The basics of link-building
According to Ahrefs, there's a positive correlation between the number of websites linking to a page and its search traffic and ranking position. It's important to remember that links are just one of many factors that Google considers when ranking websites. While they remain a significant part of how Google's algorithms work, their influence may be less prominent than in the past. Building links is an integral part of off-page SEO because backlinks signal to Google that your site is a valuable resource worth citing. Sites with more high-quality backlinks tend to earn higher page rankings.
Keyword research is essential for effective link-building. Tools like SEMrush or Google Keyword Planner can help you identify relevant keywords and phrases related to your industry. This information will guide your link-building strategy and help you optimize your content for search engines.
A study by Moz revealed the importance of "Share of Voice" in link building. The study showed a significant increase in "Share of Voice" for websites actively engaged in link-building campaigns.
How to build links
More Effective Methods
- Buying Links from Authoritative Sources
A survey found that 74.3% of SEO experts collaborate on paid links, which cost an average of $361. When acquired from reputable, high-authority websites, these links can positively influence SEO by driving referral traffic, improving search rankings, and enhancing domain authority. However, to maintain long-term SEO success, it's essential to prioritize quality and relevance. - Asking for links
If your company has a PR team, integrate their strategies with SEO. While word of mouth will help your brand outside cyberspace, an online newspaper linking to your site will boost your authority. If publications are already posting about your business, it's worth asking if they'll link back to your site. It's truly a win-win: connecting to your site is the best user experience for a reader to learn more about your company quickly, and you'll gain referral traffic and authority in the eyes of search engines. - Earning links
Sites may link to your content naturally without any prompting. This organic link acquisition is cost-effective and aligns with Google's guidelines. One way to earn links is by creating high-quality content that attracts backlinks naturally. Focus on content that resonates with audiences and replicate successful formats, such as:- Visual assets (infographics, charts, diagrams, etc.)
- Original research and data (industry studies, surveys, proprietary research, etc.)
- Online tools and calculators
- In-depth guides and tutorials
Less Effective Methods
- Adding links
Manually adding SEO links may seem like an easy way to build links, but it is one of the least effective methods. Such links typically come from low-quality sources that Google does not want to give too much importance to. This is because you create these links yourself, like endorsing your website. This is not what Google wants when determining which websites deserve to rank higher in search results. And since these links aren't editorially given, they carry less value than others. While these links won't actively help you, they won't hurt you either. Your best bet is to earn your links.
Things to avoid when building links
- Engage with Link Farms - Avoid links from low-quality or spammy websites.
- Use Repetitive Exact Match Anchor Text
Which links move the needle?
- Authority
Links from higher domain-rating websites are more impactful than links from lower domain-rating websites. - Relevance
In 2024, 84.6% of SEO experts relied on the relevancy of the linking domain to the business to build backlinks. - Anchor text
Over half (52%) of the marketers believe in building links with brand names as the anchor text. - Placement
Assess the placement and context of the acquired links within the content. - Destination
Linking back to the homepage can be an effective link-building strategy. - Link Attributes
Understanding link attributes is crucial for effective link building. Here's a breakdown of the different types:
| Link Attribute | Description |
|---|---|
| rel="nofollow" | Used when the publisher doesn't want to endorse the link. |
Best link-building strategies
- Replicating your competitor's backlinks
With so many SEO tools, it's easier than ever to spy on your competitors. With tools like Ahrefs and SEMRush, you can easily view the backlink profile of competitor pages. Once you know who's linking to your competitors, you can target those links in your link-building campaigns. - Targeted link outreach
In a case study by Outreach Monks, their link-building strategy led to a significant increase in organic traffic and domain rating for their client. They achieved this by implementing a targeted outreach campaign to acquire high-quality backlinks from relevant websites.
When conducting outreach, remember to personalize your emails. Write a sentence or two about the recipient's blog, mentioning something specific you like about their recent work. Keep your emails concise and to the point, providing clear instructions and links to make it easy for the recipient to understand your request. Building trust is also essential; link to your social media profiles in your email signature to establish credibility. - Creating linkable assets
For 90% of marketers, content pieces are the primary strategy for generating more backlinks. Content quality and length directly impact link-building success. Examples of link-worthy content include:- How-to articles
- Data and trends
- Research that benefits your industry
- Educational content
- Entertainment
- Inspirational content
- Evergreen content
- Content promotion
Share the resource on social media and industry forums to attract links. - Guest posting
Guest blogging, or guest posting, is an effective link-building strategy where you write content for other websites within your niche or industry. Submitting high-quality articles to these sites allows you to leverage their established audience and authority to obtain backlinks and drive more traffic toward your website.
When identifying websites for guest blogging, look for those with a strong online presence in your niche, high domain authority, and a history of publishing quality content.
Optimize your landing pages to capture leads from guest blog traffic. Use clear CTAs, A/B testing for forms, and trust signals to improve conversions. Write high-quality guest posts for authoritative blogs in your industry. Include backlinks to your optimized landing pages to drive traffic and conversions. - Local SEO for Link Building
Don't forget about local SEO when building links. Add locally relevant social media buttons to your website's tags. This can help you reach people actively searching on social networks such as Facebook, Twitter, Instagram, and Google My Business. Link to other websites that are optimized for the exact keywords as yours - if they appear in the top ten results, you will also have better chances of getting ranked higher.
Link building tools
Marketers use tools and third-party metrics to find backlink opportunities, analyze domains, and measure success.
| Tool | Description |
|---|---|
| Ahrefs | A comprehensive SEO tool with a robust backlink database. It allows you to analyze backlinks, research keywords, and track your website's ranking. |
| SEMrush | An all-in-one marketing tool with features for link building, keyword research, competitor analysis, and more. |
Tracking links and measuring progress can help improve link-building strategies. Use these tools to monitor your backlinks, analyze their performance, and make data-driven decisions to optimize your link-building campaigns.
Let's wrap this up
Link building remains a crucial aspect of SEO, even though its role in Google's algorithms may evolve. Building high-quality backlinks from relevant and authoritative websites can significantly improve your website's visibility and ranking in search results. Remember to create valuable content that naturally attracts links, engage in ethical link-building practices, and utilize the tools available to track your progress and optimize your strategies. By incorporating the insights and techniques discussed in this guide, you can establish a solid foundation for your link-building efforts and achieve long-term SEO success.
