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Link building is the process of establishing relevant, inbound links to your website which help your website achieve higher ranking with the major search engines and drive targeted traffic to your site. Basically, this is done through imbedding backlinks on other websites. There are 2 main ways this can be done. White Hat SEO and Black Hat SEO.
Link building through white hat SEO is highly encouraged by Google and other search engines. This can be done by embedding back-links on other people's websites with their permission. This is the best way to earn high trust ranking with Google.
On the other hand, black hat SEO involves paying other websites to put your link on their website, swapping links with other websites, link farming, and inputting duplicate content on multiple websites.
You want to avoid black hat SEO tactics. Google's search engine algorithm is capable of identifying this type of behavior and they highly discourage it. When Google sees black hat SEO tactics being used, they will often deregister the website from the Google search engine. This will make it so the website won’t even show up when the exact name is typed into Google.
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Paul Palmer
Founder,
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