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Link building is the process of obtaining links for a website. This is often understood as the formation of a “natural” link mass. In this context, "natural" means that the links should appear as if they appeared naturally. Perhaps you have already sensed the signs of a cargo cult in SEO?
We won’t delve into ways to get links, because you can find dozens of them by simply entering the query “link building” into a search engine. Instead, let's focus on their feasibility.
To understand which factors are the most important, SEO specialists conduct a study of search results: a list of queries is taken (the more, the better), from which sites are downloaded. Then the presence of certain factors is analyzed, for example, the number of incoming links. Based on this data, a mathematical model is built that shows how often certain features are found on sites that rank high.
This approach allows you to compile a list of factors inherent in successful sites. For example, you can see the relationship between document size and site position in search results (on a sample of 160 queries and more than 8,600 sites).
The graph in the image below shows how document size affects site rankings. The slope on the graph reflects the significance of this factor.
This is the method on the basis of which it is concluded that links play an important role in promotion and they need to be purchased to achieve high positions in search results.
However, this is pure cargo cult: we see signs of success in sites and try to emulate their actions in order to become successful. In fact, sites may have many links simply because they are successful, not because they bought links. Research shows that there is only correlation, not causation.
However, SEOs continue to buy links hoping it will work. After all, research shows that having links correlates with high rankings.
SEO studios often spend up to 30% of their clients' budget on links. This can be understood, since links not only serve as a promotion tool, but also create dependence among clients: “If you stop paying, we’ll remove the links, and the site will fall.”
I recommend investing the budget and time spent on buying links into more useful actions for users on the site.
For advice on SEO and link building, write to the SEO COMPUTER studio at info@seo.computer.
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