Planning The Link Building Campaign After Penguin Update

  • SEO
  • August 22, 2015

Planning The Link Building Campaign After Penguin Update

It is common knowledge, at least among online marketers and Search Engine Optimization (SEO) specialists that the success of an SEO campaign depends largely on the success of link building efforts. The greater the number of high quality links, relevant websites, the greater the likelihood of getting a website ranked higher in search engine results pages (SERP) for relevant keywords.

When conducting a link building project, there are three criteria to be taken into account:.

  1. Number of links: More the number of links, the better it is.
  2. Bonds Quality: Improving the quality of web pages and sites from which the links are obtained, the higher the weighting of links to the overall popularity of a site.
  3. Relevance of links: More the relevance of the sites from which the inbound links you get, better the overall off-site SEO efforts.

How to start a link building campaign.

The key to building high rankings on organic search engines is to ensure that the search engines see the site to be “naturally” relevant to their target users. Therefore, all efforts in the various aspects of SEO, including increasing link popularity, you must take into account the need to make it appear natural.

Identification of the sites to be targeted– Identify link building niche websites that could be potential link partners. After identification of the sites to be targeted, the next step is to approach these websites and get inbound links. The goal is to convince the potential link provider for getting inbound links in the form of guest post or direct linking. This is a tedious process that requires patience and perseverance. However, the benefits of getting good quality inbound links will certainly be worth the effort.

Construction of one-way links to a website is definitely much more difficult, since it involves convincing the other side about advantages of linking with the site. Some common ways that you can use to build links are directory submissions (paid and free) and buying links on relevant websites.

The second approach (buying text links) is still in a cloud and there is debate about its value for improving search engine rankings. Of course, as long as the links are related and relevant, I do not think that the search engines have a negative view.

A recent video from Google’s head of search spam, Matt Cutts named If a site linking to mine gets caught selling links, what happens to my site?

Matt Cutts stated three points in this video:

  1. The link seller website will experience PageRank downgrade to 30 – 50%.
  2. The link seller’s web site loses the ability to send PageRank going forward.
  3. The links pointing to your web site from the link seller’s web site are no longer counted and no longer benefit your web site.

Moreover, many SEO professionals opt for reciprocal link building, where you exchange links with another website. These links are considered less valuable than a one-way link from a website of good quality, but as long as the reciprocal links are relevant, they can continue to offer some value in the process of SEO .


In an ideal world, just placing great content could attract others to put links to a website. However, that is not the case, and a concerted effort has to be put to inform the world about a site and have a link to it. Link building, therefore is a vital aspect of any activity search engine optimizsation which can be achieved through a combination of strategies and techniques.