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Chapter 29 / Section 2 – Should Backlinks Still Be A Part Of Your Online Marketing Strategy?
When the internet was in its infancy, websites that had long lists of links used to be the best way to navigate online, and without having your website linked to from other websites, you would struggle to get traffic to those sites. However, when the search engines came along and started to deliver search results to web users, those long lists of links gradually disappeared, but links still appear on most websites on a regular basis. Backlinks have long played a role in how a search engine will rank a website, but is it still worth including backlinks as a part of the promotion of your website?
An Introduction To Backlinks
Backlinks are essentially very simple and quick pieces of programming that allow web users to go from one page that they are viewing to another, either on the same website or on an entirely different website simply by clicking on it. The number of backlinks a website had used to be a key part of how search engines would rank a site, which led to backlink farms that created websites simply so they could be paid to link into other sites. Search engines do monitor these kinds of things, and have developed their programs so they are more complicated, and generally quality links are more important than the number of links going to a site these days.
Getting Links To Your Website From Other Sites
As search engines are now more advanced and complicated when it comes to the programs they use to rank websites, the importance of the quality of the sites linking to yours has become more important, with authoritative sites being particularly desirable. This can mean you may need to work with other websites and to look at marketing with other sites in order to develop the network of links that will help you site to rank highly among the search engines.
The Role Backlinks Should Play In Your Online Approach
Getting a large number of different websites linking into your own shouldn’t really be the focus of your strategy online, as most search engines will prefer a site with a smaller number of quality links over sites with large numbers of links from irrelevant sites. Having links on higher quality sites will not only improve your standing when the search engines examine your site, but they can also expose you to a different audience too. The techniques to achieve this can vary, and these can be achieved by commenting on blog posts on respected sites, writing a guest blog or simply advertising with a larger site.
Will Backlinks Be Used In Search Engines In The Future?
An interview with one of the leading programmers of Google in 2014 revealed that the market leading search engine does see a future for backlinks, but that they will be reducing in importance over the coming years. Matt Cutts did say that Google would likely be looking to continue reducing the importance of backlinks in their search results, but that it is unlikely to become irrelevant in the near future. This means that you should still be looking at backlinks as a part of the marketing strategy of your website and online presence.
