Last year we analyzed 1 million Google search results. And we learned that links impacted rankings more than every other factor: Number of referring domains. In fact, Google has recently come out and said that backlinks are one of their best 3 ranking signals. So it’s clear that links still form the foundation of Google’s algorithm. The question is:
Exactly why are links still essential?
To know that, you’ll have to hop within your Delorean and go back to the pre-Google days of the web. During the day, search engines like Yahoo! and Alta Vista (remember them?) were the dominant players. And they also ranked their search engine results 100% based on the content on the webpage.
Their now-famous PageRank Algorithm changed the game. Rather than simply analyzing the content of a page, Google looked at the number of people connected to that page. And they were right. Nearly twenty years later, links continue to be the simplest way to determine the caliber of a website. That’s why backlinks remain Google’s go-to ranking signal.
Nevertheless, due to updates like Google Penguin, Google now concentrates on link quality (not just link quantity). You could be wondering: What is a high-quality link, exactly? And how do you build them? That’s what I’m likely to cover in most of this informative guide.
Link-building in 2018 is the procedure of making links on other websites. Earned natural links directly enhance the standing of an internet site and where it ranks in the search engines, as well as other search engine listings. Self-made links are risky and are available together the risk of penalisation from the Google webspam team.
Link building could be a very risky strategy in 2018, then one that I would avoid until you have (at least) first handled the inevitable quality issues on your website. If your business or website content is not rvkzci organic links or social shares you could have a huge problem on the hands, and unnatural links will never help you over time.
It is essential to understand that in 2018, Google “discards” and “discounts” plenty of links for your site, particularly the low-quality links it identifies, and it also requires a lot longer to see the consequences of some kinds of link building. Links still matter in most situations but Google is looking to demote sites which have no E-A-T (Expertise, Authoritativeness, Trustworthiness) and a big part of E-A-T is becoming mentions and links on authoritative sites.
Google still rewards high-quality links, actively aims to disregard lower-quality links and will still penalise real-time spamming activity using manual actions. Before I ‘built links’ to a site I might look into the site for quality issues first and improve website content. It’s easier, cheaper as well as an investment in a pro-active activity that Google isn’t actively devaluing.
You can use tools like SEMRush (specifically the SEMRush Audit Tool), SiteBulb Crawler, DeepCrawl, Screaming Frog or SEO Powersuite Website Auditor to examine for common SEO challenges. Should you be not technically minded, we are able to optimise your website as part of our fixed price SEO service or ad-hoc SEO audit service.