Chapter 22

Conclusion

That’s it, for now. You’ve reached the end of The Link Building Book.

What’s next?

Link building is here to stay, at least for a few more years to come. We’ve talked about the various additional signals that Google can use to determine rankings, but in my opinion, links will remain one of the strongest of all signals for a while yet.

Having said that, link building has been forced (rightly) to grow up since 2012 and I think that it will continue to do so. Link building (and SEO in general) will become more closely aligned with other, more established marketing activities and start to look more and more like good marketing. It’s no longer a dark art which can’t be understood.

What does this mean for links?

Put simply, there are no shortcuts. Link building needs to be treated as serious marketing activity and a byproduct of a great product which is marketed very well. That’s not to say that we can’t nudge things in the right direction with some creativity, but SEO and link building can no longer be a standalone activity and if you keep this in mind, the work that you do now will stand the test of time and help your website for years to come.

Have fun and if you have any questions, get in touch.

Paddy