Are you building links the way you should?
Pretty hard to answer this question without knowing at least some link building basic, isn’t it?
There are two ways for you to gain the knowledge you need:
- Google various link building metrics and try to put everything together
- Keep reading this article 👍🏼
Good Choice 😉
Here’s what I’m going to be talking about:
- What link building is
- How can it help your company
- Important dos and don’t
- When and how to build your links
What Is Link Building?
Before we can get into some of the details, I have to cover the basics.
Link building is the act of getting your website’s URL mentioned (and hyperlinked to) on another website then your own. Doing so will create a traffic path, from their site to your own.
This is achieved by distributing content that includes a hyperlinked mention of your site or submitting your business’s Name, Address, Phone number and website (NAP-W) in a digital directory.
As users, we use links to navigate around the Internet. From website to website, between pages, following the various wormholes on the web.
But users are just one side of the story. The other very important use of links is to communicate with search engines.
Links are used by search engines to crawl your website via it’s connection to other websites.
Think of crawling as indexing.
When your website is being crawled, its pages are being indexed. And only indexed pages appear in the search engine results pages (SERPs).
An often frustrating necessity, link building is one of the most complex SEO tasks.
Why? Because high-quality contextually relevant, editorial links aren’t super easy to build, and they count immensely towards your rankings.
Usually, a link is evaluated through a series of metrics. By analyzing these metrics you can get an overview of how much potential a link has to either help or hinder. Knowing these metrics will help you choose if you want to pursue building that link (and relationship) or not.
The most important metrics are:
- domain authority
- page authority
- anchor text
- in-page position and
Let’s break these down:
- Domain Authority
- A metric made so by Moz.com, it’s representative of the overall value of your website ranging from 1 to 100. The higher your domain authority (DA), the more valuable your website is. You should keep in mind that this is a logarithmic scale. Thus, it’s exponentially easier to go from 1 to 30 than it is to go from 80 to 90. There are several factors that influence your website’s DA. These include quality of links, social media mentions, search volume, etc. A higher DA also means better ranking in the search results.
- Page Authority
- The only real difference between DA and page authority (PA) is the scale at which everything is calculated. Usually, DA and PA go pretty much hand in hand. It’s hard to have a high DA with a low PA.
- Anchor Text
- I can’t stress enough how important diversity is when it comes to the anchor text of your links. Back in the day, anything went. Websites would have hundreds of inbound links that were using the same anchor text. Today, due to significant changes in how search engines operate, having too many links with the same anchor text spells danger.
- On-Page Position
- This probably comes off as the biggest surprise on the list. However, if you come to think about it, it’s not that strange. How often do you scroll all the way to the end of an article? Do you read everything or just skim through? If you’d place a link on your website, wouldn’t it be closer to the top? It would be. Google can determine the position of links on a page. Close to the top means good. Close to the bottom, not so good.
- This is a more sensitive subject. While most experts agree that more links equal better rankings, quality will always be more important than quantity. A high-quality link is more valuable than several low-quality ones. With that being said, naturally, the more high-quality links you have, the better.
How Can It Help Your Company?
| External links bring users to your site. Once there, internal links act as a bridge between your pages. Meaning more people view more of your content, products, and services.
Exposure strengthens trust. Trust drives traffic.
|High DA websites see huge amounts of traffic, every day. When your links come from these sites, you become a part of that network and will naturally scoop up some of that traffic.
Good link building delivers a lot of inbound traffic.
|A lot of traffic skyrockets rankings.
Despite Google’s major algorithmic shifts in recent years. This truth remains: Quantity and Quality of links is a major influencer on a sites search engine destiny.
|The most common method of link building is outreach. It’s very hard to contribute to the conversation, promote a new product or service without reaching outside the realm of your current exposure circles.
It’s more than links, it’s establishing credibility.
Both internal and external links play an important role in your website’s visibility.
How Often Should You Do Link Building?
As often as possible!
Yeah, you read that right. The more often you build links, the better.
In 1999, it took Google one month to crawl and index 500 million pages. Since 2012, it’s taken less than 1 minute.
If you want to stand out, you betta get ready to work.
Because quantity is important.
But Q U A L I T Y is key.
And quality takes time.
Fortunately, success in link building favors diversity. There are many approaches to choose from so that you don’t feel like you’re doing a repetitive task.
But choosing the right strategy means knowing what you’re working with (and working for).
If you’re operating in a niche that’s already highly competitive, you’re going to need to have a more aggressive approach. It will be important to generate links consistently so that you can stand. However, obtaining links will be more difficult.
At first, your results may come slower but they will come, and they will grow. So above all else, the first of two golden rules when it comes to link building is to stick with it.
Alternatively, if you’re in a niche that’s only now starting to grow, you’ll find that the list of link building opportunities is very impressive. There will be plenty of opportunities.
Which lead me to link buildings second golden rule – quality over quantity.
Let us know review a generic overview of the process:
Select A Strategy
Create Your Content
Reach Out & Follow Up
Now that you know the process flow, it’s time to look at 3 methods that you can use to tap into those opportunities:
- Create Content for Your Own Blog
- Write with intention – Make sure it’s relevant to your business, your industry, and your customers.
- Make it appealing – Choose a format, create an outline, and start writing.
- Reach out to profile, interview or feature or contribute to, industry influencers and business owners, syndicated networks and the like.
- Creating and posting content on your own website will eventually draw influencers to you.
- Guest Posting | Blogger Outreach
- Broken Link Building
- Find broken links and offer to replace it with something relevant and voila! You’ll have to scour some sites, but with a bit of perseverance, you’ll earn your first link.
There are other ways to build links but these 3 methods should be more than enough to get you started.
Once you gain visibility, you can expand your approach.
What Are The Dos & Don’ts?
- Assess the value of the link you want to build. Answer these questions before you start outreach. Otherwise, you’ll find yourself chasing the wrong deal.Does it have ranking potential?Is it relevant to your business?
- Will it bring traffic to your website?
- Is it the traffic you want?
- Write awesome content on a regular basis.
- To build links you must first provide the content.
- Create content often, share it on social platforms, and spread it to your peers in the industry.
- As long as your content is relevant and decent, links will come.
- Claim broken links (directories are good too).
- Find the opportunities and offer value.
- As your site grows and evolves don’t forget to reclaim your own broken links with 301 redirects.
Don’t be spammy!
- That means, a balanced strategy of naturally included anchor texts.
- White text on white background? Never hide links!
- Could end up as a penalty and all of your work will go down the drain.
Ultimately the ideal strategy will vary site to site.
Take for example a brand new site with no existing links. If a sudden influx of links occurs, a Google red flag will fly.
If the links are natural due to a media spike or something of the like, then don’t stress about any Google investigations. They will see that the growth is natural and you will not receive a penalty.
If your site is larger and already has a bunch of links, skyrocketing the size of your link profile in a one-month span won’t immediately impact your rankings.
As is the case with most things in life, the 80:20 rule serves as a powerful barometer of your efforts. Whilst content creation is important, it should only take up about 20% of your allocated link building and outreach efforts, whilst 80% of that should be focused on connecting and communicating with other site masters to secure a link within the body text of a contextually relevant article (and site) that boasts a medium-high Domain Authority (DA).
This is all to say that there isn’t a set number of links you “should” acquire each month. The point is to be intentionally building – always.
There are two helpful metrics you can use as a framework:
1: Analyze the competition.
Head on over to Ahrefs and plug in your competitors’ domains to scour their backlink profile. Assess the number of links accounted for and where they’re coming from. This will guide you on what others (leading the charge) in your industry are up to. Then, work towards matching their profile.
Don’t forget QUALITY over QUANTITY.
It is always better to have fewer links so long as they are of a decent DA.
2: Allocate the appropriate budget.
A suggested 50% of your SEO budget should be used to acquire new links.
Building authentic relationships take time.
Be warned, not every agency can offer a quick turn around time for links. And buying blackhat PBN links is definitely NOT a strategy for success.
However, because of our 15-year presence in the industry and the countless hours of outreach under our belt, many quality guest posting opportunities on influential sites have already been sourced and relationships have been built. In other words, the work to acquire placements on these safe, contextually relevant sites has already been done and are thus worthy of your hard earned dollars.
That being said white hat link building via ongoing blogger outreach will always be the best vehicle to the top of the SERPs and this strategy takes time.
So don’t be expect quality results if you aren’t willing to invest properly.
By now, you should have a fairly clear overview of what link building is, how it can help your company, and how often you need to do it. Just remember that while the results are DEFINITELY worth it, SEO rankings take time and so long as you slowly, steadily put in the work over an extended period of time – the results you seek WILL come.
Link Building Bonus: Follow this system and you’ll be a link building boss for your agency or business in no time.