Professional SEO are always seeking to understand the Google algorithm to achieve better positions in the results.
However, as the engine hardly reveals their ranking criteria, there are many speculations about it.
With Link Building , which is one of the main ways to gain relevance in the search results, this also happens. Therefore, this strategy is surrounded by myths, to unmask this post.
First, let’s explain what is Link Building and how to use it properly, then you understand what information is lies, fabrications or market speculations.
Did you know that the emergence of search engines, the results were presented in alphabetical order? While the web contents were few, such sorting supplied the needs of users.
However, with the emergence of trillions of pages on the Internet and Digital Marketing , the organization of the results had to be revised to present users what they would like to find.
It was with this proposal that Google emerged: prioritize relevant content that would provide the best search experience.
In 1996, Larry Page created PageRank – algorithm that initiated the search engine that it would found two years later, Google.
Initially, the PageRank only considered the amount of links that a page received from other websites to understand their relevance. The logic was the same academic work: the more references an author receives, the more important it is within that theme.
Over time, Google realized it was necessary to refine these criteria. After all, many sites used this loophole to create hundreds of backlinks artificial, in order to forge its reputation.
So, other elements were added to the algorithm. To improve ranking , Google also began to consider the quality of links to a page.
This means that it has to look at the diversity of fields of backlinks, the context of the link on the page, your anchor text, the reliability of the site and its authority.
Therefore, with this evolution, Link Building is now the set of strategies to get links in quantity but mainly with quality. All with the goal of increasing the reputation of a site with Google and improve the positioning of your pages.
Then, so that your pages are considered relevant by Google, you need to get links:
When efforts to gain backlinks meet these requirements, you are doing Link Building the right way!
Thus, Google can understand that you have great relevance within their market and prioritizes your pages in the search results.
But he understands that generating backlinks should happen naturally, by merit of their content, which will be referenced by important sites if it is really good.
Therefore, a Link Building strategy should consider this position of the seeker and gain links through the production of content and the relationship of nutrition with other sites. On the other hand, buying links and practices black hat can generate penalties.
Now that you know better what is Link Building, it becomes easier to understand why there were some myths about this.
The restrictions that Google has imposed on this strategy to inhibit malicious practices leaves many people with questions about how to act, afraid to get your site penalized. And because the browser does not specify what can and what can not, some speculations become truths.
Consider, then, what are the main lies about Link Building and why you should not believe them:
Guest blogging is a common practice of Link Building consisting of winning a place in another blog to publish your content and increase their authority and visibility.
Matt Cutts, Google engineer, wrote in 2014: ” if you are using guest blogging, you should probably stop .” So many sites were frightened and eradicated this practice not to be punished.
But you need to understand better. Guest blogging, or the simple practice of requesting links to a site, it is a problem when it becomes an indiscriminate action of purchase and exchange references without generating value to the reader.
But it remains an interesting action when it is done the right way, focusing on the user, relevant blogs and without forcing the bar.
The parameter rel = “nofollow” in the HTML code of a page indicates to search engines that do not follow certain link. It is very used in paid or unreliable links (as in the comments of a blog box), not to undermine the page ranking.
Thus, the site does not convey authority to the landing page, and Google ignores that link to your ranking. Therefore, many believe that nofollow links have no value in SEO . It will be?
Even if Google disregard the nofollow link, the page readers can access the landing page. That is, the traffic is generated and, if numerous and valuable, certainly the link has value to your strategy.
Domain Authority is a metric created by Moz in order to predict – as closely as possible to Google – the positioning of a website in ranking. Therefore, this metric is often used as a parameter to define the best sources of backlinks.
But blindly look at the DA can be a mistake. The metric does not identify, for example, if the links are relevant to your readers and the site will generate qualified traffic for you.
So do not ignore the sites with AD lower than yours. They may be of interest to their strategy and transmit relevant to your site, and bringing it to new audiences.
In the early days of SEO, it makes much sense to get links on as many sites as possible. And an easy way to achieve this was by registering the site in directories and participating in the internet forums.
Due to abuse this strategy, Google lowered the relevance of backlinks. However, they can still be very valid.
If you genuinely interact with the community in a forum or believes that a directory (as Kekanto and pointer) is relevant to your strategy, include your links. They can be very useful for users and generate traffic to your site!
There is a belief that if Google realize that you won many backlinks in a short time, your website can be punished because he suspects that you have forged links in your favor.
However, there is no definition of the amount and the ideal speed links gain. Moreover, the punishment arises only if the profile of your backlinks is of low quality.
So if you develop a Link Building relevant strategy, focused on providing a good user experience, do not be afraid to conquer links!
As a way to protect themselves from spam, Google dropped the relevant pages that contained an excessive amount of external links of poor quality.
With this attitude of the seeker, many sites thought should not include many external links on your pages to avoid being penalized.
However, Google frowns on when a site creates external links and does not limit their numbers on a page – as long as they strengthening their browsing and reading experience.
Google considers the backlink context to determine its relevance. Your goal is to understand if there is reason for particular website link to your and thus avoid suspicion of links practices gain.
Therefore, it is understood that links from sites of its business niche are more important.
But, again, what prevails is the user experience. If a site about food direct to a post on crafts, this link may be relevant if the content is good and the reference makes sense to the reader.
The anchor text became an easy target for spammers to manipulate links. Therefore, Google clamped down, and the exact match keyword in the anchor text has lost relevance.
So to spread the idea that there would be a need to share the use of keyword variations. It would be like this:
However, there is no relationship of this distribution with the ranking. You must use the changes to improve the readability of text and to better inform Google the subject of the landing page, but does not stick to this proportional distribution.
Having a well – positioned site on Google is an increasingly common concern for success with marketing online. Therefore, SEO strategies are becoming more widespread and well executed.
Then, the differential to stand out in the eyes of Google may currently be in the quality of their work Link Building.
After all, is not any site that can create original, relevant and quality content and to develop valuable relationships with key players in its market, to gain quality links.
So Google gives great importance to the profile of a page backlinks. But to win points with the seeker, you need to develop a safe, away from the black hat, so that generates value for your site and your personas.
In the end, this is what Google wants and values: to offer the best experience for the user.
If in doubt, think: this link that I’m creating or receiving is valuable to the visitor this page? If the answer is positive, trust – you are on the right track.
Now, to complete your SEO strategy, it is important that you also learn how to do SEO On Page .
This entry was produced by the team of Rock Content .