What is link building

Link building is the process of receiving hyperlinks from other websites to your own. A hyperlink (usually just called a “link”) is a way for users to navigate between pages on the Internet. There is a wide variety of link building techniques, some easier than others. Just about all SEOs agree that link building is one of the most difficult parts of SEO. Websites that generate quality content and obtain backlinks have a big step ahead of the competition. But the link building landscape is changing daily and building high quality links has never been more important. Today’s search engine landscape is a highly competitive environment. It is important to understand the need for high quality campaigns.

The importance of links for the search engine

Search engines use links to search the web; they follow the links between individual pages on your website and they follow the links between websites. By following these links, search engines understand the web and how different pages relate to each other. Have you ever heard of PageRank (PR)? This is the score that Google used to give your page a certain weighting. That rating is basically based on links. To give you an idea, the following quote is from the original patent that Google started with:

The rank assigned to a document is calculated from the ranks of documents citing it (the document).

Feel free to read the original patent Officially Google doesn’t use the PageRank score anymore, yet you will understand that behind the scenes Google still needs to use a ranking to get your site ranked. Only this ranking is more complex than ever and on top of that, it is dynamic. Also, many more factors are taken into account in the weighting than just links.

Can link building cause damage to my website?

Yes. Google has fairly clear guidelines regarding link building: you may earn links, but you may not buy them. From the time SEOs knew that links affected the algorithm, search engines were manipulated by link schemes. If Google notices fraudulent link building it will remove your website from its search results. Sherlock has professional link building expertise so you can outsource your link building with peace of mind. And above all, often link building is not necessary, we look at your SEO strategy in an SEO audit and recommend the best possible approach. Meet our personal approach!

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