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The Importance of Link Building, Pt. 1: The Basics

Once upon a time, when search engine optimization was largely about putting your links out there and building a ‘strong’ back link profile at all costs, there was no debate to speak of, in terms of link building versus content. Nowadays, with the latest Google updates, the focus seems to have fallen resolutely on content marketing. Many industry experts claim that search engine marketing as we know it has moved away from the importance it had previously placed on links and is now focusing on the depth of content, the research behind it, and its informational value. We, at Guest Post Shop, believe both content and link building are just as important, even today. We understand that off-site strategies such as link building are time consuming for webmasters and thus strive to provide top services on this segment. This is why today we’re starting our three-post series on best practices for link building, as well as on the importance of this tactic.

  • Link builders are still in demand

In fact, back link profiling seems to have maintained its status as one of the most sought-after strategies in SEO. This is probably because, out of all Google-approved SEO tactics, this one remains the most elusive and difficult to define. As such, even when working with a digital agency that claims it offers full services, you may discover that they outsource their link building activities. While this might initially seem like a nuisance (for the clients), it ultimately spells good tides for freelancers and specialized agencies. As for the client’s perspective, it’s always a better idea to work with a company or professional that provide a single service, for, in a certain sense, it’s a promise of more focus on the work at hand.

  • Links still matter

The above blanket statement is far too vast for a single paragraph – it has served as the subject of analyses and even books. However, for the link building newbie, suffice to say that links are still the top criterion for indexation by search engine crawlers. Essentially, back links are the way the search engine spiders understand the Internet and, of course, they are also highly relevant for the average user.

  • Understand WordPress

It might not be the best optimized platform for posting online content, but, for what it’s worth, WordPress is still one of the most used blogging interfaces on the web. That alone is reason enough to understand it and if you’re an agency or link building freelancer, makes sure your client is at least familiarized with the essentials of what it takes to set up a basic website. In fact, chances are your client already has a site and it’s built on WordPress. This is why it’s recommended that they become familiar with the way it works: they will have that much better of a grasp over what link building and SEO mean, as well as on what good content means.

  • Self-audit before it’s too late

When first starting to build their back link profile, brand managers and webmasters will disregard all the links they already have in their profile. This is risky for two reasons: on the one hand, they focus on building all-new links, while failing to appreciate the link juice and power of what they already have. Of course, this ends up costing them time and effort, not to mention the money that they probably invested the first time around. On the other hand, it’s genuinely dangerous, because faulty links stand to get a domain penalized by Google. As such, it’s much wiser to invest in the necessary tools for a self-link audit, than to wait around waiting for a penalization to happen. There are plenty of good quality free tools out there, as well as paid resources that are genuinely worth the investment. Advise link building clients to mine whatever data they have, then familiarize them with the basic types of analyses, from site-wide performance to paid keywords.

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