Mastering Manual Link Building for your SEO strategy

By Sam Meloeny

April 8, 2024

The recent updates to Google’s spam policies have significantly reshaped the search engine results pages (SERPs). Google has implemented strict measures, manually deindexing websites that exhibit spammy, low-quality, or unoriginal content. This initiative reflects Google’s commitment to providing users with high-quality, relevant search results. In line with these changes, Google has announced its intention to remove 40% of low-quality, unoriginal content from its index.

Maintaining a positive online reputation is crucial for Microsoft partners and Dynamics 365 ISVs. In today’s digital age, customers rely heavily on search engines to find products and services. A negative online reputation can significantly impact your visibility and credibility, ultimately affecting your bottom line. Therefore, it’s essential to prioritize strategies that enhance your online reputation and ensure that your digital presence reflects the quality and value you provide.

Understanding the Risks of Purchasing Links

Buying links is considered a spammy practice that violates Google’s guidelines. Google’s algorithm assesses a website’s relevance to search queries based on the quality of its backlink profile.

When websites purchase links primarily to manipulate their rankings, they run the risk of making those links appear spammy to Google’s algorithm. Even if paid links are labeled as “sponsored,” they must still be relevant to your site’s content.

Despite the perceived benefits, buying links often lead to short-lived results. Once Google detects unnatural link patterns, websites are frequently penalized, resulting in a drop in rankings.

Other consequences of buying links include:

  • Google disregarding the links entirely.
  • Diminished credibility and reputation.
  • Challenges in recovering from penalties.
  • Wasting resources, including money.

Google prioritizes websites that provide valuable and relevant information to users. If users avoid clicking on your site due to poor UX, Google may interpret this as a sign that your site is not suitable for SERPs.

Instead of buying links, Microsoft partners and ISVs should prioritize acquiring high-quality backlinks from reputable sources. This can be achieved through strategic partnerships with other businesses in the industry. By collaborating with complementary businesses, you can create valuable content, share resources, and provide mutual backlinking opportunities. These partnerships not only enhance your website’s authority and credibility in the eyes of search engines but also foster valuable relationships within the industry.

Why Manual Link Building is a Crucial SEO Strategy

Manual link building is a crucial SEO strategy because it allows websites to earn high-quality backlinks that signal credibility and authority to search engines. Unlike automated methods, manual link building involves genuine outreach and relationship-building with other websites, ensuring that links are relevant and from reputable sources. This strategy not only improves a site’s search engine rankings but also enhances its overall reputation and visibility online. By carefully selecting and acquiring backlinks, websites can establish themselves as valuable resources within their industry, attracting more organic traffic and increasing their chances of ranking higher in search results.

  1. Prioritizing Quality Over Quantity: Manual link building emphasizes the acquisition of high-quality, relevant backlinks from authoritative websites. These links hold greater value in the eyes of search engines, significantly enhancing your website’s credibility and visibility.
  2. Developing a Natural Link Profile: Google and other search engines prefer natural link profiles that are cultivated over time. Manual link building facilitates the creation of a diverse and organic link profile, which is crucial for sustained SEO success.
  3. Mitigating Penalty Risks: Automated link building tactics, such as purchasing links or participating in link schemes, can lead to penalties from search engines. Manual link building ensures that links are acquired through authentic outreach and relationship-building efforts, reducing the risk of penalties.
  4. Fostering Relationships: Manual link building involves reaching out to website owners and cultivating relationships within your industry. This not only aids in acquiring backlinks but also opens doors for collaboration and partnerships.
  5. Boosting Brand Authority: Securing backlinks from reputable sources enhances your brand’s authority and credibility. This can result in increased trust from your audience and improved brand recognition.

Effective Strategies for Manual Link Building

Crafting a well-structured approach for your manual link-building efforts is essential for success, ensuring that you utilize your resources efficiently while searching for valuable links online.

  1. Produce Compelling Content: High-quality content is pivotal for attracting natural backlinks. Create informative, engaging content that adds significant value to your audience, specifically focusing on topics such as Dynamics 365 implementation, customization, essential features, and its potential benefits for businesses. By providing valuable education through your content, you can encourage others to naturally link back to your site. It’s also worth noting that many ERP blogs are likely to link to your content if it offer a unique perspective or insights on Dynamics 365.
  2. Engage in Guest Blogging: Contributing guest posts to authoritative websites in your niche is a valuable strategy for acquiring backlinks and showcasing your expertise to a new audience. Many ERP blogs offer guest blogging opportunities, making it beneficial to take advantage of these platforms. By doing so, you not only secure a quality backlink but also gain access to a larger audience that shares an interest in ERP topics. This can lead to increased visibility and credibility within your industry.
  3. Utilize Broken Link Building: Identify broken links on relevant websites and offer your content as a replacement. This approach benefits both parties, as you assist the website owner in fixing their broken link while gaining a valuable backlink for your site.
  4. Foster Meaningful Relationships: Engage with ERP bloggers, website owners, and other authoritative figures by commenting on their posts, sharing their content, and actively participating in community discussions. Cultivating authentic relationships not only helps you build a network of industry connections but also increases the likelihood of securing valuable backlink opportunities in the future.
  5. Participate in Industry Forums and Communities: Engage in discussions and contribute valuable insights on forums and communities related to Dynamics 365 and ERP. By actively participating and providing helpful information, you can establish yourself as a knowledgeable authority in the field. This can lead to natural backlink opportunities as other members reference your contributions in their own content or discussions, providing valuable exposure for your website.
  6. Monitor Your Backlink Profile: Regularly assess your backlink profile to ensure that all links are of high quality and relevance. Disavow any spammy or low-quality links to mitigate the risk of penalties. Keeping track of your backlinks allows you to identify any issues early on and maintain a healthy link profile, which is crucial for your SEO efforts.


The recent updates to Google’s spam policies underscore the importance of ethical and strategic approaches to SEO, particularly in link building. Google’s efforts to deindex spammy and low-quality websites highlight the need for websites to focus on creating high-quality content and acquiring backlinks from authoritative sources through manual link building.

Buying links, a practice that violates Google’s guidelines, can lead to penalties and a decrease in credibility and reputation. It is crucial for websites to prioritize organic link building strategies that prioritize quality over quantity.

By developing a comprehensive strategy, developing compelling content and prioritizing relationship-building, websites can enhance their SEO efforts and drive tangible results. Embracing manual link building and avoiding spammy tactics are key to succeeding in the ever-evolving landscape of SEO.

Written By

Sam Meloeny

Sam is a Microsoft Dynamics 365 marketing and SEO specialist. She writes to bridge the gap between consumer and technical experts to help readers understand what they're looking for.

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