Link building is one of the best marketing strategies available. It can help you attract more traffic, generate leads, improve brand visibility and recognition, and even improve your trustworthiness. But if you aren’t careful, link building can also work against you. There is a dark side of link building, and one that threatens to harm your business’s visibility and reputation if you don’t know how to look out for it.
Link Building Basics
In case you’ve never heard of this strategy before, link building is the practice of establishing links to your website on external sites. For reasons that will become apparent, this is usually done by including a link in a guest article on another website’s blog.
In any case, the presence of the link combined with its presentation can immediately boost the visibility of your brand and help you build authority in your industry. Readers who encounter the link and find it interesting will be likely to click that link and follow it to your website, resulting in traffic generation. Link building is also beneficial for search engine optimization (SEO), since it increases your trustworthiness in the eyes of Google and other search engines.
The Threat of Link Building Penalties
So what’s the dark side of link building? To put it succinctly: penalties. If you build links incorrectly, or build links in unnatural ways, Google and other search engines treat your link building as an unethical practice. If you’re caught deliberately trying to...
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