Link building is when someone is in the process of getting backlinks from other websites to their own.
A link, otherwise known as a hyperlink helps users of a webpage navigate from page to page, whether it be from pages within a website or from one page on a website to another.
Search engines like Google use links to their own advantage; by using them to crawl the web via websites and webpages… magic. There are many ways you can link build, however ask any SEO and they will all tell you that it’s not as easy as it seems and it is very time consuming.
If you ask me it’s the hardest part of SEO to master, it doesn’t help either that Serpjump specializes in link building… what was I thinking.
However, if you know how to link build properly than it is a sure fire way to beat your competition and get to the first page of Google.
If you want to get a better understanding of link building, I think it is best first to understand the basics. And by the basics I mean how exactly is a link created, how do search engines see links, and what do they do about them.
A URL is the most common thing you’ll see inside the quotation marks but it could also be a #. One of these indicates a local link (it will direct you to a different part of the page you’re already on).
There are two ways that search engines use links:
When search engines crawl the web for new pages, they analyse the content of those web pages and they index it. When they do this, search engines work out how well those pages should rank for any given relevant keywords.
Check out Google’s process about how it works.
When search engines are deciding how well to rank a web page they don’t just look at the content on the page. They also take a look at the number and quality of links that are pointing to the site from external websites. Normally, the more high-quality websites that link to a particular web page the higher the webpage will rank for a keyword.
Google loves links.
In fact links are what helped them dominate their competition back in the 1990s. Larry Page, one of the founders, invented something called PageRank. It’s part of an algorithm that determines the quality of a page by the number of links pointing to any web page. This metric became very popular and it is still something they look out for today.
This method of measuring the quality of a page was so good because it suggest that a link is a reference or a vote of confidence that this webpage contains quality content. And if a webpage didn’t get any links it suggests that this page isn’t good enough to get links. Basically, the web page is below par in comparison to other quality web pages.
However, SEOs came along and found a way to manipulate PageRank for their own advantage and rank for whatever keyword they wanted. Google caught on to these dodgy SEOs and repeatedly tried to stop them in finding loop holes around the algorithm. In order to do this Google regularly rolled out updates to combat websites that ranked for keywords, against Google’s guidelines.
Google then stated to de-value certain link building techniques that were perfectly fine before. For example, submitting your website to web directories in order to get a link back to your site. Google used to recommend this technique before realizing that SEOs were taking advantage of it.
Nowadays, Google takes strict action on sites that have attempted to over optimize and abuse certain link building techniques. For example, Penguin Updates are something that is regularly updated to improve their algorithm and deter over-optimization. Techniques that you should follow and avoid will be mentioned later on in this guide.
No one really knows Google’s full algorithm but it’s fair to say that link building has a huge impact on rankings and it’s definitely something that Google considers when ranking webpages.
Generally speaking, if everything is equal the quantity and quality of the links pointing to it will make all the difference. However, in the last few years Google has focused more on social signals. Whether or not it means they have reduced the impact of links, no one knows. But it is a fact that social signals are a factor in ranking.
With all that being said it’s not doubt that getting high quality links pointing to your site will help you rank and get traffic to your site. The word “quality” as been mentioned a good deal amount of times already, and for good reason. Google focuses on quality links and filters out sites that have low quality links. This has impacted SEOs and the way they acquire links. SEOs have to make sure that they are only attempting to get high quality links.
There are different attributes that can be added to a link and one of them is called the “nofollow” attribute. This has no effect on the readers/users but there is a distinct difference in the way the code of the link looks like.
You will see something like this: rel=”nofollow”. This attribute lets Google knows not to pass any link juice across the link to the webpage it’s pointing at ( target URL). Google is basically saying that they don’t trust this link source, so de values it. Therefore, it shouldn’t help the target URL rank higher.
Websites use the nofollow attribute when they can’t control the links that are added to its pages. Its essentially telling Google that they don’t trust the links that are added to its pages.
Guest post signatures
Wiki pages that have been edited
Users can add links to these places and it is very impractical to monitor all of these links that are added. By default, they send a no=follow attribute as it is easier. It also helps prevent users spamming their site in order to get link juice. After all, no one wants someone to leave hundreds of comments on their blog solely to acquire link juice from that site.
Another reason when the nofollow attribute is used when advertisers use it on links that have been paid for. For example, let’s say you bought a banner on someone’s site for money to advertise your website. Advertiser will add the nofollow attribute to tell Google not to pass any link juice to your site. Essentially, Google doesn’t want people to ‘buy link juice’ or rank in the organic search results because you bought an advert. Press releases and article directories are also sites that use the nofollow attribute.
For people who don’t know, links that have the nofollow attribute don’t help you rank higher in the SERPs as effectively as followed links. After all, the average user won’t notice whether or not a link is nofollow or not, however they still could follow the link that has been placed. After all, that is the whole point of buying an advert online. But in terms of link building you want to aim to get followed links.
I’ve written about this before and I still proclaim that links are crucial to have as search engines use them to help rank your site. So the more quality links the higher you site will rank.
However, there are other benefits to link building. They may not be something that will have immediate effect but it has long term benefits.
Link building normally involves manually outreaching to someone else. The aim is to get a piece of content and exchange it for a link aka guest posting. Even though you’re doing it for a link, there are other benefits to link building via outreach. Regular outreach to industry leaders and influencers in your niche can mean that your business becomes trusted. Putting link building to one side, this is a huge benefit as you have influencers who are advocating your business.
A link form a website that has a high amount of monthly visitors can lead to your site’s traffic increasing. This could also lead to an increase in sales depending on whether or not the site is relevant. If it is then the traffic is also relevant and your sales could receive a boost. In this case a link is just about SEO , it’s also about customers.
Link building can also help your brand awareness and help you become an expert in your niche.
Mainly through content creation and promotion. The more people see your great content, the more people think of you as an expert in the industry. This increases your brands reputation. The best type of content that builds its brand is case studies. If you publish a case study, you have a good chance of people recognizing your brand. When you are outreaching, you are showing your expertise to others and are asking people in you niche to spread the word.
Before you start your link building campaign, you need something that is worth linking to. Most of the time it will be you’re homepage but it could also be a blog post. Sometimes you will have content ready before you outreach ( resource link) and other times you will have to create content specially to link build ( guest post).
Whatever way you look at it you need valuable content in order to get quality links, because at the end of the day no one wants to link out to a poor, low quality webpage. Make sure your content is link worthy, valuable and newsworthy and you’re bound to get links.