Link building strategies have come a long way since the early days of SEO and search algorithm updates such as Google's Panda and Penguin have made the process even more complex. Formerly, link profiles existed merely to bolster the authority of pages within the SERPs. However, the quality of those backlinks was not deemed to be nearly as important as quantity. As the search engines have improved their functionality, quality and relevance have become crucial and certain link building strategies have been rendered obsolete.
Many webmasters find the task of building high-quality links to be particularly challenging and some may even wonder if there is still value in link building processes post-Penguin. Does a strong link profile still matter to online businesses? Yes. In fact, it may be more important than ever before.
Why Links Still Work
Although Google, Bing and other search engines now consider quality to be paramount, quantity still plays a part in determining organic rankings. Link building isn't dead, it's just different. Paid links that were once effective for gaining authority are now penalized and backlinks from reputable sites have become even more valuable.
An Optimized Profile
P.R. initiatives, guest blogging and social media are proving to be effective ways for business owners and webmasters to gain high-quality, authoritative backlinks. Additionally, these strategies also enhance overall brand awareness and visibility outside the SERPs.
The future of link building looks to be very secure. It always has been and likely, always will be, a key component in SEO and digital marketing. However, online businesses must be prepared to forge a new kind of link profile with quality at its core in order to retain their presence in the organic search rankings from here on out.