Backlinks & Website Information
Backlinks do not only create authority or page rank, they deliver loads of information to the search engines which helps accurately index the site and categorize. This information is also used to understand words or semantics the website or the topic is associated with. Thus they have become indispensable for search and search engines.
Even in the present context they are integrated with the algorithms albeit the status is much diluted. Search engine now include lot more metrics including site performance and the recent core web vitals to index and rank websites.
Links associated with unique well structured contents are entertained and receive much authority.
History of Linking
Right from the beginning whence search evolved the links were indispensable for algorithms on basis of which they indexed and ranked the sites. The associated meta tags like description and keywords were effective in this purpose as well along with the title. Excessive keywords in the body was also acceptable. But the algorithms were evolving and changes were about to come.
Soon webmasters and agencies started to manipulate this practice for ranking sites on SERPS. There was a free for all situation and due to excessive posting of links using cheap articles, imperfect blogs, directories forums and the microblogging sites. This made it difficult for search engines to control quality and relevancy on results returned to the query. In those days quantity mattered and it worked well.
But this loot was not for long soon updates like Penguin and Panda curtailed all the spam content on the net and cheap articles with duplicate content and bad structure began to be rejected. Mass scale link building using earlier tactics did not work anymore and most of spam platform were rejected during that period this made links on them rotten or bad quality external links.
Most startling development was introduction of "nofollow" where in search engines could selectively ignore links carrying this attribute. Webmaster used this HTML code to sculpt their websites and exclude links from search engine scrutiny and thus avoid penalty associated with poor content pages and a bad site architecture.
Social Media sites and Internet platforms associated with content creation also added by default the "nofollow" attribute to stay away from spam. This increased the authority of their domains.
Hint! "nofollow"
Google with major share in online search market has now stated that the "nofollow" links carry a hint for their algorithms. This probably means that though these links will not be instrumental in increasing the authority of the pages and hence the domain they might still deliver valuable insights to index and rank sites.
Readers should note that large scale link building for referral on decent platforms is necessary and an essential part of content marketing for brand promotion. Using this attribute one can be safe and avoid any penalization of the domain. But be cautious quantity now relates to quality and not to spam, any gibberish published will be rejected by editors as well as the readers. Follow guidelines search engines set and editorial norms extensively to create leads.
Content Marketing - Lead Generation
Links along with promotional images and videos are good for marketing using contents. This is an ideal brand promotion technique and if skillfully crafted will yield fantastic results. Remember to choose the platforms carefully for better results. If you are creating leads using blog platform mature them with good and frequent contents, and optimize using search engine optimization best practices.
External Link Building Caution
- Choose Authority Domain Platforms
- Use Diverse Anchor Texts
- Understand Importance of Keyword Research
- Associate with Good Content
- Keep Relevant to Topic & Intent
- Study Intent for Content Creation
- Web Saturation - Spread Your Links
Why Link Profile Analysis?
Now that we have learned the pro of link building, the cons may come along if we do not follow the cautions and tips mentioned above. This will create a bad link profile and result in losing domain authority of page rank which is not good for rankings.
The main objective is to weed out bad backlinks built using bad/duplicate contents, weak domains and spam no white hat techniques.
Link Analysis will help us enumerate the quality of links. The best is to build quality links and hence avoid penalty. But knowing the profile does help anyway. You can find the summary of external links in Google Search Console. Audit or study the domains associated with the profile as follows:
- Check for Weak Domain Authority of DA
- Check Contents on Site
- Is there editorial scrutiny on platform?
- Does it carry mass links? Link Farms
- Is the domain used for extensive advertising as its sole aim?
- Does it entertain porn?
- Is it unstable with weak hosting?
- Is the site properly categorized ?
- Are links part of a scheme?
- Are links paid?
- Are the links contextual?
- Study emergence of links in the referring domain are they coming from authority pages?
- Ahref
- Semrush
- SeoMoz Site Explorer
- Majestic Seo
Uday provides search engine optimization service for digital marketing. He provides website contents and content for authoritative links.
He also teaches digital marketing in his home town Jabalpur. He can be contacted at:
pateluday90@hotmail.com
09755089323
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