Link Building Efforts Should be Real, not Fabricated

When it comes to a small business website, a significant SEO strategy is your best bet towards driving up visits from online search results. A major component of your SEO strategy should be link building, which means getting links TO your website from other online sources. Unfortunately some companies fall into the misnomer that buying links can easily increase the inbound link numbers, and positively effect search results.

Google has caught on to bought links

Google has gotten so wise to the purchased link market that they will hold it against you. Websites who have a lot of purchased, or spam, links, will be kicked out of Google all together. Google is so serious about this that many blogs have no-follow on their ad links in order to let Google know “this is a bought link, so please don’t count it.” It’s a way to still buy advertising, but not have it held against you in Google.

Fabricated links are obvious to Google

Many companies purchase the services of an SEO company, not realizing that these so-called experts are engaging in “black-hat” or “fake” SEO that could actually hurt their search engine rankings. Some examples of fabricated SEO efforts:

  • Putting random comments on blogs to try and gain a back link. We receive dozens of these daily, often the same poster putting the exact same comment on different blog posts. We use Askimet, which is a plugin that weeds out fake comments, so these comments never go live on our blog.
  • Buying advertising on parked domains. These pages are often structured around a particular topic so it looks like you’ve gained a pertinent link, but Google is wise to these spam pages and will count these bought links against you.
  • Adding your company to link farms. These are sites that are created to appear as if they are a business directory, when in fact they are simply a huge directory of outbound links.
  • Duplicating content across the net. This would mean taking the same article and publishing it over and over into many article directories so you can get the in-bound links within the articles. Google is wise to over duplication of content.
  • Keyword stuffing pages. Putting to many of the same keyword on a page on your site in an effort to increase the relevance. A keyword density of more than 7% is considered keyword stuffing.

Link building strategies should be authentic

When you set out to gain links into your site, you must find authentic ways to do so. The following provides examples of authentic ways to build your inbound links:

  • List your company in online business directories that are pertinent to your industry.
  • Comment on blogs that you have honest, valuable comments to contribute to the subject being discussed.
  • Create a Squidoo or Hubpages page about a topic pertinent to your business and of interest to others.
  • Comment on message boards pertinent to your business arena.
  • Write interesting articles and publish them in online article directories.

Rule of thumb

When engaging in a link building strategy, just ask yourself, “Is this content adding value?” This should be your rule of thumb when deciding on how to gain links into your website. If you are putting the link merely to get a link back, this may be risky. If you are putting the link to generate useful content, then continue on!

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