Link building is the process of accumulating links towards your site or pages in your site. These links originate from two sources. One is from external sources. The second source is within your site. Although both are considered, external links are more relevant in achieving a ranking in any search engine results page.
What are the pros and cons of using external link-building on your site?
One, external links increase your rank in the search engine result page. The more links the higher your chance is. Think of the links as votes. For example, you are running a position in your college. The number of students voting for you, you would likely win the election. The same concept applies to external backlinks.
However, a search engine ranking is not simple as counting the numbers. The Majority of the search engines places emphasis on the quality of the links. Continuing on the example above, you win the election. The election committee find out that before the formal election, you bought several votes from the students, paying them money to choose you. This finding renders some of the votes invalid.
In external link-building, the concept is similar. The difference is that in link-building, buying links is not exactly prohibited. What the search engines do not allow is buying links that are fake links. Fake links do not have relevance. These may even steal personal information from those unsuspecting victim.
Two, it increases your trustworthiness as a site. When sites refer to your pages, this means they trust you. An increased trustworthiness means an increased authority in your niche. This increased authority is a plus point to search engines.
The first con is the time it takes to build quality and organic links. You have to spend a lot of time and effort to gather the necessary links to reach a good ranking in results pages. A good linking strategy takes months to take effect.
Sure, you can create many backlinks in a matter of weeks or even days. However, if the quality is questionable, the thousands of backlinks you have created may not be useful. These may even backfire to you. Instead of gaining a ranking, you gain de-indexing. Why? Search engines may consider your strategy as spamming. Besides, the good quality links are hard to accumulate in just a few days or mere hours.
The second con is the dependence of external forces. Remember, link building that counts in the search engines originates from external sites. Thus, you cannot control what the other sites used in their anchor text. They can use unrelated keyword text they want and still direct the link towards your site. This move may become disadvantageous on your part. To avoid this situation, be watchful of the external links that direct to your site. Visit those sites and see if they are relevant to your content.
Now that you understand the different pros and cons of using a link-building on your site, the next thing to know is the strategies you may use to create backlinks.
First, create content that people will find useful. When people like or hate what they read, they share it with the public.
Second, promote your site. Advertising is not prohibited. Every search engine allows it. It is not as organic as those links you gain from referrals but it helps.
Third, submit press releases. Submitting PRs may be old school but it is still effective. Press releases provide impact if you submit them to authority sites. The downside, they are not cost effective.
Fourth, convince influential bloggers to feature you on their site. This strategy may be difficult but it is worth trying.
Fifth, ask your friends and colleagues to link your site. If you have a lot of friends and you are popular to them, their networks can help you gather more visitors.
Link building requires time and effort. If you want to make it effective, you have to employ one or all of the strategies mentioned above, one at a time.