Link Building’ can be risky! This article is personal opinion of research based on my experience of almost 20 years. There is no third party advertising on this page or monetised links of any sort. External links to third party sites are moderated by me. Internal links point to my own content and SEO services.
Link building is the process of earning links on other websites. Earned natural links directly improve the reputation of a website and where it ranks in Google. Self-made links are unnatural. Google penalises unnatural links. Link building can be a very risky strategy and one that I would avoid until you have (at least) first dealt with the inevitable quality issues on your website. If your business or website content is not attracting organic links or social shares you may have a big problem on your hands, and unnatural links will not help you in the long run. I should know. I used to be a ‘web spammer’. It is important to know that Google “discards” and “discounts” lots of links to your site, especially the low-quality links it identifies, and it takes a lot longer to see the effects of some types of link building. Links still matter in most situations but Google is looking to demote sites that have no E-A-T (Expertise, Authoritativeness, Trustworthiness) and a big part of E-A-T is getting mentions and links on authoritative sites. Google still rewards high-quality links, actively aims to ignore lower-quality links and will still penalise real-time spamming activity using manual actions. Before I ‘built links’ to a site I would check the site for quality issues first and improve website content. It’s easier, cheaper and an investment in a pro-active activity that Google isn’t actively devaluing.
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