How to Get the Balance Right: Link Building

The digital marketing world has been, quite frankly, bombarded with algorithm updates of late, and many an SEO expert have become weary of the constant news surrounding the effects of Google’s Penguin and Panda updates. Following this extensive media coverage comes the inevitable advice regarding the best link building practices.

In particular there has been a level of debate targeting the issue of how many links should be included within a page. Where some SEO people and web masters used to work by the mantra of the more the better, with these sites being penalised and their ranks dropping, opinion seems to have swayed the other way. With warnings circulating about keeping your number of links down, it can be confusing to know what action to take. After all, isn’t link building arguably one of the most important parts of SEO?

Of course! Therefore it is all about finding the right balance. Whilst links are invaluable to the SEO process, quality rather than quantity is more important here, so it would not be a bad idea to cut down slightly on the amount of links you have. Sites with unnatural link profiles are more easily identifiable by Google’s spam busting algorithms so don’t put yours in the firing line by resorting to spammy techniques.

Once you’ve removed low quality or spammy links, think about rebuilding your link portfolio. To get the most from each link, concentrate on where your links are coming from rather than how many you can acquire. Using online blogging distribution sites is a really effective way of gaining control over where your links come from. When assessing offers for their carefully written articles, users can determine a site’s suitability by examining the sites relevancy to their own as well as looking at the consumer base, weighing up the likelihood of an individual following a link. It is also worth spending a moment checking the content and page rank of a site for those hoping to obtain some authoritative links. This tool’s benefits really come to power when it comes to making sure your link portfolio is varied.

Another way to continue building great links without risking penalisation is to consider where you include your links. It is the etiquette of the SEO world not to rush straight in with your first link in your opening paragraph. For a more subtle approach, allow your users time to engage with your piece first. Not only does this practice look less suspicious, it is also considered better manners, and the last people you should be aiming to alienate are your user base.

When considering the amount and quality of links you have and need it is worth conducting some research into your competitors. In order to overtake them in the search rankings it is important to know what steps you need to take to build a strategy.

SEO Positive is an online marketing firm based in Essex, offering bespoke optimisation and link building packages.