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Link building has evolved significantly since the days when it was riddled with black-hat tactics like link farms, paid link schemes, hidden links, and spammy content. The introduction of Google’s Penguin algorithm updates in 2012 targeted these issues, shifting the focus toward white hat techniques and quality content.
The debate around link building, however, continues. Some SEOs argue that proactive link building is either futile or against policy, while others believe it should be an essential part of any SEO strategy. So, what’s the truth?
### The Quality Content Argument
A common, albeit controversial, perspective on link building was highlighted in a tweet quoting Marcus Tandler, Managing Director of Ryte, during SEO Fight Club at SMX Munich.
Tandler remarked, “Link building is a waste of time. Instead of wasting time on link building spend the time writing better content and focusing on UX and user intent.”
He clarified later that while this snippet from a larger presentation might seem misleading, the essence is that link building should focus on driving targeted traffic, rather than just SEO value. Tandler pointed out the ambiguous nature of arbitrary metrics in the post-PageRank era and emphasized creating links that genuinely benefit users.
Supporting his stance, he shared insights from notable SEO figures, stating any link not organically given violates Google’s webmaster guidelines. Though he critiqued the concept of “quality links,” he highlighted the importance of internal linking and suggested investing in outstanding content and user experience to earn links naturally.
### The Organic Visibility Argument
Many proponents of link building highlight its importance in competitive niches. Julie Joyce, owner of Link Fish Media, discussed how valuable content often goes unnoticed without active promotion. Debra Mastaler, president of Alliance-Link, argued that while quality content can attract links, it isn’t sufficient without strategic promotion.
Joyce and Mastaler see link building as both a technique and an investment. They believe that links are crucial for spreading content, announcements, and services, making it a significant investment in time and money.
### It’s Not Black and White
Tandler doesn’t completely dismiss link building, acknowledging the skill of talented link builders and creative agencies that generate effective link magnets. He recognizes that many businesses require budget-friendly SEO strategies.
On the flip side, Joyce mentioned that sites can rank without stellar links but generally need them to consistently appear in top search results.
For marketers focused on brand awareness or specific KPIs with limited resources, the debate over resource allocation remains pertinent. Algorithm updates and industry discussions often reignite this conversation, shifting focus from links as simple ranking tools to their role in providing user-relevant context and resources.
Tandler concluded, “If a link to my site brings in targeted traffic with long dwell time and multiple page impressions, it’s a good link.” Mastaler added, “Links help get you ranked, but clicks show you deserve to be there.”
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