Since the late 90’s all search engines have used links as votes – representing the democracy of the web’s opinion about what pages are important and popular. The engines themselves have refined the use of link data to a fine art, and complex algorithms create nuance evaluations of sites and pages based on this information.
Links aren’t the only ingredient in SEO, but they do attribute a large portion of the engines’ algorithms to link-based factors. Through links, engines can not only analyze the popularity of a website & page based on the number and popularity of pages linking to them, but also metrics like trust, spam, and authority. Trustworthy sites tend to link to other trusted sites, while spammy sites receive very few links from trusted sites.
2013 is going to see a huge shift in rankings driven by an update that will look at who are the good guys and who are the bad guys, in terms of service. It’s been a long time coming but it’s on the way. Google want to improve who they send to the top of the rankings and preset to searchers. They want to make sure they only serve up companies that are good to deal with, deliver products or service on time and that people can trust.
This information will come from many places and one of the main ranking weights will also be trusted good one way inbound links. Anyone can write a sketchy review about your company after placing an order, but great quality links can’t be bought they have to be earned through a comprehensive link building strategy. Don’t think it’s possible, then take a look in your Google Analytics under e-commerce and see your order numbers – Google has all the information it needs to make decisions and cross reference down to order number if that’s what it decides to incorporate into its algorithm.
Link building has always been important, but this year you really need it! Contact us today and discuss how we can work with you to ensure you are a trusted site.
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