The Survival Prospects of Link Building in the Age of Content Skeptics

The present age link building is much more than simply securing a link for making significant impact on search engine rankings. It was almost 20 years back when Google made its heroic entry into the World Wide Web scene. Since then, it has been ruling the web. Additionally, it did not take time to outshine the most popular search engines including Lycos, AltaVista, and Infoseek.

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One of the major reasons was that most search services were engrossed in proving to a fad (about to go fatal). Yes, they were busy turning their home pages into a “portal” for the World Wide Web. They totally neglected the core function and the actual purpose of supplying the best search experience for visitors. Google focused on this one. It was also smart enough to pioneer the concept of using links. These were used mainly as a very powerful means of assessing web page quality through the PageRank algorithm.

The concept was very sophisticated and relatively simple. These were very similar to citations in academic literature – a means by which author of one web page will endorse or “vote” for another web page. A page that had several links pointed towards it suggested its higher quality as compared to one with very few links pointing towards it. Links coming from authoritative pages were considered better. Hence, Using PageRank for Google search proved to be a better platform as compared to its competitors.

This also made SEOs realize that they require focusing on Google. The link building skill served as an essential component of SEO (search engine optimization). During the early days, link builders would ask other site owners to link to their site. In most cases, the requests were granted, particularly if a reciprocal link was offered in exchange.

These days, link building makes for an essential part of all SEO efforts for gaining optimal visibility search engine. The only problem is authenticity. With so much of fake news, objectionable content and corporate policies prevailing, link building has become a tougher task to accomplish.
Experts in the digital industry recommend that the process of link building must have the following four essential parts:

Goal Set for Content

Living with hope that someone will post content isn’t a wise decision. This is nothing less than waste of resources, efforts and time. The idea is to use business goals for identifying ample opportunities for content themes and content type. Understanding goals will break out themes for the content designers place. Prioritizing content for achieving goals while making it relevant to audiences will help. Using keyword research tools will let you identify and categorize topics based on user interest and the manner in which they sync with business requirements.

Host Content Gaps

Perform a content gap investigation on larger link prospects. This will let you identify the content website already has, things that works, what’s missing and the place where you can build on existing efforts. The process will help content get placed via displaying host site. This is also helpful in targeting content more specifically for conversion and shares.

Create Linkable Content

Make sure the content you create is worthy of links and set up in a fashion to be spread. Linkable content is type of content that comprises of elements including original research, robust hook, fascinating visuals (infographics, videos, charts, memes) and those with resources.


Link building, these days is much more than just about securing a link to impact search engine rankings. A comprehensive link-building plan will demand matching the process of content creation and link-building process with specific business goals. The content assets must be designed to be shared easily. The major focus should be on converting visits to sales.

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