Why you should still be building links

If you’ve been told to stop building links, then you’re getting the wrong advice. Find out why in this episode of Web Profits TV.


Hi, my name’s Alex Cleanthous, chief strategist at Web Profits, and today, I’ll be explaining why you should still be building links.

Now for those of you who don’t know me, I have a stutter and it comes out when I get excited… and this stuff is exciting. So let’s get into it.

I recently read an article from one of our competitors that said “don’t build links”, that “if you have a link building strategy you should stop”, and that you should focus on generating great content and a great user experience and the links should follow.

Now, I certainly agree that you should focus on generating great content and a great user experience, but it’s rarely enough to just create good content and hope for the best.

He then goes on to contradict himself by explaining that you should focus on “building authority”, with every example he gives on how to build authority being a form of link building.

And he’s not the only one saying this… you’ll probably hear this repeated over and over again from people in the SEO industry.

Apparently ‘link building’ is bad, and ‘building authority’ is good, even though link building is a major part of building authority.

Link building seems to have become a dirty word in the SEO industry, even though it’s by far the most important part of an effective SEO strategy.

“Content marketing” is the new term being used by the SEO industry, rather than ‘SEO’ or ‘link building’ because of the focus on content, rather than links. And while I do agree that great content should be part of any SEO or content marketing strategy, if you don’t focus on building links to that content, you’ll only achieve a fraction of the SEO results you could achieve with link building. And importantly, there are a lot of other types of high quality links you can build that don’t require content.

You see, if you actually took the time to analyse what the top ranked websites in your industry have in common, you’ll see that the majority of them are ranking at the top of Google because of the links they have.

And if we take the inverse to be true, any site that has lost SEO rankings because of Google’s Penguin algorithm update has lost their rankings because of links pointing to their site. So if links can have such a devastating affect on a site’s rankings, surely the opposite is also true. Think about it….

Google’s Panda update focused on the quality of content, while it’s Penguin update focused on the quality of links.

Improving the quality of your content in a post-panda world is easy. That’s why everybody is focusing on that. But link building in a post-penguin world is hard. That’s why nobody wants to do it.  But make no mistake, link building is still at the core of Google’s ranking formula, and you should be wary of anybody telling you otherwise.

Obviously I’m passionate about this but it’s something I feel very strongly about, which is why I wanted to share my thoughts on it today.

At Web Profits we want to change the way business is done online. To find out more or to get in touch, simply visit webprofits.com.au

I hope you enjoyed this episode of Web Profits TV and I look forward to speaking with you in the next video.

Alex Cleanthous

Alex Cleanthous

Chief Innovation Officer at Web Profits

Alex Cleanthous is Chief Innovation Officer at Web Profits. With more than 10 years experience in online marketing, Alex is always on the lookout for smarter, faster and more scalable ways to achieve maximum growth with minimum spend.