There are lots and lots of ways to get links. The right tactics for you depend on the resources you have at your disposal as well as the industry that you're in. Industries that are more established and competitive often require you to be quite aggressive with link building, and you might find earning those links more difficult. Other industries, often the newer industries that are quickly growing, are full of opportunities to engage with bloggers and build a community. With that in mind, this section reveals a few link building tactics that can be applied to most all types of websites.有很多方法可以獲取鏈接。適合您的策略取決于您擁有的資源以及您所在的行業(yè)。更成熟和更具競(jìng)爭(zhēng)力的行業(yè)通常需要您在鏈接建設(shè)方面非常積極，您可能會(huì)發(fā)現(xiàn)獲得這些鏈接更加困難。其他行業(yè)，通常是快速增長(zhǎng)的新興行業(yè)，充滿了與博主互動(dòng)和建立社區(qū)的機(jī)會(huì)?？紤]到這一點(diǎn)，本節(jié)揭示了一些可應(yīng)用于大多數(shù)所有類型網(wǎng)站的鏈接構(gòu)建策略。

Content-based link building基于內(nèi)容的鏈接建設(shè)

Some of these you've already learned about in the chapter on building a link building campaign, so we'll try not to repeat ourselves here. The basic premise is that you create an asset that you use to try and get links. This takes the form of a piece of content and can include something like:您在構(gòu)建鏈接建設(shè)活動(dòng)的章節(jié)中已經(jīng)了解了其中的一些內(nèi)容，因此我們將盡量不在這里重復(fù)?；厩疤崾悄鷦?chuàng)建用于嘗試獲取鏈接的資產(chǎn)。這采用一段內(nèi)容的形式，可以包括以下內(nèi)容：

• An infographic 信息圖

• A data visualization數(shù)據(jù)可視化

• A white paper白皮書

• A how-to guide操作指南

• A video 視頻

• A study or report研究報(bào)告

• An image gallery圖片集

You create these assets through the lens of earning links to them from people who find them relevant, interesting, funny, informative, etc. You then reach out to these people in an attempt to actually build those links. Over time, you aim to reach a point at which you don't need to ask for each and every link that you receive. Instead, you should be able to seed the content with a few key influencers in your community who can help spread the word on your behalf. This can take a long time to achieve and requires a lot of investment in exceptional content, but it’s certainly possible.你通過從那些認(rèn)為它們相關(guān)、有趣、有趣、信息豐富等的人那里獲得鏈接來創(chuàng)建這些資產(chǎn)。然后你聯(lián)系這些人，試圖真正建立這些鏈接。隨著時(shí)間的推移，您的目標(biāo)是達(dá)到不需要詢問收到的每個(gè)鏈接的程度。相反，您應(yīng)該能夠與社區(qū)中的一些關(guān)鍵影響者一起傳播內(nèi)容，他們可以代表您幫助傳播信息。這可能需要很長(zhǎng)時(shí)間才能實(shí)現(xiàn)，并且需要對(duì)出色的內(nèi)容進(jìn)行大量投資，但這當(dāng)然是可能的。

Examples of content-based link building campaigns基于內(nèi)容的鏈接建設(shè)活動(dòng)示例

In this section, we’ll look at some examples of successful link building campaigns along with some analysis of what made them successful. One thing to note here is that the primary goal of the following examples may not have been links, but they were very successful, nonetheless, so there is something we can learn.在本節(jié)中，我們將查看一些成功的鏈接建設(shè)活動(dòng)的示例，并分析其成功的原因。這里要注意的一件事是，以下示例的主要目標(biāo)可能不是鏈接，但是它們非常成功，因此我們可以學(xué)到一些東西。

Salary by State: Where Can You Really Earn the Most?各州的工資：你真正能賺到最多的地方是什么？

Originally started within the marketing department, this piece has developed into a genuinely useful tool for students to use when trying to understand how salaries for roles can differ by state. At the moment, the piece has over 100 linking root domains pointing to it from a range of authoritative sources:最初在市場(chǎng)營(yíng)銷部門開始，這篇文章已經(jīng)發(fā)展成為一個(gè)真正有用的工具，供學(xué)生在嘗試了解不同州的職位薪水如何不同時(shí)使用。目前，這篇文章有超過 100 個(gè)鏈接根域，從一系列權(quán)威來源指向它：

• It’s a genuinely useful tool for students, requiring minimal input in order to be useful and help make career decisions對(duì)于學(xué)生來說，這是一個(gè)真正有用的工具，只需最少的投入即可發(fā)揮作用并幫助他們做出職業(yè)決策

• It’s very relevant to Rasmussen, a college that is looking to engage with students這與 Rasmussen 非常相關(guān)，Rasmussen 是一所希望與學(xué)生互動(dòng)的大學(xué)

• With the data being updated, it continues to be relevant, meaning that it can get links over and over again隨著數(shù)據(jù)的更新，它仍然具有相關(guān)性，這意味著它可以一遍又一遍地獲得鏈接

• The execution is very simple, as is the headline which can be understood very quickly執(zhí)行很簡(jiǎn)單，標(biāo)題也是很容易看懂的

If you printed off all the Instagram photos uploaded in a year, how far would they reach?如果您將一年內(nèi)上傳的所有 Instagram 照片打印出來，它們會(huì)到達(dá)多遠(yuǎn)？

This piece is a few years old now, so the data may not quite be up to date, but the idea and execution is excellent, showing what would happen if you printed all photos uploaded to Instagram and stacked them on top of each other.這篇文章已經(jīng)有幾年的歷史了，所以數(shù)據(jù)可能不是最新的，但想法和執(zhí)行都很棒，展示了如果你打印上傳到 Instagram 的所有照片并將它們堆疊在一起會(huì)發(fā)生什么。

This piece currently has just over 30 linking root domains pointing to it and worked for a few reasons:這篇文章目前只有 30 多個(gè)指向它的鏈接根域，并且出于以下幾個(gè)原因起作用：

• It’s super relevant to the brand: a photo printer它與品牌超級(jí)相關(guān)：照片打印機(jī)

• The execution is very easy to understand quickly, and encourages interaction from the user who will keep clicking and clicking執(zhí)行非常容易快速理解，并鼓勵(lì)將繼續(xù)點(diǎn)擊和點(diǎn)擊的用戶的交互

• Even if you’re not an avid Instagram user, you probably know what it is and how it works, which makes the topic relevant to many people?即使您不是 Instagram 的狂熱用戶，您也可能知道它是什么以及它是如何工作的，這使得該主題與許多人相關(guān)

In addition to the examples above, I wanted to include some examples of content that have generated plenty of links, but were almost certainly not created with link building or SEO in mind. This is important because you’ll find that you can get inspiration from places outside of SEO, and these pieces are great examples of this.除了上面的例子，我想包括一些已經(jīng)生成大量鏈接的內(nèi)容的例子，但幾乎可以肯定不是在創(chuàng)建鏈接或搜索引擎優(yōu)化時(shí)考慮到的。這很重要，因?yàn)槟鷷?huì)發(fā)現(xiàn)您可以從 SEO 之外的地方獲得靈感，這些作品就是很好的例子

The UK’s Best Home Bar Competition英國(guó)最佳家庭酒吧大賽

This one is included because it’s a little different in that the content that has been created is actually by users, rather than the brand, and is a competition:包含這個(gè)是因?yàn)樗悬c(diǎn)不同，它創(chuàng)建的內(nèi)容實(shí)際上是由用戶創(chuàng)建的，而不是由品牌創(chuàng)建的，并且是一種競(jìng)爭(zhēng)：

This competition generated over 20 linking root domains despite being relatively simple — a blog post entry form and then picking of a winner. There are a few reasons why this competition picked up links:盡管相對(duì)簡(jiǎn)單，但這場(chǎng)比賽產(chǎn)生了 20 多個(gè)鏈接根域——一個(gè)博客文章條目表格，然后選擇一個(gè)獲勝者。本次比賽選擇鏈接有幾個(gè)原因：

• It was launched during the UK summer when people were thinking about spending time outdoors and revamping their spaces?它是在英國(guó)夏季推出的，當(dāng)時(shí)人們正在考慮在戶外度過時(shí)光并改造他們的空間

• The competition was very relevant to the brand who provide equipment and games for home bars??比賽與為家庭酒吧提供設(shè)備和游戲的品牌非常相關(guān)

• It was very easy to enter — just a photo was required?很容易進(jìn)入——只需要一張照片

• The competition could be promoted when it was launched and again when the winner was picked, allowing for a slew of outreach to take place?比賽可以在啟動(dòng)時(shí)進(jìn)行推廣，并在選出獲勝者時(shí)再次進(jìn)行推廣，從而可以進(jìn)行大量外展活動(dòng)

Using data to determine if “Die Hard” is a Christmas movie使用數(shù)據(jù)確定“死硬”是否是圣誕電影

I’ve included this example because it shows that you don’t necessarily need complex visuals or interactive elements in order for a piece of content to be successful. This piece currently stands at 117 linking root domains and uses a data-informed approach to answering the question: is “Die Hard” a Christmas movie?我包含此示例是因?yàn)樗砻髂灰欢ㄐ枰獜?fù)雜的視覺效果或交互元素才能使內(nèi)容成功。這篇文章目前有 117 個(gè)鏈接根域，并使用基于數(shù)據(jù)的方法來回答這個(gè)問題：“死硬”是圣誕電影嗎？

This piece was successful in terms of links for a few reasons:?由于以下幾個(gè)原因，這篇文章在鏈接方面取得了成功：

• It’s very resonant with movie fans. Anyone who has seen “Die Hard” (a very popular film anyway) will probably have had a conversation with someone else about whether it’s a Christmas film or not?非常引起影迷的共鳴。任何看過“死硬”（無論如何都是非常受歡迎的電影）的人可能會(huì)與其他人討論它是否是圣誕電影

• The debate isn’t a one-off thing: It will come around every Christmas and whenever “Die Hard” is shown on TV outside of Christmas?辯論不是一次性的：它會(huì)在每年圣誕節(jié)以及圣誕節(jié)以外的電視上播放“Die Hard”時(shí)出現(xiàn)

• It’s clear that the author has used a methodical approach to answering the question, which draws you in, keeps you engaged, and makes the piece feel very credible??很明顯，作者使用了一種有條不紊的方法來回答這個(gè)問題，它吸引了你，讓你保持參與，并使這篇文章感覺非?？尚?/span>

Based on a True True Story?根據(jù)真實(shí)故事改編？

This was put together by some data journalists and shows which parts of well-known movies claiming to be based on true stories are actually true or not. They add a new film every so often and right now, the piece has just over 200 linking root domains.?這是由一些數(shù)據(jù)記者整理的，并顯示了聲稱基于真實(shí)故事的知名電影的哪些部分實(shí)際上是真實(shí)的。他們每隔一段時(shí)間就會(huì)添加一部新影片，而現(xiàn)在，該片只有 200 多個(gè)鏈接根域。

What made it successful?是什么讓它成功？

• The visual is very easy to understand quickly and you can see at a glance just how true or false any of the films are??視覺效果非常容易快速理解，您可以一目了然地了解任何電影的真假

• The level of detail provided is huge, with every scene broken down into chunks and explained??提供的細(xì)節(jié)水平是巨大的，每個(gè)場(chǎng)景都被分解成塊并進(jìn)行了解釋

• Films are very resonant with many of us, and we’re often more bought in when they’re based on a true story?電影與我們中的許多人都產(chǎn)生了共鳴，當(dāng)它們根據(jù)真實(shí)故事改編時(shí)，我們通常會(huì)更喜歡它們

• The execution allows for very quick and easy scanning of scenes that movie fans will recognize and interact with, leading to high engagement?執(zhí)行允許非?？焖俸洼p松地掃描電影迷將識(shí)別和互動(dòng)的場(chǎng)景，從而提高參與度

SHANNON MCGUIRK, AIRA

"My favorite type of link building is digital PR/creative content. We work hard to understand a brand’s audience and fuse their interests with what’s relevant and resonant in the news.

For example, in travel, it’s important to keep your creative content campaigns destination and metric focused, such as one we created for?Alpha Travel Insurance?that blends a topic their younger adventurous audience are interested in with one of their key products and resulted in 37 followed links."

“我最喜歡的鏈接建設(shè)類型是數(shù)字公關(guān)/創(chuàng)意內(nèi)容。我們努力了解品牌的受眾，并將他們的興趣與新聞中的相關(guān)和共鳴內(nèi)容融合在一起。

例如，在旅行中，保持您的創(chuàng)意內(nèi)容活動(dòng)目標(biāo)和指標(biāo)的重點(diǎn)非常重要，例如我們?yōu)?/span>Alpha Travel Insurance創(chuàng)建的活動(dòng)將他們的年輕冒險(xiǎn)受眾感興趣的主題與他們的一項(xiàng)關(guān)鍵產(chǎn)品相結(jié)合，并獲得了 37 次關(guān)注鏈接?！?/span>

Guest blogging

Guest blogging is the process of approaching other websites to see if they’ll publish a piece of content that you write on their blog. While it’s often an effective way to earn links using high quality content, Google has cracked down on marketers who abuse this tactic with low-quality content and over-optimized anchor text.訪客博客是訪問其他網(wǎng)站以查看他們是否會(huì)發(fā)布您在其博客上撰寫的內(nèi)容的過程。雖然這通常是使用高質(zhì)量?jī)?nèi)容獲得鏈接的有效方法，但谷歌已經(jīng)打擊了濫用這種策略的營(yíng)銷人員，他們使用低質(zhì)量的內(nèi)容和過度優(yōu)化的錨文本。

As guest blogging became an increasingly common tactic, it became increasingly automated and the quality of the posts declined considerably. Google noticed. Matt Cutts, the ex-head of Google's webspam team,?wrote a post in 2014?declaring that we could "Stick a fork in it: Guest blogging is done." This still holds true today in that if you’re producing content at scale and pitching it as guest posts at scale, you’re unlikely to see long-term success.隨著來賓博客成為一種越來越普遍的策略，它變得越來越自動(dòng)化，帖子的質(zhì)量也大大下降。谷歌注意到了。谷歌網(wǎng)絡(luò)垃圾郵件團(tuán)隊(duì)的前負(fù)責(zé)人馬特·卡茨 (Matt Cutts)在 2014 年寫了一篇文章，宣稱我們可以“插上一個(gè)叉子：訪客博客已經(jīng)完成”。這在今天仍然適用，因?yàn)槿绻笠?guī)模制作內(nèi)容并將其作為客座帖子進(jìn)行大規(guī)模宣傳，您不太可能看到長(zhǎng)期的成功。

At the same time, focusing on quality and taking time to write content for third-party websites where your audience hangs out online is valuable. If you’re doing guest blogging this way, then the value can go beyond the link itself and include things such as brand exposure and click-through traffic to your website.同時(shí)，關(guān)注質(zhì)量并花時(shí)間為觀眾在線閑逛的第三方網(wǎng)站編寫內(nèi)容很有價(jià)值。如果您以這種方式進(jìn)行訪客博客，那么價(jià)值可能會(huì)超出鏈接本身，包括品牌曝光和網(wǎng)站點(diǎn)擊量等內(nèi)容。

AMANDA MILLIGAN, FRACTL

"If the goal is to get national coverage and top-tier links, we also create tangential content, or content that's a little more 'zoomed out' than what your core brand is about. That way it's still relevant to your industry and audience but it appeals to a broader group of people."“如果目標(biāo)是獲得全國(guó)覆蓋率和頂級(jí)鏈接，我們還會(huì)創(chuàng)建切線內(nèi)容，或者比您的核心品牌更‘縮小’的內(nèi)容。這樣它仍然與您的行業(yè)和受眾相關(guān)，但它吸引了更廣泛的人群。”

Broken link building斷開的鏈接建設(shè)

The Internet is filled with broken links. Often, these broken links exist on valuable, high-quality pages.?Broken link building?is a very popular practice that works on the premise of helping webmasters fix their broken links by providing a superior alternative for them to link to.互聯(lián)網(wǎng)上充斥著斷開的鏈接。通常，這些損壞的鏈接存在于有價(jià)值的高質(zhì)量頁面上。建立斷鏈是一種非常流行的做法，其工作原理是通過為網(wǎng)站管理員提供更好的鏈接替代方案來幫助他們修復(fù)斷鏈。

Although the specifics can vary, the basic process looks like this:盡管具體情況可能會(huì)有所不同，但基本過程如下所示：

1. Research broken links and find good targets研究斷開的鏈接并找到好的目標(biāo)

2. Create content to replace content that no longer exists創(chuàng)建內(nèi)容以替換不再存在的內(nèi)容

3. Outreach and pitch this content外展和宣傳此內(nèi)容

Here’s an example. You run a dairy testing company and want to build links to your scientific resource pages. A university in your area happens to have an older page on dairy resources, but many of the links are broken. You kindly reach out to the webmaster to point out the broken links, and helpfully suggest your newer and up-to-date resource as an alternative. The university webmaster then links to your dairy resource page.這是一個(gè)例子。您經(jīng)營(yíng)一家乳制品檢測(cè)公司，并希望建立指向您的科學(xué)資源頁面的鏈接。您所在地區(qū)的一所大學(xué)碰巧有一個(gè)關(guān)于乳制品資源的舊頁面，但許多鏈接都已損壞。您可以聯(lián)系網(wǎng)站管理員指出損壞的鏈接，并建議您提供更新和最新的資源作為替代方案。然后大學(xué)網(wǎng)站管理員鏈接到您的乳制品資源頁面。

This process can be repeated over and over again. Sometimes you use your existing content as a suggestion to replace broken links, other times you create new content specifically for this purpose.這個(gè)過程可以一遍又一遍地重復(fù)。有時(shí)您使用現(xiàn)有內(nèi)容作為替換損壞鏈接的建議，有時(shí)您專門為此目的創(chuàng)建新內(nèi)容。

GARRETT FRENCH, CITATION LABS

"In broken link building, you're offering 'visitor experience improvements' to a webmaster or page curator who's dedicated to a particular audience. With this in mind, your subject line and offer (a fix) must demonstrate value to the target audience — as well as mention the impact the broken link could have on an expectant visitor in need."“在斷開鏈接的構(gòu)建中，您向致力于特定受眾的網(wǎng)站管理員或頁面策展人提供了‘訪問者體驗(yàn)改進(jìn)’。考慮到這一點(diǎn)，您的主題行和提議（修復(fù)）必須向目標(biāo)受眾展示價(jià)值——并提及斷開的鏈接可能對(duì)有需要的預(yù)期訪客產(chǎn)生的影響?！?/span>

Link reclamation鏈接回收

Slightly different than broken link building is the practice of link reclamation, where you fix or “reclaim” links that once pointed at your site, or point to your site but fail to provide any SEO value.與斷開的鏈接構(gòu)建略有不同的是鏈接回收的做法，您可以修復(fù)或“回收”曾經(jīng)指向您的站點(diǎn)或指向您的站點(diǎn)但未能提供任何 SEO 價(jià)值的鏈接。

There are many different types of link reclamation strategies.有許多不同類型的鏈接回收策略。

404 pages

These are links that point to pages on your website that no longer exist.?Link Explorer?is a good tool for finding these. (Perform a "Top Pages" search and sort for 404s). You can either?301 redirect?or fix these links on your end, or ask the webmaster to change the link.這些鏈接指向您網(wǎng)站上不再存在的頁面。鏈接資源管理器是查找這些的好工具。（執(zhí)行“首頁”搜索并對(duì) 404 進(jìn)行排序）。您可以通過301 重定向或修復(fù)這些鏈接，或者要求網(wǎng)站管理員更改鏈接。

To find valuable 404 pages with the most broken links:要查找具有最壞鏈接的有價(jià)值的 404 頁面：

1. Go to Link Explorer轉(zhuǎn)到鏈接資源管理器

2. After logging in, navigate to the?Top Pages?tool?登錄后，導(dǎo)航到首頁工具

3. Enter the site you want to analyze. Be sure to select "root domain" metrics.?輸入要分析的站點(diǎn)。請(qǐng)務(wù)必選擇“根域”指標(biāo)。

4. For the Status Code, select "4xx - Broken"?對(duì)于狀態(tài)代碼，選擇“4xx - Broken”

5. You will now see a list of all the top 404 pages on the site, sorted by the number of broken links pointed to each page??您現(xiàn)在將看到網(wǎng)站上所有前 404 頁的列表，按指向每個(gè)頁面的損壞鏈接的數(shù)量排序

6. Click the "View Links" search icon next to each URL to see all the broken links pointing at each URL?單擊每個(gè) URL 旁邊的“查看鏈接”搜索圖標(biāo)以查看指向每個(gè) URL 的所有損壞鏈接

Non-linking brand mentions非鏈接品牌提及

It’s sometimes common and easy to find others writing about your site without linking to it. Often a simple email to the author is enough to secure a link. For example, if someone has written a blog post containing this copy:有時(shí)很容易找到其他人在沒有鏈接的情況下撰寫有關(guān)您的網(wǎng)站的文章。通常給作者一封簡(jiǎn)單的電子郵件就足以確保鏈接的安全。例如，如果有人寫了一篇包含此副本的博客文章：

“The toolset that Moz provides for SEOs is second to none and is a great value for the money.”?“Moz 為 SEO 提供的工具集是首屈一指的，物超所值?！?/span>

This is great, but if there is no link to Moz, there is an opportunity to ask for one.這很好，但如果沒有指向 Moz 的鏈接，則有機(jī)會(huì)要求一個(gè)。

Tools like?mention.net?and?Google Alerts?are great at digging up mentions.諸如mention.net和Google Alerts 之類的工具非常擅長(zhǎng)挖掘提及。

Non-linking images

It’s common to find websites that have posted your own images without attribution. Instead of filing a copyright or DMCA takedown notice, this presents a terrific opportunity to earn a link instead.找到發(fā)布您自己的圖片但沒有署名的網(wǎng)站是很常見的。這不是提交版權(quán)或 DMCA 刪除通知，而是提供了獲得鏈接的絕佳機(jī)會(huì)。

The way this works is to contact the website who has used the image, tell them that the image belongs to you and that you love that they’ve used it, but would they mind giving you a credit link in exchange for using it.這樣做的方法是聯(lián)系使用該圖像的網(wǎng)站，告訴他們?cè)搱D像屬于您，并且您喜歡他們使用它，但他們是否介意給您一個(gè)信用鏈接以換取使用它。

COLBY STREAM, PAGE ONE POWER

"My favorite link-building tactic is link reclamation. This tactic is best on large websites after migrations or post-acquisition. Start by finding links to the old website, organize them by 'best' links first, and begin outreach!"“我最喜歡的鏈接構(gòu)建策略是鏈接回收。這種策略最適合在遷移或收購(gòu)后的大型網(wǎng)站上使用。首先找到舊網(wǎng)站的鏈接，首先按“最佳”鏈接組織它們，然后開始外展！”

Why simply "trading links" isn't a good tactic為什么簡(jiǎn)單的“交易鏈接”不是一個(gè)好策略

In years gone by, trading links with other websites was a good way of getting links. It also became known as "link exchanges" or "reciprocal links" as a tactic. However, like a lot of link building tactics, it was often abused and pushed to the extreme. Instead of trading links with other relevant, good quality websites, many SEOs would just trade links with anyone they could. Therefore, the link was no longer being given because of the quality of the website, but more because the webmaster would get a link in return.在過去的幾年里，與其他網(wǎng)站交易鏈接是獲取鏈接的好方法。它也被稱為“鏈接交換”或“互惠鏈接”作為一種策略。然而，像很多鏈接建設(shè)策略一樣，它經(jīng)常被濫用并被推到極致。許多 SEO 不會(huì)與其他相關(guān)的、高質(zhì)量的網(wǎng)站交易鏈接，而是會(huì)與他們可能的任何人交易鏈接。因此，不再因?yàn)榫W(wǎng)站的質(zhì)量而給出鏈接，而是因?yàn)檎鹃L(zhǎng)會(huì)得到一個(gè)鏈接作為回報(bào)。

This led to some websites having pages that were set up specifically for trading links. These pages would have URLs similar to “www.example.com/links.html.” Such a page would consist of a huge list of links to websites that were often unrelated to the website itself and were not always great quality.這導(dǎo)致一些網(wǎng)站的頁面專門用于交易鏈接。這些頁面的 URL 類似于“www.example.com/links.html”。這樣的頁面將包含大量指向網(wǎng)站的鏈接列表，這些鏈接通常與網(wǎng)站本身無關(guān)，并且質(zhì)量并不總是很好。

Because of this, Google seeks to devalue links that are only given because a link is being given in return. They can even penalize for excessive link exchanges and have a section in their?Webmaster Guidelines?for it:正因?yàn)槿绱?，谷歌試圖貶低那些僅僅因?yàn)樘峁╂溄佣峁┑逆溄拥膬r(jià)值。他們甚至可以懲罰過多的鏈接交換，并在他們的網(wǎng)站站長(zhǎng)指南中有一個(gè)部分：

"Excessive link exchanges ('link to me and I'll link to you') or partner pages exclusively for the sake of cross-linking."“過度鏈接交換（'鏈接到我，我將鏈接到你'）或合作伙伴頁面專門為了交叉鏈接。”

When it comes to link building, Google wants to see links that you've earned. They want to see links that you deserve because you have something of good quality to offer — not because you're happy to take part in link exchanges.在鏈接構(gòu)建方面，Google 希望查看您獲得的鏈接。他們希望看到您應(yīng)得的鏈接，因?yàn)槟梢蕴峁└哔|(zhì)量的東西——而不是因?yàn)槟鷺酚趨⑴c鏈接交換。

Having said that, Google has no problem at all with websites linking to each other for legitimate reasons. It’s a natural occurrence on the web if a news story on the BBC cites an article on CNN, then a few weeks later CNN cites a story on the BBC. This is technically a reciprocal link, but do you think Google penalizes it? No, because there are genuine reasons for these websites to link to each other and they are doing it in a natural way that is good for users.話雖如此，谷歌對(duì)于出于合法原因相互鏈接的網(wǎng)站完全沒有問題。如果 BBC 上的新聞報(bào)道引用了 CNN 上的一篇文章，那么幾周后 CNN 又引用了 BBC 上的一篇報(bào)道，這在網(wǎng)絡(luò)上是很自然的事情。這在技術(shù)上是一種互惠鏈接，但你認(rèn)為谷歌會(huì)懲罰它嗎？不，因?yàn)檫@些網(wǎng)站之間有真正的理由相互鏈接，并且它們以對(duì)用戶有益的自然方式進(jìn)行。

Contrast this with a page that has thousands of links on it, all going to unrelated websites with no relevance at all, and you can see the difference in what Google does and doesn't like.將此與具有數(shù)千個(gè)鏈接的頁面進(jìn)行對(duì)比，所有鏈接都指向完全不相關(guān)的不相關(guān)網(wǎng)站，您可以看到 Google 喜歡和不喜歡的內(nèi)容的差異。

A few words on buying links關(guān)于購(gòu)買鏈接的幾句話

Link building can be quite tough, particularly in the early days when you're still trying to build your reputation, find the right people to connect with, and create great content. It’s quite understandable that SEOs look for shortcuts to help make the process a little bit easier, and one of those shortcuts is often buying links.建立鏈接可能非常困難，尤其是在早期，當(dāng)您仍在努力建立自己的聲譽(yù)、找到合適的人聯(lián)系并創(chuàng)建出色的內(nèi)容時(shí)。SEO 尋找快捷方式來幫助簡(jiǎn)化流程是可以理解的，其中一種快捷方式通常是購(gòu)買鏈接。

Buying links is directly against one of?Google's Webmaster Guidelines:購(gòu)買鏈接直接違反了Google 的網(wǎng)站管理員指南之一：

"Buying or selling links that pass PageRank: This includes exchanging money for links, or posts that contain links; exchanging goods or services for links; or sending someone a ‘free’ product in exchange for them writing about it and including a link."“購(gòu)買或出售通過 PageRank 的鏈接：這包括用金錢換取鏈接或包含鏈接的帖子；用商品或服務(wù)換取鏈接；或向某人發(fā)送‘免費(fèi)’產(chǎn)品以換取他們撰寫相關(guān)內(nèi)容并包含鏈接。”

Google cares so much about this because buying links can change how search results appear for users. They want companies to perform well in search results because they deserve to, not because they have deep pockets and can buy links. Also, note that Google explicitly says "links that pass PageRank.” This is where the difference between buying links and buying advertising comes into play.Google 非常關(guān)心這一點(diǎn)，因?yàn)橘?gòu)買鏈接可以改變搜索結(jié)果對(duì)用戶的顯示方式。他們希望公司在搜索結(jié)果中表現(xiàn)良好，因?yàn)樗麄儜?yīng)得的，而不是因?yàn)樗麄冐?cái)力雄厚，可以購(gòu)買鏈接。另請(qǐng)注意，Google 明確表示“通過 PageRank 的鏈接”。這就是購(gòu)買鏈接和購(gòu)買廣告之間的區(qū)別發(fā)揮作用的地方。

Buying advertising that links through to your website is fine and can be a great practice for building awareness of your business. However, Google does say that if you're going to do this, then you should make sure that the advertisement doesn't pass PageRank to your website. There are a few ways you can do this:購(gòu)買鏈接到您網(wǎng)站的廣告很好，并且可以成為建立您的業(yè)務(wù)知名度的好方法。但是，Google 確實(shí)表示，如果您打算這樣做，那么您應(yīng)該確保廣告不會(huì)將 PageRank 傳遞給您的網(wǎng)站。有幾種方法可以做到這一點(diǎn)：

• Adding the nofollow attribute to the link

• Going via a redirected page that is blocked in robots.txt?通過在 robots.txt 中被阻止的重定向頁面

These techniques mean that the advertisements will not affect how much PageRank your website receives and, therefore, will not affect how you perform in organic search results.這些技術(shù)意味著廣告不會(huì)影響您的網(wǎng)站獲得的 PageRank，因此不會(huì)影響您在自然搜索結(jié)果中的表現(xiàn)。

In general, buying links is a risky business, and for most companies is not worth the risk. The short-term gains often outweigh the long-term benefits, and if you're building a legitimate business that plans on using organic Google results as a means to get customers, then buying links can put that at risk.一般來說，購(gòu)買鏈接是一項(xiàng)有風(fēng)險(xiǎn)的業(yè)務(wù)，對(duì)于大多數(shù)公司來說是不值得冒險(xiǎn)的。短期收益通常大于長(zhǎng)期收益，如果您正在建立一家合法企業(yè)，并計(jì)劃使用 Google 自然搜索結(jié)果作為吸引客戶的手段，那么購(gòu)買鏈接可能會(huì)使其面臨風(fēng)險(xiǎn)。

A world of link building tactics

This chapter only describes a few of the hundreds of different link building tactics you can use (or even invent!). The specific tactics you choose will depend on your resources, creativity, niche, audience, and available time.本章只描述了您可以使用（甚至發(fā)明?。┑臄?shù)百種不同的鏈接構(gòu)建策略中的一些。您選擇的具體策略將取決于您的資源、創(chuàng)造力、利基、受眾和可用時(shí)間。

KYLE OCHSNER, PAGE ONE POWER

"Oftentimes, niche publications use jargon and vernacular that they?assume?their audience will understand, but never define it within individual articles. We’ve seen success, for instance, identifying abbreviations of different chemical compounds and then providing a page that defines what they are and what they’re used for. (For example, imagine pitching the inclusion of a link out to a?DNA Definition?page in articles that reference DNA without ever explaining what it is.) This has enabled us to earn some amazing links in articles that are incredibly relevant for the site’s we’re working on that they’d never earn otherwise."“通常，小眾出版物使用行話和白話，他們認(rèn)為他們的讀者會(huì)理解，但從未在個(gè)別文章中對(duì)其進(jìn)行定義。例如，我們已經(jīng)看到了成功，例如，識(shí)別不同化合物的縮寫，然后提供一個(gè)頁面來定義它們是什么以及它們的用途。（例如，想象一下在引用 DNA 的文章中包含一個(gè)指向DNA 定義頁面的鏈接，而沒有解釋它是什么。）這使我們能夠在文章中獲得一些驚人的鏈接與我們正在開發(fā)的網(wǎng)站非常相關(guān)，否則他們永遠(yuǎn)不會(huì)賺到。”

AOIFE O’CONNOR, AIRA

"Thought leadership articles are also another tactic that we use for link building and are a great way to secure links and coverage on more niche and industry specific publications. Offering comments and responding to requests from journalists on Twitter, or though HARO is also another quick and easy tactic — as long as you have your eye on the ball and are ready to turn any comments around with speed!"“思想領(lǐng)導(dǎo)力文章也是我們用于建立鏈接的另一種策略，是保護(hù)更多利基和行業(yè)特定出版物的鏈接和報(bào)道的好方法。在 Twitter 上提供評(píng)論和回應(yīng)記者的請(qǐng)求，或者雖然 HARO 也是另一個(gè)快速和簡(jiǎn)單的戰(zhàn)術(shù)——只要你盯著球看，并準(zhǔn)備好快速扭轉(zhuǎn)任何評(píng)論！”

GARRET FRENCH, CITATION LABS

Every functional link building tactic earns its links by meeting the publisher’s unstated 'price' for reaching their audience. In the earned link space, we’re talking about supplying publishers with value such as exclusive news and information, useful advice, articles that could help them sell more products or services, and useful corrections that shore up authority. As we discuss value exchange, I’m reminded of a campaign by the great link builder?Debra Mastaler?in which she offered a client t-shirt to the members of several dues-supported professional organizations and earned links from the organization websites.每個(gè)功能性鏈接構(gòu)建策略都通過滿足發(fā)布商未說明的“價(jià)格”來吸引其受眾來獲得鏈接。在贏得的鏈接空間中，我們談?wù)摰氖菫榘l(fā)布商提供價(jià)值，例如獨(dú)家新聞和信息、有用的建議、可以幫助他們銷售更多產(chǎn)品或服務(wù)的文章以及支持權(quán)威的有用更正。在我們討論價(jià)值交換時(shí)，我想起了偉大的鏈接構(gòu)建者Debra Mastaler的一項(xiàng)活動(dòng)，她向幾個(gè)由會(huì)費(fèi)支持的專業(yè)組織的成員提供了一件客戶 T 恤，并從組織網(wǎng)站上獲得了鏈接。

TIM LEGORE-HAND, PAGE ONE POWER

Huge organizations with limited web development budgets (government offices, nonprofits, etc.) often house a treasure trove of information, but it’s impossible for normal people to navigate.Web 開發(fā)預(yù)算有限的大型組織（政府辦公室、非營(yíng)利組織等）通常擁有大量信息，但普通人無法導(dǎo)航。
Creating content that ties together all the locations of information available on a particular subject, then presents that in a navigable fashion is a link gold mine. We’ve created pieces that tie together, for instance, all the natural disaster relief information national agencies can provide and used that to sustain link campaigns. You don’t even have to write a huge amount! Simply providing organized access to the information is useful enough to earn a great set of links.創(chuàng)建將特定主題的所有可用信息位置聯(lián)系在一起的內(nèi)容，然后以可導(dǎo)航的方式呈現(xiàn)這是一個(gè)鏈接金礦。例如，我們創(chuàng)建了將國(guó)家機(jī)構(gòu)可以提供的所有自然災(zāi)害救援信息聯(lián)系在一起的部分，并使用這些信息來維持鏈接活動(dòng)。你甚至不必寫大量的！簡(jiǎn)單地提供對(duì)信息的有組織的訪問就足以獲得大量鏈接。

翻譯來源：https://moz.com/