Alongside other fundamentals, link building is commonly accepted by Search Engine Optimisation and Digital Marketing professionals to be one of the critical ways to secure and to protect search engine rankings.
Links continue to represent a central plank to search marketing because they still represent the most popular route for passing authority between sites. Ever since it established the patent for its PageRank methodology, Google has used the quantity and quality of links as a primary factor in establishing the relative authority of websites (and, by extension, their ranking position) in relation to search terms.
Historically, this created an arms race in link acquisition where all sites attempted to accelerate the growth of their back link profile as quickly as possible, irrespective of the appropriateness of the links. An arms race that has left many sites without a route to market as Google has honed its algorithm to more and more accurately ascertain the quality and relevance of links.
The questions that search engines will ask themselves will include …
- Who recommends (links to) this website?
- What is the actual anchor text of that link and how will it influence our (the search engines) view of that site?
- Does the link profile seem natural and hold more weight than that of the competing sites?
Links of quality rely for their value upon longevity and relevance (both of the sponsor site to the client site and of the link to its context within the page). Moreover, the impact of that value will vary dependent on the authority and credibility of the sponsor site (in part a consequence of the quality of their search marketing) and how efficiently that authority is passed to our clients.
All these factors, and more, are considered in our link acquisition project planning to ensure that we maximise impact for budget by targeting a variety of styles of links from a variety of appropriate connectors – from guest blogs to directories; from banner advertising to link baiting and outreach development. We do not and never have published links lists and are not links brokers.
Our content outreach development work is a very good example, in fact, of the way in which the various strands of SEO intermingle. Prior to the advent of Social Media, a link to a site was the original indicator of the value of your content. There are now other signifiers (social, etc.) that Google uses to identify when a third party has taken value from your content and, as such, authority development comes from observing the connection between links and social media activity as much as from other sources. Inbound links still form a part of this wider network and this is what now represents our target in driving your site’s authority development.
By providing content that is tailored to the wants and needs of an established audience, we can seek to propagate this content back via media avenues with a significantly increased potential to act as link-bait and thereby generate a long-term and highly valuable inbound link.
Historical links audit
In recent years (and particularly since the implementation of the Penguin update to Google’s algorithm), there has been growing focus on the quality of a website’s inbound link profile. Google has made it a priority in the last few years to purge this practice from the world of SEO.
As a consequence, it is increasingly important for all websites to be in control of their historical link profile and, as such, we offer a thorough link cleansing service for those who feel they are suffering as a consequence of previous work or negative SEO.
This starts with a rigorous assessment of the entire inbound link profile. Where we collate all inbound links and analyse them individually with reference to a variety of factors to establish their algorithmic value.
From this analysis, we identify links to be eradicated and attempt to contact relevant webmasters to request amendment or removal of them. Thereafter, if necessary, we support in communicating with Google in regards to disavow tool implementation, reconsideration requests, etc. Google has stressed in the past how important it is that all efforts are made to eliminate links through the first process before resorting to a disavowal submission and it is central to any submission that evidence of this activity is presented to Google