I believe that long-term success with search engine optimisation comes from using only ethical SEO techniques and following Google Webmaster Guidelines. However, one of the most challenging aspects of search engine optimisation is seeing so many websites not 'playing fair' and using unethical link schemes and so-called 'link farms'.
According to Google's Webmaster Guidelines, a site's ranking in Google search results is in part based upon analysis of other sites that link to the site in question. These links are commonly termed 'backlinks'. Google does not provide any information publicly about exactly how it assesses backlinks and how it uses this information to affect Google rankings.
The best way to build high quality backlinks is to focus on:
submitting your website to high-quality, recognised directories. At the very least, you should submit your site to 'DMOZ', which is part of the Open Directory Project. You should also seek out reputable directories that are related to your specific business area
creation of unique, high-quality content. Google's Webmaster Guidelines state, "The best way to get other sites to create relevant links to yours is to create unique, relevant content that can quickly gain popularity in the Internet community. The more useful content you have, the greater the chances someone else will find that content valuable to their readers and link to it."
You have no doubt have gathered that building high-quality back links to a website can be a time consuming process. Given that there is intense competition among companies to rank highly in Google search listings, it is not surprising that many companies circumvent ethical link-building strategies and seek out 'quick fixes'. There are many companies that claim to be able to provide thousands of backlinks for your website (often for a significant fee). For example, here are some of the website listings from a Google search I have just performed for the keyword 'backlinks':
"Get over 1000 one way backlinks to boost your website rankings!"
"Buy up to 100000 verified backlinkss"
"Get 10000 verified forum backlinks now"
"10 Million Links to your Website - Increase Website traffic"
Recently, I launched a new website on behalf of an events company. I found it particularly frustrating that, after spending considerable time and effort building up a relatively small number of legitimate backlinks, I discovered that the top four websites in the Google search results for an important keyword all had tens of thousands of backlinks.
Closer investigation revealed that the vast majority of these had no relevance whatsoever to their business and were clearly from unethical link-building companies. Following their backlinks led to a large number of suspiciously named websites of very similar names (albeit with subtle differences between names), filled with links back to their websites (as well the websites of many other different types of company).
The big question is 'will they get away with it'?
On one side, it is clear that Google disapproves of such schemes and can take measures to severely damage the rankings of any website found to be participating in such schemes. The Google Webmaster Guidelines state, "Don't participate in link schemes designed to increase your site's ranking or PageRank. In particular, avoid links to web spammers or 'bad neighbourhoods' on the web, as your own ranking may be affected adversely by those links."
"Some webmasters engage in link exchange schemes and build partner pages exclusively for the sake of cross-linking, disregarding the quality of the links, the sources, and the long-term impact it will have on their sites. This is in violation of Google's Webmaster Guidelines and can negatively impact your site's ranking in search results."
On the other side, the companies using unethical link building are still being ranked highly in today's search engine results. Perhaps their rankings are more to do with other aspects of their online business and maybe Google is already fully aware of the unethical practices being followed.
I believe that, while unethical link building could give your business some short-term advantages, you are also putting your business at significant risk in the longer term. Over time, Google will continue to get smarter about such schemes. Successful link building is more about the quality and relevance of backlinks than the number of backlinks. In words from Google's Webmaster Guidelines, "Creating good content pays off".
If you're keen to create a level playing field, you can report your offending competitors to Google. If you believe that another site is abusing Google's quality guidelines, then you report that site at: https://www.google.com/webmasters/tools/spamreport.
In conclusion, don't get disillusioned when facing online competitors that have accrued tens of thousands of backlinks through unethical link building. Instead, focus on high quality, highly relevant link building. You've always got the option of reporting offending sites to Google. If you keep to ethical search engine optimisation techniques you'll know with confidence that you'll never be reported or face having your search rankings lowered dramatically.
About the author
Dr Mark Heath has more than 20 years of experience in developing a range of businesses, and is co-founder of the UK -based web optimisation company http://www.cambridgeshire-seo.com.
To view more of Mark's articles, containing hints and tips on web optimisation and search engine optimisation, visit his blog at http://www.cambridgeshire-seo.com/blog.
