LINK BUILDING FOR SEO
WHAT IS LINK BUILDING?
Link building is an important aspect of SEO and a key ranking factor.
You could put together the world’s most authoritative article on your specialist subject, but if search engines can’t find at least one link to it, it will probably live in the hidden shadows of discoverability.
For search engines to find your content, you need links from other websites.
The more links, the better but please note that the quality of the links does matter! Not every link is worth the same and some links could even harm your site.
What is a BACKlink?
A link, or hyperlink, is a connection between two web pages. Links refer people to pages, posts, images, videos and other items on the Internet.
Links primarily serve people. Through links you can easily be transported from one web page to another.
But links are also essential tools for search engines. Search engine bots follow link paths to discover new pages on the internet. This traversing of the web is called crawling.
For a bot to find your website, you’ll need at least one link to it from a website that already gets crawled. Getting that first link is one of the things you need to do when you launch a new website.
NOT ALL BACKLINKS ARE EQUAL
Not all links are equal. Some links are worth more than others.
A link from an authoritative website, topically related to yours, is worth much more than a random link from a small website few people know of.
So, if you are a photographer, getting a link on the In Pictures section of The Guardian website (high authority) is of much greater benefit than a link on your friend’s driving school website.
This makes targeting sites you’d like links from an easy task, but be warned, it’s really hard to get those prized, high-quality links.
The traditional approach link building
There are a number of traditional link building strategies, but all are time consuming and yield very low rates of success.
The most common approach is to identify websites you’d like a link from and to email the webmaster asking for a link and/or offering to write a guest post on the site blog in return for a link back.
Guess what. I receive around 50 such requests each month and there is absolutely no incentive for me to take any action other than to delete the email.
The conversion rates for unsolicited link requests are minuscule and the process of sending these requests out is very time consuming.
requesting backlinks is a poor use of time and budget
So, if the traditional link-begging approach is ineffective, what’s the best way of getting good quality links?
We believe in an organic approach to link building. The organic approach is simple, effective and makes you look good!
The organic approach simply means creating content that people actually want to link to.
Sounds simple? It is, but it requires an investment of time, knowledge, imagination and creativity.
Learn more about strategies to create and publish content.
Link building through link-worthy content
We know that the objective is to produce high-quality, engaging, funny, original or exceptional content that people want to share. But how do you go about this?
The first task is to understand your audience. Who are you trying to reach with your content? What kind of content is needed? What questions does your audience ask? What words do they use when searching for that information? And, which websites do they currently go to in order to get that information?
By answering these questions, you will have a good idea of the type of content that will meet your audience’s needs. Then, when your high quality/valuable content has been produced, you’ll be able to share and promote your new content.
Sharing could be across social media channels, publishing platforms, trade forums and video sites, but there are many more opportunities to share great content, afterall, that’s what the web exists. See our page on content strategies.
We can help you gain high quality backlinks.
If you would like to know more about our organic approach to link building or think we’d be a good fit to work with your organisation, please get in touch.
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