Is Link Building Still Important?

June 15, 2018

There are several things to focus on when ranking websites. Google have updated their algorithms to provide people with the information they want when they want it. Despite all these updates, link building, user experience, and great content are at the heart of a good ranking. But, just how important is link building? The short answer; quite.

Link Building

You might be surprised to learn that link building services UK are still very important, as link building itself remains important. This is surprising because Google themselves don’t like to admit it and sometimes downplay the importance of link building. The thing about link building though is that you need quality backlinks. Google punishes companies that misuse and abuse them. Given how many companies do this, it’s not surprising that some people neglect the importance of SEO link building UK.

Google Penguin is how Google monitors and admonishes these backlinks. Google Penguin was first introduced in 2012, and received it’s fourth – and perhaps final – update near the end of 2016. Now the algorithm is able to take effect almost instantly. This can be good or bad, depending on which company you chose to purchase backlinks from and your own SEO practices.

There was a time when it could take months for Google to re-evaluate a website that attempted to resolve Penguin penalties. It may have even taken them years. Now, with the release of Penguin 4.0, it only takes a few hours. It’s also said to be more thorough than past versions, analyzing content, keyword groups, domains, and more – as well as backlinks.

This might make it sound like websites are being watched closer than ever before, but there are some benefits. Penguin 4.0 is able to make adjustments to rankings based on spam signals, meaning that it can issue penalties to particular websites rather than an entire website.

That’s great for people that run honest websites but make the occasional mistake with some pages. Now you can avoid having your entire website disappear from search engine results because of one minor mishap.

Avoid being penalized by Google by not being too aggressive with anchor text and keyword repetition. If you are going to buy backlinks for SEO, then you also want to regularly analyze them to keep up with Penguin 4.0.

These latest updates to Penguin have gotten people thinking that SEO link building UK is pointless now. This isn’t the case though, as Penguin 4.0 actually makes link building more relevant than it’s ever been. These faster assessment times also make it easier for an online brand or business to correct mistakes and reap the benefits of good rankings.


As you can see, link building remains important for websites in 2018 and beyond. Link building will always be an important factor for good SEO. Google might not explicitly endorse building links, but Penguin 4.0 spreads a clear message that these links remain an important factor. As long as they are done properly, link building is a great SEO strategy you can’t afford to overlook.

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