As much as everyone feels the imperative to deny it, link building is still one of the essential elements of every SEO campaign. The lack of honest conversation breeds ignorance, i.e. while we are all pretending we are above reaching out for a guest post, we can’t really talk about what it is that makes a link useful. That’s why some people will either think that solicited links will instantly get you penalized, or that they will magically improve your rankings – regardless of their type, quality, location, etc.
One of the main challenges of link prospecting is that you need to make a series of quick decisions regarding the quality of the site you are considering. Locating all the right trust indicators can seem like a time-consuming task, but eventually you’ll get to the point where you will be able to make an assessment about a website in a matter of 7 seconds.