Some web denizens have been spooked into thinking that the sky has fallen and that recent changes to Google’s algorithm (particularly Penguin  2.0) was Judgement Day : the end of SEO as we know it.

We know that rankings are constantly changing and being adjusted but if you were doing it right before the Penguin update your link building efforts should not have rendered a major negative impact to your overall rankings in the post Penguin update, but if you had some bad links in your closet you may have noticed some effects. Here are a few common sense tips for linking building for the post Penguin web.

1. Don’t Spam The Web

Web links are a cornerstone of the internet and shouldn’t be feared. They’ve been around since before Google and are the main resource used by search engines to find and index web content. On that same note search engines are a lot smarter than they used to be, and are now better able to detect flagrant abuse. Buying bulk links and participating in link schemes that take your site  from 5 to 5,000 inbound links in a single day is a clear sign to search engines that something fishy is going on.

2.Create Great Relevant Content

Creating great content that’s relevant to your business and to the site on which it’s published will not only keep the juice flowing through your links but it will make people want to read that content and possibly even click through to your site.  For example, if your business is a reswwwrant you’d ideally want to have content about food published on a food related website linking back to your site , and not a random article on a car website linking back to you.  One of the key ways search engines identify spam is by finding poorly written  incoherent content.

3.Diversify Your Links and Anchor Text

When people give unsolicited links to your site as Google prefers they will do it many different ways. When it comes to anchor text  some will use your brand name, some will use generic text like “click here”, some will use the name of a product or service you provide. When it comes to the actual link some will link to your home page, some will link to a product or service page, and some may link to a contact page. So when acquiring links for your site the general rule s to mix it up. A portion of your efforts should go to targeted phrases, the rest should be brand and generic anchor text. Your links should be directed at different pages as well, and not focused on one or two pages on your website.

4.Publish Your Content on Quality Websites

In addition to having good ranking and authority metrics,  a quality website will have a custom and generally attractive design, photos and images, a strong social media presence to aid with content syndication, and visible social shares.

To make things simple, the key to establishing a good link profile is to depict growth as naturally as possible. That means adding a steady or gradual amount of mixed links with good content over time on good quality websites.