Links and keywords can often seem like the magic components of search engine optimisation. So much importance is placed on keyword selection and placement. Just as much importance is placed on linking and being linked to. It can feel like all you need is the secret formula for instant search engine success.

Both keywords and links can easily get your site into trouble. The search engines are far from stupid. Search engines adjusted their web bots to spit out ‘over-deliberate’ keywords years ago. By the time the SEO world was touting the advantages of links, the search engines had adjusted their algorithms to filter out suspicious ones.

While you can easily control which keywords are featured on your page, it can be a little more difficult with links. Generally, the only mistakes you make with keywords are your own, unless you get hacked. Keyword mistakes are a little easier to fix as well.

Link problems take longer to fix. They can also take much longer to detect, as you have to go through all of your links and guess at which ones are causing the problem. Technically, any links that do not provide a benefit to the user can be considered by the search engines as link spam. This is along the same lines as the classification search engines put forward for all forms of spam. If most businesses were honest, most of the links they have were not put there for the benefit of the user. This doesn’t mean that the user doesn’t ultimately benefit.

There are many ways in which link swapping can get an innocent business into trouble. Sometimes, it’s just about perception. For example, you could join in a network and agree to exchange links with others in your industry. This could either be perceived as a link farm, in which case the search engines will penalise you, or it could be accepted as a method of providing links that your users will find helpful.

Another link method that could be seen either way is the use of an off-site blog. Your off-site blog could be put up with the sole purpose of providing your users with interesting content using a popular blogging platform. The risk of an off-site blog is that it could be seen as a spam blog, one that has been created solely to provide another link to the main site.

While your site is vulnerable to becoming involved in bad links, don’t worry too much. The search engines are very aware of the underhanded methods competitor companies use to discredit their enemies. Link spam needs to be proved. Usually the proof takes the form of collusion, as evidenced by your site linking back to the disreputable link. It does pay to be wary, however, and it’s often worth contacting a specialist SEO firm when you want to build inbound links for your site.

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