10 Link Building Lies You Must Ignore
It’s important to note that you need links in order to build your rankings in search engines. But there are times when it gets you confused with all the misconceptions floating around. Let’s clear it all up and take action on how to go about it with these myth-busters below.
Even though link building has been a trade for more than a decade, it’s clear that there is still an enormous amount of confusion around it.
SEO is an everchanging industry; what worked yesterday might not work today. Google’s personnel doesn’t always help the cause. In fact, they often add fuel to the fire. That’s why I want to play the role of “link building myth-buster” today. I’ve spent over ten years in link building, and I’ve seen it all.
So, here are some misconceptions about link building and find out what the article has to say to drive away those doubts:
If you build it, they will come
There is a notion among many digital marketers and SEOs that if you simply create great content and valuable resources, the users will come to you. If you’re already a widely-recognized brand/website, this can be a true statement. If, however, you are like the vast majority of websites — on the outside looking in — this could be a fatal mindset.
In order to get people to find you, you have to build the roads that will lead them to where you want. This is where link building comes in.
A majority of people searching Google end up clicking on organic results. In fact, for every click on a paid result in Google, there are 11.6 clicks to organic results!
You don’t need links to rank
I can’t believe that there are still people who think this in 2019, but there are. That’s why I recently published a case study regarding a project I was working on.
To sum it up briefly, the more authoritative, relevant backlinks I was able to build, the higher the site ranked for its target keywords. This isn’t to say that links are the only factor in Google’s algorithm that matters, but there’s no doubt that a robust and relevant backlink profile goes a long way.
The more emails you send, the more emails you get
I know several SEOs who like to cast a wide net — they send out emails to anyone and every one that even has the tiniest bit of relevancy of authority within their niche. It’s an old sales principle: The idea that more conversations will lead to more purchases/conversions. And indeed in sales, this is usually going to be the case.
In link building? Not so much.
This is because, in link building, your chances of getting someone to link to you are increased when the outreach you send is more thoughtful/personalized. Webmasters pore over emails on top of emails on top of emails, so much so that it’s easy to pass over the generic ones.
They need to be effectively persuaded as to the value of linking to your site. If you choose to send emails to any site with a pulse, you won’t have time to create specific outreach for each valuable target site.
Link building requires technical abilities
Along with being a link builder, I am also an employer. When hiring other link builders, one skepticism I frequently come across relates to technical skills. Many people who are unfamiliar with link building think that it requires coding or web development ability.
If you have the ability to effectively persuade, create valuable content, or identify trends, you can build links.
E-A-T and the Quality Raters’ Guidelines – Whiteboard Friday
To further understand how Google works, the E-A-T and the Quality Raters’ Guidelines can be a guide for us and our website to have the ability to rank well.
EAT — also known as Expertise, Authoritativeness, and Trustworthiness — is a big deal when it comes to Google’s algorithms. But what exactly does this acronym entail, and why does it matter to your everyday work?
It’s a bit of a buzzword in SEO. I’m going to share with you why EAT is a big part of Google’s algorithms, how we can take advantage of this news, and also why it’s really, really important to all of us.
Let’s talk about the Quality Raters’ Guidelines. These guidelines are a document that Google has provided to this whole army of quality raters. There are apparently 16,000 quality raters, and what they do is they use this document, the Quality Raters’ Guidelines, to determine whether websites are high quality or not.
Now the quality raters do not have the power to put a penalty on your website. They actually have no direct bearing on rankings. But instead, what happens is they feed information back to Google’s engineers, and Google’s engineers can take that information and determine whether their algorithms are doing what they want them to do.
So we believe that if something is in the Quality Raters’ Guidelines, either Google is already measuring this algorithmically, or they want to be measuring it, and so we should be paying close attention to everything that is in there.
Three Parts of Eat
So the first clue we can gather from this is that for all of our authors we should have an author bio. Perhaps if you are a nationally recognized brand, then you may not need author bios. But for the rest of us, we really should be putting an author bio that says here’s who wrote this post, and here’s why they’re qualified to do so.
..what you can do is hire these people to fact check your posts.
So it’s one thing to actually be an expert. It’s another thing to be recognized online as an expert, and this should be what we’re all working on is to have other people online recognize us or our clients as experts in their subject matter. That sounds a lot like link building, right? We want to get links from authoritative sites.
So how do we do this? It’s all about getting recommendations from experts.
The last part, which a lot of people ignore, is trustworthiness. People would say, “Well, how could Google ever measure whether a website is trustworthy?” I think it’s definitely possible. Google has a patent. Now we know if there’s a patent, that they’re not necessarily doing this.
I do think it’s a part of how they determine trustworthiness. So what we’re looking for here is if a business really has a bad reputation, if you have a reputation where people online are saying, “Look, I got scammed by this company.” Or, “I couldn’t get a refund.” Or, “I was treated really poorly in terms of customer service.” If there is a general sentiment about this online, that can affect your ability to rank well, and that’s very important. So all of these things are important in terms of trustworthiness.