Links are an incredibly important part of any site’s infrastructure and show that other websites deem it a valuable source of information.
A well thought out and structured link campaign (this is the process of getting other websites to link to your websites) is vital to support good practice in SEO. Inbound links are undoubtedly still a highly important component of the Google algorithm.
There are several ways in which a website can go about generating inbound links but many of these techniques are highly dangerous and could serve only to jeopardise the rankings of a site.
Some companies go about buying links from ‘link farmers’. This is regarded by Google as an abuse – a method of trying to ‘trick’ its algorithm. Other techniques involve ‘swapping’ links or ‘triangulating’ links (a process where websites swap links on different websites to avoid a direct exchange of links). As Google has developed its technology and algorithm over the years, all these strategies have become less effective and in many respects have proved detrimental to websites using them.
When Google began the ‘link’ algorithm was the single most important component of the original overarching algorithm and the system on which Google based its much debated ‘Page Rank Algorithm’.