Link Building: What to Avoid

Backlinks are one of, if not the most significant, techniques used by Google’s algorithm to rank a website’s domain and internal pages. Because the number of links linking back to your website can be and has been easily manipulated since the introduction of PageRank; Google has, throughout its history, introduced and implemented changes in its algorithm that help determine spammy links from authentic links.

Building links using the tactics described below will likely get a website penalized by Google:

1. Press release links

Press release links were historically abused by businesses. A press release statement was manufactured and sent to hundreds of press release distribution sites, enabling the website to increase the number of its backlinks. However, this technique was identified and marked by Google as a link scheme. Considering Google's new regulations, it is better to avoid press release links. However, if a press release link is necessary, ensure that naked URLs or branded URLs are used in the anchor text, use only one link from the contact area of the press release, and refrain from over-optimizing anchor text that targets your main keywords.

2. Discussion Forum Links

Discussion forum links are bad, only if manipulated for backlinks. Discussion forums exist for a discussion on a relevant topic, where people may ask questions and get answers. If a link contributes to the value of the discussion, it is not a bad backlink. However, if discussion forums are abused for the sole purpose of link building, Google will consider them spam. It is important to avoid spamming links in discussion forums and instead focus on where the link will relevantly contribute to the discussion. The link should not seem forced into the discussion. If it blends well with the discussion, a discussion forum can prove to be a great way to generate traffic to your website.

3. Lots of Random Nofollow Links

The keyword here is ‘Random’. Google values the quality and relevancy of backlinks when determining its PageRank. Random links from hundreds of websites that are all nofollowed is a red flag for Google and indicate that the links are spam. Nofollow links typically include blog comments, certain blogs, certain news sites, links from widgets, social media links and links from Quora and Reddit. Links on the aforementioned platforms that are relevant and organic are not considered spam. Link building pertaining to nofollow links should be organic and develop over time with high quality and relevancy at the forefront of your SEO strategy, instead of resorting to using an automated program and manually generating hundreds of random, irrelevant links.

4. Private Blog Networks

Blog Networks are websites used to build links for your primary website. This used to be a great way to get links from authoritative websites. However, Private Blog Networks are now detected and punished by Google. Instead of focusing on creating or buying PBNs to generate links, focus on improving the content of the website and getting links from relevant sources naturally.

5. Social Bookmark Links

Social bookmark links are manually placed on social bookmarking sites. Some SEO strategies do include links from social bookmarking sites. However, it is profoundly easy to overdo this tactic. These links are considered manipulative by Google and are a form of a link scheme. Therefore, it is best to avoid adopting these links into your SEO strategy. Instead, let your visitors bookmark your site on social bookmarking sites, if they choose to do so. This will ensure that links from social bookmarking sites are natural and organic. Do not use this tactic yourself.

6. Directory Submissions

Directory submissions are utilized to improve SEO by submitting a website to high-quality directory sites in the relevant category. These can generate traffic and backlinks. However, this technique should be used with caution. Low-quality directories are more likely to harm your ranking. If directory submissions are to be added to an SEO strategy, only relevant and targeted directories may be used for natural link building.

7. Blog Comments

Blog comments were abused to increase the ranking of websites to the extent that Google had to introduce the nofollow tag. Blog comments are now nofollowed links. Blog comments, like discussion forums, may be utilized as an SEO tactic if they are relevant. Choose relevant blogs on relevant sites. Additionally, ensure that the link enhances the blog. If it does not add value to the content, refrain from leaving a link in the comments section.

8. Links from Cheap Link Services

Link services that provide backlinks for a low price like Fiverr have also been abused before. The repercussions of using this tactic override any benefits that may arise from it. Google may set up an investigative protocol, pose as SEO webmasters and identify the patterns used by these services. Therefore, these services should be avoided. Instead, develop an SEO strategy that is organic and natural. This may take more time and money, if you hire an SEO expert, but it is better than being blacklisted by Google.

9. Links Built by Automatic Link Building Programs

Automated programs like GSA Search Engine Ranker, Scrape Box and XRumer build links for your website. However, automated links are not naturally placed on other sites. It is important to consider the relevancy and quality of the content of the links linking back to your website. Link building programs may seem like an easy way to develop backlinks but should be avoided. Resorting to organic link development is imperative in order to rank higher on the SERP naturally.

Google will likely identify new methods of manipulating PageRank and SERP results and incrementally amend its rules. However, websites with relevant, high-quality links acquired through authentic means should have no fear of being penalized by Google’s current or upcoming regulations.