Link building

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Link building (also called link building ) describes the intentional increase in the number and quality of backlinks , i.e. H. Links that refer to a website. Link building is to be assigned to the area of search engine optimization (SEO). Link building includes: B. Link swapping or link baiting .

aims

With the link building two goals are primarily pursued:

  1. Sending positive signals to the search engines so that the rankings for certain search terms ( keywords ) in the search engine results pages are improved. For this purpose, the link popularity or the PageRank of the website should be increased, and the website should be made more relevant to the search term by choosing a suitable link text .
  2. Drive visitors to the landing page.

Working method

While the on-page or on-site optimization of a website serves to optimize the structures and content, the focus when building links is on the environment of the website in question (off-page optimization).

Link building refers to the targeted generation of backlinks referring to one's own website. While the number and strength of the backlinks used to be decisive for successful link building, nowadays link growth is simulated as naturally as possible. With organic link building, the number of backlinks and the associated domain popularity of a website grows naturally. Your own link growth can be influenced by measures such as high-quality content, topic-relevant and regularly updated information and PR measures.

In contrast, there are methods that, for example, rely on an accumulation of one's own domain popularity through link purchase, link rental, link exchange , artificial link farms , expired domains and their existing links from the time before the domain deletion or shadow domains. Forced link building often consists of link sources such as press and PR articles or links from texts that are, for example, placed in article directories and free blogs only for the purpose of building links. Since these measures are actively carried out, this is also referred to as artificial link building. Participation in social networks, commenting on blogs or replies in expert communities are also often used to build links. Even Wikipedia articles are used to get links. Forum, blog and wiki operators therefore often automatically set the nofollow attribute for external links that users can insert. Such an award devalues ​​a link for the search engines. With the introduction of the two link attributes "ucg" & "sponsored" in 2019, Google introduced two new attributes, with which nofollow links are given different weightings.

Search engines counteract artificial link building through targeted search engine optimization through regular changes to the result algorithm. In the process, websites to which a large number of unnatural links have been placed in a short period of time are pushed back in the search results or, in some cases, even completely deleted from the index. In the meantime, Google is able to uncover artificial link structures like same networks, reciprocal link exchange or participation in exchange and sales networks. Especially since the Google Penguin update , which is directed against websites with an artificial link profile, Google has paid attention to a link structure that is customary in the industry and subject.

See also

Individual evidence

  1. ↑ Evolving “nofollow” - new ways to identify the nature of links. Google Webmaster Central Blog, September 10, 2019, accessed December 10, 2019 .