Since the beginning of SEO, link building has been about human connection. Pioneers like Eric Ward were creating links on the web before search engines like Google existed. Ward and other early link-builders weren’t crafting links for SEO purposes; they were building links to connect people to the information they sought.
Today, people rely on the internet more than ever, and the web is powered by links. Although search engines can track and analyze links, they are primarily designed to serve people. It takes human creativity to create links that are truly valuable to others.
Link building is fundamentally a human endeavor.
Google is devaluing spam and manipulation
Link building is no longer about manipulation. Google has greatly improved its ability to detect manipulation and link spam, and it continues to get better. The era of generating thousands of low-quality links to climb search rankings has passed.
Thanks to the Penguin algorithm and Google’s web spam team, link building is returning to its roots. Building links today resembles the early days of link-building rather than the chaotic pre-Penguin era.
As Google continues to enhance its spam detection, the link-building industry is shifting back towards human value and interaction.
If the Penguin algorithm updates again, it is expected to adopt a real-time model. This would further advance Google’s fight against spam, making genuine links earned through human interaction even more valuable.
Real links require human interaction
The best way to acquire authentic links that search engines value is through human interaction. This means manual outreach to real people and site owners.
I recently attended a conference in Portland and joined Jon Cooper’s session about link building. One of Jon’s key points was that bulk link building is obsolete, and that links should be obtained through one-on-one outreach with a real person.
Any site that allows you to add a link without human engagement is likely not a site you want a link on. You should be able to identify a real person responsible for any site you target. Otherwise, the site may be abandoned or created solely for web crawlers.
Identifying appropriate link prospects also requires a human eye.
Relevance is the most critical factor when considering a link prospect, and that can only be determined through human assessment. Additionally, you need to manually examine a site to see if there is a real audience by looking at blog comments and social shares.
Metrics like Domain Authority, Page Authority, and Trust Flow are useful, but they only provide a partial view. It takes a human link builder to combine that data with factors like relevance and audience engagement to assess a link prospect’s true value.
Valuable links are built on real connections. If a link to your site doesn’t benefit a site owner’s audience, you won’t get a link—and you shouldn’t.
Links are for people, not spiders
Eric Ward was building links before search engines because links are meant for human users, not search crawlers.
Links were valuable long before Google. Google became a search giant by recognizing the inherent value in links and leveraging this value in its search algorithm.
Links help people navigate the web. Without links, the internet would be an unmanageable tangle of information, and search engines like Google wouldn’t function. Consider a human-first approach when earning links, and think about how the links you build will help your audience find your site.
Google will never devalue or penalize links built with a human-first approach because they are fundamental to how its algorithm works.
Links are public endorsements. While links signal authority to search engines, they also signal trust and respect to human readers. If a site owner wants to endorse or recommend another site, they link to it. A link provides a direct pathway to the recommended site, offering a simple and effective endorsement.
Links enhance user experience, especially for online content. Links can be used as citations or references to add depth, providing a way to deliver important information without distracting from the main point.
As a link builder, you should promote your resources to appropriate sites because links help connect the web and improve the user experience.
Using a “human-first” approach for link building
Understanding that link building is a human endeavor is one thing, but putting that philosophy into practice is another.
Here are some guidelines for using a human-first approach for link acquisition:
- Focus on relevance: Explain to someone else why a given link opportunity is relevant. If you can’t, don’t pursue that link.
- Operate with an audience-first mindset: Prioritize sites your customers frequently visit over general authority metrics when prospecting.
- Consider context: Think about where your link might appear on a page and whether someone would click it. If so, would they be pleased with the destination?
- Human outreach: Remember that a real (and likely busy) person is on the other side of your outreach. Always be polite and considerate.
- Deliver value: Earn links that offer a “triple-win” for your site, the linking site, and the readers.
