If you have been involved with SEO for any length of time, surely you have an idea about certain black-hat techniques like link farms, spammy content, hidden links and paid link schemes. However, most of these got ironed out by Google back in their 2012 Penguin update. While some dodgy SEO practitioners still continued their certain black-hat techniques, focus mainly got put on the accepted white hat techniques and content quality instead.

This simply didn’t settle the Link Building debate in the SEO community. SEO Experts in one corner still argue that the whole proactive link building exercise is a waste of time in the best-case scenario and also a policy violation in the worst case. There are some that still believe that it still should be a legitimate and authentic part of any SEO strategy. Below we try to answer this fairly recent yet somewhat age-old feeling debate for good:

Content Quality Argument with Link Building

Of course, we all know that famous saying in the SEO community “content is king”. Experts have input their voice and change it ever so slightly to “quality content is still king”. Where some experts like Patrick Stox have even gone to the length and said via twitter that Link Building is a total waste of time and SEOs should focus more writing better content and also pay attention to UX and User intent instead.

Most experts have also added clarifications after quoting such statements and emphasized on the fact that link building is a delicate matter that should be looked at more thoroughly. And then we also have the fact that any content you use for link building should also be written for users and not for any ‘SEO value’ only. Links should be built to land traffic on webpages and not to ascertain any SEO ranking points with the newer updates from Google.

There is also the spam to be considered that gets generated through link-building and also the post-PageRank rise of “Arbitrary Metrics”. These simply blur the line between what still works and what actually does not. Research and analysis of expert suggestions such as from Google’s very own John Mueller also suggest that any link that is not organically given, is by definition a violation of Google’s webmaster guidelines.

In addition to building quality links with quality content, some of the other considerations also include internal linking. These techniques also required quality content posted on website’s own pages further highlighting content quality to be a much important factor. Investing your team’s or yourselves time in quality content rather than excessive link building is a practice that will certainly help.

Improve the user experience, boost your UX and qualify your internal linking. However, all this has to be considered as just another extension of quality content. Even in link building, your content quality matters a lot and when you have all things going with high quality content and superior organic link building, your SEO Campaign can rock.

Organic Visibility and Link Building

Experts also argue that you need link building when your target website is from a high-competition niche. Internal linking, quality content and few other organic techniques just don’t cut in when you target keywords and web domains are in high competition from competitors. Yet, the problem with most high-quality content that doesn’t get visibility and is not seen my many is that it is missing links.

If you don’t share in on various social channels or don’t reach out for it via links, chances are that it will not get seen much at all. Julie Joyce, owner of link development firm, Link Fish Media stated in her recent update. If you can find a piece of content that can make any great content post look even greater, chances are that particular blogger will let you in on his/her content where both parties will benefit from the endeavor.

Many other SEO Experts are also with the same belief that narrowing down only on content quality will no doubt improve your potential ranking but will also limit your content to a few or even at worse no readers at all. For link building, quality content can without a doubt he used as a hook that clamps in attention and also links. Only high-quality content might just not be enough on its own in any type and scenario.

Some SEOs even put their days and also nights developing quality content. There is not much thought given to where and how it will be shared, what link building campaigns will be activated for it and who will eventually see it. This can only fail any SEO and link building campaign and you will need to promote your content in order for it to become a hit no matter what quality is it.

Where products, services, content itself and also announcements are all spread through links, all of these combined also make link building a potential success when you need to make your content organically visible across all the different platforms. Link Building with high-quality content can be a both a technique and also an investment for the future of your SEO scheme.

It Is Still Not Decisive Enough

Even SEO Experts who are in favor of other techniques such as internal linking and content quality stop shy of totally condemning link building. According to most, there are yet a lot of quality link builders who have the ability to build perfectly natural feeling links. Yet, most SEOs that run single man shows or even have mainstream offices in different parts of the world and also including businesses such as local stores, big corporations, restaurants etc. are looking for low-budget SEO approaches.

Where some people strongly believe and argue that techniques such as producing quality content, internal linking and on-site SEO suffice there are others who are still in very much favor of all these and connect them with link building of the highest quality. Marketers today in 2019 and also years to come will have to come up with solutions that combine link building with organic techniques.

Although, investing time in link building alone is definitely not as result oriented as it used to be. You might still be able to rank sites without any link-building. But these sites are few and far between for all honesty. If you have any sort of competition on your website, you will need to do all optimizations and also follow effective link-building techniques as well.

Simply put, if a marketer is tasked to boost up a brand’s awareness, only ranking it in Google or other search engines will not be enough. People have to interact with a brand or a website in order to know it better. This is where link building pops in making people see your quality content a lot more frequently.

Conclusion

Where all new Google updates following down from the Penguin back in 2012 have majorly focused on concerns like content quality, back linking is still very important making webmasters grasp the opportunity to present their clients better. You will be able to do much better with Google as well when there is a considerable amount of traffic landing on your webpages. Organic link building is just as important as anything else in the SEO domain and unless Google pushes out some significant anti-link building updates, it is here to say for the foreseeable future. While, a time and money investment in both link building and other techniques at the same time might be the best way to go.

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