Why Link Building Is NOT the Future of Search Engine Optimization
Over the previous few years, SEO has been almost completely focused on link building, as this has been and continues to be a great method of influencing ranks. While it is true that link building helps with ranking, many internet marketers and website owners have a common misconception: they spend too much time building links. However, if you should not be focusing your links on link building, what should you be?
As most businesses would agree, it’s user experience, owing to the fact that this is one of the primary elements affecting rankings much more than anything else. Consider the impact on rankings and why improving user experience is preferable to link building.
What is beneficial to users is beneficial to Google.
As you’re undoubtedly aware, Google derives a significant portion of its revenue from advertising. Therefore, if users conduct a search and the results are relevant, what do you believe they will cease doing? To be sure, it is primarily using Google as a search engine. Of course!
That is why, in order to prevent this from happening, Google must constantly monitor its performance and guarantee that it is providing users with the best possible search results depending on their search terms. However, it’s critical to remember that this is not about on-page code or links; rather, it’s about user experience.
Everyone who is reading this should not believe that optimizing their website and acquiring links will have no effect on their internet presence. These techniques undoubtedly assist a great deal by ensuring that search engine spiders instantly explore and index websites. Still, Google would rather rank a page with a few relevant links than an irrelevant website with dozens or even hundreds of irrelevant links.
To help you better understand how Google ranks your website, let’s take a deeper look at the following:
Time spent on-site: After conducting a search on Google, a user will ultimately click on a listing. Naturally, some of those who conducted a search got on a website and subsequently hit the Back button, informing Google indirectly that the website was relevant. Naturally, users must press the Back button within around three seconds for Google to detect this.
When a person uses the Back button after arriving on a page, it indicates that he or she did not find what they were searching for (in most cases). This is particularly true if they quickly click on another listing after exiting the website. In an ideal world, Google would always provide the greatest results possible, which would reduce the likelihood of you returning to click on further items in order to eventually discover what you’re searching for.
You’re undoubtedly aware that the click-through rate, or CTR, is a metric that measures the number of users who view an advertisement and eventually click on it, bringing them to the website. For instance, if the majority of users searching on Google with a certain keyword or key phrase click on the second listing rather than the first, Google will believe the second listing is significantly more relevant.
In essence, those websites that provide an exceptional user experience are guaranteed to succeed in the long run. Therefore, if your website has high-quality media and content and is also well-optimized, it will almost likely rank higher in the long term. Additionally, websites that care about their audience typically receive the most organic backlinks and social shares. Why is this the case? That is because their primary focus is on user experience, not manual link building.
What does this imply for you personally? This is not to suggest that SEO is inherently harmful to website owners. Continuing to grow your social media networks, building links when you have free time, and optimizing your code for search engines are all things you should do. However, they should not be your major emphasis. It would be beneficial to develop an exceptional service or product in light of the fact that users are seeking it. Additionally, while you are not building links, you should consider providing high-quality content that your visitors will enjoy. The content should be distinctive enough that people will like reading it and will share, favourite, and bookmark it. The more useful and thorough your content is (to the point where your competitors will be unable to replicate it), the easier it will be to increase your internet rating.
Additionally, it might be prudent to register for Google Webmaster Tools and monitor your click-through rate. The simplest method to get this data is to navigate to the Navigation bar and click on Search Traffic, followed by Search Analysis. Your ultimate aim with each impression would be to get as many clicks as possible.
While some believe SEO is rocket science, it is far from that. Nobody disputes that there aren’t many PhDs working at Google and constantly improving it, but the reality is that their objective is similar to yours: to deliver an exceptional user experience for everyone who uses it.