SEO – link-building the Good, the Bad and the Ugly

If you don’t keep a close eye on your SEO company, your website could find itself penalised by Google…

SEO isn’t just something you can leave to your service provider as with other IT, it requires careful (and regular) monitoring, yet companies still fail to monitor progress, and this can lead to disastrous results. With the right website set-up in place, effective on-site SEO isn’t particularly difficult to master. The main difficulty for most online businesses is building enough links back to the website to gain a high rank for important key words.

The Good…

This can be achieved through a blogs, social media presence e-marketing and building as many relevant links to as many sites as you possibly can. The higher the page rank of the site you are linking to the better in most cases. The main focus should be on websites that themselves attract a substantial following, lets call these the good sites. These might be established online magazines or good quality portals relating to your subject area.

The problem owners of these websites will be reluctant to link to you unless a link to your site adds value to their audience. This means it can be particularly time consuming to build links with those because you will need to establish yourself and your site as trustworthy. Remember those sites don’t necessarily need you, they may have countless other sites looking for their attention. You could of course pay them, but this can be expensive and needs to be planned carefully.

The Bad and the Ugly…

With this in mind any SEO provider who promises volume links to high ranking sites in a short space of time should be viewed with suspicion. This can either be from link building subscription sites or an agency based abroad specialising in volume rather than quality links.

They may get your site to page one in double quick time but it may also disappear even faster when Google detects that this isn’t being achieved naturally. There are no short cuts unless you are prepared to have your site disappear altogether from Google.

A study in how to get a website penalised by Google…

I witnessed this happening to one unfortunate company recently when their site, which had enjoyed a lofty page one position for their key words suddenly disappeared altogether. The cause could only be attributed to a poor back link profile and building too many poor quality links too rapidly. Many of the 18,000 links to the site came from a selection of low-grade blogs and portals filled with poor quality content.

The SEO company involved quickly held their hands up but then proceeded to blame the latest panda update. The poor old panda often gets a bad press, but algorithm changes like Panda are aimed at making the search process more efficient and the results for those searching more relevant.

The moral of this tale is that there are no short cuts to SEO success, only a lot of hard work and time to get the formula right and build a genuine following. Do this and your website will soon gain an established foothold on the search engines precisely because it will be a website people will want to visit when they type in those key words.