How do the non-Google search engines view link building? | International SEO

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(00:16) In order to understand why it’s important to talk about link building, it is first necessary to look at the historical relationship between links and SEO.

(01:01) Nowadays, search engines use hundreds of ranking factors to decide where a website should appear in the search results.

(01:48) Link building on Baidu.

Baidu is the most popular search engine in China. It has tried to refine its algorithm in a similar way to Google, with the aim of fighting spam. However, it has been far less successful. This means that many websites still engage in unnatural link building tactics. The most common tactics are blogging, content submission and reciprocal linking. Baidu has listed several techniques that it considers black hat SEO tactics and should be avoided, including irrelevant anchor text, links from link farms and link exchanges.

(02:26) Link building on Yandex.

Yandex is one of the most popular search engines in Russia and also has a presence in Eastern Europe and Turkey. Yandex is firmly against black hat SEO tactics and its search ranking algorithm considers paid links to be a negative ranking factor. This means that it actively demotes the rankings of websites that buy links. It also penalises websites that sell links. Websites that sell links have their Yandex Quotation Index, similar to Google Page Rank, reduced to zero, thereby reducing their SEO ranking and making them unappealing to potential link buyers. Yandex hopes that by penalising websites that buy and sell paid links, it will improve the quality of links in the long-term. To further support this goal of discouraging black hat and encouraging white hat SEO, it has made natural, organic links a positive ranking factor. Yandex says that its machine learning-based algorithm can tell the difference between these paid and organic links.

(03:33) Link building on Naver.

Naver is a popular search engine in South Korea and Japan. Naver is quite different from most other search engines, because it is primarily focused on displaying paid listings. Therefore, spaces for directory submissions, user-generated content and organic listings are limited. Therefore, if you want to boost your website’s visibility on Naver, you are better off focusing on paid search and other services provided by the search engine, such as Naver Blog and Naver Café. Naver does not put any strong emphasis on link building as a ranking factor, which means that links won’t improve your search ranking. However, if Naver finds any bad links that violate the Naver Blog or Naver Café regulations, these will be removed from the SERPS, which will have a negative impact on your website. The following are considered black hat SEO tactics by Naver, and should be avoided at all costs: Redirects. These are links that lead to unexpected pages that are different from the one you intended to view. Illegal content links. These are links that include adult content, gambling sites, or content that violates copyright such as video or sound recordings. A large number of links in a single post. The same link repeatedly used over and over again, independently of whether the link is relevant to the post. Links to URLs that are registered in a spam filter. If a page contains such a link, it will not be included in the search results.

(05:18) Link building on Seznam.

Seznam is a popular search engine in the Czech Republic. It does not give extensive penalties for backlinks. However, it does ask SEOs not to build backlinks that would help their website to gain a better page ranking, and it forbids the automated exchange of links. It recommends that SEOs should use the nofollow attribute to be on the safe side.

(05:45) Link building on Bing.

Bing has a good market share in the US and the UK. It wants links to be earned organically, and penalises websites that build links unnaturally. Bing has developed software specifically to recognise sites that sell links, and any links leaving such sites will be viewed suspiciously. Link farms, link spamming and excessive link manipulation are also classed as abusive tactics and can lead to a site being delisted from Bing’s index.

(06:17) Link building on Yahoo.

Yahoo advises webmasters to create meaningful links between sites and provide relevant content that adds information of value for visitors. It has been noted that Yahoo is easily manipulated by low to mid-quality links. Despite this, I would strongly recommend following white hat SEO techniques.

(06:40) Let’s re-cap!


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