Google on link building

Digital

Every so often, a member of the Google team is put in front of the cameras to answer specific questions regarding the latest algorithmic changes, future projects or just how a website can be enhanced to perform a little better in the search engine.

Matt Cutts, Head of Web Spam at Google, is usually the person who is given that responsibility, which is perhaps why his opinion and instructions are valued (but overly analysed) within the search community.

Of course, Google (and therefore, Matt) has to be careful when making suggestions and discussing the inner workings of the search engine itself. It's algorithm is top secret, and if it was put in the public domain, the value of the search engine would quickly diminish. With that, it's unsurprising that a number of the suggestions Google makes revolve around simply creating genuinely good content.

'Content is King'

By promoting good content, Google is improving the web as a whole and is able to remain pretty vague about it's algorithm. We know that Google likes fresh content, and we know that if done in the right way, an article can attract attention and valuable inbound links, but this is nothing new and there's nothing here we all weren't aware of before.

Are your articles useful to people?

Recently, Google Search Quality Strategist Kaspar Szymanski has been asked about the ins and outs of link building. As on previous occasions, Google doesn't give too much away, and once again comes back to the idea of creating fresh content that your visitors will find useful.

If people find the information interesting, they're likely to pass the content on to other people within their networks and this could quite possibly lead to a number of inbound links pointing to your article from other sites (this increases your sites authority).

Link building is a long-term effort

One of the important points Kaspar makes, which is not understood by many, is that link building is a long-term effort and links which are built for the short-term tend to be seen as spam by Google. To find quality links, Google simply suggests looking at the inbound links to other sites in your market sector for inspiration.

As a final point, Kaspar suggests that Twitter and Facebook can be used to create new links to your content. Retweets and 'likes' will not boost PageRank but can lead to quality links and increased traffic.

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