It is common search engine optimization knowledge that getting relevant website’s linking to you is a key component in getting high search engine rankings. We therefore see companies regularly going on link building sprees in an effort to climb up the search engine ladder. While companies try to build a higher quantity of links, there is always cases where they forget about link quality.
For webmasters, low quality incoming links become a concern with fears the site’s reputation will be damaged and Google in turn, may not deem the site as relevant. Having low-quality incoming links can be considered as "being part of a bad link neighbourhood," which may prove fatal to your site’s ranking capabilities. Google has tried to help those fears with a recent blog post ‘Dealing with low-quality backlinks‘ on Google Webmaster Central Blog. In this blog post, other than quality links Google stated some of the most significant factors in Google’s ranking algorithms:
- Unique, engaging content or useful tools and services.
- Web site structure
- Whether the words of a user’s query appear in the title, and/or how close the words are on the page.
Google’s Suggested Actions To Counter Low Quality Backlinks
Contact The Site Linking To You
Remember that Google is not responsible for removing links from its search engine. What it is responsible to do is spider the web for relevant content. If you do not like the content of a site that is linking to you the first step is to try to speak with the website owner and see if they will willingly remove the link.
Focus On Improving Your Website
What Google is basically saying here is do not spend a lot of time on getting a bad link removed. If it really was that huge an issue then we would be seeing every competitor of a company getting your company on bad link neighborhoods! Chances are that a bad link will not stand the test of time and that Google may very well have discounted it already.
Instead focus on improving your site. Give your web site an audit. Review both the usability and conversion of your site. Does it have a sales funnel? Are you clear on what the goals of the site are? Can you offer some tools to attract and retain new visitors? Complete testing to ensure your website is consistently improved. These are the things that will attract positive website experience and also improve links from strong and relevant web sites.
While doing a link building exercise, you should take care to avoid being baited by the gimmicks of poor quality link vendors. Build a site that is well organized, with strong content and let your site do the talking!