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What is Link Building?

by | Mar 10, 2022 | Technical SEO | 0 comments

Link building is a critical aspect of search engine optimization (SEO) that involves acquiring backlinks from other websites to your website. It is a technique that webmasters and online marketers use to improve their website’s search engine ranking and attract more organic traffic to their site. Backlinks, or inbound links, are hyperlinks from other websites that point to your website. These links are essential because search engines, such as Google, use them to evaluate the relevance and authority of a website. The more high-quality links you have, the more likely your website will rank higher in search results, which can lead to increased visibility, traffic, and ultimately, more business. However, link building is a complex and ever-evolving process that requires careful planning, strategy, and execution. There are many different methods and tactics used to build links, and it’s essential to understand the benefits, risks, and best practices before embarking on a link building campaign.

Why is link building important?

Link building is an essential part of search engine optimization (SEO), and it plays a crucial role in determining a website’s ranking in search engine results pages (SERPs). Link building involves getting other websites to link to your website, and this sends a signal to search engines that your website is a credible source of information. Here are some reasons why link building is important:

  1. Improves search engine rankings: One of the primary benefits of link building is that it helps improve a website’s search engine rankings. When a website has more quality backlinks, it signals to search engines that the website is an authority in its niche, which can lead to higher rankings in search results.
  2. Drives referral traffic: Link building can also drive referral traffic to your website. When other websites link to your site, their readers may click on the link and visit your site. This can lead to increased traffic and potential customers.
  3. Builds brand authority: When other websites link to your site, it helps build your brand authority. This means that people are more likely to trust your brand and the information you provide. Over time, this can help build brand loyalty and credibility.
  4. Expands reach: Link building can also help expand your reach by getting your website in front of a wider audience. When your website is linked from other sites, it exposes your brand to new potential customers who may not have otherwise found you.

Overall, link building is essential for any website looking to improve its search engine rankings, drive referral traffic, build brand authority, and expand its reach. By building high-quality backlinks, websites can establish themselves as authoritative sources in their niche and build a strong online presence.

How to build links?

General tips that can help you in link building process.

Building links is a crucial part of improving your website’s visibility and ranking in search engine results. Here are some tips to help you build links:

  1. Create quality content – Focus on creating high-quality, unique, and relevant content that people would love to link to. By doing so, you can attract more backlinks naturally.
  2. Guest blogging – Look for websites that accept guest posts in your niche and offer to write content for them. Make sure the content is relevant to their audience and include links to your website.
  3. Broken link building – Find broken links on websites in your niche and reach out to the webmaster to suggest replacing the broken link with a link to your relevant content.
  4. Directory submissions – Submit your website to relevant directories to gain backlinks. Be cautious not to submit to spammy directories, as it can harm your website’s ranking.
  5. Social media sharing – Share your content on social media platforms to attract more backlinks naturally.
  6. Outreach – Reach out to bloggers and websites in your niche and ask them to link to your content. Personalize your outreach emails and ensure that the content you’re pitching is relevant to their audience.

In conclusion, building links is an essential aspect of SEO. Ensure to follow ethical SEO practices and focus on creating quality content that attracts backlinks naturally.

What makes a good link?

A good link is one that is relevant, credible, and provides additional value to the reader. Here are some characteristics that make a good link:

  1. Relevance: A good link is one that is relevant to the content it is linking to. It should add value to the reader and provide more information on the topic.
  2. Credibility: A good link should be from a credible source, such as a well-known and respected website or an academic paper. Links from low-quality or spammy sites can negatively affect a website’s credibility and search engine rankings.
  3. Authority: Links from high-authority websites, such as government or educational institutions, can positively impact a website’s search engine rankings.
  4. Anchor text: The anchor text of a link should be descriptive and relevant to the content it is linking to. This helps search engines understand the content and relevance of the link.
  5. Click-through rate: A good link is one that is clicked on by users. If users are not clicking on a link, it may not be relevant or compelling enough.

Overall, a good link should provide value to the reader, be from a credible source, and help improve the website’s search engine rankings.

Best link building strategies

  • Guest blogging: Guest blogging on high-authority websites in your niche can help you build links back to your website while also establishing your expertise in the industry.
  • Broken link building: Find broken links on high-authority websites in your niche and reach out to the website owner with a replacement link to your own website.
  • Resource page link building: Find resource pages in your niche and reach out to the website owner to see if they would include a link to your website.
  • Skyscraper technique: Identify content in your niche that has already performed well and create even better content on the same topic, then reach out to websites linking to the original content and ask if they would link to your improved version.
  • Infographics: Create infographics related to your industry and share them on social media and infographic sharing websites to gain links.
  • Local citations: List your business on local directories and review sites to gain links from local sources.
  • Competitor analysis: Analyze your competitors’ backlink profiles to identify potential link opportunities and reach out to those websites.
  • Internal linking: Link to other pages on your own website to help users navigate and improve the overall structure of your site.
  • Content marketing: Creating high-quality content that people want to share and link to can naturally attract backlinks to your website.
  • Social media link building: Sharing your content on social media and engaging with your followers can lead to natural link building opportunities.

Link building tools

Popular link building tools that you can use:

  1. Ahrefs: A popular SEO tool that offers backlink analysis, keyword research, and content analysis.
  2. SEMrush: A tool that provides SEO and SEM services, including keyword research, backlink analysis, and site audit.
  3. Moz: Moz offers link analysis, keyword research, site audit, and other SEO tools.
  4. BuzzStream: A link building tool that helps you find influencers and manage your outreach.
  5. Majestic: A backlink analysis tool that offers in-depth insights into your site’s backlink profile.
  6. Linkody: A link building tool that helps you monitor your backlinks and those of your competitors.
  7. Ninja Outreach: A tool that helps you find influencers and manage your outreach campaigns.
  8. Pitchbox: A link building tool that offers an email outreach system and advanced reporting features.
  9. Raven Tools: A suite of SEO tools that includes link building, site audit, keyword research, and reporting.
  10. CognitiveSEO: A tool that offers link analysis, content analysis, and site audit services.

The Basics of Link Building Metrics

Link building metrics are essential in measuring the effectiveness of a website’s backlink strategy. Link building involves obtaining hyperlinks from other websites that point to your site. The quality and quantity of these backlinks play a crucial role in determining a website’s search engine ranking. Here are some of the basics of link building metrics:

Domain Authority (DA)

DA is a metric developed by Moz that measures the overall strength of a website’s domain. It ranges from 0 to 100, with higher scores indicating stronger domains. Websites with higher DA are considered more trustworthy by search engines and are more likely to rank well in search results.

Page Authority (PA)

PA is similar to DA, but it measures the strength of individual pages on a website. Just like DA, it ranges from 0 to 100, and higher scores indicate stronger pages. Pages with higher PA are more likely to rank well for specific keywords.

Referring Domains

Referring domains are websites that link to your site. The more referring domains a site has, the higher the likelihood of it ranking well in search results. However, it’s important to note that the quality of the referring domains also matters. A single link from a high-quality site can be more valuable than multiple links from low-quality sites.

Anchor Text

Anchor text is the visible text that users click on to go to a linked page. It can be a significant factor in determining the relevance of the linked page to the search engine. Anchor text should be relevant to the linked page’s content and should not be over-optimized or stuffed with keywords.

Link Quality

Link quality refers to the overall quality of the website linking to your site. Links from high-quality, trustworthy websites are more valuable than links from spammy or low-quality sites. It’s important to maintain a healthy link profile by avoiding link schemes and regularly monitoring your backlinks.

Link Diversity

Link diversity refers to the number of different types of links a website has. Having a diverse range of links, including social media links, guest post links, and directory links, can help to build a natural and healthy link profile.

In conclusion, link building metrics play a crucial role in determining a website’s search engine ranking. It’s essential to focus on building high-quality, relevant links from diverse sources to ensure long-term success in search engine rankings.


In conclusion, link building is an important practice in search engine optimization that involves acquiring links from external websites to your own website. It is a key factor in improving your website’s visibility, credibility, and authority. The process of link building can be complex and time-consuming, but with the right strategies and techniques, it can greatly benefit your website’s online presence. As search engines continue to evolve and prioritize high-quality content and authoritative sources, link building remains an integral part of any successful SEO campaign.