KEO Marketing

Be in the Know.

Building Links in the Post-Penguin 2.0 World

link buildingIf you’ve already seen the dreaded, “We’ve detected that some of the links pointing to your site are using techniques outside Google’s Webmaster Guidelines….” message, then you already know what it’s like to try to build links in the post-Penguin 2.0 world.

All hope is not lost, however, In Is Link Building Dead? 3 Tips For Link Builders Post-Penguin 2.0, Paul Bruemmer of PB Communications says that while the notification can results in a deep, sinking feeling in your chest, the news of link building’s death has been, as they say, highly exaggerated.

Here are three ways to take the high road on link building, according to Bruemmer, who interviewed three different web experts for the article:

1. Perform A Link Audit

In How To Conduct a Link Audit, Chuck Price does a great job walking readers through all the steps involved in a link audit. Whether you plan to do any link building or not, I highly recommend you do a link audit now — doing so may help you avoid potential issues down the road.

Chuck explains how to “Download Latest Links” from Google Webmaster Tools and how to get a complete backlink profile. This will allow you to determine which links need to be reviewed and considered for removal/disavowal, including:

  • Links from a domain not indexed in Google
  • Links from a website containing a malware or virus warning
  • Links on the same page as spammy, unrelated links
  • Links on a page with Google PageRank that is gray bar or zero
  • Links coming from link networks
  • Sitewide links – especially blogroll and footer links
  • Paid links

2. Keep It Relevant

Your next important step is to ensure relevancy. Ken Lyons wrote an excellent article on how to build relevant links to your website.

Ken’s article, “Link Building: Get Relevant or Die Trying,” is a fantastic read. He includes Authoritative Guides, Infographics, Industry Spotlights, Group Interviews, Industry Awards, Guest Posts, and, yes…”Buying Links” as a relevant link tactic. This is a must-read for all SEOs.

Ken describes link relevancy as Google’s way to determine trust, decipher the topic or context of a target document, deliver relevant information in the right context (i.e., relevant query results), and sort out link spam.

3. Exploit PR Strategies

Lastly, I want to recommend something not often elaborated upon: using PR to build links. Cassie Gillette, Director Online Marketing at KoMarketing, has an excellent article written recently, “5 PR Strategies You Can Use To Build Links Now.”

Cassie reviews PR-focused tools that let you find content, post pitches, and seek those looking for sources — all great ways to “make connections and discover potential link opportunities.”

She points out the fact that reporters are using social media to source stories, which has given search marketers, “a huge window of opportunity for link building.” She also offers tools for creating segmented reporter lists and gathering data.

To learn more about how link building can bolster your SEO campaign, contact KEO marketing today.


With more than 25 years of hands on marketing strategy and operations experience, Sheila Kloefkorn is dedicated to developing marketing strategies and plans that help clients succeed. Some of the world's largest brands have depended on Sheila for marketing programs that delivered tangible and substantial results. Specialties: B2B marketing, lead generation, lead nurturing, sales strategy, marketing strategy, competitive marketing strategy, social media, search engine optimization (SEO), search engine marketing (SEM), mobile marketing, email marketing, website design, marketing plans.