Link Building: When Enough Is Enough
When it comes to marketing your business, some practices are done well by saturating the market as much as you possibly can. However, other marketing tools often come with a ‘less is more’ concept, making it essential that you don’t overdo it. For example, using SEO and keywords on your website is great, but you don’t want to do too much because it can get you kicked out of search engine results. Link building works much the same way, even though you might not actually get kicked out of the results. However, you can still be forced to the lower end of the listings because your links are more quantified than they are of good quality.
If you use link building to get your website listed on 100 different directories and websites, only five of which are top-rate websites, you might see decent success from your marketing endeavor. However, if you list your business with just those 5 top companies, you’ll be much more likely to get better rankings because you have a complete relation to reputable companies, and you don’t have the endorsement of less-than-desirable ones. It’s all relative, in most cases, and can vary for each business. However, you should keep in mind that the quality of links is much more important than the quantity of links that you have.
Link building works both ways, and many sites will offer you a give and take relationship, meaning that if you link to them on your site, they’ll link to you. This practice is often scrutinized because people are not getting linked to because of the value of their site, but merely as a trade off for linking to another site. You should take the time to find a few different quality companies within your industry to link with, rather than just pasting your link into the first 50 directories that you find, regardless of whether they’re relevant or not.
Link building can be good for your business, but when you’ve reached the limit, it can become very bad when it is overdone. It’s also a bad tool when improperly used, because the search engines will see your linking to every company imaginable, which makes you appear desperate and strictly focused on generating traffic, and not adding any value to the web, which they frown upon. Like all good things, link building is much more effective when practiced in moderation.
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