Google’s webmaster trends analyst, John Mueller, in Feb 2015 through a live Google+ hangout recommended to not focus on link building and warned if you do, it may lead to more harm for your website than anything good. Certain aspects of the link-building process have already proven to be pointless and obsolete. But one thing that will never change is human desire to connect with other humans, to share, cultivate, curate and collect useful, valuable and helpful pages, apps, or whatever the digital content is, with each other. If that wasn’t the case, there would be no Twitter, which is tailor-made for link sharing.
But this is not the complete story, There is another part of it which should not be missed. The other part can be understood while going through this transcript of the Video.
In general, I’d try to avoid that.
So that you are really sure that your content kind of stands on its own and make it possible for other people of course to link to your content. Make it easy, maybe, put a little widget on your page, if you like this, this is how you can link to it. Make sure that the URLs on your web site are easy to copy and paste. All of those things make it a little bit easier.
We do use links as part of our algorithm but we use lots and lots of other factors as well. So only focusing on links is probably going to cause more problems for your web site that actually helps.
So the important part is Google Still uses Links as part of their ranking algorithm, so there is no question of not doing Link building, but you have to be cautious. Avoid Bad Links and in order to do so you have to be sure that a link you’ve manually built isn’t just going to get your website penalized?
Bad Links: How To Identify Them?
Avoid these characteristics, all of which can make a link “bad,” and stay Safe.
Avoid Links From Low Authority Or Questionable Domain
It’s in our best interest to get links on the high-authority sources we can find, and avoiding links from Suspicious or low authority domain.The higher our site’s authority is, the higher we are going to rank in Google. Links on already-high authority sites pass far more authority to our site than those on low-authority sites. If our link appears on a site with a poor reputation, it could do active harm to our organic search visibility.
Link From Sources Which Is Irrelevant To Website Content
If you are a cable and wire manufacturer and a website dealing in pizza delivery is linking to your website then this for sure is going to raise a red Flag.Context is important in Google’s modern search algorithm. It’s not enough to have a link pointing to your site, that link needs to be associated with content that’s somehow relevant to your site, as well.
Do Not Match A Current Spam Pattern
An appropriate quantity of links are Important, don’t match current spam pattern.If Google sees too many links pointing back to your domain on a certain site, it may flag that as suspicious.Quantity is important when it comes to links, but more links aren’t always better. Multiple sources pointing to your domain is Good, Try to diversify your link source.
Avoid Links From Multi-Topic Sites
You should avoid links from multi-topic sites or a site which already is linking to a large number of other sites. If a site is already having 50 links to some other sites you certainly don’t want to get a link from that site.
Link Embedded Keyword-Matched Anchor Text
There was a time when It was a best practice to embed your link in anchor text using the exact keyword you wanted to rank for but today that isn’t going to work. With Artificial Intelligence of Google search, Google has an intricate understanding of semantics link context, and it strongly favors links in natural journalistic context.
Buying Links Or Link Scheme
Do not fall prey to sites selling hundred of links to you for few dollars, They are all spam sites. Participating in complex systems like link wheels or link pyramids is a violation of Google’s terms of service & you could earn a bona fide Google penalty.Although the popularity of Link scheme has hit a low, but somehow they’re still floating around.So better avoid them.
The Take Away
Create Awesome, Share-worthy content and make it easy for other people to share it.You can use Moz’s Open Site Explorer, Ahrefs, Majestic or any other tool that functions as a search engine for links.If you notice any Links that are questionable, work to remove them. It’s better to remove a Suspicious link than leave it and suffer the potential consequences. Ensure your future link building efforts avoid these factors at all costs.