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The Comprehensive Guide to the Importance of Link Building

Diana Aghumyan

Table of Contents

Backlinks in SEO terms and hyperlinks in technical terms are the players in the link building branch of optimization. Link building concerns getting one website connected to another by hyperlinks. 

We have discussed the Importance of domain authority. Here we go; backlinks are the components that earn authority for a website. Well, mainly backlinks are the lead players, along with quality content that is optimized with relevant keywords and expressions. 

Link building is the backbone of SEO and Google’s primary ranking factor. The higher the backlink quality and the number of links on a page, the higher the ranking possibility. Thus, the Importance of link building must not be underestimated. In case you want to rank your website.

Learn the Importance of link-building for better marketing 

More backlinks imply better ranking. According to Google guidelines, keyword-optimized content is more likely to rank if external websites link to the page. Thus, we are here to explore the Importance of link building for better engine ranking and marketing results. 

Link creation

Link creation is creating hyperlinks on web pages that allow users to navigate between different pages or sections of a website. A hyperlink is a clickable element that, when clicked, takes the user to another web page, a specific area on the same page, or a downloadable file.

Speaking in the development language, a link is created by applying content to a <a> component and with the help of href element. It’s known as a hypertext reference. In other words, the href element is the target of the website address. An example will be something like 

<a href=””>

This is the simplest and core form of link creation. It is the body of the HTML code. The code for creating a link consists of the anchor text and the URL (Uniform Resource Locator).

A general link structure

Engines’ attitudes to links

Before getting to the end user, the links pass through the engines by being crawled, indexed, and ultimately ranked. 

  • When crawling, the engine spiders scour the Internet content for clickable links. 
  • At the indexing stage, the found URLs are stored and organized. The organized content is ready to be shown as a result of the searchers’ queries. 
  • In the ranking stage, the engines provide the searchers with the most relevant pieces of information to their queries. 

Perceiving how engines work, crawling and indexing the links for the ranking display, we can conclude the Importance of links for the engines. When assessing the links, engines use complex algorithms to evaluate the quality and relevance. In general, links from high-authority, relevant websites are more valuable than links from low-quality or irrelevant websites. Search engines also consider the anchor text of the link (i.e., the clickable text that appears on the linking website), the link’s context, and the website’s overall link profile. 

Link building vs link earning

In the SEO world, you will come across the terms link building and link earning when implementing SEO for growth. They are used to describe different approaches to acquiring links to a website. While both techniques aim to improve a website’s search engine rankings, significant differences differentiate the two. 

Link building is the process of actively seeking out and acquiring links from other websites. Linking back and forth. The process can involve the following tactics:

  • outreach to website owners 
  • guest blogging
  • participating in forums 
  • becoming part of social media communities 

These are all done to promote a website’s content and gain backlinks.

 The representation of how backlinks work in link building.

The goal of link building is to create a deliberate and strategic link profile that will improve a website’s search engine rankings. However, building high-quality links at scale can be challenging, and there is always the risk of violating search engine guidelines or acquiring low-quality links that could harm a website’s ranking. Thus, when involved in link building, you should be aware of the website’s quality that provides you with links. SEO link building is so popular that 46% of companies are expected to spend $10,000 on it.

Link earning, in its turn, is the practice of creating high-quality content that naturally attracts links from other websites. This can involve the following tactics: creating valuable, informative, and engaging content. It is a form of content that attracts, such as blog posts, infographics, and videos.
The goal of link earning is to create content that attracts links from other websites without extra effort. Unlike link building, link earning is focused on creating content that people find helpful, entertaining, or informative rather than actively seeking out and acquiring links.

Link building benefits for a business

The Importance of link building is bound to its promising benefits. Let’s look at the juicy ones!

  • Improved Search Engine Rankings: The whole optimization process and ranking is for a mere purpose, ranking high. By acquiring high-quality, relevant links from other websites, your website can climb higher in search engine results pages for targeted keywords and phrases. 
  • Increased Website Traffic: Besides improving search engine rankings, link building can drive more referral traffic to your website. When other websites link to your content, visitors can click through to your website to learn more. This can be a valuable traffic source, especially if the links are coming from high-traffic or high-authority websites.
  • Brand Exposure and Identity: Another of the benefits of link building is increased brand exposure and identity. When your content is shared and linked to by other websites, it can help build your brand’s awareness and increase its visibility online. 
  • Long-term Benefits: Finally, link building can offer long-term benefits for your business. Unlike other marketing tactics that may have short-term impacts, link building can continue to drive traffic, improve search engine rankings, and build brand awareness over time.

By investing in strategic link building, businesses can achieve an advanced online presence and drive more valuable traffic to their website.

Link building determiners 

Several determiners can influence whether or not a website will link to yours. One important factor is content quality and relevance. Websites are more likely to link to your content if it is informative, useful, and relevant to their audience. That’s the reason you need to create top-notch content.

Another determiner is the authority and credibility of your website. A reputable source of information in your industry or niche is an incite for a website to link to your content.

The anchor text used in the link is also an important determiner. It cannot come from anywhere without a connection to the link content. Additionally, the anchor text must match the page’s target keyword to position it beneficially.

The link’s position on the linking website can also play a role. Links placed higher up on a webpage or within the main body of the content are more valuable and carry more weight with search engines. Thus, placing the links in the blog conclusion must be eschewed. 

Lastly, the linking website’s link profile plays a determining role. Websites that have a strong link profile and link to other high-quality websites are more trustworthy and authoritative by search engines.

Link building watch outs 

Bad practices somehow devalue every good and winning strategy. Regarding link building, there are a few watch outs to keep in mind. Two of them are broken links and unauthorized sites.

Broken links harm a website’s search engine rankings and user experience. When search engine crawlers encounter a broken link, they may interpret it as a sign of low-quality content or a poorly maintained website. Similarly, users who click on broken links may become frustrated and leave your website, leading to higher bounce rates and lower engagement. It’s a red flag when a broken link is found in the link profile.

Unauthorized sites harm a website’s reputation and trustworthiness. If your website is linked to low-quality or spammy websites, search engines may view it as a sign of manipulative or unethical link building practices. This can lead to penalties or even a loss of rankings.

To avoid these watch outs:

  • Regularly audit your website’s link profile and remove any broken or low-quality links. You can use tools like Google Search Console or Ahrefs to identify broken links and investigate the authority and credibility of linking websites. 
  • When building new links, be sure to focus on high-quality, relevant websites that are authorized to link to. A good tactic is to reach out to people in your industry or niche, offer to guest post on their website or collaborate on content, and ensure that any links back to your website are relevant and valuable for their audience.

Tracking and avoiding these two bummers will ensure your link building practice is smooth and effective.

Takeaways on the Importance of link building

When involved in digital marketing of any kind, the Importance of link building are hard not to notice. The process of linking one website to another positively affects how the website is positioned in front of the target audience on the engines. Based on Google’s ranking factors, link building must not be ignored. When ranking it for a search query, Google prioritizes internal and external links and the health of a website’s link profile.

Thoroughly grasping link building elements, you can invest in a winning strategy that will position your website in front of the right audience at the right time of search.


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