The art of link building: Why creating connections is the key to success
Columnist Ryan Shelley explains how good, sustainable link building is not just about getting a backlink, but about creating lasting connections that provide value to users.
The internet was developed for one main purpose: to create connections.
Today, search engines have become a core piece in carrying out that purpose. SEO is far more than a group of marketing tactics and manipulations. It’s about helping people connect with other people.
While SEOs have a number of tasks to accomplish, the most important to ranking any site is building backlinks. The link is the conduit between one person and another. While the art of link acquisition may be somewhat controversial, those who do it the right way not only earn better rankings, but also build better relationships.
Not all links are created equal. This simple phrase is becoming kind of a cliché in our corner of the internet. Nonetheless, it’s true. While many of the black-hat link-building tactics are still being used, Google and the other search engines are smarter than ever. If you’re trying to game the system, you will eventually lose.
The key to building links is context — links that not only make sense for the sites being connected, but for the users on each of those sites. These are the types of links Google loves to see.