How to Use Link Building to Gain a Higher Google Ranking

How to Use Link Building to Gain a Higher Google Ranking

Establish Your Site as an Authority Source with the Help of Link Building

One of the most common Google guidelines that businesses or people break is proper usage of links—or link building. Let’s examine what Google likes (white-hat link building) and doesn’t like (black-hat link building) when it comes to links and what you can do to stay on Google’s good side.


How to avoid poor, or black-hat, link building techniques

Google occasionally publishes reminders when there is a widespread violation of one of its policies.


According to its reminder on proper linking, the following four practices can put you in violation.


  1. Stuffing your articles full of keyword-loaded links to your site.
  2. Using article syndication to either have your articles published on a large number of sites or have a huge number of articles on a handful of big sites.
  3. Publishing poorly researched material.
  4. Using duplicate content on different sites.


Why are the above practices frowned upon?


Remember that a link to your site is a form of endorsement. It says that your site is worth visiting because it contains meaningful and helpful information. That’s a terrific vote of confidence which Google will take seriously if it comes from an already established site that has gained Google’s trust.


However, if the majority of the endorsements come from within your own website, Google won’t look upon that favorably. It’s not a good sign when the only person raving about you is…you.

Link building can help improve your content's SEO.
Link building can help increase your content’s SEO.

How to adhere to good, or white-hat, link building

For whatever reason, you might decide that you’re willing to purchase links to increase your website’s exposure. As mentioned above, Google will think less of your website if it has inbound links coming from a suspiciously large number of places that aren’t authority sites in your field.

You can still gain the exposure without being penalized by tagging the links as no-follow links. The HTML tag will inform Google not to include the link in its algorithm that produces the search engine page rank. Therefore, the link is a non-factor. It neither improves your page rank nor does it lower it.

If a no-follow link is a non-factor, it leads to the obvious question of why bother having a link to your website if it won’t help your rank.

Some people choose to buy links simply for the additional exposure they offer. After all, just because a link is a no-follow link that doesn’t mean that readers won’t go to your site. And that’s what you want—more eyeballs on your pages.

Interestingly, many of the large, well-known websites routinely use no-follow links. Therefore, the domains that carry the most risk to your site are the ones that were created specifically to warehouse thousands of articles and press releases that could be incorporated into link-building schemes.

Search engine optimization is an ever-changing subject. Contact me today to discuss how we can keep the links to your website in line with the times.

Author Info

Steve Heald

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