How Link Building Has Changed in 2023
What This Page Covers/Key Takeaways
- Backlinking is still a core SEO tactic in 2023
- The best backlinks come from organic traffic, local directories, or niche-specific directories
Google's December 2022 SpamBrain update improves how they address ‘unnatural links.' It's now 2023, and we can now see how this update has affected websites across the board.
We’ve created this page to answer the questions of clients and search engine optimization specialists alike.
Keep reading to learn how each takeaway can positively affect your business.
Is Backlinking Still Important in 2023?
YES, backlinking is still important in 2023. Backlinks are one of the most reliable data points that Google has to measure the ‘usefulness’ or ‘trustworthiness’ of your website. Backlinks are also a key way that viewers find your site across the web.
Think about backlinks as a personal recommendation. That type of data will always be important.
Google’s helpful content updates have continued to refine what Google considers a ‘good’ backlink. Think of backlink building more as ‘Authority-Building’ instead of a numbers game.
Where Should You Build Backlinks in 2023?
Good quality backlinks typically come from two sources—organic traffic and niche directories. Organic traffic comes from business partners, customers, and members of your community. Niche directories are directories built specifically for your industry.
Knowing how to write linkable, organic content and where to find niche directories is a key part of the SEO process.
EARNING ORGANIC BACKLINKS
Organic backlinks are earned as awareness of your business spreads. More customers come, you make connections, and brand loyalty increases. The start of this process is writing great E-E-A-T optimized website content.
Great E-E-A-T content is a resource, encouraging readers to pass-on value. Google has thoroughly defined E-E-A-T content in their article ‘Search Quality Rater Guidelines: An Overview.’
Google's Search Quality Rater Guidelines Overview. The Differences Between the Lowest and Highest Rated Pages.
It’s important to note that the inverse of organic links is buying backlinks. Buying backlinks often results in a large volume of low-quality, general links. The SpamBrain AI algorithm can now identify purchased backlinks and it is not a recommended method of backlinking. Maintaining a backlink profile with purchased links will now often result in an SEO penalty.
LISTING YOUR BUSINESS IN NICHE DIRECTORIES
Niche directories are often local resources or listings of the products your business provides.
After all, Google search is often a shopping tool. So, the Google algorithm won’t penalize you for promoting your business. The algorithm will only penalize you if you’re trying to promote your business in an ‘un-trustworthy’ way.
Un-trustworthy practices often include listing your business in any online directory possible without considering niche or location.
Still, ‘niche directories’ can sound vague. So, we've provide several example directories to help solidify what we mean.
Local niche directories are sites like your town’s Chamber of Commerce website or a local events website. In Bozeman, that means a website like the Bozeman Chamber of Commerce’s website.
Niche directories are often local resources or listings of the products your business provides.
After all, Google search is often a shopping tool. So, the Google algorithm won’t penalize you for promoting your business. The algorithm will only penalize you if you’re trying to promote your business in an ‘un-trustworthy’ way.
Un-trustworthy practices often include listing your business in any online directory possible without considering niche or location.
Still, ‘niche directories’ can sound vague. So, we've provide several example directories to help solidify what we mean.
Local niche directories are sites like your town’s Chamber of Commerce website or a local events website. In Bozeman, that means a website like the Bozeman Chamber of Commerce’s website.
The Bozeman Chamber of Commerce Lists Every Chamber Member in their Business Directory
Local publications like newspapers or magazines will often also have great niche directories. In Bozeman a great example of this is Outside Bozeman’s directory list.
Outside Bozeman Maintains a Who's-Who Directory of Outdoor Businesses and Services
Every community, niche, and brand is different. It’s important to thoroughly evaluate what can help your business and what can’t. For that reason, hiring a professional digital marketing team or taking classes are key steps toward a more performant website.