July 12th, 2010 by Nick

Link building is an activity that has been going on for many years now. Link building strategies are at the core of search engine optimization. In some ways this is problematic, because it makes effective SEO more complex than it would otherwise be. Sometimes viewing something in historical perspective is a good way to understand it better. Theoretical lessons derived from appreciating a topic in this way may have practical applications, and the consequences of applying lessons can then inform future theory. SEO is always about fusing theory and practice to the benefit of a unique site.

The history of link building can arguably be seen as a story of two halves. In the years immediately following the millennium, it was possible to acquire links in quite a rapid and simplistic fashion. Back in 2004, for example, it was feasible to engage in link building strategies which today would be ruled completely out of court by Google. For instance, it was possible to get a site placed in a great number of directories. In addition, you had the option of getting some reciprocal connections in a direct manner. In short, boosting rankings was much easier back in the day. The downside to this, in some ways convenient, state of affairs was that some poor quality sites were ranked inappropriately, they were too high up in the search engine results pages relative to their inherent value to users.

This explains why the rules of the game have been altered. Google and other major search engines are determined to prevent excessive manipulation of the rankings because it hinders them from addressing the wants and needs of users. Firstly, this means that directories have to be used in a more responsible manner. It does not mean, however, that using directories is forbidden. There are some good directories worth using.
At Searchengineoptimization.co.uk we have the experience to calculate which directories are appropriate for which site. Secondly, reciprocal links can still be obtained, but it has to be in an organic fashion. In certain sectors, it is not surprising that authority sites elect to link to one another. Again, it is best to have specialist advice to ensure that reciprocal links are being established in a way which is completely above board.

It is a priority to make prudence your middle name when you are in the business of getting links for a site. There is no sustainable benefit to be had from linking with unsuitable associates. Just as in real life a reputable business has little but trouble to gain from a connection with a Mafioso, in the virtual world a site being run in accordance within the acceptable norms set by the search engines has nothing sustainable to receive from a ‘bad’ directory. It is vital to recall that link purchasing can get a firm into difficulty. The lesson is that more haste can lead to less progress. Moreover, those too foolish to not play by the rules can incur search engine penalties.

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