One of the most major factors that affect the process of search engine optimization or SEO is link-building. Building links is synonymous to sharing contents to different platforms or websites all over the web. The more shares a content has, the more links have been made related to it. These links serve as signals to the search engine regarding content popularity. As a result, the content appears on the first few pages of the search engine results when searches with keywords related to it are done.
SEO service providers should make sure that spam is not present in the links. Recurring spam reports can result to the site being banned from the search results even if related terms are typed by the Internet user. Search engines have a mechanism of measuring the reliability of the content through the presence or absence of spam. This is called trust ranking. The websites with the highest trust ranks include websites of government agencies, universities and non-profit organizations. Content linked to these sites are considered reliable.
Although the process of link-building seems simple, Internet codes are really quite complex. There is the matter of popularity of the sites that contents are being linked to. Having a link with globally-popular websites means more can view the content. This is a positive factor for companies that want their brand to be visible to more potential clients. However, linking content to globally popular sites may also mean a little more payment for the space on the page. This, to most companies, is worth the investment because being visible is the ultimate goal of SEO and link-building.
One way that search engines give a higher rank to contents is when they are linked to local or topic specific websites. It means that the content has a similar topic with that of the homepage that it is posted in. For example, an online shopping advertisement linked to a fashion blog is better than being linked to a government website. The audience viewing the site can relate to the ad and the search engines will not label the link as spam because of its irrelevance. This means linking almost anywhere in the web is also not good. For the quality of link is also being monitored.
In relation to content relevance between the homepage and the linked page, the anchor text is also used by search engines as basis for ranking. The more related the content’s keywords are to the content of the homepage, the higher its popularity rank becomes. Linking without any similarity in content signals spam. And this is negative to both the link and the main page because being linked to a spam also makes the main page as a potential spam. Both may be banned by the search engines if proven to be spam.
Links also have some sort of expiration date. This is why link-building should be performed regularly. Old links may be covered up by newer contents so they should be refreshed. Being refreshed also signals the search engines that the link is relevant to many because it is repeatedly viewed, shared or followed.
Lastly, the dramatic rise of social media networks also affects link-building. Many people nowadays share contents which they find worth-sharing to their networks. This is one technique that advertising companies use, which is the use of social media to disseminate information about their products and services. Although sharing in these platforms is free, the shares are also significant because they reach a wide audience. It is not yet clear how the popularity of content shared in social media is scored by search engines but indeed, these shares still improve the ranks of linked contents.