Search engines are always looking for the most relevant content. But how do they know what is or isn’t relevant? A very strong indication is the links of other websites referring to this content. The referring party’s authority counts heavily: a link to your article from the New York Times is a stronger quality signal than a link from your local paper. The topic of the page linking to you is also important.
Link building, or earning links referring to you, is an essential part of SEO. But how do you go about this? All kinds of obscure techniques have been applied in the past, such as link swap: if you add a link to me, I’ll post one to you. Links were also dumped on various start page sites, to get as many ‘inlinks’ as possible. All of this had just one purpose: making search engines think you are significant.
‘Google doesn’t want you to become popular, it wants to rank popular websites’
Quality over quantity
This is no longer a straightforward matter. Quality now stands above quantity, and links to unreliable websites are even counteractive. You can collect qualitatively good links by posting your blog on an authoritative website, or by making sure the content is of such high standards that other websites will automatically put you forward, or start using you as a source.
Link building is, in any event, very hard to achieve on your own. It requires expertise, time, an extensive network and good contacts with relevant bloggers and journalists. Co-Workx has all of these.