What is the Linkbuilding?
We will leave from the connection definition, because linkbuilding, as its name indicates, is the construction of connections.
Therefore, a connection is a two bond that unites URL's.
The connection consists of a text anchor (anchor text) that when beating envelope he, us redirige towards another page (or inside or outside the website). In this case we will concentrate in the external liaisons.
In episode 6 titleholder Architecture of the Information, we spoke of interlinking or connected internal and the distribution of authority within a website through use of internal liaisons.
Then, already we know clearly east term. But what we must also consider it is its importance. Although there is SEO's that has demonstrated through experiments, that it is possible to position a site without no type of connections. We do not forget that it is a very important factor nowadays. You consider that Internet is not another thing that a great network done from connections and without those connections, would not exist as we know it.
Origins of the Linkbuilding
The origin of the connections is previous even to the appearance of Google. In the dawn of Internet, there by the 90, they make his appearance directory as AltaVista, Terra and Yahoo.
Those sites that wanted to appear in directory sayings, had to ask for it of form manual. Any algorithm did not exist that caused that your page appeared in the same.
In addition if my memory serves me right, the appearance order was alphabetical, and so it was important that the texts anchor were next to the A and that was practically the unique thing that influenced.
It was not until 1998 when it appears Google with his algorithm Page Rank. Its objective era to classify the different webpages according to its Importance. This importance was based on the number of connections that a site received.
To greater number of connections, major importance and, therefore, major page rank. And to major page rank, better positioning.
That was the birth of linkbuilding and with him, the one of the purchase sale of connections.
Therefore, at that time, the actions to obtain a good positioning consisted basically of mounting farms of blogs, practically devoid of content, where in each of them it appeared the same article, with anchor texts exact. Those connections were located in footers and/or the lateral bars, being generated therefore an authentic savagery of talked back links.
Also connections in directories of any type were acquired. Only that concerned era to obtain whatever the more connections were possible and at the most cheap, better. But this no longer is thus.
Changes in the strategy of the Linkbuilding
Google did not take in noticing of the play and was then when it knew clearly towards where it had to direct his steps. The objective was not other that to satisfy with the best possible form, the searches of the users. But for it had to face a challenge for which not yet there was the sufficient technology: To understand the contents. Or what is the same, to understand the human language.
Although that was the objective, meanwhile, google began to send new algorithms. One of most significant was Panda, there for the 2011. Although this algorithm did not have great repercussion in linkbuilding, was a first step at the time of cataloguing the sites on the basis of the quality of its contents.
A year later makes its entrance in Penguin scene. This yes that went a landmark to consider at the time of working linkbuilding, since one of its primary objectives was to fight against the Spam and the connections of low quality.
Peguin tried to detect automated landlords of generation of connections, penalizing severely this type of techniques, that go clearly against the positioning on the basis of the quality of the results of searches.
Many pages positioned thanks to techniques of automatic connections, practically disappeared of the SERP when the penguin made its appearance in scene.
In this way a revolution in the strategies of linkbuilding began. It was necessary to deceive google to make him think that our connections are fruit of the importance of our websites and not the other way around.
This what has caused is that the sites of great relevance (with a Domain high Authority) have marked some lifted prices, while they are forced to include connections only in the case of bearing certain relation to the content from the page destiny.
But we do not put the so black panorama. Nowadays it continues being possible to secure connections by a cost very reduced and, in some cases free of charge, whenever we contribute value by means of interest articles.
Types of connections
There are basically two types of connections taking care of the authority distribution: Follow and No follow. Whereas first, they transfer part from his authority to the destiny site, the seconds supposedly do not do it.
In the month of September of 2019, google bet by a subcategorisation of Not follow, dividing them in UGC and Sponsored, as we already spoke in previous episodes. This has not left indifferent to the community SEO and each already has taken had to note and its own decisions with respect to how classifying its connections.
Basically and to conclude, we used Follow connections in those connections that clearly aim at sites with related content. That is to say, where he is natural that they could appear.
We use not follow in which they sing by soleares to avoid possible penalties.
In search of the quality of the connection
Then it is the trick here: more bond quality than amount. But how we can determine the quality of a connection?
As we shelp before:
- They must come from Webs with thematic similar to ours.
- Also they can come from sites of great authority as mass media of national scope, governmental organizations as city councils, councils or centers of formation.
- The connections of thematic blogs of great relevance (with a Domain high Authority)
The quality also is going to influence in different aspects as they are the anchor texts. Different typologies exist:
They use our exact keyword without more containing. They are very powerful.
They use semantic fields related to keyword exact that we want to position. Of that form we will provide a greater relevance to him to keyword main, while also we positioned its synonymous ones.
Text that uses the name of your brand and the one of your Web are anchor. They generate relevance name brand. Normally we will reserve this type of anchors for the links that less authority they have
Natural or neutral
They are those that connect with random and natural texts type, Blog, Beats Here, et cetera.
Name brand + keyword
They are a combination name brand and of keyword to position. They have certain naturalness to contain brand and in addition they give relation him your keyword main consequently you secure relevance without on optimizing in excess.
Keyword with variations will be main ours. In this way we will be able to reinforce it when including it within that anchor, but it on we will not optimize so much as if we put it directly. In the same way it will serve us to reinforce long tail that we can work. To our opinion it is most important. To greater density (or length of the anchor text) greater authority will transfer.
In next podcasts we will speak envelope how a campaign of linkbuiding (because this is all a science) and on how settles down to secure quality connections to impel to top our positioning.
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