All the fuss about Link Building and link analysis

Building link popularity is an exercise that is fast being replaced with link analysis as it is a more wholesome method of analyzing the link quality. Most search engines with spiders use link analysis for ranking algorithms in order to identify spam web pages that are manipulating the search engines using key words.

Why Build Link for popularity?

Building link popularity will result in better results for the web pages on link analysis. Link analysis is done to publish relevant results on the SERPs so that the viewer receives maximum benefit and saves time in the process. It is also done to penalize dud sites.

Link Building or Link Analysis?

Prior to the arrival of Google’s Penguin, search engines used link popularity  for their indexing and ranking mechanism where only the number of hits counted. However, they realized the futility of this methodology once they realized that not all links that are created are of the same level of importance. In fact, some links are fabricated for the purpose of fetching more clicks for the site. Hence, major search engines digressed toward link analysis wherein they could now determine the level of importance attributed to a particular link, going beyond its popularity on the SERP.

What do they analyze?

Google uses the Penguin software to check backlink patterns, manipulative linking tactics, anchor texting etc. It uses link analysis to determine the relative importance each link by setting out the crawlers. They balance link popularity and analysis to assess the link structure and its page rank.

All this gizmo analysis may make small businesses, especially apprehensive about SEO for promoting their website. However, used smartly and appropriately, SEO is still the best online marketing tools available right now. The system can be legally manipulated through syndication tactics such as offering backlinks to one’s website. 

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