![\"Fresh](\"https:\/\/www.bruceclay.com\/blog\/wp-content\/uploads\/2015\/07\/Fresh-Thoughts-on-Link-Building-800px.png\")
<\/a>The last few weeks have seen a surge of articles and online chats on the topic of link building<\/a> and its proper place in search engine optimization. Unlike black-hat forum discussions of past years, these recent discussions about links bring to light the battle-worn wisdom of knowledgeable, go-to search engine optimization minds, like John Mueller and Neil Patel, whose advice has been indispensable in the two years since we first were introduced to Google\u2019s Penguin algorithm update.<\/p>\n[EDITOR’S NOTE: See new\u00a0quotes at the end. The conversation is continuing in the industry, adding important balance to the discussion.<\/i>]<\/p>\n
These latest conversations exposed unknowns and some new fears, along with newly released tools and solutions to the problems of links, good and bad. Here we’ve harvested highlights from the articles and online conversations on the following topics that may surprise and wisen SEOs and webmasters of all experience levels:<\/p>\n
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- Link building today \u2014 its current definition and role<\/li>\n
- Natural vs. unnatural links \u2014 staying in Penguin\u2019s good graces<\/li>\n
- Disavow files \u2014 tools and techniques for backlink cleanup<\/li>\n<\/ul>\n
When we started listing all the thought-provoking insights from SEO thought leaders, we found that there have been so many fresh thoughts lately that we decided to number them in a list here. Enjoy these 19 fresh thoughts on link building, link cleanup and disavowal.<\/p>\n
1. Google Portugal: “Do not buy, sell, exchange or ask for links that may violate our linking webmaster guidelines.”<\/b><\/p>\n
The latest wave of link building talk was spurred in part by a statement on the Google Portuguese webmaster blog that, translated into English, gave this bold advice to webmasters: “Do not buy, sell, exchange or ask for links.<\/b>” Period.<\/p>\n
If you, like many, read that and grew concerned that just asking<\/em> for links might cause site penalties, you were not alone. Google soon calmed everyone down by revising<\/a> the Portuguese blog post to be less alarming: “Do not buy, sell, exchange or ask for links that may violate our linking webmaster guidelines.”<\/p>\n
Upshot: Google really doesn’t want you to be soliciting links, but link requests are okay as long as they adhere to Google webmaster guidelines, specifically those regarding link schemes<\/a>.<\/p>\n
2. “There simply is no sustainability in trying to manipulate the algorithm.”<\/b> \u2013Linkarati writer Andrew Dennis<\/p>\n
Let’s first state the obvious: Links still count in the search engine algorithms as one factor among many that influence search results ranking. But the old days in which unethical marketers could buy a thousand links and get a rise in search engine placement are long gone, squashed by the Google Penguin algorithm update as well as a savvier Internet user base. Columnist Andrew Dennis said it well in a July 7 post on Search Engine Land<\/a>: “There simply is no sustainability in trying to manipulate the algorithm.”<\/p>\n
3. “(O)nly focusing on links is probably going to cause more problems for your website than actually helps.”<\/b> \u2013John Mueller, Google webmaster trends analyst<\/p>\n
Is there any good in trying to build<\/em> links today? Google representative John Mueller answered the question in a February hangout<\/a>. He said:<\/p>\n
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In general, I’d try to avoid that (link building) \u2026 only focusing on links is probably going to cause more problems for your website than actually helps.<\/p>\n<\/blockquote>\n
4. “Is linkbuilding dead? Nope. Apparently not. Not only does daily practice affirm its existence, but the industry moguls do, too.”<\/b> \u2013Neil Patel<\/p>\n
Experienced SEOs still practice some form of link building. Patel published a Forbes article<\/a> wherein he explains why links are still necessary for SEO: “Though oft maligned and long abandoned, linkbuilding is one of the most effective ways to make your website rank higher.”<\/p>\n
Is Link Building Black Hat?<\/h2>\n
5. “The term ‘linkbuilding’ has some baggage, but it is not inherently black hat. Still prefer ‘link earning’. All about intent.” <\/b>\u2013Bruce Clay, Inc. SEO Manager Rob Ramirez<\/p>\n
Last week we got to host #SEOChat<\/a>, a Twitter chat that addresses SEO issues, and we chose to discuss link building. In the chat, our SEO manager shared this gem:<\/p>\n
A2) The term “linkbuilding” has some baggage, but it is not inherently black hat. Still prefer “link earning”. All about intent. #seochat <\/a>\u2014 Robert Ramirez (@ramirez_robert) July 16, 2015<\/a><\/p><\/blockquote>\n