Link Building For High Search Results
The importance of link building gradually grew in the past decade. Link building is important from a Search Engine Optimisation perspective because the search engines deliver results based on the relevance and the popularity of a website. A website is considered by the search engines like Google, to be important, if many other websites, especially from the same industry, have links towards the website in question.
A backlink or link building is an exercise of creating a html link with the use of the html tag “<a>”. You should have as many backlinks towards your website from reputable websites as possible. The backlinks in the link building exercise can also be pointed to internal pages on your website and not necessarily the home page.
The sites that have many backlinks for link building objective from other websites, will tend to rank higher on Google and other search engines. These popular search engines have hundreds of millions of visitors and they send free traffic to your website if you rank high on Google, for a search term that people use. If for example, people search for “how to learn math” then the term “how to learn math” is called a search term because it is used by many people to search for information.
The following are the most important types of link building methods:
#1: Do follow and no follow backlinks for link building.
In the last decade, many discovered the importance of backlinks or link building to help rank websites. Armies of people were hired for link building for certain websites. As a result, the websites that allowed people to create profiles or post comments, were flooded with people who used the website’s features, simply to post backlinks for a pure link building intention and without consideration of the value of the content for the reader.
Google first came up with a solution. It said to website owners, that had to deal with spammers by modifying the value of the attribute rel to “no follow” for the html links. In this way, the websites that had spammy backlinks pointing to them, from a pure link building exercise perspective, no longer benefited from their spammy backlinks. In the past couple of years, the importance of the nofollow links decreased gradually. That’s because Google cares about the nofollow backlinks that are pointed from the social media websites like Facebook. Hence they are still relevant from a link building perspective.
#2: Reciprocal backlinks for link building.
Reciprocal backlinks happen when two website owners talk to each other and put backlinks between their websites. Certain websites have a page called “resources” where all of these backlinks are added.
#3: Blogroll backlinks for link building.
Many blogs have a section in their design layout or sidebar called blogroll. Inside the blogroll section, the blog owners add a list of links to other websites that the blog owner considered to be relevant or important.
#4: Reputable links from high PR pages for link building.
The websites that are popular and have many backlinks pointing towards them, tend to be ranked higher. Especially in the beginning, Google cared a lot about the PR or page rank of all the web pages out there. It is still important to a degree for link building
#5: Comment links for link building.
These backlinks are added in the comment box, where people comment on certain websites. Many website owners actually want in the beginning, to have as many people that are called comment spammers, to comment on their websites. This is because when Google sees so many comments and activity, it automatically believes that the website starts to have some traction to genuine users.
#6: Social bookmarking and social websites backlinks for link building.
These are usually nofollow backlinks, that are posted by people, on their social profiles. Have as many of those because the search engines care about them as well. This has been factored into the new updates from Google.
#7: Onsite links for link building or internal link structure.
The pages on the same website, can have links between each other. The search engines care about this link structure a lot. So be careful, which page on your website, has the most internal or onsite links, because it will tend to rank higher on the search engines.
#8: Backlinks from websites that are from the same industry for link building.
If you own a health related website, Google and other search engines expect that other health related websites will link to your website. So get as many backlinks from related websites. This will increase relevancy and make them more pertinent.
#9: Affiliate links for link building.
They are links towards affiliate networks whose purpose is to register a visitor that was referred by affiliate marketing. They usually redirect to another website where the actual sales page for the product exists.
#10: Paid backlinks for link building.
Many people sell backlinks on their websites, for those interested in link building, despite Google’s best efforts to stop this practice. For link building, you usually have to pay a few pounds but if Google or other search engines catch on, your website will quickly be downgraded from the search engines. These are deceptive methods and complete black Hat methods of search engine optimisation. This is strongly discouraged after the latest Penguin updates from Google.
The importance of link building is unquestionable. You have to actively care about link building, if you hope to get high search engine rankings and a flood of free organic traffic from search engines like Google.
Latest Penguin updates and how they have impacted link building.
Exact Match vs Partial Match Anchor Text for link building
Many sites had money keyword’s as their anchor text. This was a considered an acceptable practise earlier, is now frowned upon by Google and is factored in by in their latest penguin update. Money keyword is a medium to high quality keyword that is on the threshold of showing, above the fold, in Google search results. Tweaks to those, on your content, along with exact match anchor text, could result in significant improvement i.e. multiple fold traffic improvement. As that happens with any activity that is popular, people start abusing it to over exaggerate the results or over optimise. This over optimisation is now frowned upon by Google in the latest algorithm to ensure quality content in foremost in the minds of people when trying to promote their content or site. People were abusing it to the extent, that over 70% of the links were from money keywords. Research has shown that sites with money keywords below 50% were not impacted negatively, by the latest penguin algorithm release. It does also clarify that, exact match anchor text has not lost its weight entirely. It does mean one thing that we need to stop over optimisation and over abusing the process of exact match anchor text linking, rather the focus should be on using partial match keywords.
If you want to rank for keywords ‘how to learn math’ for example, you can use partial matches like ‘the best method of learning math’, ‘make your math learning process easy’ and ‘math learning process’ amongst others.
The second part of the Link Building process for the new penguin update -Link Relevancy & Diversity
In relation to the new Penguin Algorithm, the focus should be on two significant elements of anchor text link building – relevance and diversity. When a bot crawls a link, it will also track the degree of relevance of the link. A relevance of the link is established, when the bot verifies that links pointing back to your site are relevant, related and credible. Both linking pages and domain are taken into account in this process. Apart from the focus on link relevance, the focus needs to be on the use different variations of anchor text.
Variation can include your brand name, the URL name, short-tail keyword, long-tail keyword, partial match keyword as an anchor text. The more diverse your anchor text links are, the more organic it will appear to search engines bots.
What do You Need to Do to ensure the Penguin update does not impact your site for the link building already undertaken
Firstly look at your internal site or on-site anchor text links to ensure that they are not over-optimised. Secondly analyse the anchor text links from external sources. If there is an exact match anchor text pattern, for majority of the links, i.e. above 50%, you need to sit up and take notice. If you can, for the external links, contact the site owners to tweak the anchor text with different variations it would be useful, additionally start link building with link variations of anchor text, to balance the overall percentage, to ensure it is not skewed towards over optimised exact match anchor texts. For diversity try branded links, naked URL’s, Universal links, Hybrid.
Hence try and ensure that the links have domain diversity, link type diversity and should be shared on social media sites.
Ideally work towards the following percentage break-up:
- 60% URL based or non-keyword anchor texts
- 30% broad match or partial keyword and rephrased anchor texts
- Only 10% exact match keyword anchor texts”
Undertake a new content marketing strategy, to ensure that you promote content in the form of blogs, articles, video’s, press releases, write guest blog’s, write editorial content, comment in forum’s etc that are relevant to your niche and is quality content. Promote this content on social media sites, to generate interest and leverage the social signals (i.e. on Twitter Facebook , Social bookmarking sites, Google+, Diggs, Stumbles, etc.). The importance of content marketing strategy for link building cannot be over emphasised.