The era of Google Penguin has required site owners to take a much harsher view on link building. Each site, perhaps for the first time in the history of SEO, is expected to know and own its site link profile. The volume, quality, source, and content of links ultimately fall to the site’s owner. If dubious practices are detected, site owners may be required to audit their entire link profile and work to have poor quality links removed. Today, when building links, it’s smart to ask questions such as:
- Is this a high quality site?
- Is it relevant to my topic or niche?
- What does that site’s link profile look like?
- Will they use diverse anchor text to point to my site?