Link building is not a straightforward activity, as it is impossible to quickly receive good results. Any SEO firm which suggest otherwise should be avoided. It is crucial for a site owner to do some research with regard to the acquisition of links. The ways of achieving a greater number of links have proven to be an area of SEO controversy in the past. However, Google has made its position clear and there is now no grey area relating to the issue.
Linkbuilding.co.uk, a leading SEO link building company, implements campaigns that are adjusted to the specific needs of a site. Nevertheless, there are some general principles which influence the way in which they conduct their campaigns. As well as following these principles, they stick to the ethical guidelines set out and upheld by the search engines.There are still firms which do not practice link building correctly. This is usually because of several related reasons:
� A failure to appreciate that when it comes to seeking inbound links there is no substitute for quality. A large number of links is not much use to a site unless they are both relevant and from reputable sites. The search engines do not respect links which come from what perceive to be the wrong type of sources, whereas a link from an authoritative site is much more favourably regarded.
� Some SEO firms do not all accept that link purchasing is a bad thing in itself, and these firms ignore the fact that the practice is outlawed by the search engines without exception. They do not all identify the fact that Google is becoming much more efficient than it used to be at tracking down links which have been obtained by nefarious means.
� Some of these firms are complacent about looking after the sites they manage. They do not really seem to care if a site suffers from a search engine penalty or suboptimal performance in the search engine results pages due to their misbehaviour. They do not accept the fact that SEO should be a continuous process that aims at getting sustainable improvements in site performance.
� Such firms typically have an unhealthy attitude towards the search engines. This is because they are not looking at search engine optimisation in the correct light. They are forgetting that users make purchases and assess sites. If a site improves its position by dubious means then it is asking for trouble down the track. Users are often very astute and can perceive when a site is not worthy of their confidence.
� Firms who get links in the wrong way neglect their duty to focus on pleasing users and search engines simultaneously. Their sites are marked down because they are associated with sites of dubious quality in a �neighbourhood effect�.There is a considerable amount that needs to be done to get links in the right way. Above all, there needs to be a focus on making a site authoritative and one which others desire to link to.