Effective Link Building Techniques: Earning vs Buying Links

Effective Link Building Techniques: Earning vs Buying Links


Link building is not a type of chainmail making exercise from the medieval times… It’s one of the most important factors considered
by search engines (cough) well.. Google when looking to rank your website. High quality links from one website to another is a mark of
confidence in the eyes of Google crawling spiders but can take quite some time to build that trust up. So do you buy some quick links, or spend
time gathering them organically? Stop being the weakest link… Goodbye because Wednesdays, are about to get GIANT. Hello my name is Luke and welcome
to Giant Wednesday, the only place to be to discover the
wonderful world of digital marketing. Don’t forget to subscribe to our channel
and post your comments below. So when it comes to Search Engines, ranking factors are
notoriously murky with Google (and Bing) keeping their cards close to their chests. Finding out exactly how it ranks websites on search engine
results pages, or SERPs, is, in itself a task. But one factor that is confirmed to play a huge role are links. Links can be either internal, pointing users to another
page within your website, or external, taking users from a different website altogether These external links can also be called backlinks and are
almost like currency in the online world. Links from authoritative, trustworthy and notable websites are
counted as a mark of confidence from one website to another. After all if the BBC or The Guardian think you are cool,
the chances are, you are! These back links help to transfer some of that website’s authority to yours,
amplifying your content to a much wider audience via search. As I’ve said, link building can take quite some time. It isn’t always as easy as going out and asking
someone for a little hyperlink with your name on it And because of this, some people go down the
route of buying links, flashing the cash and paying for these
‘votes of confidence’ instead. It’s clear then, that the difference between the two is
one you pay for, one you work hard for. But what’s the best method? Link building best practices have changed massively
over the last ten years, with algorithms constantly changing the
way us marketers do things. Because of this, search engines have gotten
more savvy to “black hat” or back alley methods. And they do not approve… Buying a shed load of links from a sort-of-dodgy directory
site is seriously frowned upon these days. Google wants you to EARN back links the
good old fashioned way, by just doing your job well and providing value to other
businesses or websites. As you may have guessed, going about it the right way is a task. But it can be a fun one that sits well within
the rest of your marketing strategy. Popular link building campaigns are based around content, such as making high quality guides or blogs, which encourage
people to want to share them with others online. Essentially, work with local businesses,
councils, programmes etc. and they’ll include links on their site to say
they’re working in partnership with you. See? Added value Or you can look for linking opportunities among
customers or partners that you already work with! These are obviously great, organic ways to build up links. But there is always someone looking for an easier,
less time-consuming way of doing things. But as I’ve already addressed, this is risky business. Google and Bing discourage people from buying links and
work hard to penalise those sites that do so. And just what kind of penalties I hear you cry? Well, get ready to see a severe drop in rankings No, these search giants aren’t tracking
your bank account well, they might be… But they are clever and can spot patterns which
indicate if a link was paid or is organic. Also, the kind of sites that might
be willing to sell you links are usually less-than-desirable with
really poor authority scores. This is going to do you no favours. A spammy link is a bad link, and nobody wants that. It’s also worth remembering that offering
someone a product or service in exchange for a link can also be
considered a form of link buying. The quest for a healthy link can be a bit
of a minefield to navigate. But fortunately, here are 5 things
you can do to build high quality links. Number one. Make sure the sites linking
to yours are relevant to your industry. If you’re selling pet food, links from
sunglasses retailers aren’t all that great… Number 2. Create great content that
will attract engagement and sharing Include calls to action throughout
to try and encourage this. Number 3 Build relationships with
key journalists or PR influencers. This will help you generate long-lasting
link building opportunities and is always a bonus for your business PR objectives Number 4- Slow and steady wins the race Build links over time and invest
some effort in doing it the right way. And finally, Number 5- when it
comes to the link itself, use relevant, natural anchor text don’t force a random phrase in
there for keywords take. Natural is the word of the day, in case you
haven’t worked that out already. As I’m sure you’ve gathered by now, time and effort goes a long way when
trying to tickle Google’s fancy Whilst it might be tempting to get your wallet out to buy
a big bunch of links at the metaphorical petrol station it’s not going to be worth it once the big boys
find out just what you did! You wouldn’t want to make
Google angry, would you? So that’s the difference between link
building and buying links, and how to go about, all in the
best possible way, of course. So that’s it for today, go forth and comment
your views on this and give us a like and subscribe to see more great
digital and marketing content every week. Thanks for watching, and we’ll see you next
week for another GIANT Wednesday.