What is Link Building?
Link building, simply put, is the process of getting other websites to link back to your website. All marketers and business owners should be interested in building links to drive referral traffic and increase their site’s authority.
Why build links? Google’s algorithms are complex and always evolving, but backlinks remain an important factor in how every search engine determines which sites rank for which keywords. Building links is one of the many tactics used in search engine optimization (SEO) because links are a signal to Google that your site is a quality resource worthy of citation. Therefore, sites with more backlinks tend to earn higher rankings.
Why Link Building Is Important for SEO
Link building is important because it is a major factor in how Google ranks web pages. Google notes that:
“In general, webmasters can improve the rank of their sites by increasing the number of high-quality sites that link to their pages.”
Link Building Strategies
- Content Creation & Promotion
- Reviews & Mentions
- Links from Friends & Partners
How can link building benefit my business?
As we’ve discussed, links are a very important signal that the search engines use to determine rankings. So, we know that increasing the number of high-quality links pointing at your website can significantly increase your chances of ranking well.
There are other benefits to link building, though, that may be less immediately obvious yet still worthy of consideration.
Link building can often involve outreach to other relevant websites and blogs in your industry. This outreach frequently relates to the promotion of something that you’ve just created, such as a piece of content or an infographic.
Sending referral traffic
We’ve talked about the impact of links on your rankings, but what about the impact of links on referral traffic? A good link from a highly-visited website can lead to an increase in traffic, too. If it is a relevant website, chances are that the traffic is also relevant and may lead to an increase in sales, as well. Again, in this situation the value of a link isn’t just about SEO—it’s about customers.
Good link building can help build your brand and establish you as an authority in your niche. There are some link building techniques, such as content creation, which can show people the expertise of your company, and this can go a long way toward building your brand.
The six key steps of a successful link building strategy:
- Get to know your audience
- Make a list of websites which appeal to your desired audience
- Write amazing content
- Match content to websites
- Reach out to site owners
- Use social media to amplify your content
Links are important for SEO. And link building should therefore definitely be part of your holistic SEO strategy. But more importantly, link building should be part of your growth strategy. Links should help generate traffic to your site directly.