Link building has had a rough year. Thanks in part to Google’s John Mueller’s comments that link building, in general, is a strategy to avoid, a number of SEO practitioners have moved away from the practice.
More specifically, they’ve flocked to a more natural form of link building involving the creation, syndication and promotion of thoroughly researched original content; the idea here is to attract or earn links naturally without ever manually building a link on an outside source.
I’m a big fan of this approach. It’s safe, natural and can earn you a ton of links if your content is good enough. However, I still believe there’s a place for manual link building — as long as your focus is on providing valuable content to your readers.
So what exactly differentiates a “good” link from a “bad” link in Google’s eyes? How can you be sure that a link you’ve manually built isn’t just going to get your website penalized?
As long as you can avoid these seven characteristics, all of which can make a link “bad,” you’ll remain in good standing:
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