There’s been a lot of talk lately about the importance of relevant well crafted content to ranking high with search engines. The talk reached a fever pitch when Google introduced Hummingbird, its latest search algorithm upgrade. It has always been important to include content that is written for humans on your website rather than just written for search engines. That is still true, but even more so now.
But that’s only part of the story. Content is only one of the ingredients that go into determining search rankings.
Links have always been and remain a key ingredient in the search engine ranking recipe and in SEO strategies. Recent reports created quite a dust up on this subject. Google’s webmaster, Matt Cutts’ recent remarks had some declaring that links were dead and it was all about content. Not so. Cutts was simply saying that quality links would help and unnatural links will hurt you. Links eventually might go away as Google’s Knowledge Graph matures, but they are alive and critical in today’s search environment.
Building links by using a link farm is dead though. This has been busted by Google and will hurt you. The best option is to create a link building strategy to acquire natural, or natural appearing links.
Given the importance links play to how you rank in the search engines, it may be a good idea to seek professional help. Look for an SEO consultant who knows that the best natural links come from speeding up a process that happens anyway. Helping people learn about new content, linking to it and sharing it. Make sure to find someone who is experienced and knows what they are doing as link building is being highly scrutinized right now.