September 1st, 2010 by Susie

Search engine optimization is not a straightforward activity. There are several tactics which have to be implemented properly if they are to have the desired impact on a site. Each site is unique and the tactics which are utilised have to be appropriate and thus in accordance with the specificities of the site. In addition to this layer of complexity, the ‘search world’ is in a state of constant change. Some of this change is evolutionary in nature, but on other occasions the changes are revolutionary. Dealing effectively with both types of change is central to effective SEO. Link building is one of the central planks of the subject, but it is an area of some controversy.

At Searchengineoptimization.co.uk we have the experience and expertise to deliver continuous campaigns that can make a substantive difference to the relative position of firms. Link building is inherently problematic for novices, so it makes sense to use link building services of the highest quality.

Link acquisition used to be easier than is currently the case. This is basically because the major search engines have taken a view that links should be from reputable and relevant sites. This is because in the past a site could simply buy its way higher up the search engine results pages. By using paid links, a site could boost its rankings artificially. However, the outcome was that users could get to sites which did not have much merit. Nowadays, a site should only associate with sites of a reputable nature. The days of using inappropriate directories or link farms are gone. The period in which link purchasing is a prudent option has receded into history.

Purchasing links is not always automatically spotted by the major search engines. Certain firms still recommend the tactic. Sites can still receive a boost by buying links. However, Google, in particular, is getting much better at detecting links. Hence the possibility of a site which uses paid links slipping down the rankings in a hurry is much greater than it used to be. Although there are those who argue that link purchasing has a place in the SEO arsenal, it appears that they are now on the wrong side of the argument. Even if you are located in a very competitive sector, it does not make good business sense to chase visibility in a way which could make you invisible.

Within the SEO community, there are several controversies which are ongoing. Some individuals are prepared to endorse link buying. However, this position does not seem to be a responsible one, given that the problems this type of behaviour can cause for a client. Others argue that a link profile can include the odd paid link, but that the emphasis should be placed on links obtained in other ways. This does not seem wholly unreasonable, but the risks of failure have not been addressed. Therefore avoiding link buying seems a very astute move. There are so many other things which can be done to attract links and multiple ethical routes to get more traffic to a site.

Link to us

If you want to link to this blog, copy and paste the following HTML code to your website.