We have the best experience in building a link with a long-term and continuous approach. If a lot of backlinks are created within a short period of time (links that link to your own website from other websites), this has a positive effect on the ranking of your website. However, the effect is often like hype, which means that the ranking soars and then drops relatively quickly again, not as deep as it was before the link was created, but the highs can usually not be maintained. With a long-term (preferably steady) link building, however, the ranking improves continuously. If you compare the results of short-term and longer-term measures with an identical overall budget, the longer-term measures almost always do better.

This is probably due to the fact that Google used to rate the entire backlink inventory: the more backlinks the better. Due to Google’s higher computing power capacities, link velocity (link speed, link development) also appears to be an important ranking factor today. Every time a new link is created and refers to your website, this is detected by Google and booked as a positive signal for your website. In principle, a backlink is nothing more than a recommendation for another website. If Google continuously finds new recommendations in the form of backlinks, this has a positive effect on the ranking. Of course, it should be noted that not every backlink has the same effect. A link from an “important” website should have more influence than a link from an insignificant page. Likewise, a search-engine-optimized link will probably influence the ranking more than a link without optimization. As explained, Google evaluates both the link inventory and link development.

If there is an interruption in link building, you do not have to be afraid that the existing backlinks will be lost. As a rule, these remain. The decline in the ranking stems much more from the fact that the competition does not standstill. That means that one or the other competitor creates or receives backlinks, which triggers a positive signal from Google, whose ranking can slowly increase and, of course, has a negative impact on your own ranking if his website moves in front of yours.

That is why it is much more efficient to permanently defend and slowly improve your own ranking by means of permanent link building than to build up the dropped ranking again after a break from a lower level by means of stop-and-go.

In addition, a long-term link creation by the competitors can no longer be copied afterwards. Because the history of link development at Google should also have an impact on the ranking. We have had very positive experiences, even in relatively hard-fought areas, with customers for whom we have only been able to establish links to a limited extent, but for years.

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