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Feb 17, 2015

Google’s Webmaster Trends Analyst, John Mueller, warns against link building in a Google hangout on Friday morning, saying that it can lead to more harm than good for your website.

During the Webmaster Central office-hours hangout, which covers anything from crawling and indexing to mobile sites and duplicate content, John was asked, “is link building in any way good?” John’s response was, “in general, I’d try to avoid that.”

He goes on to say that although links are a big part of Google’s algorithm, there are many other factors to take into consideration. In other words, if you make link building your biggest priority and ignore things like mobile responsiveness and keyword consistency, you won’t see much difference in your google ranking.

John’s advice? Make your content stand out and easy to find, and make sure the URLs on your website are easy to copy and paste. If you do this, you don’t need to focus too heavily on link building because it will be happening naturally.

You can watch the conversation below:

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