SEO Guide

SEO Guide

Hello!

If you want to know everything about SEO, you’ve come to the right place.

A complicated, multifaceted, yet highly rewarding aspect of digital marketing, SEO can be lucrative when done right. Unfortunately, many people don’t know the aspects of SEO well enough to adhere to best practice and get the most out of the process, and that’s why the team at PerfectLinkBuilding have come together to make this guide.

Start reading to get an overview of the best SEO & digital marketing tools on the market to help increase your revenue.

What is SEO?

SEO, or search engine optimisation, is the practice of increasing a website’s traffic with organic search results. It involves aspects of digital marketing such as keyword research and implementation, link building, technical audits and content creation.

Unlike paid ads, SEO focuses on organic results. Organic results are important as Google and other search engines favour these results as they are a by-product of human interaction and allow Google to provide great search engine results for their users. Overall, implementing SEO can lead to huge profits over time, simply by ranking higher on search engines. 

Who Is This Guide For?

This SEO guide is perfect for anyone who wants to improve their search engine ranking and increase their profits. The size of your business doesn’t matter, you can be an online website, a local small business, a large enterprise and even an e-commerce agency.

As long as you want to improve your search engine ranking, you can benefit from this guide. Our vision here is to help as many people as possible achieve their digital marketing goals. 

Chapter 1 – Search Engine Basics

How Do Search Engines Work?

When you look at Google, it deals with more than 100 trillion web pages on a daily basis. So how does the search engine know how to show you the most relevant information? The easy answer is simply to tell you that there’s an algorithm. But in reality, there are three steps the algorithm undertakes in order to bring you the best results every time.

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    Crawling

    In order to discover pages, search engines have crawlers or spiders. These crawlers travel through the links that bind together pages in a website and the links from one website to another. This way. The crawlers can accurately identify which pages are most useful for certain search results.

    When these crawlers look at these web pages, they look at the Document Object Model (DOM) of the page to see what’s on it. The DOM is the HTML and code of the page, which contains the links to the other pages.

    Clearly, crawling hundreds of trillions of web pages each day would be too big of an undertaking. This is why Google doesn’t crawl each and every existing webpage. Instead, starting with a few trusted websites that serve as a base, it crawls outwards, using the links to determine the other websites’ existence.

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    Indexing

    Indexing is when information regarding a web page is added to the search engine’s index. The index is a collection of web pages that form a database based on the information from the pages previously identified from crawling.

    The data that the index catalogues include:

    • A map of all the pages that each page links to.
    • The clickable anchor text of any links on the page.
    • Data on the nature of the content and relevance of each webpage.
    • Information regarding the links, such as: where they are located, if they are ads, the context of the link and more.

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    Ranking

    In order to give you accurate results each time you search for a query, search engines perform certain steps, these include:

    • Interpreting the intent of the query by the user
    • Identifying web pages in the index related to the specific query
    • Ranking these web pages in order of relevance and importance
    • Showing the user the resulting pages.

    The end goal of SEO is to make your website the most relevant when any query relating to your business and its services is searched for.

    In terms of what is relevant and what is important, it is important to know the difference between the two. Relevance is how closely the web page matches the search conducted by the user. Importance is when webpages are given high credibility due to the number of links they have to other websites.

    In order to determine relevance and importance, the search engine utilizes its complex algorithm. The algorithm is constantly being tweaked to ensure best practice and usability. Each algorithm change is well documented by search engines, and this makes it easy to keep track of the changes.

Popular Search Engines

Although you may think each search engine does the same thing in providing users with a simple service on the internet. The reality is that each search engine has its own benefits and slightly different algorithms.

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    Google

    Launched in 1998, Google is the most widely used search engine in terms of search volume and is the main focus of most SEO worldwide. It is based on a quality-based program, with spammy backlinks or bad content leading to penalizations. Additionally, social media is not used as a ranking factor on Google, and it uses mobile indexing to see what users are searching for on mobile phones and integrates this into the rankings.

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    Bing

    Owned by Microsoft, Bing was launched in 2009 and is the second most used search engine worldwide. Taking on a more visual standpoint, it doesn’t employ the same minimal look Google has. Unlike Google, Bind doesn’t use mobile information to influence search engine results, but its algorithm is like Google’s. Bing is well known for using social media to influence its rankings and has a unique reward system. This system allows users to earn points for every search. These rewards can then be redeemed for games, movies, gift cards, apps and more.

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    Yahoo

    Although Yahoo is closer to an internet portal than a search engine, web searching is one of its key features. Yahoo has a much more interactive homepage than Google and connects users to a wide range of features such as email, sports results, news, travel and more. Yahoo is powered by Bing but is still quite distinct from Bing. Yahoo is known to offer users a wider variety of results for a query, not aiming for relevance in the way Google strives to, instead of aiming to give users many perspectives.

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    Ask.com

    Launched in 1996 as Ask Jeeves, the name was changed to Ask.com in 2005. The engine was created to provide fast and effective information for users. The thing that sets Ask.com apart is that it wants you to ask it a phrase, and then pulls relevant information from the server. You can even ask maths questions or dictionary questions if required. It’s important to know that the engine stopped advancing their search engineering algorithm in 2010, so often you will receive ad-heavy results, followed by results from the Ask Media Group Network. Ask has also been in the news for exposing certain users to malware.

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    Baidu

    Baidu is China’s leading search engine, and thus prefers backlinks from China from those from foreign sites. Baidu is also known to be behind Google when it comes to detecting backlinks spam. Baidu highly regards mobile-friendly web pages and is unique in its use of transcoding to convert non-mobile-friendly pages into their own generated mobile-friendly pages. Baidu doesn’t formally use social signals in its rankings, but you can rank higher if you have active social media sites.

Chapter 2 – Necessity of Search Engine

Download Our Full SEO Guide for Free

Future-proofing SEO

Once you get SEO right, you’ve got unprecedented business growth at a relatively low cost. That’s why building a Google-algorithm-friendly SEO campaign that is also future-proof against future algorithm updates, is one of the most challenging tasks in all of digital marketing.

We love, live and breathe SEO! For over 15 years now, we have been passionately spending around 30% of our entire resources in SEO Research and Development, going through and reverse-engineering each of Google’s algorithm updates, of which there are several each year. Besides constantly researching the results of experiments done by other top SEO minds in the world, we test our SEO and link building practice on 125+ websites that we own across multiple industries/regions before we propose them to you.

Google’s algorithm looks at 350+ (yes, 350!) different factors of your web pages, before giving it a particular rank, for a particular keyword, at a particular time, in a particular location. Of all those 350+ factors, about 20 are related to your links, and your overall link power is the most important ranking factor of all.

Google has some of the smartest algorithms, which are programmed to pick up and penalize “unnatural” SEO and links, largely based on these 20 different link metrics. We go several steps further, to ensure that all our links are not only Perfectly Google-compliant but also future-proof, by looking at our constantly-updated-and-growing 50 (yes, five-zero!!) different link metrics of each of your links. That’s more than twice as many link metrics as Google itself and hence why the industry leaders call our links ‘Perfect’!

Our 25 Quantitative Link Metrics

We look into each of these quantitative link metrics to ensure that each of the links we sell you is “perfect” and “natural-looking”, in Google’s eyes.

1. Ahrefs Domain Rating (DR) of Linking Domain
According to many top global SEO experts, the most reliable way of determining the power of a link is by the Domain Rating Score (from 0 to 100, the latter being the best), published by a top SEO tool called Ahref.
2. MOZ Domain Authority (DA) of Linking Domain
For the last 6+ years, the most popular way of determining the power of a link has been by the Domain Authority Score (from 0 to 100, the latter being the best), published by a top SEO tool called MOZ.
3. Google Rank of Linking Domain/Page for Your Keyword
Whatever keyword you are trying to rank high for, on Google, if the domain that links to you already ranks high for the keyword on Google, it’s most powerful.
4. MOZ Page Authority (PA) of Linking Domain’s Home Page
One of the most trusted ways of verifying the power of a link has been by the Page Authority Score (from 0 to 100, the latter being the best) of the home page of the linking domain, published by a top SEO tool called MOZ.
5. Spam Score Percentage
One of the most reliable ways of ensuring the quality of a website has been by looking at the spam score % (from 0 to 100, the former being the best) of the linking domain, published by a top SEO tool called MOZ.
6. Is the Link In-content
Usually, only the links that come from within the text of a piece of writing are considered high value. Any link that comes from an area of the website that is common across multiple URLs is generally considered spam (for example, links from the top, sidebar and footer).
7. Uptime of Linking Domain
No website in the world is considered to be 100% functioning all the time, due to server outages, etc. But, many top Google-trusted websites have an uptime of 99.89% or more.
8. Uptime of Linking Page
In spite of having a 99.99% uptime of the domain, some of its pages may have inferior uptime. But, many top Google-trusted web pages too have an uptime of 99.89% or more.
9. Age of Linking Domain
Generally, the older the domain that links to your website, the more powerful the link is. Old domains that have high uptime tend to provide the most value.
10. Age of Linking Page
Generally, the older the page that links to your website, the more powerful the link is. Old pages that have high uptime tend to provide the most value.
11. Is the Linking Post 100% Unique?
For a link to provide the most power, it has to come from a piece of manually written post that is 100% original, non-plagiarised and unique.
12. Linking Post Length
Measured by the number of words, the longer the piece of writing that carries the link, the more powerful the link will be.
13. Anchor Text Strategy (Brand Vs. Non-brand Keyword Vs. Other Anchors)
Often times, Google determines the relevance of each link partly from the text that carries the link, as long as we over-stuff the keywords in the linking text,called “anchor” text. In order to make your link profile look absolutely natural, we combine all different types of anchors, including brand terms, hybrid branded terms with keywords, naked URLs, generic words like “click here”, primary keywords, long-tail keywords, images, and so on.
14. Link Building Rate
The rate at which you build links is very important in making sure your link profile looks natural. Going from 0 to 10 links/month could prove as catastrophic as totally stopping link building from 10 links/month.
15. Number of Outbound Links (OBL) on the Linking Page
Ideally you don’t want the linking page to be linking to any external website other than yours. The more the number of links going from the linking page to different websites, the less powerful each of the links will be.
16. Your Unique Links Vs. Total Links Ratio
The number of different domains that link to you is the key factor, and not just the total number of links. In other words, additional links from the same domain/website have diminishing value.
17. Does the linking domain rank on Google page #1 for its title tag ?
A good website will definitely rank on page #1 of Google if you use its home page’s title tag as the search query.
18. C-Class IP Address of Linking Domain
If you have too many links coming from websites that share the same or similar C-Class IP address, your links are automatically devalued. We make sure that each of our Perfect links passes our C-Class IP Address test.
19. Follow Vs No-follow Link Ratio of your Link Profile
Usually we only build and charge you for “follow” links. However, in order to make your link profile look Perfectly natural and Google-friendly, sometimes we may also recommend a few “no-follow” links. If your link profile is alarmingly in favour of “follow” links, we will alert you.
20. Trust Flow (TF) of Linking Domain’s Homepage
Trust Flow score is a reliable third-party metric representing how trustworthy the link is, based on the quality of backlinks pointing to that site.
21. Citation Flow (CF) of Linking Domain’s Homepage
Citation Flow score a metric representing how influential a link from a site might be, by considering the links pointing to it.
22. Estimated Traffic to Linking Domain
Google does not value websites that are built solely for the purpose of selling links. So, regular human traffic to a website, estimated by several third-party tools is a critical factor in determining the quality of the website before we accept links from them.
23. TLD/Geo-targeting/Geographical relevance of Linking Domain
Google programatically favours links coming from websites that are based in the same geographical as yours. Google also considers your Top Level Domain (TLD). For example, if your website/business is in the UK, you’re best off getting UK links, all other things being equal. So, we ensure that your links are geographically relevant.
24. Alexa Rank of Linking Domain
Although this is an old metric, still today top websites in the world tend to have top Alexa ranks, which is arrived at by taking into account the usage of the website, amongst other factors. We ensure that the Alexa rank of the website which links to you is high.
25. Canonicalization of Linking Domain
In order to get the best-possible value, we ensure that none of the links we sell you are compromised by the lack of canonicalization of the linking domains.

Our 25 Qualitative Link Metrics

We pay keen attention to each of these qualitative metrics to ensure that every link we acquire is “perfect” and “natural-looking”, in Google’s eyes.

1. Editorial Quality of Linking Article
The better the editorial quality of the piece of writing that carries your links, the more powerful the link is.
2. Niche of the Linking Website
Links that come from your own industry/topical niche carry more value than other links.
3. Google Penalty-proof Link
Our Quality Control team manually scans the linking website for any signs of Google guidelines violation.
4. Google Manual Spam Action-proof Link
An excessive proportion of unnatural links could attract manual spam action from Google. Google’s Manual Spam Action team might go through your website’s links to check for any unnatural links. We ensure that each of the links is protected against unnatural signals.
5. Google Panda-safe Link
First released in February 2011, Google Panda is a part of Google’s search algorithm for identifying and penalising websites that engage in certain, especially content-related, spam techniques. Our Quality Control team also goes through the linking website for any signs of Google Panda violation.
6. Google Penguin-safe Link
First released in April 2012, Google Penguin is a part of Google’s algorithm for identifying and penalising websites that engage in link spam. Our Quality Control team manually scans the linking website for any signs of Google Penguin violation.
7. Link Position on Page
Usually the higher the link is placed on a webpage, especially in the case of long-form content, the more powerful the link is. We ensure that a good proportion of links we source are above the fold.
8. Link Stability
We manually monitor the stability of every link we source, even long after the link has been delivered to the client.
9. General History of the Linking Site
Our Quality Control team manually checks each linking website for any signs of bad/spammy history.
10. Keyword optimization of Linking Content
Usually the better the post is optimised with the target keywords, the more valuable the link is going to be, in making your website rank for those keywords. We identify areas for keyword optimization and ensure best optimization to boost your search ranks.
11. Topical Relevance of the Linking Website
The more topically relevant the linking website is to yours, the more powerful your link from it will be.
12. Thematic Relevance of the Linking Web page
The more topically relevant the linking web page is to yours, the more powerful your link from it will be.
13. Language of Linking Website
If the main language of the linking website is the same as your website, it is going to provide you most value.
14. Relevance of Link (Link Bait)
Each link should be justified! When Google’s Manual Spam Action team goes through your link profile, they will look for signs of unnatural links, which are usually links built without any obvious reason other than SEO. We ensure that the links we build pass even strict manual reviews.
15. Uniqueness of Linking Website
Each linking website should be unique in terms of content, HTML code, domain name, and IP address. Websites that are duplicated on multiple domains just for the purpose of selling links will attract Google penalty pretty quickly.
16. Uniqueness of Linking Web Page
Each linking web page should be unique in terms of content, HTML code, domain name, and IP address. Pages that are duplicated on multiple domains just for the purpose of selling links too will attract Google penalty pretty quickly.
17. Linking Website Should be Built for Humans (Not Algorithms)
Google penalises websites that have too many links from websites that are built to trick its SEO algorithms. We only acquire links from websites that have good human traffic and are built for users.
18. Linking Website Should have Content Posted Recently
Websites that were made just for SEO and forgotten will also be forgotten by Google, except that getting too many links from such websites might attract a Google penalty.
19. Linking Website Should Not Explicitly Sell Links
During Google’s Manual Review, if they spot links coming from websites that explicitly sell links, they tend to take action against it.
20. SERP Reputation of the Linking Website
We ensure that every website that we acquire your links from ranks well for its own keywords and has an excellent amount of authority to pass on to your website.
21. Look and Feel of the Linking Website
Overall the linking website should look good and modern, unlike websites literally built to acquire links.
22. Look and Feel of the Linking Webpage
The availability of main navigation, design and presentation of the web page where we get your link from is important to us.
23. Image Vs. Multimedia Vs. Text Ratio on the Linking Website
Several studies have proven that websites with a good proportion of interactive, non-textual things such as images and other multimedia engage users significantly better than websites that are largely textual. So, we ensure that your links come from engaging websites.
24. Flexibility of Linking Website for Changes
In order for you to be able to change anything related to the links, we only work with websites that allow us a reasonable amount of flexibility.
25. Response from the Linking Website
We only work with websites whose managers respond to us reasonably quickly for us to be able to make any ongoing changes.

We hope this explains our obsession with building only Perfect links(backlinks)! Please proceed to order so we can make your website rank soon, or drop us a line if you have any questions.

Senior Management

Navin-Shanmugarajan

Navin Shanmugarajan

Senior Director & Founder
13+ Years' Global Lead Acquisition, Retention & Brand Building experience in B2C & B2B Digital Marketing.
Prachi-Navin

Prachi Navin

Director
10+ Years' Global Lead Acquisition & Brand Building experience in Omni-Channel Digital Marketing.
Jacquelene-Okoronkwo

Jacquelene Okoronkwo

Senior Digital Strategist
Marketing Strategy & Digital Brand Building experience with track record across multiple industries.
Austen-Plummer

Austen Plummer

Senior Content Strategist
10+ Years' Content Strategy & UX Design experience across Australia.
Boris N

Boris Nandi

Digital Performance Manager
Paid Search & CRO expert with a proven track record of increasing conversion across all industries. Holds an MBA in Marketing Strategy.
Lisa-Swoboda

Lisa Swoboda

Senior Content Strategist
(EU Languages) 10+ Years' Global Content Strategy experience.
Heath Werrett

Heath Werrett

Digital Performance Manager
SEO Expert specializing in Web Development, Content and Social Media, with a proven track record helping a wide variety of businesses generating more leads in a multitude of industries. Holds a BA in Print Journalism.
Abigail-Campos-186x186-1

Abigail Campos

Digital Performance Expert
Bilingual (Spanish & English) Digital Performance Expert with a Double Bachelor's Degree in Business and Law and 11 years of international experience in Australia, the US, the UK, Canada, France and Spain having delivered excellent results across B2B and B2C clients with budgets up to $2M.

More Feedback From Our Clients

“ Unbelievable price for amazingly high DA, DR & TF/CF links. Strongly Recommend them! Our business is grown exponentially due to our SEO performance, thanks only to Perfect Link Building.”

Ria Thomas
Ria Thomas

“ These Links are so powerful, most of our ranks for top keywords got page #1 in a few months. That’s never happened before in the Forex game!”

Chris Nelson-Smith
Chris Nelson-Smith

“ We’ve had over 556% Sales Growth, via SEO with Perfect Link Buidling. We had to quadruple our sales team to keep up with the exponential growth I strongly recommend them for High Quality links or top SEO Performances. They know their stuff!”

Danny Paul
Danny Paul

“ Top Google UK SEO Ranks or 6 high-traffic Keywords in 1 Month! A huge increase in quality leads through SEO has helped us reduce our PPC spend by 50%. We’ve also learnt a lot, as they shared many of their secrets with us. We’re really pleased with the results, and in fact we’re looking at doing more work.”

David McLeod
David McLeod

Advanced SEO Resources

If you’re a top SEO guru, or want to become one, here are some free resources for you.

Advanced SEO: Present & Future of Google

If you are a Top SEO Expert, or are aspiring to become one, this constantly-updated section is specifically designed to answer your key questions.

What do the recent Google’s Algorithm Updates mean?

Given the recent changes to Google, before you kick off an SEO campaign, or acquire backlinks this year, you might want to improve your overall understanding of what exactly the recent Google’s algorithm updates, particularly the core update and the helpful content update, mean in the long term.

Google claims that with its advanced artificial intelligence capabilities, they are able to mimic human interaction with websites better than ever before and this has allowed them to put UX first and identify SEO-first content. Although Google asserts that their new approach has genuinely improved the UX significantly, this assertion has been widely disputed.

However, what that means for you, as an advanced SEO expert in the long term, is that for the best SEO performance growth, you need to think beyond keywords, and about things that are related to improving the UX, by adding visual elements that are both engaging and useful to the users.

How do recent Google Algorithm Updates affect overall SEO?

In summary, for best SEO performance going forward you need to take a much wider and more holistic approach. 

On-Page SEO

For best On-page SEO performance going forward, you need to think beyond keywords, and at things that are related to improving the UX. You need to look carefully at metrics such as drop off rates and bounce rates. Your creative team needs to be more involved than ever before. By adding visual elements that are both engaging and useful to the users you can exploit the trend. 

Off-page SEO

Though high-metric backlinks are very important in the right quantities and qualities, they are not the only elements contributing to SEO performance anymore. You need to make each link look natural. There has to be an obvious reason why the linking website is linking to you, from the perspective of the piece of writing, topic, anchor text and the landing page.

Mere number of links and high-metric link building won’t be enough anymore. Actually, fewer links that are good will yield better performance than just superior numbers, just as mere number of pages with keywords won’t cut it anymore.

What do the recent Google’s Spam Updates mean?

Google, with its AI-based spam-prevention systems such as SpamBrain, has been trying to de-value websites on SERPs, proportionate to the spammy activities they engage in, both on- and off-page. At least once a year, Google has been releasing major updates to its anti-spam, resulting in some major and some relatively minor changes to search results. 

In order to exploit SpamBrain and similar AI-based anti-spam updates, we carry out a number of regular checks and may recommend ongoing improvements to your website and web experience.

Short- to Long-term Benefits of our “Perfect” SEO & Links?

Please take a look at our “Future-proofing SEO” section for specific metrics that we use to ensure that your links are of the highest quality. We demonstrate tangible results growth every step of the way. For example:

Immediate SERP Performance Growth:

The combination of our on-page and link placements usually have a near-immediate effect on search ranks whereby you see rank increase in target keywords even in just a few days, because we get you placements from websites that are already authoritative in your niche.

Referral Traffic:

The main benefit of our 100% expert-built high-quality placements carried out in parallel to on-page improvements, is the new traffic that they bring. As we get you placements only from the right parts of relevant websites, you’ve a good chance of picking up some relevant traffic off each link. Our clients have reported varying degrees of increase in referral and affiliate traffic to the landing pages which we’ve built links for, which when investigated turned out to be clicks from our placements. 

Authority Growth:

Verified by multiple metrics such as MOZ Domain Authority (DA), MOZ Page Authority (PA), Ahrefs Domain Rating (DR), and SEMRush Authority, we see that the overall Domain Authority of your website gradually climbs up as we progress through, even the initial months of our link acquisition.

PerfectLinkBuilding.Com-Best-SEO-Company-in-the-World-on-Vimeo-570x420-1

PerfectLinkBuilding.Com - Best SEO Company in the World

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Google SEO Change - PerfectLinkBuilding.Com

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Google Vicinity Update - PerfectLinkBuilding.Com

Free Consultation

Our world-leading senior SEO expert team will happily help you understand it all, no obligation!

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FAQ about Multiplying Your Profits Through SEO

What is link building? And how does it help SEO?

Link building is nothing but placing clickable hyperlinks, which are also known as “backlinks”, on other websites, which when clicked, redirects that website’s visitor to your website. Google calculates the combined power of all the links you have, and based on this score, gives you a rank on search page for keywords related to your business.

Can you guarantee Top SEO ranks?

For Top SEO ranks, we recommend that you combine our link building with good on-page SEO work. Please let us know if you need help with that too. Note that it is impossible for any SEO guru (or even for Google), to guarantee any position on the search engine results pages (SERPs) because the positions are algorithmically-driven. However, we guarantee that our SEO work is proven-best and have fetched first position for popular keywords in many industries!

What’s the difference between your and cheaper links?

Google only values high-quality links. Cheaper links are low quality and will attract a Google penalty which may harm your SEO ranks for a long time!

How can you help us get to the top search engine ranks?

For 15+ years, we’ve been able to demonstrate significant steady growth for all our clients, only due to our technical expertise and an unbending commitment to delivering the highest quality links and SEO work.

Why should I choose you for my links?

We only build Perfect links, i.e. high-quality powerful links that significantly improve your SEO, in the long term. Please see our “Future-proofing SEO” section for a list of all our quality metrics.

How long will it take to get your links?

Remember, all our links are 100% manual! That’s exactly how Google likes it! Although we start work right after we accept the order and aim to get your link in a few days, sometimes it could take up to around 10 working days.

For best SEO results, what do I need to do other than getting PERFECT links?

On-page SEO keyword optimization. Please let us know if you need help with that too.

What’s the breakdown of the price?

We reach out to people who own websites in your industry and pay them for your link + we pay top writers to write unique high-quality article for each link.

Are your links permanent?

Yes, we build only permanent links. But, over time, 10% of all websites tend to experience downtime, due to factors outside anyone’s control.

Want to stay up to date in SEO?

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US Office Location

US Office

1040 1st Ave , New York, NY 10022
us.info@perfectlinkbuilding.com
UK Office Location

UK Office

55 Bisson Road, London E15 2RF
uk.info@perfectlinkbuilding.com
Australia Office Location

Australia Office (H.Q.)

Level 15, Unit 1504, 50 Murray St, Sydney, NSW 2000
au.info@perfectlinkbuilding.com

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