What is Link Building? (And Why Is It Important?)

Nik Paprocki
July 31, 2020

Since 53% of people research a product or service online before deciding whether or not to invest in it, it's critical that your business consider and maintain its online presence.

Link building is one of the most critical ways that you can keep your website relevant and ensure that it ranks in SERPs. Here, we're going to talk about building links, why it's important, and how you can find high-quality backlinks that convert.

Read on to take your SEO campaign to the next level!

What Is Link Building?

Link building is an off-page SEO strategy where professionals find links to other relevant web pages and incorporate them into your site. These hyperlinks are to pages that have relevance to your blog posts but are not from your direct competitors.

When you insert these links into your posts, they are commonly referred to as "backlinks." They take the viewer to another page that elaborates on the things that you are discussing within your blog post.

Why Is This Important?

Backlinks positively impact your SEO on two levels: the search engine level and the consumer level.

Using relevant and reliable backlinks helps to establish a connection between your brand and other credible pages. Google crawlers (also known as spiders) will find that your page is connected to these other relevant and reliable sources. This will lead them to the conclusion that you are also credible and up-to-date.

Spiders will then push your webpage higher up in the Google results. This boosts your visibility by placing you up onto the earlier pages of search results. Since 92% of people don't click past the first page of SERPs after making a search, this is essential for a booming business!

Additionally, backlinks help to engage consumers. They can easily click on the anchor text (words that the link is attached to) and be redirected to another relevant page that has more information on what they are reading.

This helps them to understand how your goods and services can benefit them. They will be able to make a more informed decision on what they need to invest in. Since your page will have also redirected them to this source, they are likely to view you as a reputable and reliable page.

Finding High-Quality Backlinks

Using backlinks is obviously critical to boosting your business. But did you know that using the wrong backlinks can actually harm your SEO?

Well, it's true. Quality backlinks form a connection between you and a quality resource, which informs spiders that your page is also reputable. However, this I'd a double-edged sword: links to poor-quality pages make your page appear less credible.

So how can you find the right sources to link to from your website?

SEMrush has a backlink analytics tool that lets you take a closer look at the potential inbound links for your page. It provides an Authority Score from 0-100 so that you know how authoritative and credible the link will be when included on your page. Pages that rank closer to 100 should be included on your website, while those with lower numbers are to be avoided.

You also need to check and make sure that all links you select are applied properly to your post. If links are broken, your site will be penalized by Google spiders. The same applies for links that are over a couple of years old. Remember, the goal is to include only the most recent and relevant information!

Using Anchor Text Appropriately

As we have brushed on, anchor text is the portion of text that your backlink is attached to. It will be highlighted on your blog post or webpage so that visitors can click on it. Clicking will redirect them to the backlink.

However, like your links themselves, using the wrong anchor text can harm your SEO.

Anchor text needs to be succinct. The optimal length is between 2-5 words. Anchor texts that are too long are awkward, clunky, and make search engine crawlers second-guess whether or not your page has clear writing and information.

Additionally, anchor text needs to be relevant to the target link. However, you can't stuff it with too many keywords. Paid link-building strategies are penalized by SERPs, and keyword-rich anchor texts alert crawlers that you may be using paid link-building.

Save the keywords for other parts of your articles, and you'll be just fine. 

Guest Posting and Inbound Linking

While outbound links from your webpage are important to your SEO campaign, having your website be linked to on other pages is equally as important. These links, called 'inbound links', help to direct traffic from other areas of the web to your site. This will drive visitors to your page so that they can see what your products and services are all about.

Inbound linking comes in a couple of different forms. Guest posting is when you work with a managed SEO provider to have your site be linked to by another client. Your page will be paired with a publisher site that has a service in some way related to yours and visitors on those blog posts will be directed to your business.

Guest posting is appealing in that you will be able to foster relationships with other credible businesses online. Since the publisher sites care about their SEO campaigns and are sure to be high-quality sites, you reap the benefits of being associated with them.

You can also link to your own website from social media platforms. Inbound links are commonly found in Facebook posts that link users to your blog. Search engine crawlers will see that your page is being cited around the web- not caring that you're the one that posted in multiple locations- and they will decide that your page is a good resource that people need to see.

Start Link Building ASAP!

Now that you know what link building is and why it's important for having the best SEO strategy, it's time to get started. Contact our SEO experts for help with finding a package that works best for your needs. Whether you want to work on outbound or inbound linking, our professionals have got your back.

Start a 7-day free trial
Thank you! Your submission has been received!
Oops! Something went wrong while submitting the form.