Link Building – Why Isn’t It No More A Future of SEO:
From the past many decades, link building was one of those important SEO techniques that were widely employed by most businesses. In fact, if we say that SEO entirely made link building its centre of attraction, then it would not be wrong. But why? This was perhaps due to the reason that this technique had a greater influence on all the other search engine optimisation techniques and had the capability to impact the rankings on the search engine more than anything else.
Though link building is a greater source of increasing the web traffic, but for search engines, it is just like something that gets most of your time and effort instead of focusing on other methods also. So what search engines suggest other than the link building is user experience. Your clients are the ones that decide who should stay in the business world and who’s not. Giving a good user experience means that you are automatically influencing your rankings more than just building the links.
Google Always Feels best for what is best for Users: We all know that Google’s existence heavily depends upon the revenue that it receives from the advertisement. Every one of us when searches on the Google prefer to get the most relevant results and if Google just stops giving such results, none of us would even use it again. To stay on top of the search engines’ competition, Google offers best results to the users.
Optimising the website is no more challenging since there are numerous SEO techniques that need to be followed to make your site or web page visible on top of the search results. Appropriate links and fully optimised site ensures that search engines would crawl your site, but Google will only display the site or web page against the relevant search query unless your links involve the relevant keywords.
A generic view of how Google determines the relevance of a search result is something like this:
Bounce Rate: In case of the search result, if the users are just clicking the back button in their browsers with no time or probably going back to the search listings page, it means that they are not getting the results that they are looking for. This becomes more confirmed when just after hitting the back button, they open another listing. Since Google aims to give the best results, so it wants you to reduce the bounce rate by providing the relevant and high quality keywords and content.
Click-Through Rate: This metric allows you to see how many numbers of people have seen a listing and actually make a click through to the site. Users that click a particular listing more than the others give a signal to Google that the most clickable listing is more relevant for the results.
User’s Time on Site: After completing the search, users click the desired listing. In case, the user does not get what is actually searching for, it clicks the back button. Google analyses the time when the user clicks the listing and when it hits the back button. The actual time of its stay on the webpage or website must not be less than ten seconds, and if it is so, it will tell Google that the particular result is less relevant than the others which kept the users to stay on the site for at least 10 seconds.
In short, to get the long term benefits, it is necessary that the website could deliver the best user experience. Remember that high quality content, images, videos, appropriate linking and URL structure can give a better ranking than anything on the Google. Social sharing can also play a significant role in this respect.
Avoid creating sites that could be penalised by Google. Though Google prefers giving best user experience, still it ranks some keywords despite the fact that they have used unethical link building. This is due to the reason that some keywords like Mercedes or BMW are so popular among the users that they cannot even think of their lower ranking in spite of knowing the fact that they have used unethical link building. In case if Google dings them against their branded keywords, it could also hurt Google’s reputation. So Google has no other choice except to rank them against their generic keywords.
Regardless of all these facts, you should still optimise your codes, enhance social shares and do link building in your free time. Creating unique content for content marketing, designing attractive web design, and producing the products or services for the users should be primarily focused. Providing a platform where users could also share it socially can create a meaningful impact on your business.
SEO techniques can be replicated by any business because there is no rocket science involved in it. Remember that Google’s goals are always aligned with your business’s interests. It only wants to give the best experience to your potential users. Probably, you may not see these results in the short term, but you will enjoy their benefits in the long run.