Link building is a strategy that has remained relevant in the world of SEO. It can be defined as a process of getting hyperlinks from other websites that link back to your website. The resulting activity after link building is referred to as backlinks.
It is believed that link building involves a great deal of work, but such a task is achievable, especially through the help of link building experts, such as Ghost Marketing. However, any investment in link building should be viewed long-term as it requires more time to take full effect compared to other less ethical methods, like black hat SEO. This particular method uses a lot of shortcuts to achieve SEO because search engines are continuously updated to identify and blacklist them.
There are several reasons why link building should be included in your SEO strategy. But, first, what makes up a link?
What Hyperlinks Are
Links are the primary unit of any link building activity. It consists of four major parts, which are basically the separate parts a search engine sees and interprets:
- The Beginning: This part is known as the anchor. It is declared in code scripts as <a>. It is what opens the link tag and tells the search engine that there is something else apart from what is visible.
- The Link Referral Location: This is known as the hyperlink referral, shortened in code as “href”. It is the location to which the URL is pointing. It could well be a webpage, an image, or some other downloadable file.
- Anchor Text: This is the part of the hyperlink that is quite well known. It could be a word or a phrase that page visitors can click to open. It is often quite distinct from other text around it. It could be a combination of underlining, italics, and coloration to let users know to click on it if they so will.
- Closure Tag: This is the end of the link tag as read by search engines. It is denoted using “</a>”.
Why Link Building Should Be Part Of Your SEO Strategy
1. To Rank Higher In SERPs
One of the main purposes of link building is to rank higher in search engine results pages (SERPs). Link building has been an underlying requirement for websites to rank higher, dating back to when Google founder, Larry Page, invented PageRank. This invention measured page quality in combination with other factors based on the number of links directed at it.
Link building for a higher SERP ranking is justifiable when you consider links as a form of endorsement from other websites. This means that websites linking to other sites attest to the fact that the website page is genuinely top-quality. The higher the authority of the website linking back to your website, the better your ranking index.
Unavoidably, there have been many manipulations around the right use of links on websites. These have caused many favored link building practices, especially at Google, to be axed and redefined in its search algorithm. However, to date, link building takes the larger chunk of fulfillment required in search algorithms to achieve better rankings.
2. To Build Relationships
Link building involves blogger outreach, which has to do with reaching out to other relevant and high-authority blogs and websites in your industry in a bid to get them to link to your website. If done the right way, blogger outreach can develop into lasting business relationships with these sites.
The primary aim of link building is to get a high-authority link. This is often driven by the need to promote a product, a piece of content, or any offering you have. However, acquiring a link is not the only result you can get from link building outreach. Building lasting relationships with sites you decide to connect with should also be one of your top goals when engaging in link building activities.
When you cultivate a relationship with high authority sites, then, you can keep coming back to them instead of getting a one-off link. Remember that in order to form these relationships, you have to connect with the humans behind those websites.
3. It Can Gradually Increase Your Site’s Authority
Site authority is the conceptualized relevance of a website in its niche or industry. It contributes significantly to your website’s SEO. It is dependent on many factors at play over the years, such as content, quality, age, traffic, and user experience.
A newer site has less authority compared to an older one. This is rightly so because an older website would be better established and likely to be free of spams.
Link building improves your website’s authority by getting a link from another site of considerably higher authority. This is basically a case of a higher website endorsing your website’s content. Thus, the more the link you get from such a higher ranking website, the more the impact it will have on your website’s authority in the long run.
4. Generates More Referral Traffic
Referral traffic is the traffic your website generates from having its link on another website’s landing page. The best link building practices ensure that your links get posted on sites that rank high in terms of authority.
Most high-authority websites have huge traffic. With your link on some of their pages, you can get a share of organic traffic redirected to your website. Of course, the more traffic you get, the more the sales and leads you can generate.
5. Promotes Brand Building
Proper link building contributes significantly to building your online brand. It has been claimed that most of what was known as SEO standards have been disrupted with Google’s Penguin update, which is an anti-link spam update that has dealt a severe blow to black hat SEO.
These changes now favor brand building actions over keyword-focused link building. This means that your optimization efforts should project the core values of your brand. Always be sure that the content you are about to post on another blog or website would help bolster your brand. That way, you can be confident that your online brand is getting better through your link building activities.
The need for premium link building services will not end soon. Higher ranking in SERPs, better relationships with authority sites, attaining a higher level of authority for your website, getting referral traffic at no cost, and building a better brand are reasons to engage in link building for your SEO.
It should be noted that Google continues to control the search engine industry, with over 90% search queries generated from there. Thus, your link building practices should align with the algorithm of Google as a search engine while putting others into consideration as well.