First, let’s define what link building is.
Basically, link building is one of the many questionable practices of acquiring better search engine rankings through trickery. It usually involves things like guest blogging, which is the practice of going onto a reputable blog and posting a link to one’s own blog in the comment section as a means to build a link from another reputable site.
Google doesn’t like link building because it is often an insincere means of increasing your sites reputation. Anything insincere means that searchers are getting less than accurate information. Think of link building from the perspective of Google. They want to provide the best, most accurate, relevant, and helpful search results to their users, or else Google itself will lose relevance. If a site has gained unfair or unearned search result rankings, then the accuracy or relevance of search results may decline.
Google will try to minimize unfair results, so remember this – Google likes honestly well earned search engine rankings, and anything manipulative will likely be flagged and penalized.
So how do I build links without being manipulative?
Build strong content that commands significance, nurtures engagement, cultivates trust, and garners clicks, views, and shares. Build compelling and effective content by researching strong search terms, addressing relevant questions that searchers may be asking, and sensing where the trends are headed.
The better the content is that your site produces, the more people it will entice and capture. Google will promptly notice this and improve your site ranking accordingly. A well developed long term SEO strategy that is sustainable and trustworthy will stand the test of time and won’t jeopardize your sites’ reputation. These white hat SEO tactics do not yield quick results, but they will be resilient when inevitably faced with future Google spam filters and algorithm updates.