Link Building Tips For Surviving The Latest Google Algorithm Update

admin | January 7, 2016


3 Link Building Tips Following Google’s Algorithm Update

An update was recently made to the Ranking article in the support section of Google Webmaster Tools as to how webmasters can improve their rankings in the search engines.

The article had previously stated that:
In general, webmasters can improve the rank of their sites by increasing the number of high-quality sites that link to their pages.”
Now it reads:

The difference is subtle but significant.

It’s also consistent with Google’s mission to create better and more relevant results, particularly with the Panda and Penguin algorithm updates.
But this change also raises concerns about link building.

Is it no longer effective? Will websites be penalised for building new links? Will rankings be affected? These are all legitimate questions.
Google states on its Link schemes page that:

Any links intended to manipulate a site’s ranking in Google search results may be considered part of a link scheme.”
What this means is that any suspicious activity from buying links to using automated programs to build links is likely to result in ranking penalties. And in extreme cases your site could even be completely removed from Google’s search index.

Losing rankings can lead to major financial losses for your business. So does this mean that link building should be completely ignored?

Not necessarily.

While some SEO company in sydney would advise against any active link building, it still continues to have a large impact on rankings.
So how can you build a link profile without incurring any penalties?

The following are three steps to getting started.

1. Conduct a Link Audit

Whether your site has been hit by the latest Penguin algorithm update, a proper link audit is a must. Doing so gives a detailed overview of your link profile and also helps set a solid foundation for a link building campaign.

In addition to using Google Webmaster Tools to download links to your pages, other free tools can also be used including Open Site Explorer

If your website is not ranking, it’s entirely possible that it has a penalty.

Links from spammy locations or unrelated sites should be considered for removal. Link profiles that are unnatural (i.e., excessive links with the same anchor text) should also be taken into account.

2. Build Relevant Links

Google employs a highly complex algorithm to display the most relevant results. Links influence rankings in the search engines, but not all links are created equal. Links from sites in a related industry carry far more weight compared to links that are easier to attain (i.e., blog comments, directory submissions, etc.)
Attempting to build links in mass from unrelated sites is a huge red flag in the search engines and likely to trigger a ranking penalty.
Implementing a content marketing strategy is perhaps one of the most effective ways to build and attract high quality links. It also increases brand awareness and builds authority in the search engines.

This can be done with the following:

Blogging: Posting content related to your industry to a blog is highly effective for attracting search engine traffic and engaging your target audience.
Guest posting: Creating content for authority sites in a related industry has the potential to attract a new audience while gaining a powerful link in the process.
Creating guides: Creating an authority guide that fulfills a need in its market is one of the best ways to attract new customers and increase brand awareness.
Content marketing is not limited to these listed above. Other ideas include creating infographics, writing detailed reviews, curating content, hosting events, interviewing experts, and even developing free tools.

Quality matters and this cannot be stressed enough.

3. Leverage PR Strategies

The problem with focusing strictly on link building is that it’s restrictive.
It narrows your mindset and forces you to concentrate on attaining links. It’s still highly effective but generating awareness and interest around your company using PR strategies should also be implemented.

This can be achieved by:

Distributing press releases: If your business has recently expanded or now carries a new line of products, syndicating press releases helps to spread the word.
Hosting events: Events can be anything from hosting special guest speakers to holding workshops. These are exactly the kind of stories that get picked up in the media.

Other PR strategies which can result in powerful links include getting featured in a local magazine or even a popular newspaper.
Links will continue to play a significant role in ranking well in the search engines. But being successful online requires a more comprehensive approach that leverages other aspects of marketing.

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