One of the pillars and fundamentals of SEO or web positioning is link building . Through it, it is intended to increase the authority of a site by generating links to it. Therefore, it is necessary to do it with a properly studied strategy. Here is everything you need to know about it.
What is link building?
It is an SEO strategy through which external links are obtained that point to a blog, website or electronic commerce , which will increase its position in search engines. These links must be of quality, which is the essential requirement for the page to have more authority and the search engines to position it better.
Search engine algorithms such as Bing or Google are based on off-site SEO and on-site SEO factors . The former are related to the relevance of a website and its main indicator is the links that point to it. It is also necessary to remember that there are other relevant factors such as the anchor text, whether it is follow or no-follow , those generated in social networks...
This digital marketing strategy aims to improve positioning with backlinks or incoming links to a website . But it is also a good strategy to get more quality visits (for this, the incoming links must be from sites related to the brand) and the more visits, the more likely it is to sell a service or product.
On the other hand, it is important to know that good content is usually linked naturally and the fact of getting links happens organically and with less effort. This technique must be taken into account in any type of website , although it is also essential to know that not everything goes for SEO and that it is not based only on quality content and link building .
How does the link building strategy work ?
To know how this strategy works, we must first make clear what PageRank is . This is a classification that is made from 0 to 10 and that Google assigns to each web page, depending on the number of links from other pages that point to it and the value they have for the search engine.
In other words, it is the importance of a page . The more quality links that point to a site, the better it will rank, since it will be considered more important.
To also make the concept of quality clear, we must bear in mind that it is better that the links are few and come from pages with a very high PageRank , instead of many and come from pages with a PageRank of zero. This means that the PageRank that Google will assign to a website will be related to that of the pages that link to it .
What are the advantages of link building ?
Link building has many advantages, and a proactive attitude will increase the authority of a site . Some of these advantages are:
- Attracting traffic to a web page.
- Improvement of online reputation , which helps in SEO positioning.
- Increased website authority.
- Improving the presence of a brand , making it position itself as an expert on specific issues. Therefore, your articles and pages will be positioned earlier in search engines.
Some time ago, one of the essential requirements to position a website was to have a great SEO authority. For this reason, many companies bought or sold links to their website, being something really lucrative (many businesses lived from it). However, Google noticed and began to penalize these actions, so to have good results with the link building strategy, these links must be obtained naturally through collaborations that are profitable for the business.
Currently, search engine positioning takes into account the architecture of the web, the loading speed, its usability, different taxonomies or folksonomies, the choice of appropriate keywords... How does link building fit in here ? Well, because it is also a key factor to have a large number of visits to the website. If a page does not have a good inbound link profile, it will be more difficult for it to rank among the top positions for keywords relevant to your business.
Essential link building techniques
Here are some techniques to artificially get links to a blog or website. It is only necessary to remember that quality must be above quantity.
1. Write as a Guest Blogger
It consists of writing articles on another person's blog with links to their own website. It is usually done on a topic in which you are an expert, but for another source of authority in the sector, writing as a guest author.
In that article that is written, the usual thing is that the name of the author appears, a small review of who he is and a link to his blog or website.
2. Solve doubts in forums
Entering forums related to the sector of the company in question and answering questions from the audience is always a good idea to position yourself as an expert. It is one of the most used techniques. In fact, if there are articles on the blog that can help answer those questions, they can be inserted in the comments and thus get a backlink (if the forum does not have the links as no-follow ).
3. Conduct interviews about yourself or your brand
It can be done in the media, on social networks, other blogs... If you have interesting things to say, you can try to get another blogger to do an interview and link the article to your site.
4. Write reviews and testimonials
There are websites that review services and products. Writing opinions and testimonials there can be another good strategy. Of course, it must be done on pages related to the company's sector and always with elements that have been really tested.
5. Share on social networks
Sharing content on social networks is one of the simplest techniques to get links to a website. The goal is for followers to share said content with their own. It is essential to always place buttons so that it is easy for the audience to share it and encourage them to do so.
6. Send press releases to the media and blogs
Writing and sending press releases to the media for publication ensures good quality links.
7. Share articles on news aggregators
News aggregators are websites that bring together articles from different blogs on a specific topic. By sharing the posts on them, it is easy to get quality links.
8. Comment on other blogs
It is also possible to comment on other blogs to add value. If both the author and their readers find the contributions interesting, they may click on the contributed link to learn more about the author.
9. Create an RSS feed
On platforms like WordPress, you don't have to worry about installing it, as it's predetermined. In this way, readers will read the articles without having to access the blog daily and it will be easier for the content to be shared and links to the web to be generated.
10. Create internal links on the website
The best way to get links is to create them within the website itself. In this way, not only is navigation easier for readers, but the number of links on a site is increased (bear in mind that these links do not have the same value as if they come from a different website, but is something).
Google likes a page to have internal links, so you can create links that go from one article to another or from one page to another. One of the most common actions is to place a link to the contact page at the end of the articles.
11. Create relationships with other bloggers in the sector
Networking is not something new, since it has always been necessary to establish relationships with professionals in the sector in which you work. By applying it here, it is possible to get articles shared.
What it is about is establishing a lasting relationship so that links can be made when deemed appropriate. Although it must be said that this type of link is not one of the ones that Google likes the most.
12. Look for links that point to the competition
Tools like Ahrefs or Open Site Explorer are very useful to know which links point to the competition. In this way, you can do research on what media or blogs link to them, get in touch with those companies to see if they could also be interested in linking to the web page you want because they are from the same sector and offer products that can be similar or even better.
In short, it is important to remember that in link building the links must appear natural , so the anchor text of all of them must be different and not come from the same domain. It is not advisable to spam forums or buy links, as the search engine will detect it and penalize the page in question.
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