Why Linking Matters for SEO and how that could Change in 2019
Link building is a strategy wherein a website will attempt to build search engine rankings by association with other sites. For example, it may involve linking from your site’s content to other sites, or it may be other sites linking to yours. Link building, combined with other search engine optimization strategies, has assisted countless websites build authority in the marketplace and thus, rank above where they would normally be placed.
Now, some web designers believe the best way to get links is to write and release high quality articles. While having excellent content on your website may absolutely get you links, there’s no guarantee that it will. Link building requires a more targeted approach. Seeking links from high authority sites blesses your site in the eyes of Google, advising them that the quality of content is high. In addition to seeking attention from high authority sites, one should focus on relevant and related sources to which they are linked. By this definition, the adage ‘less is more’ may apply. Use quality, relevant links and do not simply go for the easiest links available.
Successful link building’s impact on search engine ranking cannot go understated. Link building provides more visibility, brings traffic to your website from other sites, helps to establish authority in the eyes of readers and visitors, and will ultimately assist in non-Google search engine indexing as well. There are a multitude of ways to seek out links beyond writing insanely well-written and engaging content. These include guest blogging on alternative sites, creating infographics, participating in the development and release of video marketing, completing ‘dofollow’ blog comments, completing ‘dofollow’ social bookmarking sites, and making noise on social media.
Now, despite all these advantages, link building might be on its way out – or, at least, it’s changing. Link building has been around for a long time and to this day, it’s relied on by almost all digital marketing professionals. Today’s digital landscape though is not the same as it was even a year ago, let alone a decade ago. Today’s search engines are in a constant state of change, re-designing algorithms in the hopes of providing the user the most relevant query results. In addition to link building, new trends in digital marketing have emerged, including PPC marketing, voice marketing, video marketing, and more. Needless to say, to rely on link building as the primary strategy to rank high on search engines such as Google is ill-advised.
As digital marketing professionals, even though we have more tools today to use in assisting our clients rank high on search engines all over the world, that doesn’t mean link building is irrelevant. When it comes to building text-based content, such as blogs and informational articles, link building has a big role to play in building an audience for these things.
When done correctly, link building can be just as powerful today as it has ever been. Blogs are still being read, text-based articles still being shared, and informational articles and how-to’s still appreciated. For websites just starting out and/or those seeking to find new ways to rank, link building might be something to consider.
For more information on how to build quality, relevant links, consider speaking with a representative at Unlimited Exposure today. As one of Toronto’s top SEO specialists, we can provide tips, tricks, and strategies that time and time again produce real results for our clients!