Link Building and Brand Awareness: Case Study –

When developing SEO strategy for sites we need to take in several factors, namely the content and its value to the Internet, and the way we link to and from other sites.

In terms of link building, many web developers believe that simply linking to other sites will give strength in rankings and make their content overall more visible on the Internet. While this is true, there are boundaries. Link building needs to be done on sites that are relevant to a given site’s content and focus, or needs to have content shaped around to fit the content and business direction of the site you are linking to.

For example, a site that is related to tea and its health benefits such as should have links connecting to other sites that are either related to tea, health, or even Chinese culture given the nature of the site. If we were to link this site to a site about gambling on the other hand it would most likely get penalized even if that site had a high page ranking since Google will not recognize a connection and hence assume trickery is involved to some extent. Such sites often get penalized in the long term and disappear in Google never to be found again, albeit years of hard work put into them beforehand.


However, if there was relevant content included in the form of an article for the link we may see a completely different scenario. For example, taking one of the tea site’s internal pages and creating a phrase such as “Do not take a gamble on one’s health. Drinking tea is known to help lower blood sugar, reduce risk of heart diseases and lower cholesterol, making it one of the best bets on the market” we would most likely prevent it from being penalized as we have filled in the so-called gaps or “missing links” that Google expects.

Additionally, we cannot ignore the overall value that search engines attribute to sites’ ranking. Google for example is highly focused on brand value and believes that content with high value will get spread naturally and hence links connecting back to a site will come about naturally. Google also likes to see that a site is being updated frequently and will give it more value/rankings if there is effort from the content side.

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