The Growing Fear of Links in SEO
Why Are We So Afraid of Links?
In the early days of SEO, any free link was considered a good link, even if it came from a low-quality source. The prevailing belief was that all links were beneficial, and that "bad" links were harmless.
Over time, fear began to grow, leading to the widespread use of nofollow tags. SEO practitioners began analyzing links extensively, reaching out to questionable sites to remove potentially harmful links. There was even a phase where people were afraid of exact-match anchors, resulting in numerous generic links like "Click here."
Today, most of us are cautious, whether we’re building links ourselves or receiving them naturally. Let’s address five common fears about links and evaluate their validity.
1. Fear of Actively Pursuing Links
This includes both requesting and purchasing links. Some believe that any non-editorial link is inherently bad. However, relying solely on naturally given editorial links can lead to slow results. Effective link-building campaigns often require investment, whether through a budget or a talented in-house team. Even with quality content, promotion is necessary to attract natural links.
Many leverage email outreach to promote content, gently suggesting a link. This is akin to requesting links, yet some view it as more legitimate. Regardless of how links are acquired, what’s crucial is the intention behind linking, which is often indistinguishable by search engines.
Ultimately, the fear of pursuing links is unwarranted, provided there is a clear strategy.
2. Fear of Naturally Acquired Links
People often worry that free links from lower-authority sites can be harmful. While vigilance is necessary, excessive concern is not. Random links from new bloggers are generally not dangerous unless they appear in large numbers from spammy sites. Regular audits to disavow suspicious links are advisable, but paranoia is unnecessary.
This fear remains healthy, though moderation is key.
3. Fear of Linking Out to Other Sites
Sometimes webmasters fear linking out, believing it could invite penalties. However, linking to reputable sources enhances content value and user experience. Removing outgoing links for SEO reasons can detract from content quality. This fear is mostly unfounded and leads to poor user experience.
This fear is not healthy.
4. Fear of Linking Out Without a Nofollow Tag
This fear arises from Google’s guidelines on "manipulative" links, leading some to automatically nofollow. However, use of nofollow should be strategic and informed. Paid and affiliate links typically require nofollow, but editorial links aimed at improving content don’t necessarily need it.
Fear of not using nofollow is unwarranted unless there’s a compelling reason.
5. Fear of Google
While few worry about Bing or DuckDuckGo, many fear Google. The possibility of penalties looms large, especially given past instances of seemingly unfair penalties. Awareness of Google’s influence is advisable, though excessive fear can stifle creativity.
This fear is healthy as long as it encourages awareness rather than paralysis.
Conclusion
Google’s rules are intended to curb spam, but their broad scope can affect practices previously deemed acceptable. While some fear is justified, it should be based on informed understanding rather than irrational panic. We must respect guidelines but also engage in smart SEO practices that don’t compromise the web’s quality.
