Link Building

Get our latest news about Link Building and our other online marketing services. Call us at 1-888-262-6687 to inquire about your marketing needs.


Backlinks and the process of link building has reached a unique position where website owners are being told two very different messages. The first is that Google says to avoid backlink building because it can do more harm than good. The other message is that you can’t rank without backlinks.

So what is a website owner to do?

We have recently come across three great articles about Link Building and thought they are worth sharing here on our blog to help you better understand the right way to naturally go about obtaining backlinks to your website.

Link Building: No Longer about Manipulation

In this article over at Search Engine Land, Andrew Dennis makes the statement that manipulation is no longer a sustainable route to link acquisition.

Instead he challenges website owners to question how to improve their authority, relevance, and value online. The purpose of link building in a Post-Penguin era is to ensure that Google recognizes your website’s importance.

Dennis also revisits four main reasons we link to other sites that were relevant before Google incorporated links into its ranking algorithm that are still just as true today:

  1. Navigation – you create a pathway for your visitors to see another site.
  2. Reference – you provide your visitors with more information on the topic.
  3. Citation – you need to acknowledge the original source of the content.
  4. Endorsement – you genuinely want to support another person, company, product, event, etc.

Rather than trying to manipulate the Search Engines with links focus on acquiring links with an audience-first perspective. Always keep in mind the four reasons why links are used. Dennis challenges readers to reach out to real webmasters and actively seek out websites that are relevant to both your website/ industry and to your audience.

It’s worth checking out Dennis’ comparison of good verses bad examples backlinks in guest posting, resource link building, directory listings, and blog commenting.

Earning Links through Trust

In another article posted on Search Engine Land over six weeks ago, columnist Jim Yu argues that neglecting critical on-page elements, site design, and content quality will impact your ability to gain natural links to your website. He touches on several key points:

  • Quality Over Quantity – as Google becomes better at understanding the actual language on your website rather than just strings of text it will depend more on the quality of content rather than the quantity of backlinks pointing to the content.
  • Website Design – your website design will impact who and how many people will want to link to your website. Factors such as page load speed, a simple design that reflects customer expectations, fewer advertisements, high quality and suitable graphics, page layout, and navigation are all factors that will impact who will link to you. Backlink acquisition aside, these factors also have a huge impact on how your own visitors interact with your website.
  • Value of Content – “good” content is what will attract people to your website in the first place, entice them to come back, and even illicit them to link to you from their own website. Yu suggests that quality content needs to meet several criteria including understanding visitor personas and educating them on topics of interest. Keeping your content updated regularly is another key factor.

11 Ways for Local Businesses to Get Links

Over on the Moz Blog Casey Meraz offers up practical ways for local businesses to get links to their website. Here are some of the favorites:

  • Try to get a nomination from your Chamber of Commerce, “Best Of” List, or other local awards for businesses
  • Sponsor a local event
  • Help host a community event
  • Support a local club, organization, or charity
  • Offer discounts for students, alumni, seniors, or another special group
  • Ask for links from manufacturers and wholesalers as they likely have an authorized reseller list or store locator on their website
  • Leverage business relationships (ex. if you are a mortgage broker your best Realtors may want to link to and recommend you to their visitors)

As one commenter points out, these ideas are great not only for SEO value but also for driving traffic and generating awareness among your local audience.

Link Building Key Takeaways

So what can be learned from the general attitude towards link building in 2015?

  • Backlinks are for discovery and visibility, not ranking value.
  • A good backlink will provide value to the person who sees it.
  • Your site needs to be valuable, professional, and inviting for others to link to.
  • You should market your business appropriately through links.

For more information about natural link building please contact our office at 1-888-262-6687.


The recent buzz over Search Engine Land is about how a group of researchers at Google are proposing new ways to determine the trustworthiness of a web page. The Google research team published this paper on Knowledge-Based Trust (KBT) which explains how Google may soon look at the accuracy of the web page to determine the quality of the web page rather than backlinks which are easily manipulated:

“The quality of web sources has been traditionally evaluated using exogenous signals such as the hyperlink structure of the graph. We propose a new approach that relies on endogenous signals, namely, the correctness of factual information provided by the source. A source that has few false facts is considered to be trustworthy.”

What do you think? Even if this shift in evaluating trustworthiness is far in the future it’s a good time to double check the accuracy on your website:

  • Is each one of your services properly represented on your website?
  • Are prices correct?
  • Are your business hours up to date?
  • Is product information up to date? Are out of stock products marked as out of stocked?
  • Do you provide references for statistics you use on your blog?
  • Are your blog posts attributed to an author that is credible?

Spend some time reviewing all the pages on your website and ask a few others to do the same. Sometimes a fresh set of eyes is all it takes to spot accuracy issues.

In a recent Google+ Hangout John Mueller, a Webmaster Trends Analyst of Google Switzerland, answered the point blank question, “Is link building in any way good?”  Depending on your opinion of backlinks you may or may not be surprised by his answer:

That is a good question.

In general, I’d try to avoid that.

So that you are really sure that your content kind of stands on its own and make it possible for other people of course to link to your content. Make it easy, maybe, put a little widget on your page, if you like this, this is how you can link to it. Make sure that the URLs on your web site are easy to copy and paste. All of those things make it a little bit easier.

We do use links as part of our algorithm but we use lots and lots of other factors as well. So only focusing on links is probably going to cause more problems for your web site that actually helps.

So what can you take from John’s response?

  • If you haven’t already stop making link building your primary focus, in fact, try to avoid link building.
  • Building links for the sole purpose of links is a poor strategy.
  • Purposefully building links can cause you problems.
  • A lot more goes into Google’s ranking algorithm than just number of backlinks.
  • Look at how easy you make it for others to link to your content.
  • Make sure your content is interesting and well written, even if no one else links to it.

If you are interested in learning more from John Mueller you can watch his recent Google hangout with Webmasters.