One notable Google algorithm update (“Fred”) nailed websites that used low-quality links to maintain their search rankings. Specifically, many of these sites used “link building” from SEO companies to achieve their search positions.

While your SEO company can still “build” links, it must be done in a way so that Google won’t penalize you. But how, exactly? Ask your SEO company how they build links and make sure they employ one or more of these strategies:

1. Manual Email Outreach to Influential People in Your Niche

Google wants “natural” links. In an ideal, perfect world, a natural link is one that someone decided to post on a website because he or she thought your content was so useful that it’s worth linking to.

With this in mind, it’s worth emailing owners or editors of content-heavy websites to tell them you have a piece of super-useful content their audience would love. Not everyone will give you a link, but some will—and these links are as close to “natural” as you can get.

2. Social Media Promotion Targeting Your Followers

Nothing gets easier than this. Every website owner does it, but unfortunately, this is often where promotion ends.

Nevertheless, definitely pull the trigger and make sure only 20% of your posts (at most) go back to your content. Watch your analytics to learn which posts haul in the most shares, then reshare them after 3-4 months or so.

3. Guest Blogging

When Google once said it would penalize guest blogging, the SEO community went wild and overreactions ensued.

Unfortunately, guest blogging can be manipulated just like any other link-building method. Spammy, low-quality blogs exist with virtually no audience—and they sound like they’re written by third graders. These aren’t really “blogs” and instead designed exclusively for the purpose of getting links.

However, posts on blogs boasting an audience of a few hundred or thousand people are music to Google’s ears. It knows these websites already and that they attract an active and engaged audience. Google loves links from places like these that are legit communities.

4. Create a Joint Venture

Who serves the same audience as you, yet is not your direct competition?

Let’s say you’re an HVAC company. Team up with a plumbing company. Offer to collaborate on a blog post, which both of you will post on your websites and social media profiles. You’ll each win links and social media followers without hurting each other’s businesses.

Just make sure you target a company with a similar audience size as yours. If you go for the “big guys,” you might not interest them because they won’t stand to benefit to the degree you will. However, they in fact might appreciate an in-depth blog post from you because their audience would love your niche expertise they themselves can’t offer.

Links Will Remain the Currency of the Web

Social shares have gained some importance when determining search rankings, but for right now and in the foreseeable future, links are more powerful overall.

With this in mind, it’s important to work with an SEO company who understands how to provide you with high-value links that won’t get you on Google’s bad side.