Organic link building is an essential part of any business’s online presence. The process of building links will not only improve a company’s search ranking in browsers like Google, but it can also act as a promotional tool by triggering earned traffic for the company’s website.
The method of building organic links can, in many ways, be compared to playing dominoes. For instance, a web developer will craft a link that is meant to set off a chain reaction whereby other sites link to the original link, resulting in “ripple effect”. This creates a web or network of links that connect back to the original site. None of these links are purchased, but rather created via the inclusion of strong and relevant web content and the selective but effective use of keywords. The goal is to set links in motion by creating content that speaks directly to consumers, reaching them on an emotional or personal level.
Link building has evolved significantly over the past decade, but Google’s recent algorithm changes have web designers rethinking their approaches. In the past year, Google introduced two programs, Google Panda and Google Penguin, which work to identify websites that are overloaded with keywords or contain low quality content. The ultimate goal of these changes is to improve search results, filtering out spam and irrelevant information. These changes require that anyone building links be much more cautious when writing content and creating keywords to promote their brand.
When executed properly, organic link building can actually help a business craft a brand identity. The web of links created by this process will help a company establish an online reputation through a kind of “word of mouth” process. As more and more people share information about a company, that company will develop a consistent and recognizable image on the web. For instance, social media offers one of the most common and most effective outlets for companies to build brand identity through organic linking. Once a person retweets a link or shares it on Facebook, a business has the potential to go viral.
By building a web of organic links, a business will not only be able to promote itself on the web, it will also be able to establish a loyal customer base. The companies that are most successful at linking are those that conduct the most research into their target clients, establishing a connection with the consumers and speaking directly to their needs. Moreover, the new Google algorithm itself is based almost entirely on enforcing the creation of trustworthy links. Therefore, companies who build links successfully will have created relevant and readable content that consumers will see as genuine.
Though the process of building links has changed, largely as a result of Google’s increased oversight, it is no less important than it ever was in helping promote a brand. In fact, if anything, it has become even more important, as its successful implementation has become more difficult. Web designers and developers who play by Google’s new rules, however, will reap the benefits of increased site ranking, traffic and brand recognition.