What is Link Building in SEO
Link building is the practice of acquiring hyperlinks from different websites to your webpage. It is done for search engine optimization by increasing the number of high-quality hyperlinks to a website. These hyperlinks help the users in navigating between different web pages on the internet and also help search engines like Google to crawl between the pages on your website.
Link building in SEO is a crucial part of a successful SEO strategy that will help you in getting higher rankings on search engines, attract beneficial targeted referral traffic, and increase the credibility of your website.
Why is Link Building Important?
Earlier, search engines such as Yahoo and Alta Vista used to rank their search results based on the content of the webpage. Though, now, Google is the dominant player among search engines and uses a PageRank Algorithm. Instead of simply analyzing page content, this algorithm checks how many people have linked to that page. The more links a webpage has from authoritative and popular websites, the better it will perform in relevant search results.
Link building facilitates relationship-building among businesses as one reaches out to various businesses to build links. Links are proven to be a strong ranking factor in the search algorithms of various search engines, including Google, therefore are of utmost importance in SEO.
A good backlink from a credible and popular website will lead to a surge in relevant referral traffic that might lead to favorable conversion.
Good link building along with relevant content creation will facilitate brand building and will help you become an established authority in your area of expertise.
Types of Link Building
You must have a good understanding of the types of links that can be built to analyze which type of link is ideal for your website. A few of the types of link building are mentioned below.
- Internal Links – Internal links are those that are connected to the same website. This means that the hyperlinks are of a webpage within the same domain. These help the users to navigate their way through your website. Using anchor texts, which are the clickable texts that have a hyperlink, is the best way to incorporate internal links to your page.
- External Links – These are hyperlinks from other relevant domains. External links provide credibility to your page and offer useful information to your users. You should determine which external links should be added by considering certain metrics such as trustworthiness and popularity of the linked domain.
- Backlink – Backlink is a term for inbound links wherein another site uses an external link to redirect users to your website. For instance, if site A has an external link to Site B, Site B will have a backlink from Site A. Backlinks are valuable for SEO as they are like a ‘vote of confidence from one website to another. You can use several tools to analyze and find popular sites that can create potential backlinks for you.
- Manual Outreach Backlinks – These involve reaching out to different relevant websites and asking them to link back to your page or articles for building backlinks and increase SEO value. With the correct link building strategies, you can convince popular bloggers and websites to link to your webpage.
- Natural Editorial Backlinks – These are backlinks that you don’t ask for. These are created when popular websites discover your content on their own and link to your website believing it will add value to their webpage.
What is Link Building Outreach?
Outreach can be the hardest part of the link building process, but it is utterly crucial. It involves reaching out to people to get them to include a link in their content that directs to your website so that you obtain a credible backlink. This can be done in various ways such as sending out emails, reaching out to influencers, and social media outreach.
Email outreach should be done after doing extensive research in finding relevant websites for link building. You can craft personalized emails and send them to owners of the websites or webmasters and make an offer that is valuable to them, such as pointing out a few broken links.
Influencer outreach involves reaching out to popular bloggers and websites and offering to write for them in exchange for a link back to your website, which is called guest blogging.
Outreach helps websites in acquiring quality backlinks and hence generating link juice which increases their ranks.
What is Broken Link Building?
Broken link building is a convenient and scalable tactic that, when used appropriately, can prove to be a staple part of your link building strategy. Broken links are the ones that do not lead to the content that it is supposed to be referencing; instead, it shows an error 404 page.
Now, with broken link building, you can build backlinks with various websites by replacing these 404 pages with a working webpage. This technique is different from others as you are offering help before asking for something. After using various tools to find broken links, you can contact the owner of the website with a broken link, inform them about it, and offer to provide a link of the content on your website that is relevant to their webpage. That’s how you’ll be able to create high-quality backlinks to your page without having to ask for them explicitly.
How Do I Find a Link Building Site?
While you can look for sites to reach out to for building links, doing it manually wouldn’t be efficient. You need to reach out at scale for which link building tools prove to be handy as they save you a lot of time and effort.
Link prospecting tools assist you in finding opportunities in link building and ‘linkable asset’ ideas. If you want to find relevant sites for your guest post campaign or you are looking for broken links, link prospecting tools, such as Google advanced search, are the ones to resort to. Link processing and vetting tools help you in prioritizing and vetting the link you found using the link prospecting tools. Though manual vetting is the preferred way, it can be time-consuming; hence, link vetting tools will help you pull out SEO metrics for your initial vetting stage. Once you have successfully vetted and selected the links, link outreach tools will help you reach out to the sites.
How Do I Get a Follow Link?
When a certain webpage is hyperlinked to another website, it adds to its ‘link points’. The more a page is hyperlinked, the more link points it has. These points, referred to as ‘link juice’, flow through websites into different sites through hyperlinks. If the website hyperlinking your page is reputable, your page will get a bigger boost of link juice. These follow links boost the page rank of the linked-to sites.
Creating unique and original content is the best way to get more follow links, as people will voluntarily share the deserving content. Another way is to pursue guest blogging on a site that is relevant to your niche to build referral traffic.
Are Nofollow Links Worth Anything?
Nofollow links are used to instruct search engine bots that a certain hyperlink should not influence a link’s ranking. This means that it will not pass on link juice and not affect a webpage’s ranking. But nofollow links have more worth than you would think. They can be used to drive traffic to your website, leverage influencer marketing, and create a domino effect of link building strategy.
Nofollow links do not stop the audience from clicking on them, so they are a great source of additional traffic. Another benefit of nofollow links is that it builds up your SEO as Google understands that the website owners are using nofollow links to protect their SEO, but are still linking to them as the content is very much relevant and worth sharing.
How Do I Know if a Link is a Dofollow?
The way to determine whether a link is dofollow or not is to right-click on your browser and click “view page source”. In the HTML of the page, look for the link using “CTRL + F”. You can also right click on the link and select “Inspect”. A window will appear with the HTML of the link highlighted. If you see a ‘ rel=nofollow” attribute in the link, it is a nofollow link, otherwise, it is a dofollow.
Numerous Chrome extensions like linkparser, Nofollow Simple automatically highlight the nofollow links on the websites you visit, making it simpler for you to fathom if a link is a nofollow.
Does Google Crawl Nofollow Links?
Links with the nofollow attribute do not count towards PageRank calculation and search engines do not follow them. Nofollow links are hyperlinks that have a rel=”nofollow” tag. These links do not influence search engine rankings of the destination domains as Google does not transfer anchor text of PageRank across them and does not crawl them as well.