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The work of an SEO specialist requires not only implementing changes on the site, but also constantly analyzing new trends in search engine promotion. In search of up-to-date information, specialized forums are often used, where experts share their observations and experiences. One of the frequent topics of discussion is the role of links and the development of a link profile. In this article, we share our views on how link building impacts SEO today.
Before examining the latest changes in search engine algorithms and discussing SEO trends, let's remember what a site's backlink profile is and why it's so important. Every website that has been around for at least a few months has external links pointing to it. For new sites, these links are usually limited to directory and directory addresses, while older projects have a much more diverse list of resources that contain links to their pages. Previously, it was believed that the more external links a site has, the higher its position in search results, but with the introduction of new algorithms, search engines’ emphasis has changed. First, the value of the links decreased, and then they began to fine them for spam posting. Companies had to change their approach and think not about the number of links, but about how to avoid sanctions from search engines. In recent years, despite the relevance of rented links, their number has noticeably decreased.
With the development of SEO, thematic articles with anchor links replaced rented links placed in footers. Such pages looked more natural, their texts were created for citation and increasing external links. SEO specialists began to actively write feature articles, do internal linking, and post these materials on various platforms. However, such articles were often rewritten to such an extent that they turned into unreadable jumbles of words.
The choice of donor sites has also changed: attention began to be paid to traffic, the level of spam, as well as domain trust. But despite this, content was still posted on sites with completely different topics, which led to absurd results. For example, an article about cargo transportation could be posted on a medical portal. This kind of link building looked ridiculous, and search engines began to punish such actions, which forced SEO specialists to carefully check the link mass and avoid low-quality links.
Today, link building is often perceived as an ineffective waste of time. On forums and discussions among SEO specialists, you can often hear that sections about external links no longer work, and search engines such as Yandex do not take external links into account when ranking. Some experts argue that buying links can even harm the site. However, despite such opinions, leading SEO agencies still do not exclude link profile work from their standard procedures. This confirms that links still have a role to play, although approaches have changed. Today, building and maintaining a link profile requires much more time and effort, and the result often consists of 1-2 quality links per month, rather than bulk link purchases.
Although some SEOs have become reluctant to work with external links, a well-tuned link profile can still be beneficial. It is important to remember that nowadays the quality of links matters much more than their quantity. There is no need to rush into link building: if you haven’t been able to find suitable sites within a month, this is not a reason to panic. It is important to choose resources with good performance, with verified domains and topics. It is also worth taking into account the statistics of transitions to the site - the resource must be active, otherwise your efforts to create links will not yield results, since the hyperlinks will not be clickable and will not improve behavioral factors.
In the future, link building will take more and more time, which will lead to the fact that only studios with experienced specialists will be able to provide such services. Private SEO specialists will most likely look for other ways to promote or include link building as a separate expense item. As for the influence of links on search results, in Yandex they play a smaller role, complementing other SEO activities, while in Google, authoritative old sites still influence positions in search results. Until new algorithms are announced, link building remains relevant.
If you have any questions about working with link mass or other aspects of SEO, you can contact the SEO COMPUTER studio by email info@seo.computer.
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