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Link building is a human endeavor
The secret to getting valuable, high-quality links? According to columnist Andrew Dennis, it's one-on-one interaction with another person.
Since the beginning of SEO, link building has been about human connection. People like Eric Ward were building links on the web before search engines like Google existed. Ward and other link-building pioneers weren’t building links for SEO and search crawlers — they were building links for human readers and site owners, helping connect people to the information they sought.
People rely on the internet in their day-to-day lives more now than they ever have before, and the web is fueled by links. Search engines may be able to track links and even analyze them to a degree, but links are first and foremost designed to serve people. It takes human minds to create links that are truly valuable to other humans.
Link building is a human endeavor.
Google is devaluing spam and manipulation
Link building is no longer about manipulation.
Google has gotten much better at detecting manipulation and link spam — and is continuing to improve. Gone are the days of auto-generating thousands of shoddy links and spamming your way to the top of the search results.
Thanks to the Penguin algorithm and the continued efforts of Google’s web spam team, link building has come full circle. Building links today is much more akin to the “good ol’ days” when people first started building links, rather than the Wild West-style antics of the pre-Penguin era.
As Google continues to get better at identifying and devaluing link spam, link building as an industry is shifting back toward human value and interaction.
If Penguin ever updates again, it is expected to move to a real-time model. This would mean another step forward for Google in the battle against spam, making real links earned through human interaction even more valuable.
Some opinions expressed in this article may be those of a guest author and not necessarily Marketing Land. Staff authors are listed here.