Need to understand what link building is?
In this post we will explain everything about this technique and how it fits into SEO, CRO and website optimization strategies.
You will also check here recommendations of best practices to start applying on your pages!
What is link building?
The link building technique has the objective of getting links that direct to the pages of your website, in different ways – we will talk about them later.
This strategy increases the site's relevance and authority in search engines such as Google, and thus improves its organic results.
This increases the volume of traffic on your website, as well as ensuring user navigation through a greater number of pages, which also contributes to a better positioning of your brand on search platforms.
Types of links
As we mentioned, there are different tactics within link building that can be explored to get the desired result.
These are divided into the use of internal, external and backlinks.
Let's address each of them.
What are internal links?
Internal links are those applied to pages on a website that point to the same domain.
Here at Leadster's blog we make use of this feature when, for example, within a blog post we direct the reader to other content that may be of interest to him.
These internal links allow the user to spend more time within your site and browsing a greater number of pages.
These two factors are measured by search engines and good results make your rankings also boosted.
What are external links?
External links are links included on your website that point to different domains. This boosts the results of the linked site and can be applied when using another site as a reference, example or partnership.
What are backlinks?
Backlinks are links from different domains that point to pages on your website.
For example, your site may be linked from a partner's site or some content that is published on your site may be linked as a reference to other external content.
Backlinks are one of the main factors that contribute to the ranking of your pages in search engines.
More than a large number of links, relevance increases with quality links, coming from sites with domain authority and relationship with your business.
What is link building for? 4 Reasons to invest in technology
In addition to making your pages rise in search rankings, the link building technique is fundamental to SEO and CRO strategies for website optimization , to build authority, create relationships, strengthen the brand, receive more visitors and leads from strong referrals. .
Check out this list of reasons to invest in link building in detail:
1. Improve your organic ranking
Link Building is one of the pillars of SEO techniques and consists of creating internal links (which direct to other pages on your own site) and external links (other sites that point to yours as a reference or indication).
With this strategy, the main objective is to drive a greater volume of visitors to your pages, who can, from there, be stimulated by the sales funnel to become leads and potentially customers.
2. Strengthen relationships with other brands
One of the ways to implement link building is to build partnerships with other brands, with tools that we will cover later in this text.
In addition to boosting the organic results of both brands, this movement also means that your brand is with others that can be strategic in many other points besides link building.
3. Get visitors from trusted sources
If a user is browsing a site he trusts and is already in the habit of consuming content, he will have more security when clicking on a link referenced there.
In addition, your brand will be, in some way, indicated and related to the brand they trust, which makes your page stand out.
4. Build domain and brand authority
A good link building strategy increases the trustworthiness and, consequently, the authority of your domain.
More than that, by creating quality content, it also helps your brand to establish authority and reference in its market.
How to do link building?
There are several features that can be exploited when doing link building.
They are divided between "white hat" techniques, which are good practices, indicated and that do not violate the standards established by search platforms, and "black hat" techniques, which use resources contrary to search engine guidelines.
Let's start with the white hat techniques your company should explore:
Internal and external linking
Including links on pages and in internal publications, both for the same domain and for different references is one of the practices that we have already explained and that is recommended to start the link building work.
Don't just focus on your site's navigation pages: if you don't already work with Content Marketing, this is an excellent way to create brand presence and authority, in addition to multiplying the pages on your site that can be ranked and that can include both types of link.
The guest posting technique consists of publishing content between partner brands.
You invite an expert from another brand to write on your brand's blog, for example, or you deliver content for the other brand to post on the blog next door.
These contents contain backlinks that can draw visitors from one site to another.
Some SEO experts consider the technique a bit controversial, as it theoretically goes against Google guidelines, as it can be considered an attempt at algorithm manipulation and sites are punished if the algorithm detects something wrong.
Despite this, this is a very common practice.
You can also create content in partnership with other brands, a strategy called co-marketing.
The materials produced can be in different formats, such as e-books, guides, webinars, etc.
In addition to working on link building in this type of strategy, it is also interesting because the content is distributed not only to your audience, followers and leads, but also to these partner brand contacts.
Whether co-marketing or guest posting, always strive to produce quality content, select partners with a good contact base and domain authority, and take a personalized approach when offering a content partnership to somebody.
In addition to texts with internal and external links and backlinks, you can also include links in different formats, less obvious but that are easily shareable and linkable, such as images, infographics and links on social networks.
How NOT to do link building – practices to avoid
Some link building techniques may seem tempting, but they are not recommended, as they are unethical and are penalized by search engines. Are they:
“Black Hat” Techniques
As we mentioned, “black hat” techniques are those that do not comply with the rules established by search platforms.
They relate not only to the inclusion of links, but here we will stick to them.
Among the link building techniques considered black hat are:
- Linkfarm: when several sites, with the intention of improving the ranking, direct to each other. The links in this type of practice have no context or relevance.
- Private Blog Networks or PBN: is the artificial generation of links through the use of networks composed of several blogs and sites for this purpose.
Buying and exchanging links
Buying or exchanging links is also considered a technique that goes against search engine guidelines and can be penalized.
Any link generated with a reward, whether that money or another trade, is considered a paid link.
Spam or automated messages in comments
Automatic comments with the inclusion of links, on blogs or forums, is also a controversial and punished way of generating backlinks.
There are even tools that generate this type of spam, but with the inclusion of the nofollow tag by search engines, this type of comment no longer has any relevance for ranking.
Best link building tools
There are a few tools that we recommend if you want to create an even more complete link building strategy.
To track and measure the relevance of links pointing to your pages, in addition to checking domain authority and even checking for suspicious links, you can explore options like Ahrefs , Check My Links , SEMrush , MajesticSEO , and Moz .
These tools have many other features for SEO and organic content optimization that go far beyond link building.
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