The following rules can assist you improve your SERPs rankings and will help keep your site out of the Google sand box and avoiding other Google penalties.
1. Content Needs To Attract Links Naturally
Existing backlinks earn high SERPs ranking points, as these get people onto your site naturally. To avoid over-optimisation penalties, you can still emulate natural-looking backlink profiles by pursuing links from a variety of different sources.
2. Try Not To Acquire Links Too Quickly
The rate at which you acquire links – also known as your “link velocity” – matters to the search engine ranking algorithms. If you attempt to generate too many links too quickly (before your site has been established as trustworthy by the search engines) you risk triggering penalties that could land your website in the Google sand box.
3. Avoid Buying Links
Instead, stick to paid link building efforts that have been proven safe and confer an advantage beyond a simple rankings boost.
4. Be Aware of Google’s Bad Neighborhoods
Google are tight-lipped as to what constitutes a bad neighborhood. Avoiding pursuing links from adult websites, thin content sites, sites that use black hat SEO techniques or foreign language sites with no relation to your own. When you consider what are niche placements in Google’s perspective? When the position that a link constitutes an “editorial vote” in favor of your site, it’s easy to see why “votes” from higher quality sites would be worth more in the eyes of the search engines.
5. Build Links Consistently
Build your links slowly over time, using consistent effort to ensure your site’s overall link authority grows steadily.
6. Build Deep Links
Other websites linking into your site would point their links at the sub-pages on your site that containing the specific information they want to reference. Mimic this natural occurrence by directing your links at a variety of different pages on your site.
7. Look For A Variety of Link Types
Google recently deindexed the major private blog networks that constituted some webmasters’ entire link building strategy. Instead of leaving your site in this risky position, develop a variety of different link types from a wide range of sources.
8. Anchor Text
Using keywords in your anchor text confers a ranking benefit when it comes to where your website falls in the SERPs. However, using the same anchor text for every single inbound link you create contributes to building a similarly unnatural backlink profile as creating a single type of link to a single page on your site.
9. Toolbar PageRank
The toolbar PageRank pushed out by Google is inaccurate.
10. Conduct Competitor Analysis
Various forms of SEO such as article marketing, guest posting, blog commenting, forum commenting and so on are great but there is more than this. Aim to find new backlink sources through competitor analysis. To conduct a competitive analysis, use tools like Majestic SEO or the Open Site Explorer to see which sites are linking in to your competitors’ websites.
11. Measure the Impact of Link Building Efforts
Determine the impact of the backlinks you’ve created on your site’s SERPs rankings and overall traffic levels.
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