How to build backlinks the right way

Link building is the process of getting new backlinks to your site through social sharing, content creation, public relations, promotion, and outreach.

The purpose of link building is to improve your site’s reach and footprint by appearing on relevant and authoritative sites. This drives traffic from the site where the link was built, while improving your site’s authority by association.

TL; DR: When other websites link to your website, it helps your SEO.

Link building can be as simple as sending a message to a blogger asking them to share a relevant page with their audience, or as complex as creating a 100-page guide that will be shared across all social networks and sites. Of the industry. Let’s take a look at what link building is, some approaches to building quality links, and some pitfalls to avoid.

What is a backlink?

A back link is a link that exists on another website and points to your site. All backlinks (and all links in general) have 4 parts, which help the reader and the search engine answer 4 distinct questions:

  • Anchor texttext that is clickable and hopefully gives the user some context around what they are about to click.
  • URLsor the destination to which the visitor will go when he clicks on the link, is or you want people to visit.
  • Link page is the referent, which describes who sends you to the URL
  • The context is Why the link is on that particular page.

Here is an example, showing the 4 parts of a link, as you would encounter them on a web page.

  • the Anchor text reads “Tips for Former Smokers from the CDC’s National Tobacco Education Campaign,” which outlines what to expect when you click the link.
  • the URLs from the east link
  • the Link page is the Prevalence of Smoking Among Low-Income People page.
  • the The context of the link is that it helps readers find more information on smoking cessation campaigns, by linking to an authoritative site on the subject.

The copy and links make sense to the reader, and anyone who clicks on one of the links knows what to expect. This page is on a reputable site, links to another reputable site, is well cited, and has measurable value to both a reader and a search engine, so it tends to perform well in search .

Now, here’s an example of the opposite – low-quality links embedded in spammy text.

The anchor text consists of short, specific keywords, the copy is unintelligible to a human reader, and the URLs all point to the same domain name containing many keywords. This type of link spam is easily caught by most search engines, and the offending page is usually penalized or simply not included in the index. (It’s bad.)

Why are backlinks important?

Backlinks are considered a “vote of confidence” from one website to another, and passing authority from the referring site to the referred site. Look for links from other reputable sites, such as newspapers, industry magazines, experts in your field, or other local or industry-specific web pages, and avoid building backlinks on sites low quality, spammy or irrelevant.

A great backlink profile, with links from a myriad of trusted sites, will drive a site higher on the search engine results page because search engines use backlink profiles to determine the legitimacy of a website (or page). In short, backlinks tell Google’s algorithms that you are real and putting good content (not garbage) on the internet. So he wants to help more people find you.

How to create links?

There are many ways to earn and build quality backlinks to your site, so select link building tactics that match your business goals and available resources. Here are some suggestions to help you get started:

Publish a case study

Explain how you helped a customer solve a problem. Reach out to the business right after posting and ask them to share it on their blog, social media, or site. Most companies would love the opportunity to be featured and would be happy to respond.

Publish a practical guide

Teach others how to solve a problem in your industry. Promote it to an audience of people in your industry and send it to industry bloggers, writers, and journalists.

Find broken links

Ideally, find them on an industry-relevant website and message the webmaster. Suggest pages from your site instead.

Contribute to industry roundups

Try HARO Queries and other requests for professional advice. Often they include a link to your site for readers to find more information.

Be a resource for students

Are you looking for interns? Do you have a scholarship? Contact local universities and let them know about your program. They will be happy to post it on their student resources page.

Find niche/local directories

Submit your site manually. People use all kinds of resources to find new businesses, and being visible on relevant, high-quality directories will increase your chances of being found.

Appear in all relevant directories

Completely complete your profiles on various industry sites. Include your link, phone number, descriptions, and any other relevant information. Many people neglect this step, which can be a great opportunity for visibility.

Answer questions on Q&A sites

We love sites like Quora. When people search for a problem they’re having, your answer is there, along with a link to find more information.

Contact influencers

Focus on people who are discussing a topic in your industry. Often, they will be happy to share your post with their audience, if the content is worth it.

What link building approaches should I avoid?

Comment spam

Adding your link in the comments section of random sites will do little to help your business and will hurt it in the long run. While the amount of links can help a site, quality links perform all heavy lifting work. A link in a featured story from a great news site is worth millions of low quality comment links. Additionally, due to the overuse of this approach by spammers, many comments automatically add do-not-follow tags to links, preventing them from benefiting your site.

Poor quality directories

There are services that will add your website to hundreds of directory sites. Most of them are low-quality, rarely visited websites that do nothing to improve your own website’s visibility. While this may sound like a good deal, your funds would be better spent on:

  • Improve your local ads
  • Write better content
  • Or even improve your website

Buy links

Buying links can often hurt your business. From high cost to unknown placement to possible penalty, there is very little to be gained from buying links. In fact, we get asked this question so often, we have a whole post dedicated why this is a terrible idea for any business.

Use link building software

Most link building software on the market simply finds sites with a specific keyword and tries to add a piece of copied text and a link in the comments. This is no better than adding your links to random comments as mentioned above, except with link building software you can be penalized even faster.

Begging for links

Spamming webmasters or editors asking them to link to your site is a wasteful and unnecessary activity. Unless you give them a good reason to include your link (content that can help their readers, report a bug, fix a broken link on the site, etc.), most will either ignore your request or flag your email. as spam, which will make it more difficult. reach out to others in the future. Try to establish personal contact with an organization’s staff before making a request.

What are the link builders to follow?

Although this article is intended to serve as a brief introduction to link building rather than an explanatory guide, there are many great writers and marketers who focus solely on link building, if you want to dive deeper into the subject. .

Jon Cooper is an SEO and Linkbuilder who runs HyperLynx media, a company in Gainesville, FL (Go Gators!) that focuses exclusively on link building strategies and approaches. In his podcast, Jon discusses a number of easy to execute link building strategies you can set up today.

Christopher Cemper is a liaison researcher, speaker and creator of Link finder toolsa suite of tools designed to help businesses make sense of their backlink data

Brian Dean runs an SEO company focused solely on building white-hat links. He is quite prolific, often appearing on SearchEngineLand, Moz and his own popular blog back linkwhere he frequently posts long-form content, ranging from lists of ranking factors to case studies to new link building strategies.

Dan Petrovic is an Australian SEO specialist and lecturer, who conducts extensive research on why we link to other websites and the value of organic link building, which he calls “earning links”.

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