A lot of link building strategies can backfire, causing more damage than doing good. If you want to improve your ranking in the long term, using what we call a holistic SEO strategy, you should definitely avoid certain link building tactics. In this post, I’ll describe link building DON’TS: tactics you should most definitely NOT use.
Risky link building tactics
In the old days, link building meant putting links on as much external pages as possible, often by buying or trading links. Since Google Penguin these tactics have become a risky SEO strategy. If your link building tactics include spamming, your site risks a Google Penalty and could be banned from Google’s results completely. Placing a lot of links will probably help the ranking of your site for a short while, but probably not in the long run. I suspect most of you will know quite some of the link building tactics you must definitely not apply. I’ll sum up the most obvious link building DON’TS and will then discuss some less well known – but equally important – DON’TS.
Obvious link building DON’TS
You should not buy large amounts of links. You should not exchange links. You should not use any automated programs to get links. You should not do guest blogging with very thin and off-topic content. You should not comment on blogs or forums if your only purpose is to leave a link in the comment. You should not over optimize your anchor text. You should not have links that are unrelated to the topic of your website. You should not have links from sites that have no real content. You should not have links from spammy sites whose only purpose is to advertise for gambling, viagra and porn (unless your website is about gambling, viagra and porn).
Not all linking to the homepage
You should make sure to get links to different pages on your website and not solely to your homepage. If you only – or mainly – receive links to your homepage, your link building will look spammy. Of course, if someone is writing about your brand, a link to your homepage is appropriate. But if a website writes about products or about news of your company, they usually link to your product, news or blog pages. That is just the natural way people link to other pages. You should make sure your link building strategy resembles the natural way people link to websites. Extra benefit: linking to a more specific page will probably lead to a better conversion on your website! So you should work on getting links for important product pages, or for your cornerstone content pages. Get links to those pages where the deal is closed! It will get your website a trustworthy link profile and will increase the conversion at the same time!