Link building is tremendously relevant when it comes to improving the organic positioning, and SEO of your website.
And is that being in the top positions of Google is tremendously relevant when it comes to achieving greater visibility for your company.
And that these visits become, therefore, more opportunities for your business.
Therefore, in this article, we are going to discover what link building is.
What factors you should take into account when creating an external linking strategy and how to obtain links on reference web pages?
Go for it!
What is Link Building and How does it Work?
Link building is an off-page SEO technique that consists of obtaining incoming links from other third-party websites to your website.
We will call these incoming links backlinks.
And it is that, in the eyes of Google, a website that has quality inbound links is more reliable than one that lacks them.
Therefore, link building well done improves the authority of your page.
And, therefore, it’s organic positioning.
Why is Link Building Important?
Link building is tremendously relevant for the SEO positioning of your website.
Let’s see some of these reasons that lead SEO experts to insist on its relevance:
- Incoming links favor the tracking of bots by Google so that it begins to index the contents of your page.
- It favors a better classification of our content with respect to other competing websites.
- Thanks to link building, the authority of the websites that link to ours is transferred. In fact, backlinks transfer authority from third-party websites to ours and this is more reliable in the eyes of Google.
Link Building Basics
To understand a link-building strategy, you need to know some basic concepts.
- A backlink is an incoming link to your website from another portal.
- We speak of Domain Authority (Domain Authority) to refer to the popularity ranking that Google gives to all pages hosted under the same domain.
- On the contrary, we speak of Page Authority (Page Authority) to refer to the popularity classification that Google gives to a specific page of a website.
- The Anchor Text -or anchor text- is text visible to the eyes of the user within a link, so that it provides the necessary information about the content of said hyperlink.
- A no-follow link is one that does not transfer authority from the linking portal to the linked portal.
- On the contrary, a do-follow link is one that does transfer its authority from the linking portal to the linked portal.
Now that you know the basic concepts that you will need to use for your link strategy, we are going to see the difference between two concepts that, on many occasions, we tend to confuse: link building and link baiting.
Link Building and Link Baiting
Link baiting is a strategy that seeks to get inbound links naturally.
That is, it does not create them artificially.
And how is this possible?
The approach is simple.
It consists of creating content of such value that other users link to it simply because they understand that it is of quality.
Therefore, link building and link baiting are not the same.
While link building refers to the strategy to get links artificially, buying them, with guest blogging strategies, etc.
Link baiting seeks to get them naturally thanks to high-value content.
How to Make a Quality Link-Building Strategy Step By Step
Link building is tremendously important when it comes to improving the positioning of your page.
However, a poorly developed external link strategy or bad practices when it comes to obtaining them can have a detrimental effect on the SEO of your website.
Therefore, we are going to see below what factors you should take into account when developing a link-building strategy for your website.
1. Determine which is the Domain Authority and the Page Authority
The starting point of any link-building strategy is to carry out an analysis of your own website.
So you can determine what is the authority of your domain (Domain Authority or DA) or the authority of your page (Page Authority).
What does this mean?
We speak of authority to refer to the popularity categorization that Google contributes to a page or a domain based on different metrics that it establishes to carry out the said assessment.
In other words, the domain authority refers to the set of contents hosted under the said name, and the page authority refers to a specific page.
Knowing the authority of your website and its pages is vital to know where you are compared to your competition and set achievable goals for your link building strategy.
2. Analyze the Link Profile of Your Page
As we have previously announced, in the case of link building, quality is better than quantity.
For this reason, you should analyze which link profile your page receives.
That is, which pages are transferring part of their authority to your website?
And, for this, you must look at the Page Authority of those portals that are linking to your website.
Having a low-quality link profile can negatively affect the positioning of your website.
Therefore, analyze which backlinks your website receives and determine if some of them could harm your positioning.
You must disavow those links from unreliable websites that are linking to your page.
3. Analyze Which Keywords You Want to Position
The next step will be to know for which keywords you would like to position.
And, for this, you can carry out an analysis of keywords based on your business area.
For example, if you have a dental clinic in Darbhanga, you may be interested in positioning for keywords such as “Darbhanga dental clinic” or “Darbhanga dentist”, and also for other keywords related to your services.
For example “adult orthodontics”, “dental implants” or “teeth whitening”.
Another good practice is to use a keyword analysis tool like Semrush or Ahrefs to find out what keywords other companies in the sector rank for and what is the degree of competition for these keywords.
4. Track the Links of Your Competition
Once the keyword analysis is done, it is important that you know what link-building strategy is being followed by the competing companies that are better positioned than yours in the eyes of Google.
Tracking the links of competing companies can be useful when it comes to knowing what practices they are following to get these backlinks and what media are prone to carry out this type of collaboration.
To do this, you can use a payment tool such as Semrush, mentioned above.
Or, if you prefer, you can use advanced search filter footprints from Google.
To do this, just include the following command in the search bar:
In this way, the search engine will return all the sites that link to the web that you want to analyze.
Another option is to see which websites rank for a given keyword.
To do this, you can use the following footprint in your search engine bar:
site:.com “include your keyword here”
In this way, you will be able to see which websites contain said keywords in their content.
5. Create Your Own Link-Building Strategy
Now that you know both your link profile and the keywords for which you want to position and the portals, it is time to create your own link-building strategy.
Establish your objectives, determine the ideal budget within your marketing plan for your link building strategy and define your actions.
Later we will see how you can get quality links.
But first, let’s see what factors you should take into account when getting third-party links.
What Factors Should You Take into Account When Doing Link Building?
Next, we are going to see what characteristics you should look for within the links that go to your website.
Bet on Quality Links
In this case, it is important that you take more into account the quality of the link that your website receives than the number of backlinks that point to your page.
And what are we talking about when we say that it is a quality link?
In this case, we mean that this link comes from a website with good authority.
Of course: it is also positive to get links from lower authority websites to enhance the naturalness of these links in the eyes of Google.
And finally, it is important that these links bring us qualified traffic.
Otherwise, the bounce rate could increase considerably.
It is tremendously important that the site that links to your website has a theme related to your field of activity.
Returning to the previous example of the dental clinic in Darbhanga, one option would be to look for links in medical journals or blogs in the health sector.
However, continuing with the same example, it would not be advisable to point to your website a link that comes from a page in the aeronautical sector.
Look for Natural Links
It is important that the backlink is not forced.
That is to say, in the eyes of Google, it is a natural link that the search engine cannot penalize for understanding it as misleading.
In addition, the position of the link is also important.
And it is that a link inserted inside the body of text will always be better perceived than outside it.
For example, in the sidebar of the blog.
And finally, it is important that you get these links little by little over time.
Once again, he advocates naturalness.
Pay Attention to the Anchor Text
The anchor text is also relevant with respect to the value of the link.
Therefore, in case it is a purchased link, you must determine which is the most appropriate keyword for your SEO positioning.
In addition, you should vary this keyword based on your positioning strategy and the keyword analysis previously carried out.
Dofollow Links + Nofollow Links
We have already discussed the difference between do-follow links and no-follow links.
The ideal is to bet on dofollow links from pages with good authority.
However, it is important to have a balance between both types of backlinks betting, once again, on the naturalness of these links.
Link to More Than One Page of Your Website
In addition to linking to the home page of your website, it is interesting to receive backlinks to other secondary pages of your portal.
For example, those of the most relevant services or those that are trying to position key keywords for your business.
Vary the anchor text and landing page.
Most Common Mistakes When Getting Third-Party Links
Next, we are going to talk about the 3 most common mistakes when it comes to getting third-party links to your website:
- Receive a large number of links from the same web address or IP.
- Link to the same page on your website.
- The over-optimization of the anchor text. That is, always use the same anchor text.
Run away from these errors to avoid a possible penalty from Google.
Bet on the quality of the links and draw up a detailed strategy that can move you away from practices punished by Google.
Ideas to Get Links From Third-Party Websites
Now that you know what factors you should take into account when creating your link-building strategy, we are going to see a series of actions that will help you get inbound links to your website.
Guest blogging or guest posting is an action that consists of collaborating with other blogs of companies or professionals in the sector.
In this way, in addition to increasing your visibility as a professional or company and reaching new audiences, you can get a link to your website from a leading portal in the sector.
For this, it is ideal that you collaborate on websites that have good authority and whose theme is similar to that of your page.
As we have advanced in this article, link baiting consists of creating content of such value that other users link to it simply because they understand that it is of quality.
So this practice may well help you when placing links to your website on leading pages in the sector.
Digital Public Relations
Therefore, some good practices when it comes to getting links on third-party portals through digital public relations could be:
- Send a press release with a certain campaign that is of interest to your field of specialization.
- Offer yourself as a specialist in your sector, being able to contribute your vision as an expert before a certain special day. For example, if you are a dentist, you could offer your specialist opinion to the editors of health media on World Tobacco Day.
- Create a presentation for the press, inviting different media or bloggers to learn about your new product or service and its benefits. And it is that, as a result of confinement, online presentations have gained tremendous strength.
Improve Content Already Published on Other Websites
The previous analysis carried out to create your link-building strategy can be especially useful at this point.
And it is that a good strategy to get links from other websites is to review the published content that is linking to companies in your sector and verify if it is updated.
If this is not the case, a good practice is to update said content, complete it, and send it to the portal or medium in which it is published.
In this way, you can get a link from a quality site to your page.
Another option is to look for broken links on other portals that link to the content in your sector.
In this way, you can offer them your own content to replace these links.
And finally, you can always try to complete the information of articles that link to other competing companies to include a link to your own.
Go to a Link Purchase Portal
There are some portals like Publisuites that sell sponsored articles in digital media in exchange for a mention and link to your own page.
In this way, thanks to the purchase of these links you will be able to improve the organic positioning of your web page.
Last Considerations on Link Building
There are other ways to get links to your website, some more complex.
For example, private blog networks or PBN- and others as simple as link building through images or posting comments on blogs or forums.
Of course: remember that you must be especially careful when carrying out these practices.
Without fully understanding the best way to implement these actions, Google could penalize you and the effort would have been wasted.
Thanks for Reading.