If you’ve been wondering how to boost your website’s rankings, chances are — you’ve heard of link building. But do you know what it is, or how to do it right?

Link building is a process, not a one-time event. It takes research, dedication, and creativity — so to help make sense of it all, we’ve put together this guide to link building 101. Through this guide, we’ll show you the basics of link building, including the various types of links, how to determine quality and quantity, best practises and more.

By the end of this guide you’ll understand why link building is so important, and how to use it to help boost your SEO rankings. So if you’re ready to dive into the world of link building, let’s get started!

Quick Clarification

Link building is a process of acquiring external links from other websites which point to pages on a particular domain. It is an essential component of search engine optimisation as it helps to increase the authority and visibility of a website in the organic search results.

What is Link Building?

Link building is the practise of cultivating relationships with other websites and creating links from those sites back to your own site in order to increase its visibility in search engine results pages. It is often used by businesses and individuals as a way to improve their traffic, presence, and externally link to webpages. Link building is a powerful technique that can help differentiate a blog or website from ordinary search engine optimisation (SEO) efforts, as it helps create an external web presence outside of regular SEO.

The pros of link building are that it can be an effective form of advertising, as links make it easier for users to find the information they’re looking for. Additionally, links can also increase traffic and brand awareness, allowing people to find out more about a company without having to review its website’s content directly. Finally, links can also provide relevant and useful information which could further help customers in finding exactly what they need.

On the other hand, link building has its drawbacks. There will always be risks associated with link building as its validity lies completely on the quality of links created, therefore ensuring that only reputable links are pursued is the best way to maximise returns. Additionally, it may take a considerable amount of time and effort before desired results can be seen from link building campaigns.

When done properly and with proper management, link building can be an extremely powerful tool for SEO success. With that said, let’s move on to our next section where we’ll discuss why it pays off so much to use link building in your overall marketing strategy.

Most Important Points to Remember

Link building is a powerful technique that can help differentiate a blog or website from ordinary SEO efforts. Its pros include increasing visibility, attracting traffic and brand awareness. However, there are risks associated with this activity, so ensuring only reputable links are pursued is important. Link building should be managed properly to maximise returns, as it takes time to see desired results. When done correctly, it can greatly help with SEO success.

Reasons to Use Link Building

Link building is an important part of SEO, and for good reason. It can be used to improve the ranking of websites in search results, increase visibility, and drive more web traffic. There are a number of reasons why you should employ link building tactics in your SEO strategy.

First, link building is one of the most effective ways to boost website visibility and ranking on search engine result pages (SERPs). The more quality links you have pointing to your website, the better chance it has of appearing high in SERP rankings. This means that if your website is linked-to from authoritative domains with high domain authority scores, they will pass their authority onto your site and help push it up the rankings. Additionally, Google favours sites with more diverse backlinks coming from multiple sources, as it can be a sign of endorsement.

Second, by strategically building links to your website, you can generate organic traffic to your page. Quality backlinks act as an organic advertisement for your page and business. As individuals click on these external links, they’ll be brought to your website where they can learn more about your products or services. Link building helps to broaden the circle of potential customers and make sure that your business is reaching its target audience.

Finally, depending on which type of link building tactics you use (e.g., guest post link building or broken link building) there are also potential networking opportunities available through link building projects. These connexions can help you further build relationships within the industry and establish yourself as an authority figure in the space.

It’s important to note that not all link building tactics are created equal; some practises may even do more harm than good for businesses seeking to boost SERP rankings. Therefore, it’s important to exercise caution when considering link building strategies in order to comply with Google’s best practises while taking full advantage of positive SEO benefits.

To increase your website’s ranking through successful link building endeavours, let’s examine how you can go about increasing your ranking in the next section.

Increase Your Ranking

When you’re looking to improve your site’s ranking, link building is an essential component. Quality links that point from relevant, authoritative websites help give your website the edge it needs to stay competitive, and can lead to higher search engine rankings for your website.

It is important to note that link building does not guarantee a top search engine ranking; a precise blend of quality content and quality links is essential for success in SEO. That being said, link building can be useful in helping to drive traffic and increase visibility for your site if done correctly and within ethical guidelines.

There are many methods you could use to build up links to your website. Many companies opt for traditional forms of link building, such as submitting press releases or posting ads in high-traffic publications. These techniques can be effective, but lack scalability and risk sending the wrong message about the quality of your site and its intended audience.

Alternatively, building quality links through content marketing and broken link building tends to yield better results over time as it positions your website as an authority in its own right. Content marketing can particularly be effective when providing valuable information or resources that encourage users to visit your site voluntarily. Additionally, broken link building involves finding suitable replacements for websites whose links no longer work; this helps you create relationships with other websites who have been linked previously by those same sites and increases referrals back to yours.

Ultimately, a combination of approaches may be necessary depending on the situation; however, using a diverse portfolio of strategies tailored towards the specific needs of each website tends to yield better overall results than relying solely on one method alone.

Overlooking the importance of link building in improving rank carries an additional risk: failure to take into account other factors like page load speed, optimised keyword strategy, or even mobile-responsiveness of your website can all lead to lower rankings regardless of how many links you’ve built. It’s critical that all elements of SEO are considered when aiming for the best possible ranking – inadequate attention given to any one part will result in missed potential that could push you down the SERPS.

Now that we’ve reviewed how link building can help increase ranking, let’s move onto our next section which covers improving presence through social media sharing and guest blogging..

Improve Your Presence

Improving your presence online is an important part of link-building because it increases visibility to potential customers, and establishes credibility with those who are already familiar with you and your business. It also helps you gain authority within your industry, as the more active and engaged you appear, the more people will take notice.

When improving your presence, it’s essential to have a clear understanding of your target audience, as well as their preferences. Consider focusing on ethically motivated activities, such as guest blogging and content marketing to appeal to readers. Additionally, consider participating in forums and discussion boards related to your sector. This kind of engagement can prove to be extremely beneficial for networking with other professionals in the field and establishing yourself as an expert or thought leader. However, remember to stay mindful when engaging with others online by respecting other’s opinion even if you do not necessarily agree with them.

Social media is also a great tool for engaging and connecting with consumers. Not only can this increase leads and sales but it can also attract potential link opportunities since both Twitter and LinkedIn offer users the ability to share links with their followers. If used correctly, social media can be an incredibly powerful tool when it comes to link-building so make sure screentime is allocated towards these platforms.

Improving your presence online can help attract potential customers as well as link opportunities, so spending time on activities designed to raise brand awareness should always remain a priority. With that being said, let’s move onto the next section: Link-building Strategies.

Link Building Strategies

Link building strategies are essential for increasing the visibility of a website in various search engine results pages (SERP). The process of link building involves acquiring links from other websites to direct the flow of traffic to your own webpages. When executed strategically, link building helps to improve the relevance and rank of a webpage. This can be achieved by targeting higher authority websites with a diverse backlink profile that has already been established.

Different link building techniques include directory submissions, sponsored posts, influencer outreach, and guest blogging. Directory submissions involve submitting websites to an online directory categorised by category and subcategory structure. Although this is an effective method of gaining traction in SERPs, it should be done judiciously because submission to low quality directories could result in penalties from search engines.

Sponsored posts are pieces of content written specifically for a company’s blog or website containing links to their product/services. This form of link building is effective in promoting brand awareness, as well as driving more traffic to the sponsor’s website. However, there is a risk associated with this form of link building- it could be perceived as being too promotional and may come across as spammy to readers.

Influencer marketing allows companies to partner with individuals who have an existing audience and high credibility within their respective field through creating partnerships, endorsements or sponsored content that links back to their website. On one hand, this provides an opportunity for companies to get their brand name out there but if not done correctly, it could damage the influencers’ reputation and thus discourage others from working with them in the future.

Guest blogging involves writing high-quality SEO optimised content related to a particular topic which includes one or two links back to your own website or any other source you deem reliable in exchange for hosting it on another website’s blog. This is a strategic method of gaining exposure while driving more targeted organic traffic at the same time. But like any other strategy, it’s important to ensure you’re only working with credible sites that have good domain ratings so as not to end up violating any guidelines set by search engines and risk getting penalised for it.

Link building strategies should be balanced with caution; however when implemented effectively these methods contribute significantly towards improving search engine rankings through increasing authority, quality and quantity of incoming links from other relevant sources. With that being said, let us move onto the next section and take a look into Content Marketing and its role in link building strategies.

Content Marketing

Content marketing is an effective way to build quality links and increase ranking. Content marketing involves creating, curating, and sharing content such as text, videos, infographics, and images in order to generate leads and convert them into loyal customers. In other words, it’s a form of digital marketing that revolves around providing valuable and relevant content to an audience in order to bring visitors to your website and grow organic reach.

Content marketing has been gaining popularity over the last few years due to its ability to create real connexions between brands and customers. It can also improve a brand’s reputation, as customers tend to trust content that is closer to their interests and views. Despite the potential benefits of content marketing, it is important to note that developing consistent and high-quality content can be a time consuming process. Furthermore, there are no guarantees that your content will be successful or even seen by potential customers.

Content marketing can be a powerful tool for link building if done correctly. By creating unique, insightful content that appeals to your target audience you can encourage readers to explore other pages on your site. This can result in external links being created from other websites as viewers share and cite written content or images that have been produced by your company.

Leading into the next section about “Types of Backlinks”, let’s look at how exactly link building works and how you can use various types of backlinks for SEO success.

Types of Backlinks

When it comes to building quality links, understanding the types of backlinks at your disposal is key. The two main types of backlinks are inbound and outbound links.

Inbound links, sometimes called incoming or internal links, are links going from one page of a website to another within the same domain. This type of link building helps website visitors easily navigate between various pages of your site, increasing its usability. They also help search engines recognise which pages on your website are connected and offer users relevant content for their query.

Outbound links are offsite links that lead customers from your website to another external domain. These types of links usually include sources you have used for research, as well as sponsors, authority websites and other bloggers in your niche. One key benefit of adding outbound links to your website is that they direct users to more information on specific topics when needed, which shows Google that you’re a credible source while improving user experience. Outbound links can also help with gaining referral traffic from the linked sites or increasing your website’s visibility if those sites are widely popular and reputable.

When developing a link-building strategy, businesses need to weigh both sides of the argument and decide which kind is best for them: inbound or outbound. Inbound links results in increased internal landing page views, whereas outbound activity generally involves a more time-consuming outreach process driven by article placements, directory submissions or social sharing activities.

No matter what type of link you pursue, though, making sure each backlink profile remains diversified is an essential step in achieving favourable search engine rankings. With this in mind, let’s move onto the next section and explore reciprocal linking–a tactic which enables both small businesses and industry leaders alike to reach their desired goals.

  • An increase in domain authority (DA) was shown by research published in 2019 to be an important factor for improved search engine rankings.
  • According to research conducted in 2017, websites with more backlinks (links from other websites pointing to theirs) rank higher in organic search results on Google.
  • A study published in 2020 shows that backlinks are still the most important ranking signal for Google, accounting for up to 34% of how a website is ranked.

Reciprocal Linking

Reciprocal linking – or link exchanges – involves trading links with other websites. This is often done in an effort to increase the relevancy and visibility of a website in search engine rankings. It’s important to note that Google currently advises against link exchange programmes, as they actively manipulate page rank, create arrangements that go against their mission of delivering content in accordance to its relevance and importance to users, and generally disregards the quality of the linked pages themselves.

On the other hand, advocates argue that link exchange provides many benefits, especially when done with related-content websites. Those benefits include increased website traffic, improved page rank, better user experience, reduced advertising costs due to increased organic search engine rankings, and higher sales. In addition, some reciprocal exchanges might make sense if the other website will not endorse your link but instead list it for directory purposes.

It’s important for businesses to consider all aspects of reciprocal linking before investing considerable time and energy into building these types of relationships. That being said, if reciprocal linking is pursued properly by adhering to Google’s guidelines on link building and creating high-quality content that adds value to users’ experience on both ends, then it can result in a mutually beneficial relationship for businesses seeking sustained long-term engagement with their users.

While reciprocal linking can potentially be a beneficial strategy for businesses looking to expand their reach online, carefully research and consider all options before engaging in this type of link-building activity. The next section will discuss another common form of link-building: directory links.

Link Directories

Link directories are web directories that list websites organised into categories. Link directories are often used for link building for search engine optimisation (SEO) purposes. For example, a website about a specific topic may submit their information to relevant directory categories in order to increase the visibility of their content online.

However, it’s important to note that not all link directories come without risks. Since submitting links to a low-quality or poorly maintained directory can damage your website’s reputation and search ranking, it is important to make sure you research any directory before submitting your links. Submitting too many links at once or submitting links to irrelevant categories can also cause SEO problems, so it’s important to submit your links strategically and carefully. Additionally, since some link directories now charge fees for submissions, the cost of the time and effort needed to submit your links must be factored into the equation when considering using link directories for SEO purposes.

On the other hand, properly maintained and high-quality link directories can provide valuable backlinks and help boost your website’s visibility online. Link directories are also one of the most accessible link building strategies available due to the ease of submitting links. If done properly, they can be great tools in an SEO strategy.

Now that we’ve discussed link directories and their pros and cons, let’s explore off-page search engine optimisation strategies that can help your website rank higher in searches.

Off-Page Search Engine Optimisation Strategies

When it comes to off-page search engine optimisation strategies, the most important concept is link building. Link building consists of generating links back to your site from other sites. These links can help improve your search engine rankings, create more traffic for your website, increase brand recognition, and generate more leads and conversions.

The best way to build links is through creating high-quality content that other websites will want to link to. Quality content can include blog posts, ebooks, whitepapers, videos and podcasts. You should also look for opportunities to invite guest bloggers on other websites or influencers to share their expertise on your website in exchange for a link. Additionally, you may be able to find potential link partners through directories like Yahoo!, DMOZ and Alltop.

Another important part of link building includes outreach efforts such as email campaigns and social media promotion. You can reach out to webmasters who might be interested in linking to you and engage with potential partners on social media so they know about your content. It is also important to monitor conversations online in order to identify opportunities where you can provide information and get links back in return.

Off-page SEO works best when used in combination with other SEO strategies, such as writing content targeted at keywords. Focusing solely on link building means that you are likely missing out on ranking opportunities resulting from having targeted keywords integrated into your content. However, if you do have quality content optimised for keywords as well as a solid link-building strategy in place, then it’s likely that you’ll see improved visibility for your site in search results pages (SERPs).

In conclusion, off-page search engine optimisation is an essential component of any successful SEO campaign because it helps create awareness around a website and can drive more organic traffic from high-authority sources. However, it’s important to remember that link building should always compliment other SEO practises, such as keyword research and content creation – otherwise it won’t lead to the desired outcome of increased visibility in SERPs. With that said, let’s now move onto the conclusion of this article…


Link building is an essential component of the modern SEO landscape. It helps improve your website’s authority, increase referral traffic, and boost rankings in search engine results. However, it is important to keep in mind that effective link building requires careful planning and execution. Building low-quality links or ignoring ethics can do more harm than good and could lead to penalties from search engines.

When starting a link-building campaign, you should list out goal-oriented objectives and plan out tactics for achieving those goals. You need to be mindful of the type of links you are aiming for, keep an eye on the developments in the SEO world, use available data to inform decisions, have conversations with influencers in your industry, create and share high-quality content consistently and measure progress.

Although link building has its challenges, when done properly it can serve as a major source of website traffic and organic search visibility. The best approach is to stay up to date with changes in the digital marketing landscape, build quality relationships with authoritative sources, focus on creating valuable content, optimise website architecture for easy navigation, establish yourself as an expert in your industry by collaborating with influencers and let link building become a natural outcome of this process.

If carried out correctly, link building will prove to be a powerful strategy for boosting overall visibility in organic search results over time. While traditional methods such as submitting content to directories are still successful approaches with proven track records, there are many more opportunities today when it comes to linking back and forth between blogs and website pages. Taking advantage of this chance and understanding how to use it effectively is key for succeeding in SEO and giving your page the upper hand against competitors.

Frequently Asked Questions and Explanations

Are there any risks associated with link building?

Yes, there are potential risks associated with link building. The most common is the risk of being penalised by search engines for participating in manipulative or spammy link building activities, such as link buying and link exchange. These practises can lead to a decrease in rankings or removal from search engine results pages. Additionally, links built in an unsustainable manner can result in a decrease in organic traffic over time due to frequent algorithm updates from search engines. Lastly, broken links diminish the value of link building efforts so it’s important to ensure that all links are regularly monitored and remain valid.

What are the benefits of link building?

Link building is one of the most important aspects of SEO (search engine optimisation), and it has a number of benefits. First and foremost, link building helps to increase your website’s authority with search engines like Google. By creating inbound links from other websites to yours, you can tell Google that your website is credible and trustworthy, which will ultimately improve your rankings.

Link building also helps to increase the flow of traffic to your site. The greater the number of quality backlinks pointing to your website, the more likely it is that people will click on these links and visit your page. This can boost your conversions, as well as help establish long-term relationships with potential customers.

Finally, link building can also help you create relationships within your industry or field. By collaborating with other websites or publications on content or guest posts, you can gain access to highly relevant audiences that may not have found you otherwise. Link building is an integral part of any successful SEO strategy – use it wisely!

How do I go about building effective links to my website?

Building effective links to your website is relatively simple, but it does require some knowledge and effort. Here are five steps you can take for successful link building:

1. Identify Quality Link Targets – Research your industry and identify websites that are highly relevant to the services you offer and would serve as valuable backlinks to your site. Focus on quality rather than quantity, since links from unreliable sources or irrelevant websites may damage your search engine ranking.

2. Develop Relevant Content – Create powerful content that includes your target keywords and offers real value to readers. Publishing helpful blog posts and articles is an excellent way to attract backlinks naturally over time.

3. Reach Out To Influencers – Connect with influencers on social media platforms such as Twitter, Instagram, YouTube, Facebook, etc., to promote your content and get them to share it with their followers. You can also send personal requests through email outreach or by joining related forums and discussion boards.

4. Leverage Directory Submissions – Directories such as DMOZ and Yahoo! Directory can help boost your website’s visibility and traffic if used properly. Submit a detail-rich profile containing relevant keywords for each directory submission in order to maximise the SEO value of each one.

5. Track Your Progress – Use tools such as Google Analytics or Ubersuggest to track the progress of the links you’ve built over time. Tools like these will provide helpful insights regarding which methods work best so that you can continue to build strong links more efficiently in the future.

Last Updated on April 15, 2024

E-commerce SEO expert, with over 10 years of full-time experience analyzing and fixing online shopping websites. Hands-on experience with Shopify, WordPress, Opencart, Magento, and other CMS.
Need SEO help? Email me for more info, at info@matt-jackson.com