We all understand that search engines determine the authority of our sites (and their rankings) based in large part on the links from other sites pointing toward them. Links are properly recognized as the chief currency of search engine optimization and anyone interested in ranking well in search results will make link building a priority.
The fact that links are so important to ranking determinations has led many webmasters to focus on developing a large quantity of links for their sites. The underlying logic has some prima facie appeal. If Google values links as evidence of authority, numerous links should send a message that a variety of other people consider it worthwhile.
If one looks at these quantity-based approaches carefully, it becomes evident that they aren’t particularly helpful, however. While the number of links is undoubtedly a consideration in the search engines’ ranking algorithms, it clearly takes a backseat to link quality, which can be delivered via professional link building services.
A single link from a highly-respected site will carry far more impact than a larger collection of links from a variety of little-known sites. One will get far greater value from a link created by one major thought leader than he or she might from hundreds of lightweight, inconsequential links.
That isn’t an accident. The idea of valuing links as “votes of confidence” doesn’t assume that all votes count the same! Google is running a search engine, not a democracy. They have never intimated that they would treat links equally and there’s never been any evidence to suggest that they have.
It goes beyond giving the well-respected sites disproportionate authority, though. It is relatively easy for anyone to generate a massive collection of self-serving backlinks by using free web properties, web 2.0 outposts and social media opportunities. The search engines want to reward site quality, not the amount of effort a webmaster expends in spawning low-grade links on his or her own.
The limited value of “throwaway” or “instant” links should encourage serious webmasters to develop strategies based on inbound link quality instead of on sheer mass.
Unfortunately, that doesn’t always happen. There are still many site owners who are hoping to win the battle for top rankings by spitting out link after link without much regard for its real authority.
The quantity approach can produce results, especially when one is dealing with low-competition longtail keywords. However, it is of virtually no value for more profitable search queries and its likely long-term value is virtually nil. The search engines are wise to the game and will continue to devalue lightweight links.
If you want to rank, you don’t just need links. You need good links.