{"id":1551,"date":"2021-08-04T01:27:18","date_gmt":"2021-08-04T01:27:18","guid":{"rendered":"https:\/\/www.marketerscenter.com\/blog\/?page_id=1551"},"modified":"2023-07-03T04:38:11","modified_gmt":"2023-07-03T04:38:11","slug":"white-hat-link-building","status":"publish","type":"page","link":"https:\/\/www.marketerscenter.com\/blog\/white-hat-link-building\/","title":{"rendered":"What Is White-Hat Link Building?"},"content":{"rendered":"<p><span style=\"font-weight: 400;\"><a href=\"https:\/\/www.marketerscenter.com\/blog\/white-label-link-building-services\/\">Link building<\/a> has always been critical for SEO. The number of external websites linking to your site has a massive impact on your rankings. However, the way marketers obtain backlinks has changed over the years. Ever since Google\u2019s Panda and Penguin updates, there has been a shift towards \u201cwhite-hat\u201d link building as opposed to \u201cblack-hat\u201d methods.<\/span><\/p>\n<p><a href=\"https:\/\/www.marketerscenter.com\/blog\/wp-content\/uploads\/2023\/05\/LNCG_M67_06.png\"><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-2879 size-large\" src=\"https:\/\/www.marketerscenter.com\/blog\/wp-content\/uploads\/2023\/05\/LNCG_M67_06-1024x683.png\" alt=\"Link builder looking for link building opportunities online\" width=\"1024\" height=\"683\" srcset=\"https:\/\/www.marketerscenter.com\/blog\/wp-content\/uploads\/2023\/05\/LNCG_M67_06-1024x683.png 1024w, https:\/\/www.marketerscenter.com\/blog\/wp-content\/uploads\/2023\/05\/LNCG_M67_06-300x200.png 300w, https:\/\/www.marketerscenter.com\/blog\/wp-content\/uploads\/2023\/05\/LNCG_M67_06-768x512.png 768w, https:\/\/www.marketerscenter.com\/blog\/wp-content\/uploads\/2023\/05\/LNCG_M67_06-1536x1024.png 1536w, https:\/\/www.marketerscenter.com\/blog\/wp-content\/uploads\/2023\/05\/LNCG_M67_06-2048x1365.png 2048w, https:\/\/www.marketerscenter.com\/blog\/wp-content\/uploads\/2023\/05\/LNCG_M67_06-848x566.png 848w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/a><\/p>\n<h2>What is white hat SEO?<\/h2>\n<p><span style=\"font-weight: 400;\">The term \u201cwhite-hat\u201d is not limited to link building. It\u2019s a broader term that refers to SEO tactics and techniques that do not violate Google\u2019s policies. That\u2019s opposed to \u201cblack-hat\u201d SEO, which is a term that refers to shady, spammy SEO techniques that sometimes work but which can <a href=\"https:\/\/www.marketerscenter.com\/blog\/how-to-outsource-link-building-without-getting-burned\/\">get your site penalized<\/a> if Google notices what you are doing.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">When it comes to link building in particular, \u201cwhite-hat\u201d refers to methods of obtaining backlinks that <a href=\"https:\/\/www.marketerscenter.com\/blog\/white-hat-link-building-strategies\/\">do not involve spam and do not violate Google\u2019s rules<\/a>. I\u2019ll talk more about some white-hat methods you can use to build backlinks later in this article.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Sometimes, people use \u201cwhite-hat link building\u201d to refer to getting <\/span><i><span style=\"font-weight: 400;\">high-quality<\/span><\/i><span style=\"font-weight: 400;\"> backlinks. Low-quality backlinks can hurt your site rankings, even if the methods you used to obtain them do not specifically violate Google\u2019s guidelines.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">To understand why white-hat link building is so important, however, we need to step back a bit, zoom out, and discuss a major Google algorithm update that changed the way SEO marketers created backlinks: Google Penguin.\u00a0<\/span><\/p>\n<h2>What is Google Penguin, and why does it matter?<\/h2>\n<p><span style=\"font-weight: 400;\">Google Penguin<\/span><span style=\"font-weight: 400;\"> is a name given to a web spam algorithm update designed to stop spammy sites from achieving high rankings. Before Penguin, websites would achieve excellent rankings by building hundreds or thousands of low-quality backlinks.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Some practices used to get those backlinks included:\u00a0<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Buying mass amounts of backlinks from \u201clink farms,\u201d or sites dedicated to providing backlinks.\u00a0<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Using bots to leave hundreds of low-quality comments on other blogs with backlinks embedded in the comments.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\"><a href=\"https:\/\/www.marketerscenter.com\/blog\/downsides-using-pbns-rank\/\">Setting up a PBN<\/a>, or Private Blog Network, (a network of low-quality blogs all providing backlinks to the main parent site). Often, those low-quality blogs contained unoriginal content \u2014 either content that was outright plagiarized or \u201cspun\u201d with a bot to avoid plagiarism detection. Spun content might not contain word-for-word plagiarism, but it usually doesn\u2019t sound natural and often makes no sense.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Using link exchange networks to trade backlinks.\u00a0<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">The problem was that those strategies worked. They fooled Google into thinking that a site was popular and well-known \u2014 the more backlinks a site had, the better it would rank, regardless of backlink quality. That\u2019s why Google released its <\/span><a href=\"https:\/\/www.searchenginejournal.com\/google-algorithm-history\/penguin-update\/#close\"><span style=\"font-weight: 400;\">Penguin update<\/span><\/a><span style=\"font-weight: 400;\">, which changed everything.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Instead of looking at the number of backlinks a site had, Google started looking at the quality of each backlink. Sites that had a lot of backlinks from low-quality sites or \u201clink farms\u201d were demoted in the search rankings or even manually penalized. On the other hand, sites that had backlinks from high-quality and <\/span><i><span style=\"font-weight: 400;\">relevant<\/span><\/i><span style=\"font-weight: 400;\"> blogs saw an increase in rankings.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">The Google Penguin update followed the Google Panda update, which was designed to demote sites with thin content that used keyword stuffing to get better rankings.\u00a0<\/span><\/p>\n<p>These days content is more and more about quality and addressing the user&#8217;s intent effectively. Thin content can still rank but it depends on the context and intent of the search. Google has gotten much better at judging content in the last decade.<\/p>\n<h2>Examples of white hat link building<\/h2>\n<p><span style=\"font-weight: 400;\">I already went over some examples of spammy link-building methods to avoid. For example, paying a link farm for backlinks is a link-building method you should never use. But which link-building methods <\/span><i><span style=\"font-weight: 400;\">can <\/span><\/i><span style=\"font-weight: 400;\">you use?\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Here are some examples of valid link-building methods that you can use to obtain high-quality links without being spammy.\u00a0<\/span><\/p>\n<h3>1. Guest posting<\/h3>\n<p><span style=\"font-weight: 400;\">Guest posting is one of the best ways to drive more traffic, increase exposure, and get more backlinks. It involves reaching out to a relevant site in your niche and offering to write a guest post for them, for free. In the article or your author bio, you can link back to your site. If this sounds complicated, you can <a href=\"https:\/\/www.marketerscenter.com\/blog\/white-label-guest-posts-the-ultimate-guide\/\">outsource guest posting to a white label company<\/a>.<\/span><\/p>\n<h3>2. Broken link building<\/h3>\n<p><span style=\"font-weight: 400;\">With broken link building, you find sites that have dead outbound links that lead to 404 errors. Reach out to those sites and suggest they link to your site instead. You both win \u2014 nobody wants broken outbound links, as that doesn\u2019t help readers.<\/span><\/p>\n<h3>3. Reclaim mentions<\/h3>\n<p><span style=\"font-weight: 400;\">Sometimes, people will mention your site without linking to it. You can \u201creclaim\u201d those links by reaching out to those authors and politely suggesting they insert a hyperlink to your blog.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Usually, it\u2019s not because they specifically don\u2019t want to link to you that they left out the link. Most of the time, they simply forgot or didn\u2019t have the time to find the right page on your site to link to.<\/span><\/p>\n<h2>Focus on quality links<\/h2>\n<p><span style=\"font-weight: 400;\">As I mentioned before, Google now values quality instead of just looking at the number of your links. If you use a backlink-building method that Google specifically does not allow, you may receive a manual penalty, in which case your site will either drop dramatically in the search results or no longer appear at all.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Even if you use a white-hat method, such as guest posting, you still need to target quality sites. Getting a lot of backlinks from low-quality sites, even if you use non-spammy methods, can lead to a drop in rankings. While you may not get a manual penalty from a human reviewer, Google\u2019s algorithms may decide your site is low-quality and automatically give you lower rankings.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">So, what is a quality site? Here are some things to look for:\u00a0<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">It should have a good Page Rank and Domain Authority<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">It must be relevant to your niche and the topics you cover<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">It should not be a brand-new site; look for sites that are at least 1-3 years old<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">It should have high-quality unique content that is long-form, helpful, and informative<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">Be wary of sites contacting you and offering you a link. Usually, they\u2019ll want payment in exchange for that link, but that goes against Google\u2019s guidelines. If a site is reaching out to you and looking for a guest post, the site quality may be poor \u2014 a high-quality site will have people reaching out to them.<\/span><\/p>\n<h2>Wrapping it up<\/h2>\n<p><span style=\"font-weight: 400;\">As long as you focus on high-quality, white hat link building, you will be fine. One of the best ways to ensure you stick to white hat methods is to use a trusted agency that provides professional, white hat link-building methods. Feel free to check out our <\/span><a href=\"https:\/\/www.marketerscenter.com\/link-building-services\"><span style=\"font-weight: 400;\">link-building services<\/span><\/a><span style=\"font-weight: 400;\"> to see how we can help.\u00a0<\/span><\/p>\n<p><iframe loading=\"lazy\" src=\"https:\/\/drive.google.com\/file\/d\/1MMFR-lavJEBhWL7qNGNGbCbboXi-J1aU\/preview\" width=\"640\" height=\"480\" allow=\"autoplay\"><\/iframe><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Link building has always been critical for SEO. The number of external websites linking to your site has a massive impact on your rankings. However, the way marketers obtain backlinks has changed over the years. Ever since Google\u2019s Panda and Penguin updates, there has been a shift towards \u201cwhite-hat\u201d link building as opposed to \u201cblack-hat\u201d<\/p>\n<div><a class=\"btn-filled btn\" href=\"https:\/\/www.marketerscenter.com\/blog\/white-hat-link-building\/\" title=\"What Is White-Hat Link Building?\">Read More<\/a><\/div>\n","protected":false},"author":1,"featured_media":0,"parent":0,"menu_order":0,"comment_status":"closed","ping_status":"closed","template":"","meta":{"passster_activate_protection":false,"passster_protect_child_pages":"","passster_protection_type":"password","passster_password":"","passster_activate_overwrite_defaults":"","passster_headline":"","passster_instruction":"","passster_placeholder":"","passster_button":"","passster_id":"","passster_activate_misc_settings":"","passster_redirect_url":"","passster_hide":"no","passster_area_shortcode":"","footnotes":""},"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v22.3 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>What Is White-Hat Link Building?<\/title>\n<meta name=\"description\" content=\"So what exactly is white-hat link building? 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