This past year we analyzed 1 million Google search results. And we found that links impacted rankings more than any other factor: Variety of referring domains. In fact, Google has recently come out and claimed that backlinks is one of their best three ranking signals. So it’s clear that links still form the foundation of Google’s algorithm. Now you ask:
Exactly why are links still very important?
To know that, you’ll need to hop within your Delorean and get back to the pre-Google days of the net. Back in the day, search engine listings like Yahoo! and Alta Vista (remember them?) were the dominant players. Plus they ranked their search engine rankings 100% based on the content on a webpage.
Their now-famous PageRank Algorithm changed the video game. As opposed to simply analyzing the material of any page, Google considered how many people linked to that page. And they were right. Nearly 20 years later, links continue to be the best way to determine the caliber of a webpage. That’s why backlinks remain Google’s go-to ranking signal.
Having said that, thanks to updates like Google Penguin, Google now focuses on link quality (not just link quantity). You might be wondering: What exactly is a high-quality link, exactly? And how do I build them? That’s what I’m going to cover in most of the following information.
Link-building in 2018 is the process of making links on other websites. Earned natural links directly improve the standing of a website and where it ranks in the search engines, and other search engine listings. Self-made links are risky are available with them the chance of penalisation from the Google webspam team.
Link building could be a very risky strategy in 2018, then one which i would avoid until you have (at least) first addressed the inevitable quality issues on the website. In case your business or website content is not rvkzci organic links or social shares you may have a large problem on your hands, and unnatural links will never help you in the long run.
It is essential to understand that in 2018, Google “discards” and “discounts” lots of links for your site, particularly the low-quality links it identifies, plus it requires a lot longer to find out the results of some kinds of link building. Links still matter in many situations but Google is looking to demote sites who have no E-A-T (Expertise, Authoritativeness, Trustworthiness) and a big part of E-A-T is getting mentions and links on authoritative sites.
Google still rewards high-quality links, actively aims to disregard lower-quality links and will still penalise real-time spamming activity using manual actions. Before I ‘built links’ to a site I would look into the site for quality issues first and improve website content. It’s easier, cheaper and an investment in a pro-active activity that Google isn’t actively devaluing.
You can use tools like SEMRush (specifically the SEMRush Audit Tool), SiteBulb Crawler, DeepCrawl, Screaming Frog or SEO Powersuite Website Auditor to check on for common SEO challenges. Should you be not technically minded, we are able to optimise your website as an element of our fixed price SEO service or ad-hoc SEO audit service.