The building of website backlinks has been a contentious topic of discussion over the last 3 to 4 years with the majority of Google's algorithm updates designed to counter unnatural backlinks created by unscrupulous SEO companies who had implemented black-hat SEO techniques.
Historically, Google used backlinks as a key indicator when determining the quality of a website (in order to rank it). But as SEO agencies realised this, what followed was mass link building, which in the short term at least proved to be a highly successful exercise. Once Google realised that their search engine algorithms were being manipulated, they created a number of updates to counter this with many websites being blacklisted for this practise.
It's therefore highly important that all backlinks created for your website are genuine, measured and relative to your website, webpage, products and service offering.
Growing a business today is harder than it's ever been. Today's consumers are highly empowered and have access to more information than ever before.
While this presents a challenge to businesses, it's hugely important to understand why a company needs to re-think their growth strategy and shift their attention to the customer.
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