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Chapter 8: Summary Link building is a challenging feat in 2014 because, among other things, Google is relentless in its pursuit of un-editorial links. The truth is, link building is alive now and still as powerful as it ever was and so getting and keeping a large variety of quality links should be your pursuit. Before April 2012, anyone could get away with creating low quality 300-word articles and then attaching hundreds of unnatural links to it and linking to spammy sites. SEO was fairly easy back then. In fact, it was so easy that large scale link building was actually dictating Google’s SERPS by manipulating how Google worked and taking advantage of the many loopholes in their algorithms. But just when bloggers had turned up the spinning software, Google struck with Penguin Algorithm and a lot of low quality websites went under. If you are not a spammer, the only way to rank on Google is through hard work, patience, reputation, relevance, trust, and lots of other factors. Google tends to focus a lot on trust but if you focus on these signals then you should be on your way to establishing quite a powerful network. If your link building campaign is devoid of quality material, or if it fails to be of use to any audience, then it’s not the type of backlink profile you should be working on. By definition, you’d be creating spam and Google would not 53
