Links are an important ranking factor in Google's algorithm. Previously, the algorithm was based solely on the number of links pointing to a website. Now, however, the quality of the links, a balanced link profile, and the search experience are crucial to the success of an SEO strategy.

Why are links still important today?

Search engine algorithms evaluate websites based on various criteria. Google revolutionized the search engine market with its link-based algorithm, laying the foundation for its current success. However, this simple rule of "more links, better rankings" was easily circumvented. With various countermeasures such as the Penguin updates and improvements to other criteria, links became less and less important. But even today, it's still true that without high-quality links, it's difficult to compete successfully in SEO.

What effect do links have?

• Links take visitors to the website to which they link.
• Links integrate the website into a thematically relevant environment of websites.
• Links are considered recommendations and are included in the relevance assessment of algorithms.
• However, links are only successful if the linked page also impresses with its content and user experience.

What makes a good link profile today?

A good link profile is a mix of high-quality links from relevant domains. It is important to have a diverse range of links and a good distribution of nofollow and dofollow links and links with keyword-relevant anchor texts. You can use your competitors as a guide here, but make sure you don't cross the line into an unnatural link profile. A detailed link analysis of your own links and those of your competitors should be carried out in order to derive measures for optimizing your profile: 

• Overall development of links over time
• Total number of linking domains
• Distribution of link types (e.g., forum links/website links)
• Follow/ nofollow ratio
• Percentage of image links
• Ratio of link placement on the page (e.g., footer links)
• Distribution of anchor texts (which ones are used most frequently?)

How do I get good links?

The best way to get backlinks is through "good content" that is inherently "shareable" and "quoteable." High-quality content that inspires readers and encourages them to set a backlink with a reading recommendation to your article. Of course, these backlinks don't always come naturally, which is why it's a good idea to promote good content with an outreach campaign. But it's not just good content that's link-worthy; good links are often close at hand. If you work trustworthily with partners and customers, a link can be created simply by asking or by writing a guest article. Another easy way to build links is to analyze the competition, as the example of RankensteinSEO shows. Here, relevant directories, listings, or potential link partners can be identified. Start your link building campaign and achieve results in no time with Paseo!

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