I once read a provocative question by Eric Ward (that I will paraphrase): “If the search engines went away tomorrow, how would anyone find your website?” Now, you might say, “That is a big ‘IF’- Google isn’t going anywhere anytime soon.” Then again, if you were hit by one of the recent algorithm changes, Google might as well have disappeared.
This is the true purpose of link building: helping people find your website.
This is also one of the points of the following infographic. If the only goal of your link building campaign is to build links that attempt to increase your rankings in the search engines you are placing your website into a very risky position- you are exposing your website (and your business) to the decisions of another company. Although this company’s motto might be not to do any evil, let’s get real: their real goal is to make money for their investors, even at the expense of your company going broke. Is that a risk you are willing to take?
Even if you weren’t hurt by Penguins recently, I think there’s a lesson for all of us: a healthy link building campaign builds links that generate visitors in addition to building a website’s authority in the eyes of the search engines.
Would you think it valuable to add a sentence to my infographic content relating it to the knowledge graph- as another reason why we can’t solely rely on the search engines for visitors?
Infographic by SEOrisk.com