The Death of Absolutes: A Word on Linking Strategy

I encounter clients and fellow marketers alike on a regular basis who seek to define their link building strategy by a set of rigidly defined absolutes.  These rules don’t bend and they certainly don’t evolve with the ranking algorithm or with the needs of the business. Unfortunately, the static nature of this approach to link building often comes at the expense of some outstanding link partnership opportunities.  I’m going to address 2 of my favorite, most common and most detrimental linking absolutes.  

Absolute 1: Never Pay For Links

This rule has its roots in valid theory.  There have indeed been several instances where sites been severely penalized for buying links…the wrong way. Google’s algorithm values links in a process that attempts to synthesize the democratic process.  Each link is a vote… not an equally weighted vote but a vote nonetheless.  Google frowns on individuals who blatantly buy links in a fashion purely intended to manipulate the rankings. The individuals who have been penalized were either buying content on pay-per-blog sites or operating within a link farm.

However, buying links the right way can provide major benefits; chiefly among them is increased ranking within the engines. Ideally, the site you purchase links from does not advertise that it actively sells links; like all rules though, there is the unavoidable exception. Blog entries can also be purchased. It is done in a fashion that is under the algorithm’s radar – this means avoiding sites that advertise pay-per-entry schemes.  You select trusted, reputable blogs and contact them via phone or email about advertising your product through a post that will appear natural on their site.  The second exception is linking through industry-specific/niche directories, bringing us to absolute #2

Absolute 2: Directories Are Dead

Certain styles of directories have been devalued.  More specifically, spam directories have been devalued.  Spam directories are free for all link farms that link to everything from porn to parenting tips.  Generally, the process is automated. You submit your entry, pay through cash or a reciprocal link, and the link you submitted goes live on the directory.  This was a valid tactic when linking was in its infancy, and it still works to some degree today up until the directory is devalued naturally by the algorithm or reported by a user.  At any rate, using spam directories is absolutely not a long-term strategy.

However, soliciting free or paid links in select niche directories is perfectly acceptable, as they provide the benefit of sending qualified traffic as well as a boost in page rank.  The best directories are edited by human beings and there may be several barriers to entry ranging from the industry you are in to the services/product you offer. This isn’t necessarily a bad thing, sure it translates to fewer links in your portfolio but the ones you do successfully solicit will be of high quality and value. Niche directories are the types of places you would want your business listed even if you were not concerned with ranking.