Link building is simply the process of building hyperlinks from other websites back to your own. Search engines crawl the links between the individual pages on your website and the links between entire websites.
A link to your site sends a signal to Google that your website is a quality resource on the subject, worthy of a citation. Sites with more backlinks tend to earn higher rankings from Google. SEOs often refer to this as “link juice”.
There are many types of link building techniques you can use, and while they all vary in difficulty and complexity, link building is one of the time-consuming parts of an SEO’s job. And not all links are created equal.
Link building is an important part of SEO services because it helps search engines discover new web pages, and determines how well a page should rank in the SERPs. Link building is one of the most important ranking factors for Google,
Attributes can be added to links that tell Google’s crawl to “count” this link, these are called “follow” links. Follow links are a vote of confidence for Google.
There is also a “nofollow” attribute that can sometimes be applied. Note the rel=”nofollow” addition below:Link Text
This tells Google not to pass any PageRank, or “link juice” to this link. Essentially, you’re telling Google not to trust the link and that it shouldn’t be considered in your backlink profile.
As we’ve discussed, links are a very important signal to search engines. The way we’ve interacted with and used link building has changed over the years, but it still remains a cornerstone of any SEO strategy.
Other than benefits to your SEO performance, link building can provide your business with many other considerable benefits.
Link building, when done right, can help build up your brand and establish authority in your industry. You want your brand to be at the forefront of your industry – techniques that involve content creation and guest posting can help you do this. Showing the expertise of your company can go a long way in brand building, and as an authoritative voice, you’ll be known for what you publish in the industry.
A good link from a highly-visited website not only earns you “link juice”, but also can lead to an increase in traffic. If you’re linking to websites that are relevant to yours, chances are their traffic is relevant, too. This doesn’t just apply to the high traffic sites – often a small, very passionate audience from a relevant blog is better than reaching a larger, more general audience.
Link building strategies often involve outreach to relevant websites or blogs, relating to a piece you’ve created, an engaging infographic, or a promotion. While the main goal of outreach is, of course, to gain a link, outreach can help your business build long term relationships with key people in your industry. These relationships can help build your brand, build your network, and build authority. Whether they are a site owner or a key influencer, the value of connecting with others and becoming trustworthy in your industry is priceless.
More traffic from relevant sides leads to more potential customers, which leads to more sales. Not only from the boost in rankings that link building will give you, but also from the highly qualified referral traffic that you’ve gained links from. This means you can sell more products or services, and generate revenue from a new avenue.