Link building is one the key fundamentals to any successful SEO strategy. Soar Online have put together a beginners guide to this sometimes complicated area, to help you understand just how beneficial link building can be to your website.
What Is Link Building?
To put it simply link building is the process of earning links on other websites. Natural links that your website earns directly improve the reputation of a website and where it ranks in Google, and other search engines.
Link Building Techniques
The best way to build links for your website is to use legitimate techniques, sometimes known as ‘white hat’, to naturally earn links that promote your site. However several companies use ‘black hat’ techniques which are prohibited by Google and are met with hefty punishments for ‘web spamming’.
While it can be a fairly time consuming process, link building is incredibly important. Always strive to build high quality links.
Natural & Unnatural Links
A natural link is a freely given editorial link and an unnatural link is a link you make yourself. Both of these affect rankings in Google.
It is important to remember that Google has gone on the record to say that it doesn’t want to count any link that isn’t natural or editorial. Instead they wish to reward, high-quality ‘user value add’ content that has earned organic or natural links.
If links are designed to manipulate Google – Google calls them unnatural links – and if you have too many of them – you get a ‘Google penalty’ – or at least swept up in the carnage of the next negative algorithm update designed specifically to de-rank sites.
Google never has wanted to count manufactured or unnatural links – however its algorithms don’t work as well as they would like or at least, they say they do. So, some marketers shortcut the ‘value add’ task of the job and just build unnatural links to a site. This affects how a links-based search engine – like Google – rates the ‘popularity’ – and so ranking ability of a particular website.
Your website should be constantly looking for natural links, to help with rankings.
What Is The Best Way To Build Links?
While there is no definitive answer to this question there are a couple of tips to help you create a successful link building strategy.
Anchor Text is the text that contains the link. If you want to rank for a particular keyword/page, and you have an optimised page waiting to get links to it, you want links with the actual desired keyword or keyword phrase in the actual link. For example text with a links saying “best link building techniques” rather than generic “click here.”
If you then surround this link with a page full of relevant content, Google will see that you are not trying to unnaturally manipulate the search engines.
But remember that Google will look down unfavourably on spammed anchor text, so getting the balance right is crucial.
Trusted and Authoritative Sites
Getting a link from a trusted and authoritative website is a big plus. These websites rarely have backlinks to spammy sites, so Google will see a link from one of these sources and reward your site.
Relevant Site Links
If you are looking to build your links, then getting links from relevant sites is very important. If you are looking to rank for SEO as an example, then getting links from other digital marketing sites and SEO blogs/sites is obviously going to show Google a massive positive sign.#
However – a site with massive domain trust that has nothing to do with my site is still a very powerful link in building your sites reputation.
Hopefully these tips have helped expand your knowledge of link building in SEO.