Link building is a practical necessity if you want to increase your rankings in search engines. Google's algorithms, like the algorithms of most search engines, evaluate the trustworthiness of your site based in part on the number and quality of links pointing to it. The more links you have, the more trustworthy those links are, and the more diverse those links are, the better you'll be seen, and the more likely you'll be to earn higher rankings.

However, link building is more complex than that, because Google has a strict policy against the use of link schemes—deliberate attempts to manipulate your rankings using low-quality, misleading, or otherwise unhelpful links. So how is the average search optimizer supposed to tell the difference between a link scheme and a quality link building service?

Mentioned in Today's Episode:

• Rely on high-quality content

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