This is by far the most difficult, most complex, and most controversial topic in our guide. We could write an entire guide just for this one topic alone. Let’s just jump right in…

Everyone Wants Traffic, but Google’s in Charge
We all would like to add new content to our site, and instantly see that content at the top of the search engines. We may think we’ve written the next great masterpiece, but unfortunately, it’s not up to us to decide what content deserves to be ranked at the top of Google. That is the decision of the 1,000 PHD’s that come to work at Google every day, trying to write an algorithm that can distinguish a masterpiece of literature from a spammy doorway page of junk content.

Let’s say, for instance, that you actually have written a masterpiece of modern literature. Let’s assume that if the 1,000 Google PhD’s actually read your content, they would instantly want it show up at the top of Google.

Here’s the issue… Google uses and automated algorithm based on link popularity to determine which content is worthy of a high rank in their search engine, not a manual review by its PhDs. The more links your website has, the higher your content will rank. Each link is considered a vote for the quality of your content. This is an algorithm that works better than any other search engine technology devised to this day. However, there will never be such a thing as an algorithm that can IMMEDIATELY detect whether or not newly submitted content is high quality or not.

This is because it takes time to develop inbound links to your new content. It takes time for people to find your content, read it, and then get into their website and link from their site to your site.

As more people start to naturally link to your new content, it starts to rank higher in the search engines. The higher it ranks in the search engines, the more people can now read your content, and link to it. It’s an ongoing cycle that ensure that once your content is recognized in the first place, you are sure to keep the top spot, many times for a long time.

Herein lies the dilemma for a newer site that is adding new content. How are you supposed to get anyone to see your new content if it doesn’t rank in the search engines for anything because no one has linked to it yet?

Link-Building – The Right and Wrong Way
If you want your new content to rank in the search engines, in the long run, you need to get people to link to it. However, be careful when interpreting this advice. This doesn’t mean that you should go out and get links to your site using any and all methods out there. Your site will be penalized or banned by Google if you attempt to get links to your site using unnatural link-building methods that violate its guidelines.

Be sure to read our articles on Link Building Techniques and Google’s Philosophy on Link Building to learn more about specific techniques and how Google views link building in general.

The Bottom Line
While there are many techniques that can get you banned or penalized when it comes to building links to your site, there are a few approved techniques. The most basic method is to do exactly what Google tells you to do in their guidelines:

“Make sure all the sites that should know about your pages are aware your site is online.” Source:Google Guidelines

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