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    Frequently Asked Questions:
    Link Building

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    What is link building?

    Link building is a part of SEO that focuses on acquiring backlinks from other domains, that direct readers to your website. This helps to contextualise your website for Google, particularly where the backlinks come from sites that are related to your industry. Backlinks can be marked as “dofollow” or “nofollow”, which decides whether or not that link will contribute to your website’s domain authority.

    Why is link building important?

    Effective, white hat link building tells Google that your site is trustworthy and useful to others. The most useful links are those that come from related websites or similar industries. If these links are marked as “dofollow”, they can positively impact your site’s domain authority. However, it is still worthwhile to build “nofollow” links such as those from competitors or social media sites. All relevant links help Google to figure out your site’s usefulness, trustworthiness, and what context it belongs in.

    What is white hat link building?

    White hat link building tactics focus on high quality optimisation strategies and techniques that align with Google’s best practice. Cutting corners and buying dodgy links online is an outdated, black hat strategy that is not aligned with Google’s best practices.

    Does link building still work?

    Although the process of link building has changed a lot over the past few years, it is still a worthwhile strategy to help improve your website’s rankings in Google. High quality, white hat links will positively impact your website. However, unlike 15 years ago, dodgy strategies such as link farming will have little to no impact on your site’s domain authority. At worst, Google may take these links as a sign that you are trying to cheat the algorithm, and in that case they may place a manual penalty on your site that is incredibly hard to shake.