With all the Panda and Penguin algorithm updates from Google recently, one questions how valid link building now is for online business, considering there are so many discussions on the issues of 'unnatural link warnings' and 'link penalties'.
Regardless of the fact that some link building techniques are classed as ‘illegal’, like hacking blogs, link farming and paid submissions, other techniques are seen by Google as an ‘authority’ boost.
Links first and foremost need to be relevant to your site and give meaning to the viewer. That way there is reason for it and gives potential users the motivation to visit your site to find out more. It also helps diversify where your traffic is coming from and helps your business get out into the online community with quality content that will inform, entertain and educate viewers.
Creating great content is always the best way to get your site seen like building a strong Blog, Twitter, Facebook and Google+ account. Great content encourages followers to engage, share and re-share your site which leads to greater traffic and more qualified customers.
Matt Cutt said in a recent interview with Eric Enge that "The philosophy that we've always had is if you make something that's compelling then it would be much easier to get people to write about it and to link to it. A lot of people approach it from a direction that's backwards. They try to get the links first and then they want to be grandfathered in or think they will be a successful website as a result.”
Matt went on to say “I would concentrate on the stuff that people write, the utility that people find in it, and the amount of times that people link to it. All of those are ways that implicitly measure how relevant or important somebody is to someone else. Links are still the best way that we've found to discover that, and maybe over time social or authorship or other types of markup will give us a lot more information about that”.
Link building has never been ‘bad’ but we are now past the ‘links for links sake’ theory. It is time to really consider how relevant your site is to the links you are creating and look at a reason for a link instead of a motivation of ‘google authority’ for it. If you build great content, people will share it.