Along with content, link building has traditionally been the backbone of search engine optimisation. How highly a website ranks in the search engine results pages (SERP’s) of Google has always depended greatly on how well a link building strategy performed.
Once upon a time, it was possible to pretty much get links anywhere, irrespective of whether or not they had anything to do with your site. This all changed when Google released its Panda and Penguin updates and placed much more focus on quality, favouring links that are high quality over those that are of little importance or irrelevant. This meant some of the old link building methods such as link exchanges, directory submissions, and social bookmarking were kicked to the curb by Google, along with some of the less ethical SEO’s that relied upon them. Other methods such as reciprocal linking and paid links have also suffered in the post-Panda age.
So what of one way link building? Once the father of all link building strategies, are one way links still relevant?
Should we still be using one-way links?
Are one way links still relevant? Well, in short yes. In fact, one way link building is probably the only method of linking you can still be sure of in today’s SEO, and the reasons for this are quite simple: Google likes to promote high quality, and one ways links are a sign of your website featuring something of relevance and importance to users.
One way link building is the process of getting linked to on another website without providing a link back. These links give out a strong message to search engines that your website offers something interesting and informative enough for other people to want to share it with their own readers, without expecting anything return. If someone is happy to link to something on your site without being encouraged to do so then it is a sure sign that you are producing quality content, this is why one way link building has been able to stand the test of time where other link building methods have failed.
In 2013, it is all about natural link building, of which one way links are one of the pillars. As well as getting your site linked to by others based purely on them finding your content interesting, it also possible to get your own one way links out there to promote your website. This is generally done by posting content in various places on the web; however, the methods of doing this successfully are changing.
Links must be earned
One way link building will only be relevant if it is done correctly, this means links must be earned. You will have to work for your links and the only way to do this is by providing quality content. Anything that is done en mass is more likely to be ignored by Google, and many directories and blog networks – once a simple way of getting a one way link – are now finding themselves de-indexed.
Earned one way link building means having something there to back up the link, whether it is great PR, or fresh, informative content, having something there that people are going to want to naturally link to is essential. You will need to avoid setting out with the intention of trying to get links for links sake, instead focus on links that are always going to drive traffic.
If you do decide to implement a link building strategy for your website, remember, they all rely on the same thing: quality content. A one way linking strategy will only be as good as the content you provide. You can produce, articles, vlogs (video blogs), workshops, pictures, anything, as long as it is quality for those that are viewing it.
If you produce content that your visitors find useful and enjoyable, the links will duly follow.