The Change In Link Building Strategy Over The Years
Link building has been playing a significant role in the promotion of websites as well as in drawing traffic. Developing a link building strategy was crucial in boosting traffic in the initial phase when search algorithm was not so strict. Though link building is still persistent, its use has reduced significantly with the introduction of various other sources of promotional channels.
Many webmasters and website owners are of the idea that link building is a dead strategy. This is true for those who have been unable to adapt to the changing link building strategy and use it in collaboration with other traffic building channels. The constant updates of algorithm introduced by the search engines have taken link building to an entirely new level. The link building technique that was applicable 10 years past cannot be used now and it is sure to change in the coming years as well.
Here are a few elemental changes in link building strategy as witnessed over the years.
Google search engine has been evolving ever since its launch. The increasing number and volume of websites has pushed the search engine to introduce newer and more rigorous penalties on spammy links. The introduction of penalties is a new way of filtering by the search engine to deliver with highly accurate and relevant results. Websites with outbound links to suspicious or low quality sites are often penalised by a drop in the page rank or visibility. In certain situations, websites are entirely dropped from the search engine results page altogether.
Irrelevant links don’t work anymore
In the past, website owners could place links almost anywhere and everywhere they wanted. Relevance of the website, webpage or the content of the link in relation to the page where it has been displayed did not matter much. However, with the increasing cases of fraudulence and hacking, the search engines have introduced strict policies in the placement of link and employment of link building strategy with various sites.
Irrelevant links or links that do not show any relevance with the one it is displayed in considered suspicious. These websites are penalized by the search engine by neutralizing the link entirely. Thus to prevent penalization, that can affect the page rank of a website, webmasters now tries to keep their site free of spammy and irrelevant links.
Guest posts are powerful link building element
The feature of guest posts is a relatively new concept that has gained immense potentiality. Guest posts have become a powerful element in a link building strategy reaching out to a wider number of audience and boosting traffic. With the increasing audience reach, guest posts are also beneficial for improving the SEO of websites. The genuinity of the author and post minimizes the chance of a spam or poor link. Thus it reduces the chance of your website being penalized by the search engine.
Guest posts also help in generating inbound and outbound links for your site. With the posts mostly coming from authoritative sites or sites that are genuine, guest posts is presently considered to be the best ways in a link building strategy.
Links from similar domain can be bad
Inbound and outbound links have become important to make your website and blogs reach out to a wider audience. This has also become a proven way of link building in the current years. However, placing links from same domains generally do not have much effect on the SEO or page rank. Instead link generation from similar domain is considered as a poor and desperate strategy to gain authority. While this strategy was once used by websites, it is no longer effective. A good link building strategy can best serve when links are generated from external sources, sites that are relevant, genuine and not spam or suspicious.
Anchor text manipulation is penalised
Anchor texts which were rich in keywords were considered to be a prime tool for optimization in the search engine. Using relevant keywords is considered to be the best way to make a site visible to the target audience. However, the search engine algorithm has evolved and changed immensely. This has been a prime reason that keywords which were once considered as the most powerful element of search do not hold much authority now even in an effective link building strategy. The keyword density has become a major element to look into while website owners publish contents. Heavy or unnecessary use of keywords within various contents or web pages of a site might lead to penalization of the site by the search engine.
Earning links is tougher
Link building in the earlier in the initial days of search engine was simpler. With search engine algorithms being laxed, link bulding and earning of links were quite simple and easy. Creating and building relations through an effective link building strategy is now quite challenging. With a number of new and ever evolving regulations by the search engine algorithm, earning links that are genuine is tough to achieve. Earning inbound links naturally to your site now requires you to have a high authority site. With Google penalising websites even for minor flaws, websites now rarely accept links from unknown or low authority websites. This has been a prime reason why earning links have become so challenging.
Link building has evolved greatly over the years. The increase in the volume of data partnered with the rise of various websites has been the key reason for link building to become tough. The search engines in order to provide its audience with the highest form of relevant results have introduced a number of various penalties that prevents spammy and low quality sites from making its way into the search engine. This has been a significant reason for the changing link building strategy and the fall in the use of internal as well as external links for promotional purposes.