Now that we have discussed the importance of the link building, we now come to its meaning. Why do we have to practice link building? How do they affect the rankings of your site’s search engine results?
The link formula
We all try to make our websites search engine friendly in order to rank higher. It’s easy to get into the game as it’s still the number one online activity. So, as we try to take a higher rank, we have to stick to the rules of the search engine.
The rules are: higher quality backlinks result in a higher ranking.
Links are not easy to get – just as users’ recommendations are not easy to come by. Unless you pay them – which I personally do not recommend. That’s why Google has used the link factor – because users will only link to you if they find value in what you have to offer them.
That’s the only way you can see how valuable your website is to other people. The truth is, even if you have lots of valuable information, if people do not link to you, the search engines will not recognize your website as valuable. Why?
Because search engines are just machines. You are almost blind to how valuable your website is. Only through high-quality topic-relevant links can they recognize the potential. Of course, there are niches that can do without links, but that’s another topic.
Over the years, Google has become stricter in terms of link building techniques by SEO specialists or even those who claim to be specialists. It’s not the quantity that counts, but the quality of each link – will the reader be interested in where you are going? Will he learn something? Is it useful? Is it really necessary to put this link there?
Do not get me wrong here. It’s not that quantity means nothing at all – of course we want a link everywhere, but make sure they are of value and put on pages that are believable.
That does not mean you do not have to read the rest of the link building course. The truth is, link building is still a big factor for SEO success.
LINKS OR THE CORNERSTONE OF SEO
Since the beginning of Google, the link has been of paramount importance in determining the notoriety of a site . Although Google has undergone changes in recent years, two main factors have determined since the beginning of the algo and even today, the organic referencing of a site: relevance and authority .
THE RELEVANCE OF A LINK
The relevance of a link refers to the link itself and its anchor. To build a highly relevant link, it’s important to focus on the signal it sends to Google. It is necessary for this to choose the right keywords on which you want to be referenced. Be careful not to over-optimize the anchors as this is particularly risky today.
THE AUTHORITY OF THE DOMAIN NAME
The authority is calculated by the number and quality of the link that points to a domain name or a page. Faced with such dependence, one may wonder if there are alternative solutions that can replace the link in an SEO strategy .
THE CONCEPT OF PAGERANK
The PageRank is named after the co-founder of Google: Larry Page. The concept is fairly easy to integrate and apply once you understand the basics. Imagine a series of websites ranging from the letter A to the letter J. The referencing of these sites will be determined in part by the number of external links that returns the visitor to these same sites. Thus, in our example, the sites B to J all put the site A. This means that each of them has at least one link, leading the visitor to the site A. Site A is particularly well referenced thanks to the backlinks. Sites from C to J do not have strong authority and have no pages referring to them. Site A is therefore the source site and the fact that it is highlighted on the other sites, helps to improve or maintain organic SEO. Site B, in turn, has links in some of the sites, making it the second reference site.
Now, let’s take another example, imagine two other websites, K and L. The L site is mentioned in three other sites, the sites C, D and E, while the site K is linked in the site A only, the site that as specified has the strongest authority. In this case, site K will have almost the same importance, the same authority, the same organic referencing as site A and B, unlike site L.
So the authority of a website is defined all or part of the origin of an incoming link. Therefore, links are as important as a keyword in SEO. In other words, if a site that has a strong influence puts your site backlink, it will necessarily serve your ranking.
THE MAJOR FLAW OF LARRY PAGE’S EPONYMOUS SYSTEM
The concept of this system is therefore based on the authority of a website on the web. As a result, the more a website has authority, the more reliable it looks. Its reliability is attested by the algorithm of the system, only because a third neutral part, refers to it, in this case the other websites. This also testifies to the quality of the content on this site. In the end, it is the websites whose content has been deemed reliable by this neutral party are raised one rank above the others.
The system is well-run and well thought out, but there is still a small flaw: it is not a closed system. Therefore, the webmasters, well informed, quickly understood the operation of this system. They could quickly find ways to bypass the algorithm and its rules. Means such as software for automating submissions, for example, that automatically return to hundreds or even thousands of links. We will talk about Blackhat SEO.
THE SOPHISTICATION PHASE OF THE GOOGLE ALGORITHM
Faced with such actions by these referencers, Google has responded by setting up means to sanction any individual using the link manipulation systems. Google subsequently took action to counteract this side effect and strengthen the algorithm and its evaluations. Among the changes that have been made to the algorithm will be retained, one in particular, named Google Penguin . Through Google Penguin, the improvements that have been made have made possible the sophistication of the algorithm. Sophistication in the sense that they allow it to distinguish between a link that seems “natural” and one that seems to have been “manipulated”. Thus modifying all the strategies of link building .
OTHER INDICATORS OF AUTHORITY
The integration of a link in a content is certainly of major importance for the SEO of a site, but it is not the only factor that can count in the balance of SEO. As another factor, there is in the first place, the content and especially its quality . Quality content is only under certain conditions. We will talk about quality content if it is well structured, well written and the information in it is reliable and well documented. Added to this, in the second place, the functionality of the site. The functionality of a site is determined in part by its availability on different media, devices and especially mobiles. So many factors that are today determining in the evaluation of the authority of a site!
LINKBLUILDING IN ITS MODERN VERSION
The link building must appear natural to visitors who encounter a link, which is why there are two types of linkbuilding: the attraction of the link and the manual addition of the link.
THE ATTRACTION OF THE LINK
This is the basis of netlinking par excellence, which translates into a process of creating quality content, enough for readers to naturally click on it.
THE MANUAL ADDITION OF THE LINK
This link building strategy consists of manually integrating a link on sites that already have a high authority. A strategy that can only work if the content is relevant enough to appear neutral.
For a sustainable link strategy, in terms of manual linking, there is a solution that consists of creating a relationship, a form of partnership with external content editors. The content once published will provide an outsourced link, for more visibility.
THE SOCIAL SIGNAL REPLACING THE BACKLINK?
The relevance of the links as well as the PageRank are of great importance in Google’s evaluation strategy, but is it only possible to replace them for the American giant?
By Social Signal, we mean anything that determines the authority of a site to readers on different social media such as Facebook, Twitter or Google Plus. There are already tools to know if a site, or rather a page, is more visited than another, if it is popular and if there are many clicks there. But the bounce rate and the number of clicks may be elements subject to too strong improbabilities and variables to be judged and taken into account for this type of evaluation.
One can also think of the quality of the content as only indicator to replace the LinkBuilding. Another problem arises: how to judge the quality of a content without going through an external third party via backlinks? Which algorithm can determine such a variable without the use of a link? Without link, the results obtained by the research are of lesser quality.