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seo glossary from digital now gmbh

What is link building?

Link building is also known as link building. The term covers all measures that contribute to obtaining incoming external links and backlinks to a page. Link building is part of off-page optimization.

What is the importance of link building for SEO?

In the early days of the internet, link building was an important ranking factor. Many website operators took advantage of this and engaged in link spam. They collected incoming external links in order to improve their search engine rankings. Not infrequently, dubious link building methods were used. Among other things, backlinks were set automatically and links were bought.

Google has recognized this over the course of time and counteracted it. Link building is still an important factor today. However, active link building is prohibited according to webmaster guidelines. If Google considers link building to be an attempt at manipulation, the website will be penalized and possibly completely removed from the index. In today's link building, natural links resulting from recommendations are very important. These links are recognized as quality links, which has a positive effect on the ranking.

What happens with link spam?

Google is constantly improving its detection mechanisms. A lot has also happened with regard to link spam detection. If a website operator relies on bad backlinks, Google recognizes this fact within a short time. The result is a penalty. The site may be pushed back many places. In the worst case, it will be completely removed from the index.