Digital Marketing: What Is Link Building and How to Use It Properly
In digital marketing, link building is one of the most important strategies when it comes to improving Google rankings. Building backlinks is an essential aspect of SEO. Link building accounts for 75% of SEO.
In this article, we are going to base on those two questions:
- What is link building?
- How to use link building properly.
The benefits of link building are many but perhaps you don’t know how link building works. We will talk about this as well.
If you are looking to build high-quality backlinks to your website, we hope this guide will help you.
Let’s dive in.
What is link building?
Link building is the practice of getting other websites to link back to yours to boost your visibility on the internet. Marketers and business owners can use a range of link building strategies to drive referral traffic and boost site authority.
It’s worth noting that, organic link building isn’t easy. It also takes time. Besides, not all links are equal. For instance, a link coming from an authoritative website will have a huge impact on your search engine rankings than one coming from a small or new website.
This tell-all guide will teach you how to build quality backlinks to boost your Google rankings without violating the monster’s (Google’s) guidelines.
What are links?
A link is a referral included in a web page using an anchor text which when clicked or tapped directs a user to another page. A link is created using an HTML tag around the text or an image. The anchor text can be an image or infographic.
How search engines use links?
Search engines use links in two ways:
- To find out more about a certain page.
- To determine how a page should rank in SERPs
Usually, search engine bots crawl web pages extracting content and the content to their library (index the content). This helps search engines to know whether a site is worth ranking well for related keywords.
As the search engine bots crawl, they consider various factors such as the number of links coming from outside websites and the quality of those outside websites. The more authoritative or high-quality the websites that link to your site are, the higher the chances your website has for better search engine rankings.
Why Link Building Is Important for SEO?
According to Backlinko, there are more than 200 Google ranking factors, and backlinks are one of them. That means to move the needle in the search engine rankings; you need to build more high-quality backlinks.
Backlinks have plenty of benefits for businesses.
- Drive referral traffic
Getting backlinks from a website with tons of visitors increases traffic to yours too. In fact, if the external website linking to you is relevant to your site, the traffic coming to your site will also be relevant and may increase the conversion rate.
- Higher PageRank
Apart from increasing your website ranking, the page that is being linked to by high-authority sites will also rank well in search results.
- Brand marketing
This is a no-brainer. The more the people who are surfing around your niche keep on coming across your kinks on other external websites, the more they will remember your brand hence increasing your brand awareness.
- Increases inbound marketing
Once people start to remember your brand, they will start searching it directly by entering your brand’s name in the search boxes of search engines. This improves inbound marketing as people will start to look for your brand directly now that they are coming across your links on other websites.
- Faster indexing
See, as Google crawls content it indexes those pages. When you have other websites linking to your websites, when those external websites are crawled and indexed, yours too will be crawled and indexed.
- Increases your authority
When high authority sites are linking to your website, they are voting for your website. They are simply telling Google and internet users that your site publishes great content. This way, you get acknowledged as being authoritative in your niche.
- Link building helps users
Ideally, the end goal of link building is to help people find great content. When other websites link to your content, users can find and read your content with ease.
Factors to Consider When Building Backlinks
Before you start building backlinks, it’s important to understand what makes a good or a bad link. Remember that your end goal is to improve Google rankings.
When not done right, link building may not help you.
Check these link factors to execute a successful link building campaign.
- Content/site relevance
As mentioned above, the site’s authority is crucial when it comes to building links. Additionally, the content/site’s relevance is also important.
A good way to determine the site or content relevance is to read the content yourself. For instance,it’s of no use if your website is about food, and you get websites about automotive linking to yours.
In simple terms, always aim to get links from relevant, high authority sites.
- Page authority
You also need to get links from a page that has a higher authority to improve your rankings. Links coming from pages with higher authority pass more authority to your site.
- Anchor text
Anchor texts tell search engines about what the link is all about. Having anchor texts with the exact match is also another important fact when it comes to links.
For instance, an anchor text like “dog food” linking to an article about link building may confuse readers and search engines as well.
- Anchor text placement
Anchor text placement, also known as link position is also another important factor to consider when building backlinks. Links placed at the footers or sidebars have low Click-through-rate than those placed at the middle or header of the content.
In short, you want to place links within the main body of the content at least 200 words after the introduction.
- Content quality
You need to know the difference between “thin and thick content” here. Why? Because getting backlinks from a site with thin content won’t do any good to your site’s ranking.
Think content is content that’s rehashed, that doesn’t add any value to the reader whereas thick content is that which is helpful, informative, and educative.
Link Building Don’ts
In a bid to build backlinks faster, you may be tempted to buy links or engage in link exchange. If you do all these two then you are putting your site under the jaws of Google. The giant will crush your site.
Don’t game the search engine.
To generate good backlinks, DON’T:
Don’t buy links
Well, search engines cannot tell a bought and an earned link but they use certain factors to detect the patterns that indicate how the two links are obtained. If you buy links and Googles finds out, the search engine will penalize by de-ranking your website.
Don’t exchange links
I saw your article. It’s such a great one.
Could you kindly link to me then I link to you?”
If you have ever received this email from a blogger who happened to have come across your article then you were being asked for a link exchange. Google has warned against taking part in link exchange.
And even though exchanging a few links may not send a signal to search engines, excessive link exchanging may raise Google’s eyebrows.
As a rule, you should always link to people you partner with or at least you know them.
How to Build Backlinks: Effective Link Building Strategies You Need to Know and Follow
Link building is not a secret the best way to drive organic traffic to your site and improve your search rankings.
However, there are link building techniques that have been abused to the extent Google threw them into the dust bin.
To do link building the right way, use the following strategies.
1. Guest Posting
Guest posting is still one of the best link building techniques of all time. Surprisingly, being the common linking building method, many are yet to use this technique in their link building campaigns.
With this method of building backlinks, you study a blog, find the owner, reach out to them asking them to allow you to contribute content to their blog then place your link within the content you publish.
2. Broken Link Building
If you think broken link building is dead, think again because this method of acquiring links is still alive and kicking today and it doesn’t show signs of dying any time soon.
The process is quite easy but tricky. The good thing is that plenty of tools out there can help you check for broken links on relevant blogs.
All you have to do is toenter the URL of the blog you want to check for broken links and if you find a dead link, send an email to the owner of the blog notifying them of the broken link in their post and request them to replace the broken link with yours.
Remember that before you reach out to the site’s owner, you must make sure you have content ready that can be used to replace the broken link. That means you will need to check the broken link, create content related to the site and then contact the site owner.
3. Create “Link Bait” Content
“Link bait” content needs one to be more creative. If you’ve ever placed baits to catch a fish, you know how tricky it can be or at least if you ask a fisherman, you will likely find it being a tricky task.
Here, you create content that attracts people to link to it. When done properly, link bait content can generate tons of backlinks. Link bait content may relate to the services you offer or your entire business.
Your link bait content must be:
- Tremendously valuable and newsworthy
- Visually appealing- Include images, video, infographics, GIFs, etc.
4. Reclaim Backlinks
This link building technique works well for brands that are mentioned almost every time online. For instance, when it comes to link building, Backlinko and Neil Patel are mentioned several since these two guys have created definitive guides on how to do it properly.
Enter the following search operator on Google to look for brand mentions or use specialized tools such as Ahrefs Content Explorer.“your brand name” -site:yourwebsite.com
“Your brand name could either be the name of your brand or products you offer. If you execute this search, you will likely get all the instances you were mentioned on the internet.
Once you find sites with your brand mentioned, you can then reach out to the owner, thank them for mentioning your brand and ask them to add a link to your website so that your readers can learn more about your brand or products.
5. Mention Industry Experts or Influencers in Your Posts
Mentioning industry experts or influencers in your content is also another tried and tested link building method albeit being unknown to many people out there.
Well, it’s not easy to see people praising other people in their blog since everyone needs to be praised but if you praise industry experts and let them know that you have written a blog post that mentions them, they will likely return the favor by sharing your content with their readers.
Check this article to know how this method works.
6. Create Infographics
Everyone is busy. We all want things as succinct as possible and straight to the point. Everyone is looking for information that’s presented quickly.
In fact, we may reach a time when no one will want to read a blog post with more than 1,000 words. People want summarized information. That’s where infographics come in.
The good thing about infographics is that they are appealing to the eyes, stimulating and are attention-grabbing.
In fact, infographics are said to get more shares than other types of content. Once your infographics get shared, many people will come across them on the internet and will want to link to them provided they are high-quality.
Let’s Start Building Those Links
Link building isn’t difficult. Being one of the best SEO strategies out there, you just have no other option than to use this strategy to get people coming to your site and improve your search engine rankings.
And if you had no idea how to do it properly, we hope our guide helps.
Happy Link Building!!https://www.cosplayshot.com/what-is-link-building/Digital Marketing