Developing practices and skills for ethical link building has become increasingly more important during the course of the last two years. Google and the other major search engines have systematically clamped down on outright purchase of sponsored advertisements and text links which serve to transfer ranking power from larger more important websites to those wishing to generate visitor traffic. Closing out this avenue of search engine manipulating created a situation where ethical search engine optimisation companies needed to find more fair and honest ways to build networks of inbound links for their clients.
Simultaneously, Google, Yahoo and Bing increased the relative value they place upon content both in the form of on page, on website content and in the placement of inbound linking into a relevant context. Your more industrious SEO agency took advantage of this emphasis on content as king of the Internet and began to develop inbound linking methods around the change. Initially this change was seen in a proliferation of press release material that was nothing more than thinly veiled advertisement. When hundreds of similar topic websites would pick up those releases and post them, massive numbers of inbound links were generated. Unfortunately, the major search engines determined that this type of promotion was too close to spam and began to filter out duplicate results.
To further reduce the value of spam inbound linking, the major search engines placed a greater value within their algorithms on local search content that includes local references of limited value to paid Internet broadcasters.