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Link building can seem simple. And in a lot of cases it is. However, it can get really difficult quickly if the site you are link building for isn’t up to par. This article’s title says it all It’s Frickin Hard to Build Links if Your Site Sucks.

No one wants to link to sites that are lacking content, look spammy or haven’t shown a sign of life in months (which is to say, any site that isn’t being updated on a regular basis), and the list goes on— but I’ll leave it there.

Quality Website

Running a website is similar to running a store front. They both have to be aesthetically pleasing to attract customers. They both have to sell good products or provide useful information to make customers want to stay. And they both have to have someone constantly there to watch the store, or in a website’s case, update the content.


Think about it:  if there is no one at the front counter or information desk, no one to help you at the checkout or to help answer your questions, would you stay? It is the same with a website. If the content is not being updated and questions aren’t being answered, the site will lose customers. The people coming to your website aren’t going to want to stay or come back because there’s never anything new.

Having people come to your site just to leave again defeats one of the purposes for link building:  generating business. The idea is to get recognized by search engines to help drive more traffic or visitors to your site thus resulting in more business. However, that traffic doesn’t help you if a significant portion of your visitors turn around and leave as soon as they get there based on their first impression of your site.

Generating Traffic

While link building helps to generate traffic, the traffic itself doesn’t help you unless it is getting potential customers to your site. The following is an example of a situation when traffic won’t necessarily help you.

I had a friend in college whose Japanese class helped with her job. Her task was to go onto certain websites and spend 30 seconds or longer on one page. She then clicked on another page within the assigned site and stayed on that page for the specified number of seconds. She had to repeat this on multiple computers several times for each of the websites she was assigned.

This was in an effort to raise the ranking of those sites she was working on. This was the wrong way to go about doing SEO. All that she was doing was generating fake traffic that added little to no value to the sites she was working on.

If your idea of a quick fix to rank higher is to gain more traffic, you’re doing yourself a disservice by generating your own traffic. That is, of course, unless your goal for ranking well is to boost your traffic metrics (and not to create lasting customers and gain meaningful relationships). In the long (and short) run, faking your own traffic is an excellent way to waste your time and resources. You are simply lying to yourself.

If you are interested in link building you may want to check out: Why Some Links Are More Important Than Others

Photo Credit: LeoSynapse


Jamie Bates
Online Marketing Director