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SEO-Friendly Link Building: A Beginner’s Guide

In Search Engine Optimization, link building is crucial for attracting organic traffic from search engines, particularly in highly competitive industries. Link building may be a powerful tool for increasing organic traffic with solid technical SEO, superb on-page SEO, high-quality content, and an excellent user experience.

There has never been a time when honesty, relevance, and quality weren’t paramount. While spammy, low-quality link-building tactics may produce short-term gains, they have no place in a long-term plan for the success of the organic search.

Companies that grasp the modern significance of link building—which is more comparable to effective marketing—tend to emerge victorious in the long run. But it doesn’t imply there isn’t any science to link building or that your product must be the center of all your strategies. There’s more to it than this and more to understand than ever before, as we’ll see.

If you want to go fast and in the right direction, here is the guide. While there is a lot of information to process, we have done our best to do it in manageable chunks with plenty of examples throughout each chapter.

How link building is defined

Getting other websites to link to yours is called link building. Users can move between different web pages via hyperlinks, often known as links. Links allow search engines to navigate the web. In addition to crawling connections within your website, they will also explore links between other websites.

link building

Link building is only sometimes done on purpose by marketers or SEOs. A journalist citing a source in their news article coverage is one example; a blogger gushing over their new coffee machine may also make one and link to the store that sold it.

The holy grail of search engine optimization is getting links inadvertently. It’s the kind of thing you should constantly aim for and work towards in the grand scheme. To do this, you must ensure your website is worth being linked to. This can be achieved by providing exceptional products or services or creating high-quality material that other websites want to reference.

In addition to this long-term strategy, you may employ various link-building tactics to boost your authority, improve your search engine rankings, and attract more visitors through organic search.

The structure of a link

Link building’s significance can be better grasped if one is familiar with the fundamentals of link creation, search engine perception of links, and what the engines can infer from them.

Link tag beginning: This opening tag, which is known as an anchor tag (thus the “a”), informs search engines and browsers that the link tag that follows will lead to another page.

Source of the link: The “href” symbol stands for “hyperlink referral,” and the text in quotation marks represents the URL the link directs to. This need not be a URL to a website; it could instead be the location of a picture or a downloadable file. Starting with a hashtag, you might notice characters different than a URL every once in a while. Clicking these links will direct you to a specific part of the URL.

Visible text of link: The text that people can see on the website and click to launch the link is called the visible or anchor text of the link. In most cases, the text is structured to make it stand out from the surrounding text. For example, it may be underlined or colored blue to indicate that it is a clickable link.

Closure link tag: This tells search engines that the link tag has finished.

Search engine relevance and the role of links

Search engines use links in two ways at their core:

To find more relevant results when they search the web,

To aid in the process of determining a page’s appropriate ranking in their results

Search engines can extract content from web pages and add it to their indexes once they have crawled the pages. By doing so, they may determine whether a page meets their quality standards for high keyword rankings (Google made a movie to demonstrate this process). The search engines consider not just the page’s content but also the quantity and quality of external links leading to it while making this determination. Search engine rankings are directly proportional to the number of inbound links from high-quality websites.

In the late 1990s, Google began dominating the search engine market by using links as a ranking feature. Larry Page, one of Google’s co-founders, came up with PageRank, a metric that Google uses to evaluate a page’s quality depending in part on the number of links addressing it. After becoming an integral component of the overall ranking system, this metric was a powerful indicator for assessing a page’s quality. As it turned out, Google’s search results were far more helpful and relevant once they included this in their algorithm.

It worked so well because it relied on the premise that a link is a vote of confidence in a page; in other words, it would ensure that pages that didn’t merit them would receive links. In theory, a link to another website represents a vote of confidence in that site’s quality as a resource. Just as you wouldn’t recommend a terrible restaurant to a friend, they wouldn’t link to it if it weren’t good.

Nevertheless, search engine optimizers quickly figured out how to influence PageRank and search engine results for specific phrases. Even though it was light years ahead of its competitors at the time, Google could still be manipulated as it couldn’t distinguish between low-quality and high-quality links.

To root out websites that were manipulating search results by amassing low-quality links, Google began releasing updates regularly to remove these manipulative sites.

As a result, Google has begun to penalize certain once-effective link-building strategies, such as paying for links in web directories or submitting your website to them. Google used to promote this strategy; however, they stopped giving that kind of link as much weight when SEO started abusing it.

In what other ways might your company profit from link building?

Among the many ways link building can help your company succeed is by increasing your visibility in search engine results and the volume of visitors your site receives from natural search results.

While the primary objective may not be to build links, links might occur spontaneously as a byproduct of other projects. If you introduce an utterly groundbreaking product to the market, many people will likely link to your website in the aftermath. Alternatively, you can increase your link popularity by producing high-quality material that aims to serve as the go-to resource for your sector (which it genuinely provides!).

Although link-building is an unintended byproduct of producing high-quality content and developing innovative products, neither of these actions would have been undertaken without the other.

Because of this, link building should not be seen as an isolated task but rather as an activity that contributes to the overall success of your business in ways that go beyond the linking itself.

1. Developing connections

Reaching out to other industry-related websites and blogs is a common link-building strategy. Promoting a newly made product, like an infographic or information, is a common theme in this outreach. Although obtaining a link is a typical objective of outreach, there are many other aspects to consider: Through persistent outreach, you can connect with influential people in your field, who can then help spread the word about your company and earn their trust. Even if we temporarily disregard link development, this is still significant because it allows you to cultivate true champions and evangelists for your company. After getting to know you, you might find that journalists and writers approach you for assistance rather than the other way around.

2. Forwarding traffic from referrals

Now that we’ve covered how links affect your rankings, how will they affect referral traffic? You can also boost your traffic with a quality link from a popular website. The traffic will likely be appropriate if the website is relevant, which might mean more leads or sales.


In this case, it’s not just search engine optimization (SEO) that matters; it’s actual customers. Potential customers interested in what you provide are more likely to go on to your website if you can get your links in front of them. They may wait to whip out their credit cards to make a purchase, but at least they know who you are and what you provide.

3. Construction of a brand

Quality link-building is aided by building your brand and being an expert in your niche. One method of link development is content creation. Demonstrating your company’s expertise may attract more customers and strengthen your brand. For instance, you might stand a good chance of becoming famous in your field if you post content based on statistics from your field. By reaching out to other professionals in your field to secure connections to your content, you can demonstrate your knowledge and skill while encouraging them to share your work with others.

The question, therefore, becomes how to quantify leadership in brand knowledge. The correlation between search engine optimization (SEO) and actual brand value has recently been relatively easy to pin down. The crucial but nebulous concept of brand equity is now quantifiable data thanks to Brand AuthorityTM, a Moz statistic that ranges from 1 to 100.

To better identify your strengths, shortcomings, and strategy emphasis areas, you can augment your data using Brand Authority while you work on link-building to enhance your Domain Authority. As an illustration, a well-known and respected brand may possess a high Brand Authority but a low Domain Authority if its internet presence could be more robust. Conversely, a lesser-known business may have a lower business Authority but a high Domain Authority due to its strong online store and high-quality inbound links.

By combining these indicators, you can learn more about your position in the industry and how it compares to your competitors.

To clarify, link “earning” differs from link “building.”

Alternatively, why is it critical to have linkable web pages?

It would help if you had something worth linking to before you can begin building links. This is typically the landing page of your website. Building links to specialized resources like blog posts, tools, research studies, or graphics is the norm, though. These items may already exist when you launch your link-building strategy. Sometimes, though, you make these materials with the express purpose of attracting linkages.

“deserving to rank” and “link earning” are introduced here. As we’ll see, there needs to be a worthwhile starting point for every link-building operation. When you start with something significant that people find helpful or share-worthy, link-building becomes much more accessible than with low-value content. Finally, you’re raising the long-term probability of receiving links you didn’t request.


Also Learn How to Measure SEO ROI and Demonstrate Value to Clients


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