Backlinks and how to use them
- February 1, 2020
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The world of SEO (search engine optimisation) has changed over the years. There are many search engines available to users, but Google clearly is the market leader.
They've been setting the standard for SEO and that is not going to be changing any time soon. With every new algorithm that Google releases, they change the rules and raise the bar for anyone who has a website. The goal here is that from Google's perspective it does not want you to game the system. They don't want you to be able to optimise your site for a higher page rank.
They'd rather your true content speaks for itself and that anyone who comes across your site from a Google search came across it because it meets the criteria of what they were actually are looking for.
Google doesn't put much stock in your keywords anymore; it used to be keywords that drove search engine results.
Google knows that people have been filling up their sites full of keywords, some relevant, some irrelevant. As a result, Google has said, if you can't play by the rules, then the rules are going to change and you're going to need to figure out what the new rules are.
So if keywords are out, what is in? The answer is back links.
Back links are links to and from other websites, social media sites and blogs. You can link out to other sites and other sites can link in to you. These inward bound links can be in the form of a picture, some targeted text, or just the name of your business; all linking back to your site, when clicked on.
All links are not created equally, however, so caution is advised. The truth is, it is a process that requires patience and persistence. You do not want to purchase links, whether individually or in bulk, or you run the risk of being buried by Google for breaking the rules.
Ideally, you can approach people you know or do business with, to see if there is an interest in trading links for free. In this case, keep in mind that using a variety of different kinds of links is best, so determine what kind of links you already have and then see if you can get a different type of link to create a decent balance.
You want to create content on your website or blog, that people actually are interested in reading and sharing. Of course, that means that you have to put in the hard work and patience of creating good content. Not an easy thing for some, but slow and steady and you'll get there.
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