My Father always said “It takes less time to do it right the first time, than it does to come back and have to do it again.” SEO firms and businesses who attempted to take link building short cuts, by using black-hat methods or paid links, would certainly be feeling the sting of this powerful advice now. It would seem that the recent algorithmic update from Google has reminded us all, about the importance of ethical SEO and SEM. In fact, websites that consistently abide by Google’s best practices and principals, can testify that they have seen little or no change in results. Only those who challenged Google’s philosophy on link building ethics, would have experienced a sharp decline.
Successful search engine marketing strategies, applied to building quality links to your website, should be done so with the intention of building relationships; not paying for them. When we stop to look at morals in society, paying for relationships is generally frowned upon. Two examples would be prostitution and bribery. In either instance, you can see how the lack of meaningful and genuine interest, demonstrates a lack of integrity and thus; results in a low perceived relationship value. I submit that Google perceives link building, in much the same way.
When examining your link building strategy, consider the consistency of the message you are sending, as well as the medium you are choosing to send it from. If link farms were whore houses, you wouldn’t want your company mentioned there, would you? Look for link building partners that want to know more than just your name, and demonstrate a genuine interest in the details of your business. These are the websites that Google will continue to consider credible resources, and attribute value to their link. This is because they have demonstrated more than just a shallow interest in your organization, and through the relationship they built with you, their opinion can theoretically be considered; much more reliable.
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