SEO: Why Spend Time Link Building?

11 September 2009

Many people are so busy with the day-to-day maintenance of their webstore that they neglect key activities that can dramatically improve performance. One such activity is link building. This is the practice of getting other sites to add links to your site. Although it can be time consuming, when done correctly it can lead to excellent medium-to-long-term results.

Put simply: when a user enters a search query, the engine must determine how to return the best results. One aspect is to establish the pages that relate to the query; another aspect is calculating the authority of the pages that link relate to the query results. The link profile of the site containing the web page being evaluated and the link profile of the page itself are also important metrics.

Another way to look at it is: each link to a page is seen as a vote of confidence. That is, if there are two pages that are equally relevant to a given search query, the page with the better link profile will rank higher because it has greater authority.

That said, engines do not lavish authority upon those who sit idle and hope for links to come to them, as if by magic. It is essential for the store owner to be proactive and engage in orchestrated link building strategies. Publishers who sit on their laurels are unlikely to build up their stores to the useful levels of traffic.

As always, we’d love to hear your feedback: comments, questions and suggestions! We’d also like to hear from people on what they think the best link building tactics are and how they’ve successfully implemented these on their webstore. So please feel free to post your comments below!