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  • Su Guillory

How to Tell if You Are Neglecting Link Building

Updated: Aug 9, 2022

Link building is about getting hyperlinks from other websites to your own. It gives your visitors a way to navigate between pages on the Internet. After that, search engines use links to crawl the web. In fact, they crawl the links between individual pages on your website. In addition, they crawl the links between entire websites. There are many techniques for link building, which can vary in complexity.


Some digital marketers think link building is the most difficult part of the job. The landscape of SEO and link building is always changing. Yet, today, the importance of link building has never been higher. In order to compete and thrive online, you need to deploy high-quality campaigns. Here’s how to tell if you have been neglecting link building.


How to Tell if You Are Neglecting Link Building

Your site isn’t receiving any traffic

Since search engines crawl links, they can’t reach your site if they don’t have links to crawl. Search engines use links in two ways:

  1. To find new web pages.

  2. To figure out how to rank a page in their results.

After search engines have crawled your pages on the web, they can add some of your content to their indexes. They then decide if your content is of a high enough quality to rank highly for relevant keywords. Yet, search engines don’t just look at the content of the page.


They also look at the number of links pointing to your page from external websites. Not to mention, they consider the quality of those external websites. If you have a large number of high-quality websites linking to your site, then you have the opportunity to rank more highly in search results. In fact, there are many ways to get more links.


Your articles aren’t getting any comments

Comments, likes and shares are everything–aren’t they? Even if you and your team have been writing your hearts out, it won’t do any good if no one can see it. Google started the movement of using links as a ranking factor to measure the quality of a page. It was based on the idea that a link can be looked at as a vote of confidence.


Basically, when someone links to another website, they are saying it is a good resource. Now, links are used as part of an overall ranking algorithm to determine page rankings. What doesn’t work is manipulating search results.


When I started working for BuildNicheLinks, I learned early on that trying to manipulate search results was a no-no. In fact, we are required to keep up with Google’s continuous algorithm updates in order to ensure all of our clients reach the top of search engine results pages, naturally. Currently, Google will penalize the rankings of websites that try to over-optimize their link building.


You’re afraid of penalties

Yes, Google can penalize your site for engaging in too much link building or trying to manipulate search results. Perhaps you’re worried about Google Penguin. Yet, you can’t forgo link building to satiate your fear. Sure, you can get penalized for building a bad link. So can anyone else. All you have to do to counter that is to spend your time building good and natural links.


You have no content on your home page

Contrary to popular belief, big and beautiful pictures just aren’t going to get the traffic you need. Text does not get in the way, in fact, it helps. You see, search engines are blind. They can’t see the fantastic artwork you have loaded onto your homepage. They need to see text. This means you must put keyword-rich copy that your prospects are searching for.


You then need to link those words to the pages on your site where visitors can find more information. All things being equal, it is both the volume and quality of links pointing to your page that make any difference in rankings. There isn’t any question, that if you get a high-quality link to your website, you can rank better and get more traffic. Plus, no content would make it difficult to launch a remarketing plan.


Google is much more sophisticated today in terms of filtering out low-quality links. This can make a direct impact on your site, so it would behoove you to ensure you focus strictly on quality.


You underestimate link building

Without link building, it would be difficult to see major gains in traffic. The two main things Google considers, when sorting ranks, is relevance of a page and authority of that page. You need both if you want to move up in the ranks. So, your place of focus should be around authority. How can you do that? Through inbound links. If you don’t have an inbound, link-based strategy, you might as well kiss your authority goodbye.


The only way to benefit your site, and your business, is through links. They are the signal that help search engines determine rankings. Having a large number of high-quality links pointing to your website improves your chances of ranking well.


Katrina Manning is a published author, content marketer and editor. She’s currently working for Houston-based link building service company BuildNicheLinks. With over eight years of career writing experience, she specializes in business, tech, lifestyle and digital marketing. Her favorite aspect of writing is the opportunity for constant learning. In her free time, she plays with her pets, volunteers and scours Instagram.

#backlinks #linkbuilding #SEO

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