A Question Of Link Building

by | Feb 5, 2014

Links are no longer necessary according to the latest news within the world of SEO. But what the experts are referring to is the practice of link building that has led to websites being filled with masses of unnecessary and irrelevant links that add no value to the content or more importantly, the reader.

The introduction of the Penguin Algorithm in 2012 has helped Google identify websites using links purely for the purpose of increasing search engine rankings. By penalising these sites, this has made it easier for websites and content containing quality links to be identified.

Good links are those that are relevant to the content in which they are included and they enhance the reader experience by giving them additional information. Good links can also come from reputable sites that are already ranked highly by Google. I came across an article that I think sums up the recent hype about link building really well. What it highlights is that, to put it quite simply, link building is relevant when it’s relevant.

The key message is that the best way to generate links is to produce good quality content that people will actually want to read and share. This could include tools, ‘how to’s’, tips, infographics and FAQ’s relevant to your industry, as well as quality and regular news articles and blogs. A strong social media presence, where your visitors are engaged with your company or your brand, will create natural links, which will not go unnoticed with the search engines either.

Check your own website for links to see which ones are relevant and which ones aren’t. If you use links in a natural and organic way you will not be penalised. I hope that by adding links to this article I have given you additional information that is relevant to the topic I am writing about. My point is, that there was no other ulterior motive for adding them and that’s really what this article is all about.


  1. kareninglis

    Hi Nikki – I couldn’t agree more. I’d also go one step further and advocate using ‘accessible’ links, by which I mean links that anyone using a screen-reader can make sense of. In other words imagine you are blind or have poor sight and were using a screen-reader – will the link that gets read out make it clear what clicking on that link will take you to? I try to follow that principle as rigorously as I can over on my blog if anyone wants to see it in action!

    • Nicola Young

      Thanks for adding that, Karen and nice linking!


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