THE IMPORTANCE OF NATURAL BACKLINKS
For backlinks to be truly valid in Google’s eyes they should be achieved naturally. Natural backlinks happen when other sites write about you and your products or services or refer to you naturally in their content.
In doing so they link back to your website. In an ideal Google world, the content containing these links is generated naturally by site owners without you or anyone else asking them to do so. Added to that, you should be creating such great content that other site owners want to share it and link back to you as they do so.
In Google’s own words: “The best way to get other sites to create high-quality, relevant links to yours is to create unique, relevant content that can naturally gain popularity in the Internet community.
Creating good content pays off: Links are usually editorial votes given by choice, and the more useful content you have, the greater the chances someone else will find that content valuable to their readers and link to it.”
This is unfortunate for anyone launching a small business because of the chicken and egg principle. Your competitors are likely to be occupying the top positions on Google and your challenge is to achieve similar rankings in order to compete with them. Your competitors are likely to be well enough known that they are in fact achieving natural backlinks, through news reporting, reviews, social media and so on.
You may have a website with superior content to theirs and the service you offer may even be superior to theirs, but your challenge initially is that no-one knows about you. As a result, you’re not going to be achieving natural backlinks simply because people don’t know you exist.
As your reputation builds, you’re likely to begin to achieve natural mentions and backlinks as a result. However, in order to achieve the required rankings, you need to engage in SEO, which includes building backlinks from other authority sites. Those backlinks won’t just happen – they need to be proactively built.