Ask any SEO company, and most of them will tell you that link building is the toughest part of search engine optimisation (SEO). In fact, in a survey conducted by Moz, the majority of experts cite domain-level and page-level links as the most influential elements in Google’s algorithm.
Link building is an exceptionally powerful strategy to elevate ordinary websites to the top of search engine results pages (SERPs). Without good quality backlinks, manufactured or organic, a website simply cannot reach the top of SERPs.
Link building is an important component of a successful SEO strategy. Image courtesy of Pixabay
What is link building?
Link building is the process of getting other websites to link back to your own. Why does this matter?
Well, search engines consider backlinks as a sign of authority. The more backlinks from reputable sites, the more authority you have. To make a finer point, the backlinks would be even more valuable from high authority websites and webpages from the same niche.
In a way, the more authoritative backlinks a website or webpage has, the higher their rank in search results be.
However, search engines today are very particular about backlinks. Webmasters cannot simply spam their websites with low-quality backlinks to fool search engines. Most search engines actually penalised websites with a high number of low-quality backlinks.
How to obtain backlinks
The best way to obtain backlinks is organically, i.e. they are granted for editorial, not commercial reasons. This always boils down to high quality, relevant and topical content. Nevertheless, there are many white hat techniques which websites can use to link build – outreach, link swaps and guest postings are just some of them.
Do not, under any circumstances, buy backlinks. These links will be sold to other less reputable webmasters, and over time, search engines will be able to identify them. Not only will your website lose authority, they will also likely be penalised! Grey hat techniques, such as building aged private blog networks with zero footprints, might work – provided they are not used for other websites.