How to build site links without upsetting Google

Over the last few months there has been so much online chatter about what incoming links are useful and which ones are considered to be spam by the search engines. If you are confused about how to build incoming links to your website without using techniques that could attract a Google penalty a useful interview by Eric Enge with Matt Cutts, the head of Web Spam at Google, clarifies a few points.

When asked what type of links have the best longevity Cutts replied "Those links are typically given voluntarily. It is an editorial link by someone, and it’s someone that’s informed. They are not misinformed, they are not tricked; there is no bait and switch involved. It’s because somebody thinks that something is so cool, so useful, or so helpful that they want to make little sign posts so that other people on the web can find that out.."

Cutts goes on to suggest that article distribution and social media site promotion are acceptable forms of generating incoming links. On reciprocal linking (link swaps) Cutts suggests that it is natural for most sites to have a few link exchanges with related or complimentary businesses, however, Cutts warns "avoid the excessive reciprocal links".

The full Matt Cutts interview is here.