Google’s algorithm impacts website visibility by considering hundreds of factors, but none have been as important and influential as the almighty link.
When I first started in SEO more than ten years ago, links were the most powerful factor in improving search engine rankings, especially when secured from high-quality, trusted domains with keyword-rich anchor text from sites with high Page Rank.
Originally, getting a link was how Google found and indexed sites. Many companies profited greatly by selling links because it was easy to manipulate rankings in various ways, including:
- Acquiring links from affiliate networks.
- Purchasing links from high-authority sites.
- Obtaining links from .gov and .edu sites by exchanging services or items.
- Using blog networks.
- Securing links from microsites.
- Buying domains just for links.
Those were the good old days. But now, a link is just a link unless it is clicked on many times by users with specific intent, which is the new force in search.
Search engines have devalued some link tactics over time due to past abuse, as evidenced by the Penguin updates. However, securing high-quality links remains essential for ranking high with search engines like Google and Bing.
In short, many previously used tactics and strategies no longer offer value and, in fact, can be harmful. Nowadays, it’s all about building high-quality content, securing and maintaining links from relevant and authoritative sites, and removing spammy backlinks to your site.
Offering High-Quality Content
One of the best ways to secure links is to provide high-quality content that meets users’ needs based on their intent. Delivering content at the moment of need will increase conversion rates and drive more sales.
Consider a consumer’s path to purchase. For example, if a person’s car battery dies, they may search the web for “car battery.”
This marks the beginning of the research phase. The consumer will continue to refine the search based on the kind of battery suitable for their vehicle and price range. Once decided, they may perform a branded search (e.g., “DieHard Advanced Gold AGM PowerSport Battery 9-BS”) and make the purchase.
Each of these searches represents an opportunity for a car accessory retailer to be discovered by the customer and increase brand exposure. Brands must have high-quality content for each stage of the user journey to maximize this opportunity.
Having great content at all stages of the user lifecycle provides consumers with a great experience, potentially keeping them coming back for more.
Pro tip: When creating new content, test it through paid social media to give it the extra boost needed to reach your target audience and attract more endorsements and links.
Monitoring Your Existing Links Closely And Taking Action Where Necessary
Always monitor your existing links, keeping track of the good ones and pruning the bad ones.
Ensure your links are contextually relevant and provide value to users by offering additional information, products, or services that will help them. Remember that user engagement is a factor in Google’s algorithm.
Carefully monitor any losses from high-quality and authoritative sites. For example, if you’re a computer manufacturer and had a link from a respected site with a great review of your product, you want to maintain that link. Not only is it a relevant link from a well-respected site praising your brand, but the presence of an easily clickable link can drive sales.
If you lose such a link (e.g., due to domain changes or page updates), contact the webmaster to restore it. Otherwise, this could negatively impact your search engine rankings.
Additionally, seek to remove any suspicious or unnatural links to your site that could cause website penalties. This might include paid links, links from spammy blog networks or questionable sites, or links from unrelated pages/websites. If the webmaster doesn’t want to remove those links, use the disavow tool in Google Search Console.
Final Thoughts
While the web was originally built around links, it’s essential to remember that links were created for users to click on, not just for search engines to consider in their ranking algorithms. Thus, user behavior is the new force in link power.
Securing high-quality links is still crucial for improving search engine visibility. Brands should focus on creating high-quality, engaging content that meets end users’ needs based on their intent at all stages of their journey.
Always prioritize quality over quantity. It’s not about who has more links; it’s about being trusted, offering value, and providing a great user experience. Quality and relevance win every time.
