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.
But should we just aim to survive? Are there new opportunities that can help re-shape our businesses (for the better)?
Our new book: Business Survival in 2020: Fighting the Impact of COVID-19 aims to not only help businesses that need support but to also provide tips, tactics and recommendations to help businesses to identify and nurture new opportunities.