Hopefully, your website is populated with content that is topically relevant and streamlined to be SEO rich, have clean HTML, is quick to load and optimised for easy access from mobile devices, but this is only half of the story for the successful marketing of a site. The world of SEO is a fast-moving industry, principally because of Google’s menagerie of algorithm updates that affect how a website is ranked. One thing has remained consistently crucial to a site’s position, however, on the search engine ranking pages: links to the site.
Google Penguin Google’s first Penguin update was released in 2012; since then, much noise has been made about how a site’s content is the key factor to influence search engine page ranking. However, Penguin also evaluates sites by the links that connect to it. Bots were once used to analyse the sites for their content and the number of links to it, but they now scrutinise the backlinks to a page to determine its quality and ensure that they are not unnatural or manipulative.
Why Link Building is Important Relevance and authority are key to ensure a site’s ranking. Quality is critical to your success, and this is what we are going to focus on; but how do you assess the quality of a site? First, you need an understanding of why link building is so important. Link building is an important tool for business growth beyond the realms of search engine ranking: it is a great way to build, grow and enhance a brand. The links should be from industry relevant articles and published on sites of authority, which means the audience who finds themselves drawn to the site have self-qualified themselves as potential consumers by their initial act of clicking through the link.