Like I mentioned in Chapter 1, quality of links is much more important than the quantity of links as Google will hit your site and lower your rankings.
Back in the day SEOs could flirt around the Google guidelines when it came to link building.
Link building techniques like submitting websites to directories were often used by SEO agencies, because it was a technique that worked and was widely practised. But in the modern day, these techniques just don’t work and updates like the Penguin updates will hurt websites that continue to pursue these techniques.
In this second chapter, we’ll give you advice on what types of links to build and what to avoid.
Natural links are the end goal.
It’s the best way to get links.
These links are links that you don’t even have to try to get. Website owners naturally link to your site because they like your site and the content you produce. These types of links are very efficient as it saves time prospecting and outreaching for a link.
If you want to get these natural links you need to give people a reason to do so.
The best way to do this is by producing amazing, useful content.
If you have great content that influencers in your niche like and spread, inevitably you will naturally get regular bloggers link back to your site.
Trying to get natural links, unfortunately takes time.
It’s something that we’re trying to do ourselves and know it will take a while, but you have to start somewhere and think of the long term goals.
Every blogger should have this as a long term goal .
Google also uses these types of link as examples of what webmasters should try to aim for, as these links will last forever.
This is the most common type of link building.
All SEOs will have to outreach to gain links, especially amongst small business or businesses that are just starting out.
Outreaching involves manually contacting bloggers in the same niche as you (normally by email) and asking them to link out to you.
When you outreach you need to give them a good reason for them to link to you. Again, great content is the best way for this.
These types of links are links that you want to avoid.
Self-created links are links that you make yourself, normally by black hat practices (more on black hat techniques in chapter 6).
The aim is to trick the search engines into thinking that a piece of content is relevant when it actually is anything but relevant. Google devalues and targets these types of links as they are not following Google’s guidelines.
If caught website will be heavily penalized.
Because these links are not given by website owners who like your blog, they carry less weight in comparison to natural links.
Black hat SEO techniques were heavily used a decade ago, and even used to this day but less so.
Nonetheless you should be made aware of this techniques and learn to spot and avoid them.
A few examples may be:
At all cost you should avoid these links and only aim to try and gain links via outreach.