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Posted On: 16 Sep 2014

Link Building for good SEO practice in 2014


Google like to change it up, we are all aware of this, so how do we keep on top of what is good and bad practice for SEO? Link Building is something that most people just do not get. Bad practice will cause penalties from Google in your search engine rankings.

What is link building?

Link building is about adding links to your content to be trackable by Google. Each link is ranked by certain criteria and this is Google’s main criteria for ranking your website in search engines.

Here are some tips to ensure your Online Marketing Campaign is up to scratch by Google’s standards:

Make your links natural

Nobody wants to see a blatant advertisement in the middle of a web page or an article, use natural, organic links that are relevant to the topic in hand and offer value to your content. Link to other, relevant articles or pages on your site, or on other, trusted, relevant sites.

Link to relevant and local sites

If you have a location based business, use links to other businesses in your area to encourage reciprocation and to make your site a relevant source of local information.

Link to trusted sites

When using external links, never link to untrustworthy or spammy sites. This will reflect badly on you. Take note of popular social media and technology sites such as Mashable or information sites such as Wikipedia who are well trusted and use natural links to trusted sites.

Have a company blog

Blogging is the new black. What a great way to share your news, other news about your industry, advice, offers. It is your opportunity to create fresh, link rich, quality content which Google LOVES and will improve your rankings no end.

Create quality content

Google looks for quality content when searching, poor quality content, written and shared purely for SEO purposes will be spotted and your ranking will suffer for it. You need to give people a reason to click on your links, why should anyone click through to your site? Think outside the box.

Get in the news

We have discussed this before, use controversy or trending topics to encourage people to share your content and click on your links. Give away freebies and announce special offers, all of these things will encourage social sharing.

Don’t buy links!

Google and Bing actively search out paid-for links so if you are ever tempted by the “buy 100 links for $5” ads resist that temptation. There are penalties if you are found to be using bought links, you will lose your search engine ranking and disappear for a long time.


It can be a case of trial and error until you get the hang of links building, you can use analytics to work out what works for you and what doesn’t.

Search Engine Optimization is a complicated business and there is more to it than link building. If you are not sure where to start you should consult a professional online marketing agency such as us here at Shout!