By Andrew Dennis
09 Sep 2020

Announcing: Free 2020 Link Building Book

Advanced Link Building     Link Building     SEO Strategy

Today, we're officially launching our new link building eBook — Link Building: From Beginning to Launch!2020 Link Building eBookAfter months of hard work and research, we're excited to finally bring you this free link building book. This eBook will teach you everything you need to know about how to successfully launch a link acquisition campaign. Some of the lessons within the book include:

  • The history (and future) of link building
  • How to use Google like a search professional
  • Executing backlink analysis
  • Strategies for competitor analysis
  • Link building walkthroughs (finding web mentions, 404s, local link opportunities, etc.)
  • And more!

If you're planning to launch your own link building campaign, this book is for you!

Of course, there is information for all levels of link building experience in the book too. Even seasoned link builders will find a few new tips, strategies, or ways of thinking about link building.

To give you a taste of what to expect from the book, here is an excerpt from Chapter One:

"Google’s search engine core was built upon links. More specifically, treating links as a vote of confidence. The more links a website has, the more influential Google considers that website. The more influential Google considers a website, the more important their own links are.

Another way to say that is: the more ‘votes’ you have from other websites, the more your website’s own ‘votes’ matter. This inherently means that building links from sites with a wealth of links themselves is more worthwhile.

This was the founding of Google. They now employ over 200 different signals, of varying strength, to determine site quality and relevance. And they’re certainly not telling us what those 200 different signals are, although we have strong indicators and ideas.

Google’s search algorithm has changed vastly over the years, but their core remains the same – links and content are still the backbone of Google search.

So, as link builders we work to build as many votes of confidence (links), from as many relevant websites to our clients, as possible. This will increase our client’s visibility within Google search, for terms relevant to their business.

But we can’t build just any link. Plenty of people have tried to game Google over the years. Subsequently, Google has greatly improved at differentiating between ‘natural’ links, ‘artificial’ links, and ‘manipulative’ links. We’ll cover this more in Chapter Three.

A large part of the way Google has improved is with major algorithmic updates. Algorithms are the foundation of computer intelligence, basically extremely complex if>then statements that work to detect patterns.

However, Google is working hard to move to semantic search, which would incorporate more artificial intelligence, outside of simple pattern detection – more about this in Chapter Four.
Google’s major algorithm that deals with links is nicknamed Penguin. Penguin is designed to detect unnatural or manipulative linking patterns and discount those links — this evaluation is done in real-time as this algorithm is always running alongside Google’s core search algorithm.

Penguin came out in April 2012 and had a big impact on the SEO industry. Google’s search algorithm (which is what automatically returns results when you search) is continuing to grow and evolve at an incredible rate. SEO, to remain useful and effective, has to match that rate of growth. So in link building the question of “is this link powerful now” simply isn’t enough – it needs to be “will this link be powerful now and continue to provide value in the future.

And there is plenty more where that came from in this 80+ page eBook!

So download your free copy now and start earning relevant, worthwhile links for your site!


Happy linking and let us know what you think!

Andrew Dennis

Andrew Dennis is a Content Marketing Manager at Shopify. Andrew is an alumnus of the University of Idaho and consequently a lifelong Vandals fan. You can connect with Andrew on Twitter or LinkedIn.