Link building’s pivotal contribution to the SERP ranking, calls for utmost attention from webmasters as well as Google. Webmasters’ persistent effort in manipulating SERP through unfair means of link building, has forced Google to adopt stringent measures against link building.

In spite of having tight vigil on linking activities, some websites succeed in deceiving Google by manipulating their SERP ranking through dishonest linking. When discovered, these websites are penalized with a lifetime expulsion from Google’s listing.

 That’s how it has become crucial for you to understand Google’s stand on link building if you aspire for a safe climb up the Google’s SERP ladder.

 Google’s criteria for link building:

 Quantity of link – Google gives importance to a website that has greater number of inbound links. Each link counts as a vote of confidence. The greater the quantity of inbound links the more confidence Google bestows on your popularity.

 Quality of link – Quality rules the Google’s algorithm of judgment. One quality link is valued much higher than hundred ordinary links. Quality links refer to those websites which has content relevant to yours.  An authority link in your respective industry could be considered as a high quality link.

 Relevant link – Relevant links refer to those links which have relevance to your site. It may not be based on similar subject, but it should have a relevant theme. A link from automobile site can be considered as relevant if your website is on automobile accessories. The visitors from the respective site should find each other’s content useful. 

 In Google’s bad book:

 In its webmaster’s guideline Google has strongly warned webmasters against the following linking attributes.

 - Links intended to manipulate Page Rank

- Links to web spammers or bad neighborhoods on the web

- Excessive reciprocal links or excessive link exchanging

- Buying or selling links that pass Page Rank.

 In case of violation of Google’s standard, it can severely penalize you. Google has strictly recommended to earn links through fair mean. The best way to attract link is through great original content, which would be of relevance to the site you aim to earn links from. The content should be of immense importance to visitors in their pursuit of information.