Link building is not everything for a website, but this is a significant element of your entire SEO strategy. And in modern SEO era it’s the quality of links that matters, rather than the number of links you have generated for your website.
What is Link building and Why is it Important for a Website?
The links obtained by a website are treated as votes for its popularity and importance. Search engines tend to analyse the link profile of a website and evaluate the popularity of the website and web pages based on the number and popularity of pages linking to them. Also, they analyse the metrics such as spam, relevance, and authority.
While websites with more linkbacks from trusted sites get more attention from search engines, websites with spammy backlinks tend to lose the trust.
Therefore, no matter how much effort put into your link building strategy, if the links lack quality, it’s definitely not working.
However, things were different a few years back. Going by the old-school SEO technique you will see, link building was only concerned with the numbers. Nobody cared about the quality. And surprisingly, it didn’t even matter back then. It went on for quite a long time until Google Panda, an update in Google’s search algorithm came into existence in 2011.
From that time onwards, link building is being exercised in a qualitative and strategic manner to optimise a website for search engines. In this context, if you want to know difference between the old-school approach to link building and modern approach to link building, here is a quick analysis.
1. Spammy Tactics of Building Links vs. Research Based Strategy of Earning Links
Prior to the emergence of Google Panda when the old-school SEO methods were in practice, link building was all about a manipulative process of creating linkbacks without considering the quality of external website. Whether it was directory submission, purchase of link, mass link generation, or comment posting- Since, the primary objective was to increase the number of links, web owners were using various spammy tactics to generate links. Result was, a lot of websites were de-indexed after Google’s Panda updates came in to the scene which aimed to lower the rank of low quality websites.
Thus, in the modern SEO era, especially after Google Panda, nobody could afford to generate spam in the name of link building. Link building became a research based action. Web owners are more focused on earning links by high quality guest blogging or creating great content which would attract natural link-backs.
In fact this is what many SEO experts advise. To obtain natural backlinks you have to write awesome contents. When you do that, you are more likely to attract links backs from relevant websites which not just appears natural, but are natural .
2. Exchange of links vs. Links without conditions
In the old-school SEO era, a large portion of link building activity was exercised through exchange of links between websites. It was basically on the basis of PageRank. Websites with same PageRank would contact each other and exchange links in order to increase the number count.
Such practices are no more considered to be valid. In modern SEO industry, these are replaced by a broader concept where the given links are based on relevance and quality. And again, it depends on how great your content is. Whether it’s posted on your own website or as a guest post- if it stands out and it has the substance, it will compel other websites to link back to you without any condition.
3. Quantity of Backlinks vs. Quality of Backlinks
The only major difference between the process the link building by old-school and modern SEO lies in the way they look at it.
One is prior to the advent of Google Panda and the other is after the Google Panda.
Old-school SEO was never focused on the quality of links. It only looked for the means to increase the number of links.
Whereas in modern SEO, the focus was completely shifted to the quality of links as websites the with spammy linkbacks were punished and de-indexed by Google.
4. Short-term Actions vs. Long-term Action Plans
In old-school SEO, the course of actions lacked the strategic planning and were inclined towards the result. Hence the result was short lived. Different tools were used to arrive at the short term goals where nobody was concerned about the quality.
Now, link building as a part of your SEO strategy is a huge responsibility and requires a comprehensive market research and time-proof action plan. By creating blogs and posting comments and guest articles you can not only build links but help establish your authority.
Moreover, the success of link building is influenced by your content creation strategy. Content being the cornerstone of each and every SEO strategy, generates natural link-backs and improves your search engine ranking.
Featured Image Courtesy: digitalinformationworld.com