Achieving success on the internet, whether monetary or otherwise, comes down to exposure. And because you cannot go around disseminating flyers to everybody you meet containing detailed addressing information to whatever resource you are providing online, you, like most people, will have to put your faith in search engines.
And this is where links, natural or otherwise, play their part. Because you cannot expect success when details regarding your particular resource appear on the 90th page of the availed results, it falls within your power to manipulate your resource whichever way possible to increase its rankings with a search engine like Google.
The problem is figuring out a way to disseminate your links across the internet in a way that doesn’t violet Google’s somewhat strict webmaster guidelines.There was a time when search engines would rank pages by taking into account the number of times a certain keyword appeared on a page, a time when keyword stuffing would indeed achieve optimum results. Greater minds crafted an algorithm that instead took into account the links within a page that pointed to useful resources on the matter located in elsewhere. And superior rankings were achieved by considering the number of useful links availed.
Google has specific rules about natural links. However making use of natural links for Google can prove to be a chore.
“Any links intended to manipulate a site’s rankings in Google search results may be considered part of a link scheme and a violation of Google’s webmaster guidelines”. This is Google’s strict definition of a unnatural link.
That can prove confusing, after all the purpose of links is to increase page rankings. Yet what Google takes offense with is making use of uncouth methods with regards to links to obtain greater rankings, such as link spamming, link buying and so on. Natural linking, according to Google, is the result of search engine optimization alongside digital marketing and great content.
Not that Google has not mistakenly marked natural links as unnatural. It might sometimes take a careful hand to spread the word about a resource without straying outside Google enforced boundaries.