PPC as a concept
Despite increasing complexity in how search engines rank results, the basic mantra of relevant and authoritative still underlies the hundreds of signals used by Google and other major search engines. And link building remains the key to appearing authoritative.
Using the number and quality of links to determine importance is the main principle of PageRank, the first and best known algorithm used by Google, and the single largest factor in propelling it to its current position as the most popular and trusted search engine in the world.
A key word here, however, is quality and over the years, Google has gone to increasing lengths to make sure the best companies get the best ratings and to penalise those that breach their Webmaster guidelines to artificially inflate the number of links.
Perhaps the best known of these measures is Google Penguin, which caused plenty of media attention on its introduction by significantly altering the search engine rankings by penalising sites that resort to “spamdexing” activities.
While many see algorithms like Penguin as a threat to their SEO activities, we can ensure that they actually bring benefits to your company by using only the best quality links and tying link building in with our range of other SEO tools.