The Myth of Link Building
If you’ve been pitched SEO services before, you’ve likely heard the same line over and over: “Link building is the key to ranking higher.” For years, businesses have been told that the secret to growing their SEO footprint is building as many links as possible. And the strategy most SEO consultants push? Buying guest posts on low-authority websites.
Here’s the truth: link building, as most people practise it, doesn’t work the way they think. Paid links and guest posts aren’t going to magically boost your rankings, especially if the websites are irrelevant or don’t carry much weight in your industry.
Why Google Cares More About Brands Than Links
The Problem With Paid Links and Guest Posts
The most common link-building strategy involves paying for links or buying guest posts on blogs that no one really reads. These low-authority websites might look legitimate at a glance, but Google is much smarter than people give it credit for. Do you really think a search engine that’s mastered complex language models can’t tell when a guest post is a paid link?
Many businesses fall into the trap of paying for links on websites that don’t drive any real traffic. These links don’t provide value because they aren’t genuine recommendations. In fact, buying low-quality links can hurt your SEO more than it helps.
The Shift From Links to Mentions
Google’s algorithm has evolved. It no longer focuses solely on links as signals of authority. Mentions—whether they come with an HTML link or not—are becoming increasingly important. When a reputable site or publication mentions your brand in their content, Google can recognise that as a vote of confidence, even without a clickable link.
Building a brand that people talk about naturally, whether they link to you or just mention you, is far more valuable in the long run than chasing guest post links that no one reads.
How Brand Building Drives Long-Term SEO Success
Build Content That Aligns With Your Brand
One major flaw in traditional link-building strategies is that they often target keywords or content that don’t align with your brand’s core products or services. You might score a few backlinks, but they don’t move the needle for your business.
Instead, create content that is relevant to your brand. If you’re a software company, write articles that solve problems for your audience within your industry. High-quality, brand-aligned content will naturally attract backlinks from relevant sources, without the need to pay for them.
Create Products People Talk About (And Link to Naturally)
The best way to earn links? Build a product that people love. If you create something valuable, people will likely talk about it, share it, and link to it without you ever having to ask.
For example, companies like WordPress didn’t get to the top of search results by paying for guest posts. They created a product that people use and talk about. The brand recognition and natural links followed.
When you focus on building a brand and product that people are genuinely excited about, the SEO will take care of itself. Instead of chasing after low-quality links, you’ll gain mentions and backlinks from sources that truly matter.
How to Focus Your SEO Efforts on Brand Building
- Create high-quality content: Your content should reflect your brand’s expertise. Don’t just write for SEO; write to inform, help, and engage your audience.
- Invest in PR and social media: Your brand-building efforts shouldn’t be limited to SEO. Get your brand in front of more people through public relations and social media marketing. The more people know about your brand, the more likely they are to mention or link to you.
- Foster partnerships and collaborations: Instead of paying for guest posts, build genuine partnerships with industry leaders. When relevant, high-authority sites mention your brand, it’s a far more powerful SEO signal.
- Monitor brand mentions: Keep track of where your brand is being mentioned online. Even if these mentions don’t include links, they’re valuable for SEO and can lead to stronger brand authority.
Build a Brand, Not Just Links
For too long, SEO has been synonymous with link building, but that mindset is outdated. The truth is, building a strong, recognisable brand is far more powerful for SEO than buying a bunch of guest post links. Google’s algorithm is smart enough to recognise genuine authority, whether through links or mentions, and that comes from building a brand people trust.
Instead of pouring money into link-building schemes, focus on building your brand. Create great content, deliver value through your products/services, and engage with your audience in meaningful ways. When you do, the links, mentions, and SEO success will follow.