THE IMPORTANCE OF LINK BUILDING IN SEO

Matthew Carter
Hello friends, my name is Matthew Carter. I’m a professional link builder for a large SEO agency in New York City.

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Another helpful tactic is ensuring you tag brands and people of influence in your content when you talk about them in your content. If they practice social listening, there is a good chance they will share the post or the link you shared on social media, which will help you generate a backlink from a profile other than your own.

That is precisely why these tactics are often known as “manual link building.” But let’s get one thing straight—links you are in control of usually aren’t the highest quality.

Keep in mind, no-follow links aren't known for helping your website rank better in SERPs.

This link building guide is full of valuable strategies and tactics that will help extend your knowledge on link building so you can earn those top-ranking positions. In addition, you’ll learn which tactics are wasting time and resources and how some well-known tactics may be harming your organic visibility.

Some examples of links from users include:

Social Media.

Now for the fun part. There are many methods for proper link building, but some will prove more successful than most.

The most successful strategies deliver sustained success, and you want to use tactics that aren't going to be impacted by a web spam filter or fall short in a manual review.

As a general rule, paid links purely to help increase your rankings should be a no-go.

So how can you tell the difference between a good link and a bad link?

Google's Matt Cutts announced the death of guest blogging in 2014, but that was concerning how the industry abused the tactic to build links from article bylines on any site that would take their content.

No-follow links are typically used when you want to link to another website but don’t want to support that site.

Similar to domain authority, each page on a website has individual page authority. PA score is determined by the number of websites linking back to that one page. This score can help you analyze other pages with similar content to help you decide which page is a better prospect for ranking.

Your link profile should contain a natural mix, with no apparent spike of links using optimized anchor text.

We’re all here to please Google’s tricky algorithm so we can claim the top spot in Google SERPs. Unfortunately, black hat tactics that afford you quick wins may seem nice at first, but they could negatively impact your site in the long run.

Traditional link building tactics rely on manual link placement.

3. Earning links.

Where you place your links is just as important as any other element of a good link as it can directly influence the visibility and performance of the link itself.

If you can analyze what a competitor is doing well with their link building strategy, then you can use that same strategy to your advantage. You can also improve their strategy by filling in missed opportunities for acquiring backlinks.

Anchor text is the text used to link from one page to another.

When prospecting for link opportunities, get into the mindset by asking whether you would still pursue it if Google didn't exist or use links as part of its algorithm.

The success of a link building campaign can look like different things to different people.

But before you start requesting backlinks from all over the internet, keep a few things in mind:

The most important types of links to know are below.

2. Links from Users.

The no-follow link is helpful for two reasons:

Link building takes time and effort.

Most natural links don’t live in sponsored or paid content and are also without tracking parameters. They are usually added within another blogger’s or webmaster’s content with the intent to provide value to their readers.

It is not uncommon for this coverage to have no link and to just be a brand mention, but it is often easy to see this turned into a link with only minimal effort. The hard work of securing coverage in the first place has already been done.

Here is an example of "write for us" pages you could use to get a good backlink from.

You won't always get a link added, but for only minimal effort, those that you do manage to land with this tactic make it worth your while.

Requesting links may take a lot of time and effort with little reward but can be done with the right tools.

Like any other aspect of good SEO, you will need to put in the work consistently. While link building feels like more effort is required than most SEO strategies, it will be rewarding in the end and last for the long term.

Link building can also help to increase traffic to your website. Nandini Sharma from ProofHub agrees, telling us that “Acquiring quality backlinks is not only important to earn higher search ranking but also help businesses to drive more traffic and build a better readership base that will convert into a paying customer.” Building links can increase your organic traffic by improving your ranking on search engines, thus resulting in more clicks to your site (especially if you make it to the first page). The more links you get on high-quality sites with a high number of organic traffic, the more results you will see in traffic to your own website. Not only do you want these links to be placed on sites and pages that are relevant to your website so you aren’t penalized, but also to increase referral traffic. You want the content to be relevant to what you have to offer because we know the reader is interested in the article you are linked in (they clicked on it, didn’t they). If your link is relevant to the content, they are more likely to follow the link and explore your site as well.

Other than helping your site to rank higher and ultimately increase your traffic, link building can also be beneficial for brand awareness. The ultimate long term goal for any website or company is to become a household name. Emily Garner, a content specialist for Blue Claw , agrees, stating that “Running link building campaigns works to increase brand awareness and make it more likely that you’ll become the go-to site for many customers looking for reliability and convenience.” The whole goal behind link building is to find external sources that will link back to you, or in LSEO’s terms “link back to our client’s site.” Eventually if you get enough quality sites to link back to your domain it can not only increase your non-branded organic traffic, but also your branded traffic due to the awareness and eyes getting put on your domain. The search volume on your brand can increase ten-fold.

Not only do backlinks factor into how well you rank on a search engine, but they are also used to discover new web pages. Google and other search engines “crawl” websites in order to discover different web pages so having your backlinks out there can help them come across your site more often. Despite Google’s complex and ever-changing algorithm, one thing that never changed is the importance of backlinks. That is why link building remains the key to success in SEO. Boosting your website’s credibility through the number of links to your site can be the difference between having your site rank on the first page of a search engine or getting lost in the mix.

The anchor text is what the hyperlink will show up on the page. Oftentimes this text will have some sort of visual indication that it is a clickable link.

Before we jump into link building, I believe that it is important for you to understand what a hyperlink is and what they mean to search engines. A hyperlink, or “link,” is used to connect one website to another for easy navigation between web pages. A link can be words or an image that will redirect you to a new web page or a specific section of a page that is relevant to whatever text or image it is embedded in. Hyperlinks are commonly used by search engines to discover new web pages or help rank websites.

Drives Website Traffic.

The future of link building stands in the creative ways you go about generating links. Yes, you can continue writing guest posts and publishing 3rd party content, but you need to get your creative juices flowing. Since Google and its competitors are paying attention to the quality of links, SEO experts are looking for more trustworthy websites to obtain links such as news sites, magazine websites, and big niche players. Now you may be asking, “How do I get links on such large scale sites?” That’s where creativity comes in. Link builders are taking advantage of sites like HARO to submit quotes to major publications. HARO is a platform in which journalists can submit queries to get a plethora of quotes and inputs from experienced professionals. It’s not as simple as signing up and getting to use a tool like HARO. You need to read their specific guidelines and master the art of communication since there will be a lot of back and forth.

Kenny Trinh, the CEO of Netbooknews , has a ton of experience with link building and believes it is imperative to the success of your website. “Essentially, backlinks act as a vote of trust. The more high-quality backlinks your website has, the more likely it will earn higher rankings.”

The closure of link tag tells the search engine that this is the end of the link tag.

Now that you have a good understanding of what a hyperlink is, let’s move onto link building.

Link building is the process of increasing the number and quality of inbound links to a webpage. Search engines consider backlinks as recommendations to your site, and the more people to recommend your site through external links, the more trustworthy they think your site is. For that reason, search engines like Google base how well your site ranks off of the number of links to your website.

The link referral location starts off with “href” which stands for hyperlink referral. The URL that follows is the page location that the hyperlink will redirect you to.

Link building is one of the most important factors when it comes to the success and growth of your website. Unfortunately, link building is not as straight-forward as “the more links, the higher you rank” and that is why SEO specialists say that link building is the hardest skill to master. Search engines, like Google, have access to such advanced technology that they are able to take various factors into consideration when ranking sites. Some of these additional factors include the quality of the website it is posted on and the relevance between the two sites. Simply put, your link needs to seem like it belongs there. You don’t want to slap your link on any old website or in the middle of an irrelevant article.

Oksana Chyketa shared with us how the use of HARO was a game changer in her role as a marketer at Albacross . “HARO is one of the best ways to generate high-quality backlinks from authority news sites.”

We spoke with Swati Chalumuri the founder of Hear Me Folks on what all she takes into consideration when building links. She told us that “you need to keep some things in mind: the link should come from a valuable website, a website in your niche, and must be included in an article covering a topic similar to your website’s.” These are her key steps to having his website rank well in 2021.

Google and search engines alike have been using links to rank websites since their formation, and the importance of links in ranking is not changing anytime soon. Many believed with the introduction of Penguin (a Google update first introduced in 2012) links would be obsolete. However Penguin just made it more important to get higher-quality links. Not all links are created equal anymore. So, moving forward the quality and relevancy of your links will only become more important. Search engines are relying on links to grade your EAT (expertise, authority, trust) and will continue to use this as the core of their algorithm in the years to come.

Increases Brand Exposure.

Link building is important to the success of a website because, as we mentioned previously, it is the main ranking factor on every search engine. Most queries on the internet start out with a search engine and most people conducting these queries click on one of the first 3 search results. Since search engines place so much importance on links it is physically impossible to rank well with search engines without acquiring back links in some way, shape, or form. With that being said if you have a quality website with great information people may link to your website naturally without you having to put much effort into link building. However, that only works if people already know about your website. Most websites need to put their efforts into link building before they can get to that point.

The anchor tag indicates to a search engine that a link to another page is going to follow.

HARO is not the only way to start building higher quality links, but you get the point, BE CREATIVE! All in all, the future of link building is bright, despite the fact that we can never fully predict what search engines will do next or how they will change. Fortunately for SEO, the only constant so far has been the importance of links. As long as you are staying on top of the trends, getting creative in the ways you acquire links, and obtaining relevant links, you are on the right track.

Increases Your Rank.

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