Up until a few years ago, the number of links a web site had was like the number of votes received in an election: all other things being equal, the web site that had the most links (votes) would be considered more authoritative and would rank higher on the SERPs (win the election).
That changed when Google released Penguin. Penguin looks at not just the number of links (and the anchor text of those links) but also the quality and relevancy of sites the links came from. But that left webmasters with a problem: since not all web sites have the same value, what do you do with low quality links coming into the web site that you can’t control? Google gave webmasters the answer when they released their “Link Disavow” tool. The Disavow tool allows webmasters to tell Google which links should be considered when determining authority and which ones shouldn’t.
So, where Link Development used to be all about acquiring links, now it’s about building a balanced link profile. To do that, we focus on three key areas: