As you may already know, the landscape of Search Engine Optimization (SEO for short) is constantly changing. Despite all of its changes, one thing continues to stay the same: the importance of keywords and link-building. These two components set the foundation for any successful SEO strategy and are what Google search algorithms relate back to before anything else. That being said, there’s been some talk around the town that link-building is no longer essential to the SEO process. Well despite the rumors, I’m here to let you know that this is 100 percent false. In today’s blog post, we’re going to talk about why link-building is and continues to be a significant part of establishing an effective SEO strategy.

External Links = Good SEO Score

As previously stated, link building is an important aspect in achieving a high search ranking. According to Google, all high ranking websites have at least one external link. However, depending on the website, it is possible to rank a page without a link. In terms of SEO significance, keywords definitely trump links but each of your pages should contain at least one. When it comes to backlinks, make sure that they connect to relevant and informative content to boost your score.

Best the Competition with External Links

Unless your website is in an industry of its own, it’s safe to say that you’re going to have some competition. Websites similar to yours are your biggest roadblocks in reaching number one in the search results. If you’re looking to compete with other websites on search engines, then you’re going to need backlinks. Chances are your competitors are utilizing link-building, and if you’re not, that puts you a large disadvantage. The only way to stand a chance against the competition is to establish effective back links that connect to relevant content. SEO isn’t just about what you’re doing but what your competitors are doing as well. Something to keep in mind.

The Keyword-Relation Exception

Despite there being a lack of websites that rank without links, there are some exceptions that can be applied. The most notable tactic is to use non-competitive keywords and phrases. If your website offers a product or service specific to your business, you can use this as a keyword. For example, if your website was the only place to purchase “Candy Cane Socks”, then making this your keyword will give you precedence over any other site on search engines, even with their links. On the other hand, visitors have to type in this specific keyword or phrase in order for this tactic to work. If you lack an entirely unique product or service, then it’s still safe to go with link building.

Don’t Try to Trick the System

After all of this talk about link building, you might feel compelled to purchase a link or two to fool the system. If this is true, remember to tread carefully. Google and other search engines will penalize your website for attempting to purchase links with no relevance, causing your SEO score to drop. However, there are websites where you can buy and sell backlinks that connect to informative content. Be sure to review Google’s SEO guidelines before utilizing this tactic.

In the End

Link building can only help your search ranking and should be applied to every SEO strategy. Still think you don’t need to backlinks to be successful on Google? Think again. That being said, good luck on your road to the top of the list.