Advice How To Build Links Without Getting Penalized By Google

Advice How To Build Links Without Getting Penalized By Google

Websites are seldom made just for the sake of it, they are made for audiences, and audiences must be drawn to the site. A crucial role in this process belongs to the search engines such as Google – they decide which websites will be shown to the user at the top of the search results, and, as we know, they use their specific algorithms to determine that. These algorithms change from time to time, and sometimes it leads to diminishing the work of SEO specialists at making the website rank better. But – there is always one certain way to have your site perform successfully with search engines: the content must be original. Just following this basic principle without trying to “trick” search engines can ensure the successful performance of a website.

Link building is one of the genuine ways to achieve a higher ranking of a website. But there are some catches, so link-building must also be handled with care, and the links need to be of high quality. Not taking care of the quality of the links, on the other hand, may lead to unwanted consequences, such as the website being penalized by Google.

Here are some pieces of advice to build some quality links that will not get your website penalized, but will help you make it perform better with search engines.



As entrepreneurs, we are used to always asking “What’s in it for me?” Well, sometimes it can be of extreme use to stop being so selfish and show the world that big heart of yours. Upon reading this, it is easy to get confused: what has that to do with link-building? In fact, there is more than one answer. There are several ways to have some quality external links built by giving something away:

1. Contests

Here is how such a contest can work: You set up a competition offering a product or subscription that is normally paid, for free. To enter the contest, the participants shall leave email addresses, and post a link to your website on their websites.

Admittedly, everybody likes free stuff. So, offering a subscription or a product for free is a great way to have the links to your website placed on the contestant’s sites (as well as to have your e-mail list expanded). The bigger the prize is, the more quality links you will have in the end.

2. Scholarships

One may think that setting up a scholarship may be too hard on the budget, but this thought does not really have ground to it. As a matter of fact, a scholarship can be as modest as $500 or a few hundred more. Surely, this amount of money will not get you bankrupt.

Now, here is how you do this. First, consult a lawyer to meet the legal requirements for setting up a scholarship in your jurisdiction of interest.

Then you should decide the potential receiver of your scholarship. We’d recommend making the scholarship relevant to the topic of your website. For example. If the site is dedicated to photography, set up a scholarship for young and aspiring photography artists.

Now you can set up the scholarship page on your website. Remember to include the name of your site in the name of the scholarship.

It would be illogical to expect the schools to find your scholarship themselves. You need to google all the schools that may be interested. You might have to take some time to find the contacts that you need. Sometimes there will be a special Contacts page, sometimes there will even be a special page for external scholarships, sometimes the contacts may be found in the footer of the website. Normally, there are two ways to contact a school in this regard: by phone or by email. Email is better since all the precise information is safe from being misheard. However, you might have to wait a few days or even a week for an answer. So, we’d recommend to send an email, and then to give them a call and refer to the already sent email.

Once everything is agreed, and the school has a link to your scholarship page on their website – voila – you have an extremely high-quality link!



There are tons of websites and blogs that will be interested in posting your content with your links in it, given that it is interesting and relevant.

So, why not find some professionals to write about it and then have the content posted on all those interested third-party resources.

Just remember to take care that all the written content is thoroughly revised and – if necessary – edited. Pay special attention to the inserted links being relevant.


If your budget does not allow you to hire freelancers, you are welcome to do some guest blogging yourself. It can also be quite effective if done properly. Here are two main things to keep in mind:

  1. The blog where you write as a guest must be a good and authoritative one, in order to work for earning more authority and trust for your own website.
  2. Don’t treat it as a mundane activity, do your best. Because a guest blogging is advertising, so you need to show yourself in the best light –


To be present at other quality websites covering your niche, you are also welcome to post links to your site pages in their comment sections.

But avoid spamming by all means (nobody likes spammers, and Google is no exception), keep your comments relevant to the posts that you are commenting. You may also expand upon why your link is relevant and may be useful to whoever may be reading your comment.


Of course, just purchasing some external links may be a tempting opportunity. However, platforms that sell links bear little to no actual value to a user looking for information, since all they do is aggregate links and rather mindlessly so. Moreover, they often irritate the user.

Google is aware of that, so the links on those sites get penalized, and quite rightfully so. Always remember that Google’s primary task is to keep their search results relevant to their users’ search inquiries.

Putting it briefly, by employing platforms with paid links, you will most likely actually pay for being penalized.



Having the materials in your website linked with each other is always an excellent idea. This will make your site more comprehensive and invite (to both your human visitors and Google’s crawlers, making your website’s pages rank better).

You can even have a separate post aggregating internal links. For example, a FAQ page or an Ultimate Guide.

Remember that the links must be relevant. Otherwise, you will get your visitors annoyed, to say the least.

Just keep these few simple tips in mind while building links for your website, and any possible penalty should stay at bay. Google might change its algorithms over and over at any time, it’s up to them alone. But, if you remember the fundamental rule – keep it original and engaging – you’ll always be safe. You might as well make these words into your motto and repeat them like a mantra.

Written by Lori Wade

The author's name is Lori Wade. She is a tutor and a freelance/content writer who is interested in education, blogging and sharing her ideas. She has a degree in Journalism and is a frequent contributor to several publications and websites. If you are interested in writing, you can find her on Twitter or Google+ or find her in other social media.

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