Linkbuilding is one of the key parts of search engine optimization (SEO) that plays an important role in increasing a website’s visibility and authority on Google. In its essence, linkbuilding is the process of getting links from other web resources that point to your website. Alexander, platform manager LinksSeo, told how to promote links and not get sanctioned by the search engine.
The importance of linkbuilding
External links are considered by search engines like Google as “votes of confidence” and indicators of relevancy. The more quality and relevant links pointing to your site, the more likely it is to be recognized as an important and valuable resource for users.
Search engines, especially Google, actively use backlinks as one of the main factors to determine page ranking. Thus, in one of Sape’s studies, it was revealed that it is links that are considered by most SEO experts as the most significant factor for promotion in Google. For clarity, here are the results of the answer to the question “What part of the optimization process do you consider the most significant in Google?”:
Thus, sites with a higher quantity and quality of backlinks have a better chance of climbing to the top of the search results and attracting more organic traffic.
At the same time, note: linkbuilding is not just about the number of links. The quality and relevance of backlinks also play an important role. Again, here is a list of parameters that SEO specialists use to select donors:
Taking into account a lot of parameters – alas, already a necessity. Search engines have become more intelligent and prefer quality, natural and organic links. Conversely, if you choose links based solely on price or try to take quantity, you may be penalized by the search engine.
Google sanctions for buying links
Google has a “Penguin” filter to combat unfair linkbuilding practices. In 2012, when it was first launched, it was a punishment for many SEO specialists: sites that bought low-quality links could simply disappear from search results. Now Penguin is not so dangerous anymore. Its logic has been incorporated into the general EEAT algorithm, and now its effect has become milder – for example, purchased links may no longer be taken into account.
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However, far more undesirable consequences are possible. For example, sanctions imposed by the algorithm can lead:
- lower search engine rankings;
- a decrease in organic traffic;
- in some cases – even to the temporary blocking of the site and exclusion from the Google index.
Algorithm-related penalties are imposed for the following violations:
- Many unthematic external links.Sites that receive a large number of links from non-thematic resources, that is, from resources that are not related to the theme and content of the site, may be subject to negative impact. Google strives to evaluate the relevance of links and give preference to natural and contextual backlinks.
- Low quality links from non-authoritative donor sites.Getting backlinks from low-quality or non-authoritative sites that have little or no value to users can also trigger penalties. Google tends to evaluate the authority of donor sites, and links from quality resources carry more weight in ranking.
- Leaps and bounds in link profile building.Abrupt jumps in the number of backlinks or uniform link building with no natural progression can also be seen as potential violations of search engine policy. Google looks for natural and organic patterns of link profile growth.
How to know if a site is under a filter
- Check the site in a Google search without a dot between the name and the domain zone. For example, do a search for “amazon com”. If the search results do not include the site’s home page, it is very likely that the site may be under some kind of sanctions.
- Check indexing through rendition. The number of indexed pages is easy to check by typing in the search query “site:site name and domain through dot” – for example, “site:amazon.com”. If no pages are found – Google has excluded the site from the output. If the number of pages in the index has dropped dramatically – it is probably either a bug or a sanctions filter.
- Check via Google Search Console. Some sanctions and filters are shown in this service.
- Check Trust. You can also use third-party services such as Ahrefs. If trust has dropped sharply or even zero – the site is under sanctions.
Recommendations for safe linkbuilding
The results of the Sape survey confirm that working with links, as well as with other ranking factors, should still be reasonable and cautious. Thus, only 18.8% of the surveyed SEO market experts believe that Google’s sanctions for linkbuilding have long since disappeared:
Therefore, it is important to follow at least basic guidelines when buying links:
- Create quality content.The basis of safe linkbuilding is to create unique, useful and interesting content – so that the link is organically placed in the text that has value for users. If you don’t have your own content to put alongside your links, it’s worth having it written.
- Look for relevant and quality sites.To avoid searching for sites manually, you can rely on the capabilities of the platform where you buy links. The easiest thing to do is to select the appropriate topic in the filter, so that the system selects links only from resources of similar orientation.
- Place links on authoritative resources.Focus on getting backlinks from authoritative sites that are highly ranked and trusted by users and search engines.
- Diversify your link profile.Strive to diversify your link profile by getting links from different sources such as social media, blogs, forums, affiliate sites and others.
- Increase the number of links.Increasing links is a great indicator. If their growth is slowing down, the search engine concludes that the page has lost relevance.
- Don’t forget about monitoring and analyzing.Regularly monitor your link profile, analyze backlinks and their quality. This will help you identify unwanted links in time and take the necessary measures.
By following these recommendations, you will be able to carry out safe and effective linkbuilding, which will help to strengthen the authority of your site and improve its ranking in search engines.
