If you're among those who think that producing useful and SEO-optimized content alone will help you outrank your competitors and secure a good position in search results, you are definitely mistaken.
One of the most important factors is website authority, which plays a key role in getting your site to the top of Google's search results. To achieve this, you need to perform link building correctly and obtain links from websites that create value and credibility for your brand.
In this article, we will explain what link building is and how to implement it in the best way possible.
What Is Link Building?
Link building, or backlinking, is the process of acquiring hyperlinks from other websites to your own site. Each hyperlink (commonly referred to as a link) allows users to navigate between pages on the internet.
More precisely, link building is the process of creating or acquiring links that help improve a website’s ranking in search results, increase traffic, and attract users. This process includes two main types of linking, each playing a different role in an SEO strategy:
- Inbound links (backlinks)
- Outbound links
The Impact of Link Building on SEO
Google ranks websites partly based on the number of links a webpage receives, operating on the logic that pages with valuable content tend to earn more links. Of course, both the quality and quantity of these links influence the final results.
Search engines generally use links for two main reasons:
- To discover new pages
- To determine the performance and ranking of each page
Therefore, link building is considered one of the most important ranking factors for Google. Google states: "In general, webmasters can improve the ranking of their sites by increasing the number of high-quality links."
Although Google’s algorithms are highly advanced and constantly evolving, link building still sends a strong signal that your site is a valuable and trustworthy resource.
Types of Link Building
Link building is divided into two main categories: internal link building and external link building.
Internal Link Building
Internal link building refers to creating links that point from one page on your website to another page within the same site. These links help users and search engines navigate your content more efficiently.
Proper internal linking improves user experience by making content easier to find. When users can browse your site effortlessly, they are less likely to leave quickly, which can positively impact page rankings.
External Link Building
External link building involves obtaining links from other websites to your own site. These links signal to Google that your website has credibility, value, and trust.
When authoritative and relevant websites link to your content, Google interprets this as a vote of confidence, which can significantly improve your rankings in search results.
Types of Outbound Links: Dofollow and Nofollow
Outbound links are generally divided into two types: dofollow and nofollow. Dofollow links pass authority and PageRank from the source page to the destination page.
In contrast, nofollow links do not transfer authority and instruct search engines not to pass link equity to the linked page.
Important Criteria for Quality Link Building
- External vs. Internal Links: External links are generally more valuable, as they are seen as independent votes of trust.
- Authority: Links from high-authority websites carry more SEO value.
- Anchor Text: Relevant and diverse anchor text helps search engines understand the destination page.
- Link Placement: Links placed higher on a page typically carry more weight.
- Link Diversity: Links from various domains are more valuable than many links from the same source.
Methods for Getting Links from Other Websites
There are several effective ways to earn backlinks, but they should always be part of a targeted and ethical link-building strategy.
- Guest Posting: Write articles for relevant websites in your industry.
- Infographics: Create and share visual content that others want to reference.
- Social Media Activity: Increase visibility and engagement with your content.
- Sponsored Articles: Publish paid articles that include backlinks to your site.
The Impact of Link Building on Business
When done correctly, link building can have a powerful impact on your business. It helps you succeed even in competitive or niche markets while strengthening your brand’s credibility.
In addition, link building plays a vital role in SEO by increasing organic traffic, improving rankings, and boosting overall brand awareness.