Link Building: The Good, Bad, and Ugly

Definition of Inbound Links

Link Building and SEO. Reciprocal Links. Inbound Links.

The inbound links also called sometimes: back links, link backs, incoming links, in-links, and inward links. It all means the same thing - another website is linking your website.

Inbound Links & SEO

Is link building good, bad or ugly? The answer is - it all depends on what kind of link.

Link from a fake website with downgraded domain is clearly bad. Don’t even think about it.

Buying links to boost your website ranking is simply ugly; even if you get the desired boost in traffic, this traffic will last only a short time. Then the traffic will disappear and your domain will be downgraded. We have had many clients who came to us with this problem lately and asked us to fix it.

A good quality link can be obtained when you are a regular contributor in a professional online publication, where your BIO is displayed with the link to your business, or personal website. If you join a professional directory in your field, that is a good link.

And if a local newspaper decides to write an article about you and your business, and mentions your website in that article – it is the best link you can find on the Internet. Why? Because it is a naturally created link!

Reciprocal Link Building

Clients often ask us, "Do I need to exchange links with other websites and start my reciprocal link campaign?" Our answer is, "No, you don’t."

Here are a few reasons we feel that reciprocal links are a waste of time:

  • Exchanging links with your competitor would mean giving your business away.
  • You have no control of their website’s quality; it easily could be a fake website. Things on the web change very fast - a good website can become full of Spam six months later and you have no time to watch all websites you exchange links with. Then search engines will downgrade their website and your website too because you were connected with that link.
  • Unless you’re a Webmaster yourself, updating websites is not free. To add the new link to your reciprocal link exchange page you have to pay your Webmaster.
  • And finally - search engines ignore most of these reciprocal links.

Our advice is to concentrate on becoming a contributor to a professional online publication in your field of expertise. This is the best action you can take to promote your website on the Internet for free.

Inbound Links and Website Content

The most important - create valuable content for your website, update your website with new articles frequently and you will earn many naturally created links, because people like to share articles packed with useful information.

Inbound Links and Search Engine Guidelines

Need more information? Check out what Google, Bing and Yahoo have to say on the topic:

For us at Digital Mosaics, search engine optimization is a world of endless opportunities. We love our work and we are proud that our websites get more and more organic traffic every single day.

Additional Resources:

Best Practices and Common Mistakes in SEO (2014). This video prepared by Google covers three major topics: mobile sites SEO, multilingual and multi regional sites in search results, and monitoring SPAM abuse.

Personalized Search Results. This Google blog post explains how personalized search work, and how 180 days of search activity linked to an anonymous cookie in your browser effect your search results.

Link Building. Inbound Links. Reciprocal Links. Learn what is Google position on link building. is specializing in web design, web development, and search engine optimization.
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