![]() that display expertise, authoritativeness, and trustworthiness, or E-A-T will do the job when it comes to other websites linking to your website for a far greater impact on brand awareness as well as boosting your SEO. My take has always been a robust online presence such as the content displayed on your website, social media platforms, links to The broad range of untargeted and unhelpful links that come out of this far outweighs the damage it can do to your overall company brand. I understand this type of strategy can be beneficial in certain cases, but I took the stand early on in my career that my clients would not benefit from this practice. There is an ongoing conversation in the SEO community about whether or not you should pay for backlinks for your website to improve your search results ranking. “The more backlinks you have pointing back to your site, the more popular it will be". Google describes a backlink as an incoming hyperlink from one web page to another website.
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