Go as natural as you can
According to Google, there is such a thing as an unnatural link building pattern – and its representatives have announced that in the future, they will be targeting sites that display such patterns. The unnatural aspect comes from intensive link building campaigns that last for a limited span of time. What this results in is a major spike in back links, all over the course of a month or as little as a few weeks. Search engine crawlers will become suspicious to such patterns and might tax a subsequent absence of any inbound links, immediately after the boom. The best way to solve this is to work with an agency or expert that focuses on consistent outreach, as well as on a diverse array of sites to get links from. If you’re managing a new website you particularly need to focus on this, as search engines tend to be less lenient with newer sites.
- Focus on quality
Quality is a two-pronged aspect of sound link building. On the one hand, you need to make sure your branded content isn’t showing up on sites that rank poorly in matters of domain authority. On the other, in order to get your content up on good sites, you need to produce posts and articles that are well-documented, researched, and written. In other words, it’s a complex effort, which, in most cases, is best achieved with the input of an agency that offers guest post services, rather than in-house. You will want to work with someone who takes the time to research domain authority, contact webmasters, pitch content, and report back with the results of their labor.
- Diversity pays off
Earlier in this article, we mentioned diversity as a sound strategy for link building. This does not only apply to websites you’re targeting for inbound links, but also to the types and categories of anchor text you should be optimizing for. Nowadays, as any SEO professional will tell you, there are many kinds of anchor text to spring for, from the non-targeted (click here, visit this website for more info, etc.), to the blatantly branded. There is nothing wrong with using any one category – as a matter of fact, the best way to go about link building is to include as many types of keywords as possible. In some cases, targeted keywords are only responsible for 15 per cent of the links pointing to a specific site, and that’s absolutely fine (if not encouraged) by Google’s standards.
Dana Jensen writes long copy for an emerging digital advertising and marketing agency. Before this, however, she was a freelance contractor who will always make one and the same recommendation to those looking for accessible, good quality Firefox Phone