What Does the Future Hold for SEO Link Building?

Where we have been

Building back links in the past to improve rankings on SERPs and increase organic search traffic to a website was relatively easy. Google did not really understand that much about links. It did not know:

• Which links ought to be trusted
• Which links were obtained honestly
• Which links were paid for and which links were natural
• Which links ought to be considered high quality links
• Which links were relevant

In those days, all links were equal. Therefore, some internet marketers often used underhand techniques to obtain links such as buying them. However, Google has developed over the years and has begun to understand what links are really about.

In the beginning, Google tried to differentiate between high quality and bad links. However, this proved to be too difficult. It then decided to attach from a different angle. The company rolled out the Penguin update. This enabled it to focus on the bad signals of links instead of the good. It was then able to take action on them.

Although this strategy has not fixed everything, it is enough to force people to move away from certain tactics of obtaining links.

Where we are

Google’s advances have not stopped with the Penguin update. The search engine is now even more advanced.

1. Google can understand more about language

Google has advanced to understanding more about everything. The Hummingbird update has made it better at understanding queries made. Advances on this technology in the future will make Google understand back links even better.

2. Google is getting better at understanding people

Although it may sound crazy and a little creepy, it is true. Google has gathered a lot of data over the years. This has made it possible for it to make searches more relevant to users. Google is gaining a better understanding of the keywords that we use to make queries. It can now present search results based on context as opposed to keyword density. This means that it is now turning down dial links a lot more because Google is looking into more signals than it did before.

Where we are heading to

Although no one can accurately predict the future, it is possible to make some assertions based on the trends we have seen with Google as far as link building is concerned.

1. The death of anchor text

In the past, Google placed a lot of importance on anchor text. Many SEO service providers used keywords in links to make them more relevant and therefore improve rankings on Google and other search engines. However, this may not work in the future. Google is getting better at understand the content on a page as well as its context. It will no longer need anchor text as a signal.

2. Deep links won’t matter as much

Google is shifting more into understanding queries made and presenting results that match the context of the queries rather than focusing purely on keywords. This means that deep links will no longer be the main signal that Google looks at. Many other signals that will come into play include:

• Location of the user
• Search history of the user
• The device from which the search query is being made

These and many other signals will be used, to provide users with search results that are relevant to the context of their queries.

What it means for small companies

SEO has always been a great way through which the playing field has been leveled off. Small companies have always been able to compete with larger companies if they did their SEO well. However, recently larger companies with large budgets have been able to outdo their smaller counterparts especially when it came to link building.

This won’t be the case in the future though. The trend will go back to a level playing field once more with the updates moving towards understanding context rather than keywords.

For more information on how to ensure your website ranks well in the SERPs contact Positronic Design The SEO Company in Holyoke, MA today! 413-532-6440

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