What is Link building? and its pros and cons –Link Building is the process in which we obtain certain hyperlinks from other websites to our website or getting other websites links to the pages on your own site. Here’s a hyperlink is only a link or a procedure for users to navigate between pages on the internet. The main objective of link building is to boost the authority of your websites pages in the eyes of Google so that these pages can rank higher and leads to more traffic.
Building links is one of the many methods used in search engine optimization (SEO) ,although SEOs also find that link building is one of the hardest parts of their jobs.

What are the Ranking factors in Google?

Links are prominent in ranking and indicate that they are valuable as before. Links shows a reflection of the quality of a page’s content as long as they are natural links.
Some of the ranking factors which are considered the most during ranking of certain websites and web pages as well are being listed here

1. Domain Level link attribute –

It includes the number of links to the domain, trust and quality of links to the domain, and the domain-level Page Rank, and many more.

2. Page level link attribute –

It includes Page-Rank, Trust-Rank, the number of link links, anchor text distribution, quality of link sources, etc.

3. Page Level KW & Content attribute –

It includes TF*IDF, topic-modeling scores, on content, content quantity/relevance, etc.

4. Page Level, Keyword Agnostic attribute –

It includes content length, readability, uniqueness, load speed, etc.

5. Domain level Brand attributes –

It includes offline usage of a brand/domain name, mentions of a brand/domain in news/media/press, entity association, etc.

6. User, Usage, and Traffic Query Data –

It includes traffic/usage signals from browsers/toolbars/click stream, quantity/diversity/CTR of queries, etc.

7. Social Measures –

It includes quantity/quality of tweeted links, Facebook shares, Google +1s, etc.

8. Domain Level Keyword Usages –

It includes exact match keyword domains, partial-keyword matches, etc.

9. Domain Level, Keyword Agnostic Attributes –

It includes domain name length, extension, domain HTTP response time, etc.

Pros of the Link Building:

1. Traffic engagement get increased:

It is the most important step in the growth of any website. Link building helps in attaining the growth of traffic engagement on a particular site. It also helps to makes the web pages of the website more visible and approachable. The best part is that if it is used effectively, then it can bring miracles for your website and would be able to bring much more traffic than any of your page or website could do.

2. Creates awareness and credibility:

It helps in increasing the credibility and awareness factor of your website. Suppose a well known Journal such as The Wall Street Journal sending a link to your web page regarding any awareness or campaign. So what do you think, doesn’t this raise credibility of your web page? It would definitely boost our credibility entirely beyond our expectations. This is the step in which you get high-quality pages to send links that will make your website look more credible and reliable.

3. It contributes a better rank in search:

It seems very attractive to most of the people who want their website to rank higher in the Google search, as Google has always mentioned out on its website that, by increasing the number of high-quality sites that link to their pages webmasters can improve the rank of their sites. It means that it is the deciding factor when there are a lot of pages that promote the same content, and then it is one of the factors to which Google considers before deciding about the search engine ranking and ‘link popularity.’ It clarifies to improve position in the search engine results pages (SERPs), it is all important to try & implement the link building.

4. Link building helps to bring potential traffic:

Potential traffic or ‘quality traffic’ term refers to the people who are keenly interested in the types of services or products that you provide. For example, if a particular web page on ‘Advantages of solar water heaters’ sends a link to your business website offering the relationship such as ‘solar water heater installation and service’ then there are chances that you will get more potential and genuine customers who are interested in your service and products. That will be your potential traffic.

Cons of the Link Building:

1.It is a time-consuming process:

Link building is a time-consuming process that can be accomplished by the experts only. That is the reason it is considered as the hardest jobs of the SEO because increasing your page rank via link building takes a lot of time as obtaining one or two inbound links does not make much difference. So to do link building process you either have to work even in your busy schedules, or you will need engage a fully dedicated webmaster or SEO professional who can get engage in this process of link building for the website.

2. Reciprocal or Related links can reduce your traffic engagement:

Reciprocal links, also referred as a traded or exchange links technically against Google’s guidelines are often confusing in whether or not they actually provide value. If you are providing reciprocal and associated links, you also give a chance to another relevant site which will reduce the involvement of traffic on your website. So, what happens if they find other websites to be more interesting, useful, and attractive?

3.Poor ranking pages with inbound links can affect your ranking adversely:

As we know that Google is smart enough you can’t cheat Google, so you have no right to create some pages with the sole purpose of link building and then expect Google to rank you higher in search. Google will provide you with a rank that is lower than what you could have achieved without having a single link in the blog instead ,as Google hates the black-hats.

4. If misuse of link building, you can be penalized or eliminated from Google:

In many situations in which people have misused the process of link building, it has given birth to a ‘black-hat.’ Such types of exercises include link farms, doorway pages, cloaking, hidden content, and so much more. Another way of ‘Link-farming’ is referred to a large number of websites and links with the sole purpose to increase the number of links to their new sites. Such sites with links cannot be trusted, just to earn some rank in Google search it couldn’t last, and Google will caught them cheating, so this type of behavior it is prohibits, and if found guilty, then there are chances that Google will penalize.

5. Overdoing link building can be a punishable offense:

You should not do Overdoing of Link Building just for the sake of ranking as it is punishable offence, it should be done in certain limits. Some years back it was in practice most of companies used to get links from other websites with a little or you can say no connection with their product and services so Google disliked it  and termed it as spamming, and now if it gets anybody doing such practices and doing it repeatedly gets severe punishment.

Conclusion:

Webmasters must try this process of Link Building as it provides so many benefits. It’s a time consuming process you should take it as a long term investment will slowly and gradually help in developing quality or web pages. content for your website you, you should not expect short-term gains in this process ,as it is a fact that a good reputation, ranking, and genuine traffic comes only with quality content and time. It requires proper time and patience is one of the most effective ways of promotion in the modern business marketing world.