Backlinks are an important part of off-page SEO. This is especially the case if you want to keep your site’s position in the SERPs.

However, you can’t discuss off-page SEO without talking about unnatural links and Google penalties. 

The links you have and create can impact your search performance – positively or negatively. 

If you were to ask SEO professionals and blogging pros what they believed had the most impact on search rankings, many of them would say “links.”

Blog owners, small businesses, and top brands also utilize link building. In fact, a majority of companies today engage in external link-building efforts. 

While this is great, it’s also important to know how you can avoid Google’s penalty. That’s because trying to recover from a penalty can be challenging. In the past, things like links from a high PR site were interesting to Google; however, today, they don’t have that much of an impact. 

Now, Google is more concerned with user optimization, valuable content, and user intent. No longer is the focus on the search phrases people are using. Instead, the focus is on why searchers search the way they do. 

While there are no specific instructions for avoiding penalties when it comes to links, there are some things you can do to ensure your site doesn’t receive a penalty. Keep reading to find out what these things are. 

Create and Optimize Content for Users First

You likely know what this means already. However, you have to take a step back to determine if you are really putting your users first. To truly put users first, you need to avoid mentioning your keywords multiple times in your posts. This is especially the case if the keywords don’t flow naturally. 

Also, putting users first goes beyond just keyword usage. Sometimes, you may not target any single keyword, but your content may still seem overly promotional. Remember, users, don’t want to be sold to. You should work to create valuable content – as much of it as you can. Also, add visuals that make your message even easier to understand. 

If you help them create quality content, they will want to learn more about you. 

Diversify Your Anchor Texts 

Once you have conducted a comprehensive backlink analysis and see where your links come from, the next step is to diversify the anchor texts you use. This means that you use different keyword phrases, generic terms, and brand names, so Google will see your links as natural rather than manipulative. 

If you don’t do fishing things to acquire links, they should have all the same keywords in their anchor text, right? 

Creating Natural Links to Satisfy Google Ranking Demands 

You should focus on users first when it comes to satisfying Google’s requirements and meeting users’ needs. When you do this, you will likely create high-quality content that meets Google’s requirements. You can also work with professionals who can help you more with creating natural links and link building in general