Link Building is the process through which the link of an individual or business is promoted by displaying it on other websites. It is vital for online promotion that a website is ranked highly during the keyword search process. Every quality link that is created is considered as a vote of credibility and an additional star to the quality of a website. So, increasing the website's chances of being ranked highly in search engine results can in theory be achieved by having highest amount of quality links over the internet.
In the initial stages of search engine optimization (SEO), link building was quite an easy process where a website’s URL could be posted to a lot of directories available online. A link could be typed into the blog comments box and also circulated by paying for submission services to achieve the goal of building links. These methods are referred to today as Black Hat Link Building Techniques, which I briefly discuss below.
Black Hat Link Building
In SEO terms, black-hat link building practices are a way to generate as many backlinks as possible without putting much effort in the process. The most over-utilized method by SEO consultants providing link building using black hat methods is to “spam” websites by spreading the links in the comment sections. The link posting takes place on any blog’s comment zone regardless of whether the blog is relevant to the link or not. Rarely will there be a valid comment – the content will simply consist of the website’s address (url) and/or a link.
The increase in spam comments made webmasters more aware and cautious, leading to greater use of comment moderation on their blogs. Google in particular has been quite successful in ensuring that such black hat techniques to not achieve the desired rankings. Google and other similar search engines provide webmasters with the option to place a “nofollow” tag on links in order to stop spamming. Well-known blogging portals now have comment sections where the nofollow links automatically attach to any links within the comments section.
Black-hat techniques are also linked with “link farming”, a means of generating backlinks. A link farm is a website which is developed solely for the purpose of placing links that lead to another website. On a cursory viewing it is difficult to notice a link farm because of design, but closer inspection invariably reveals that all the links follow the same place.
The idea behind link farms is to mislead Google into thinking that a site deserves a higher ranking than the current position, with the aim of moving up in the key search results. Unfortunately link farming is still sold by SEO consultants to clients, but should be avoided at all costs.
Blog networking is another technique where” fake” blogs are put up by members for a fee or where they contribute content in order to gain links for their own websites. Google takes a dim view of such networks. Although they do contain content which is regularly updated, generally, the posts are of low quality with little relevance to the purported objective of the site: they are rightly considered blog network spam. If caught, Google “red flags” such websites and penalizes them along with the sites that are linked through them.
White Hat Link Building
White-hat link building is built on two main principles:
1. Quality content
2. Relevant content.
The objective for SEO consultant is to provide useful, high quality content on relevant blogs and niche sites where it will have a valuable catering value for the audience.
Guest blogging is considered a beneficial way to provide high quality content for someone else’s blog or website in a hope to receive a link back as a fruit of the contribution. The business can boom rapidly with the help of guest posting and writing guest posts makes it possible for you to reach a wider range of audience and network better to increase your brand awareness.
This process requires dedicated research into quality blogs and a relationship with blog owners by providing them high quality content for their blog. The guest post should be written in such a way that it attracts and grabs more eyeballs from users with great quality responses in order to receive more guest posting opportunities.
Guest posting on quality blogs that have relevance to your business is the best SEO method to attain white hat link building. And, given the impact of Google algorithm updates such as Panda and Penguin, guest posting is the best way to get backlinks to your site if carried out correctly.
SEO strategies also include a lot of articles from the public relations area. The press release is a form of article marketing that can be used to announce features or launch a new product. Press releases can be used to generate high quality backlinks and get more visitor hits on your website.
However, press releases should be optimized highly before submission. Higher optimization means better backlinks for your website.
To use press releases for SEO, build a relationship with editors and websites/magazines that are relevant to your target audience. You may be able to insert anchor text links back to your website within your press release. It is also important to ensure that your press release is optimized with keyword rich content and right heading tags.
I’m Ramya, a freelance web designer/writer based in India. I have worked on a number of SEO projects and have a good insight into creating a web design with SEO techniques incorporated in it. Apart from web designing and SEO I also contribute high-quality articles to top class websites and blogs. Besides business I am part-time wildlife photographer and generally an extrovert, I also like travelling to different destinations.
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