A link building service is defined, basically, as any service by which the number of links pointing to a URL (a single web page) or group of URLs is increased. For the service to be worth buying or trialing, it must be capable of creating what are known as valuable links that is, links the search engine web bots give weight to.
To understand the link building service, it is first necessary to understand what links are and how they affect the rankings of individual pages within the client site.
What does a link actually refer to?
A link is a pointer, from another web page, to the target web page. In the simplest possible terms, it’s a hyperlink included in some text that, when clicked, takes the clicker to the page being targeted for SEO (search engine optimisation).
Ever since Google first trialed the Page Rank algorithm, which ranked individual URLs according to the number of links they received from other URLs, web pages have been competing to increase their links and get higher ratings.
Obviously, this opened the floodgates for a huge wash of what is known as “black hat” SEO – that is, optimisation done by simply stuffing as many links as possible on one page and pointing them all to another. For a while this worked, and then the search engine programmers worked out ways to ensure that links were of genuine quality – that is, that they came from pages properly related to the subject matter of the target.
Google Algorithm Update: Importance of Good Links
This concept of relatedness is the key to understanding what constitutes a “valuable” link: as is some knowledge of the black hat history of the optimisation industry. Current Google algorithms are thought to give much more credence to links situated on pages that can clearly be seen to bear a conceptual or sense relation to the target page, for example, a link to a page about spanners, from a page about changing the tyre on a car. They may also ignore multiple instances of links pointing at one page from a single other page – so the frequency of links, which used to be relevant to the rankings, no longer is.
Additionally, current algorithms are thought to ignore any link held on a page where multiple links point to multiple other pages. This is to forestall the black hat tactic of creating link pages, whose only function is to spray links out to any target page the optimiser has on his or her client list.
How to Stay Ahead In the Search Engines?
Google and the major search engines (Google is still the most used, though others have their followings now too) constantly change their algorithms to stay ahead of any black hat goings-on. The basic aim is to write routines that allow search engines to return pages of genuine interest to the surfer, in the intended spirit of his or her inquiry. As such, the manner and location of the links that count can change suddenly and without warning. The web page that follows the rules is the page that stays ahead of the curve.