Employment of backlinking strategies is one of the most prevalent methods of building a site’s visibility on search engines, but it is also often misconstrued. Backlinking is the procurement of links to one’s website for the improvement of its overall search engine visibility. For any SEO professional, developing a clear understanding of backlinking strategies is vital to drive SERP growth. Several digital marketing courses provide the necessary know-how of digital marketing, including the development of efficient backlinking strategies.
While assessing the quality of a backlink, search engines consider factors like relevance, trust rank, anchor text, link neighbourhood, social distribution, and link popularity amongst others. Therefore, it is crucial that all backlinks you try to obtain are diverse, authoritative, and offer relevant information. A firm may develop organic backlinks over a period, or it may create inorganic backlinks for quick results. However, there’s a reason why the latter is called inorganic and is generally recognised and weeded out by search engines.
When it comes to designing backlinks, there are some standard practices and tactics that every SEO professional ought to follow. In the following article we break down the differences between inorganic and organic backlinking strategies, and why inorganic backlinking is frowned upon by search engines:
Organic or natural backlinks are developed by following the course of logical operations, such as publishing one’s content, or PR activities. Organic backlinks are diverse, authoritative, and relevant. These links are given to the websites without any prior action by the website’s owners. For example, an online magazine running an article may include a corporation’s website on their website. It is true that the procurement of organic backlinks takes time, but the results of organic backlinking strategy are sustainable over long periods, and hence provide long-term benefits to your website.
Designing an Organic Backlinking Strategy:
A good content marketing strategy forms the basis of an active organic backlinking strategy. SEO professionals strive hard to produce content that is shareable and distributable by others, to create organic backlinks for their website. Hence, this white hat strategy called content marketing is the most lucrative way to design and build organic backlinks over a continuous period.
Inbound marketing, which is a subset of content marketing, involves the development of relevant content that drives traffic back to one’s website through backlinks. While inbound marketing is used directly for increasing traffic, search engines also evaluate a website’s overall traffic during assessments of websites. Furthermore, increased website traffic can increase the likelihood of your site obtaining organic backlinks from users.
Inorganic backlinks are developed through link exchanges and purchases from a variety of sites that may not necessarily be relevant to the content of the website owners. These kinds of backlinks can either be outreach or self-created links. Inorganic backlinks have the disadvantage of having less value than organic backlinks in search assessments, and can therefore significantly affect your website’s SERP. Not only this, search engines occasionally refresh their algorithms to identify and penalise the sites with a high number of inorganic backlinks.
For instance, Google released Google Panda in 2011, which was an update to its search algorithm designed to identify low-quality websites that were operating for solely SEO purposes. Google Panda went ahead to decrease the visibility of these low-content websites in its search results, thus effectively attacking sites which employed inorganic backlinking. As a result, the sites that used a number of black hat strategies saw a steep decline in their search rankings.
What sets organic backlinks apart from inorganic backlinks?
Many website owners end up employing inorganic backlinking strategies without meaning to. This not only results in a reduction of their search engine rating but also gives fruitless results. Following are the measures that one can take to make sure that their backlinking strategies are attracting the right kind of attention:
The key to developing an effective organic backlinking strategy lies in consistence that is, consistently adding backlinks to the website over a period. Search engines are tailored to identify a sudden spike in a website’s backlinks, thus signalling them to take actions such as penalisation.
If all the backlinks to your website originate from one or two sources, search engines are likely to assume that your site is not relevant and is resorting to black hat tactics. An organic backlinking strategy thus makes sure that the content is sourced from a diverse range of authentic and related sources.
While it may be tempting for seo professional to litter internal website content with relevant keywords that would improve the website’s ratings, overdoing it can land your site into trouble. Spamming your website content with an unnecessary number of keywords will be read by most search engines as black hat SEO, and may inadvertently lead to penalisation.
Search engine algorithms also consider the search factor of a domain while assessing websites for the black hat and white hat practices. These algorithms check the domain’s history of harbouring spam. So, if you’re employing backlinks on a domain with a history of sheltering spam, you are likely to be assessed as a black hat practitioner by the search engine.
While search engines rank the domain in which the link to your website appears, they also assess the links that the concerned domains link themselves to. This is how search engines thoroughly evaluate the quality of backlinks and thus arrive at an estimate of the quality and rank of your site. Hence, organic backlinks not only have a trusted domain, but the links to those domains are clean as well.
Popularity and Distribution:
While assessing a website, search engine crawlers also evaluate the distribution of backlinks on social media platforms. Essentially, the more popular a site is, the more organic backlinks it will generate. Hence, if your website has spam links and unnatural links, they are likely to be recognised as inorganic backlinks and will end up being weeded out by the search engines.
In a Nutshell:
While developing an effective backlinking strategy is crucial to proactively market your content, making sure that it comes under organic backlinking is vital as well. Thus, practising an optimised and structural approach to your backlinking strategy always helps to make sure that your efforts are giving you the web presence that you desire.