The Ultimate Guide To Backlinks & Link Building

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In this blog, we will talk about backlinks – one of the most important aspects of search engine optimization.

Backlinks: Signal Of Relevance And Authority Of Content

A backlink, also known as an inbound link, is a link from one website to another. In other words, it is a link that is directed toward your website from another website.

The more high-quality backlinks your website has, the more likely it is to rank higher in search engine results pages (SERPs) for relevant keywords.

Why Are Backlinks So Important?

Backlinks are important in search engine optimization (SEO) because they are considered by search engines like Google as a signal of the relevance and importance of your website's content.

Backlinks are important for several reasons:
  • Search engine ranking: Backlinks are considered by search engines as a signal of the relevance and authority of a website's content. The more high-quality backlinks a website has, the more likely it is to rank higher in search engine results pages (SERPs) for relevant keywords.
  • Referral traffic: Backlinks can also drive referral traffic to a website. If someone clicks on a backlink to your website from another website, they are redirected to your website, potentially increasing your website's traffic and engagement.
  • Brand building: Backlinks from reputable and authoritative websites can help to build your brand's reputation and credibility. When other websites link to your website, it signals to their audience that your content is trustworthy and valuable.
  • Relationship building: Building backlinks can also help to establish relationships with other websites in your industry. This can lead to opportunities for collaboration, partnerships, and other forms of mutually beneficial relationships.

Evaluate The Importance of A Webpage With Google PageRank!

Google PageRank (PR) is an algorithm used by Google to evaluate the importance and relevance of a webpage. PageRank works by assigning a score to each webpage, based on the number and quality of backlinks pointing to that page. The higher the number and quality of backlinks, the higher the PageRank score. Here is a simplified explanation of how PageRank works:

  1. Google's web crawlers scan the web and collect information about each page they visit, including the links to other pages on the web.
  2. Each page is assigned an initial PageRank score based on the number and quality of links pointing to it. Pages with more high-quality links pointing to them receive higher scores.
  3. As web crawlers move from page to page, they follow each link they encounter and assign a portion of the linking page's PageRank score to the linked page. The amount of PageRank passed along depends on the number of links on the linking page and the PageRank score of the linking page.
  4. This process is repeated for all pages on the web, resulting in a network of linked pages with varying PageRank scores.
  5. When a user enters a search query, Google's algorithms use a combination of factors, including PageRank, to determine the relevance and quality of pages to show in the search results.

The three main factors that influence the PageRank of a page are:

Quantity and quality of external links: The more high-quality websites that link to a page, the higher its PageRank score is likely to be. Quality is also important, as links from more authoritative websites are given more weight than links from less authoritative ones.

  • Internal link structure: The way a website is internally linked can also affect its PageRank. Pages that are well-connected within the site and have a clear hierarchy tend to have higher PageRank scores.
  • Relevance and content: The relevance of the content on a page to the search query is also important. Pages with high-quality, relevant content are more likely to be linked to other websites and therefore have higher PageRank scores. Additionally, pages that are optimized for search engines with keywords and meta tags can also improve their PageRank.

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Types Of Links: Numerous Categories of Links Exist!

Various categories exist for classifying links, and the following are the fundamental ones that you should be aware of:

  • Internal links: These are links that connect pages within the same website. They are important for improving website navigation, helping search engines understand the structure of the site, and distributing link equity throughout the site.
  • External links: These are links that point to pages on other websites. External links can help to build authority and credibility for a website, particularly if they come from reputable and relevant sources.
  • Inbound links: These are links that point to a website from other external sources. Inbound links are an important ranking factor and can help to improve a website's visibility in search results.
  • Outbound links: These are links that point from a website to other external sources. While outbound links do not directly improve a website's ranking, they can help to provide context and credibility to the content on a page.
  • Nofollow links: These are links that contain the "nofollow" attribute in the HTML code. They instruct search engines not to follow the link or pass any link equity to the linked page. Nofollow links are often used for paid links, user-generated content, and other types of links that may be viewed as spammy.
  • Dofollow links: These are links that do not contain the "nofollow" attribute and allow search engines to follow the link and pass link equity to the linked page. Dofollow links are the default type of link and are used for most types of links in SEO.

Link Profile: An Important SEO Term

A link profile is a significant SEO concept that you must be familiar with. Your rankings are directly proportional to the quality of your link profile.

A link profile refers to the collection of all the links that point to a particular website. It includes both internal links (links within the same website) and external links (links from other websites). A link profile can provide valuable information about a website's backlink profile, including the quantity, quality, and diversity of links, as well as the anchor text used for the links. Analyzing a website's link profile is an important part of SEO and can help website owners identify areas where they need to improve their backlink profile to improve their search engine ranking.

How can a high-quality link profile be described?

  • Diverse – A healthy link profile should be varied, containing different types of links, including both standard and nofollow links, as well as natural anchor texts.
  • Quality backlinks – A high-quality link profile is comprised of quality backlinks obtained from websites that are relevant to your content or industry.

Conversely, an excess of low-quality links from spammy websites can be, at best, disregarded and, at worst, detrimental to your website.

Improve Ranking Of The Linked Web Page With Anchor Text

Anchor text refers to the clickable text in a hyperlink that is used to link to another web page or resource. It is the visible, underlined, or highlighted text that users can click on to navigate to a different location on the web. The anchor text is often used to describe the content of the linked page, and it can be optimized for search engines to help improve the relevance and ranking of the linked page. It is important to use relevant and descriptive anchor text to provide context and improve the user experience.

Here are some of the most common types of anchor texts:

  1. Exact match anchor text: This type of anchor text uses the exact keyword or phrase that the linked page is targeting. For example, if the linked page is about "best pizza in New York," the anchor text would be "best pizza in New York."
  2. Partial match anchor text: This type of anchor text uses a variation of the targeted keyword or phrase, rather than the exact match. For example, "best pizza places in NYC" instead of "best pizza in New York."
  3. Branded anchor text: This type of anchor text uses the name of the brand or business as the clickable text. For example, "Nike" or "Coca-Cola."
  4. Naked anchor text: This type of anchor text uses the URL of the linked page as the clickable text. For example, "".
  5. Generic anchor text: This type of anchor text uses non-specific words or phrases, such as "click here" or "read more."

It's important to use a variety of anchor text types in your link-building efforts to avoid over-optimization and to signal to search engines that your links are natural and relevant.

Having multiple pages link to your website with relevant keywords used in the anchor text can improve your search engine rankings for those particular terms. However, it's important to note that you shouldn't try to artificially stuff keywords into your anchor text. Instead, it's recommended to aim for a natural balance of various types of anchor text. Any attempt to manipulate anchor text for the purpose of improving rankings may be identified and penalized by Google.

Attributes Of A Valuable Backlink

Not all backlinks are created equal. While some of the differences are apparent, between internal and external links and standard vs. nofollow links, the value of two backlinks and the amount of link equity they pass may vary based on various other factors.

A valuable backlink typically possesses the following attributes:
  • Relevance: The link should come from a website that is relevant to your website's content and niche. For example, if you run a fitness blog, a backlink from a health and wellness website would be more relevant than a link from a fashion blog.
  • Authority: The linking website should have a high level of authority and trustworthiness in the eyes of search engines. Websites with high domain authority and a good track record of quality content are more valuable sources of backlinks.
  • Traffic: The linking website should have a good amount of traffic and visitors. A backlink from a popular website with a large audience can generate referral traffic to your website and improve your visibility.
  • Diversity: The backlinks should come from a diverse range of sources. A natural backlink profile should consist of links from different types of websites, such as blogs, news sites, and social media platforms.
  • Anchor text: The anchor text used in the backlink should be relevant to the linked page, and it should not be over-optimized with keywords. A diverse mix of anchor text types, including branded and generic anchor text, is considered more natural and valuable.

Overall, a valuable backlink is one that comes from a trustworthy and relevant website, has the potential to drive traffic, and contributes to a diverse and natural backlink profile.

What Are The Benefits Of Performing Link Building?

Link building can be beneficial for several reasons:
  • Improving search engine rankings: Backlinks from reputable and authoritative websites can signal to search engines that your website is also trustworthy and valuable, which can improve your search engine rankings.
  • Increasing website traffic: Links from other websites can drive traffic to your website, especially if the linking website has a relevant audience to your own.
  • Building brand awareness: Having your website linked to other websites can increase your brand's visibility and awareness, helping you to reach new audiences and potential customers.
  • Establishing credibility and authority: When other reputable websites link to your website, it can help establish your website as a credible and authoritative source in your industry or niche.

However, it is important to note that link-building should be done ethically and naturally. Artificially building links or engaging in manipulative link schemes can lead to penalties from search engines and harm your website's reputation.

Should You Buy Links for Your Website Authority?

It is generally not recommended to buy links as it can be seen as a violation of search engine guidelines and can result in penalties or a decrease in search engine rankings. It's better to focus on creating high-quality content that naturally attracts links.

Most Common Link Building Strategies

There are numerous techniques, hacks, and tips available for building links. Below we have covered the most common strategies that work very well.

  • Content Creation: Creating high-quality content that naturally attracts links.
  • Guest Posting: Writing articles for other websites in exchange for a link back to your site.
  • Broken Link Building: Finding broken links on other websites and suggesting your content as a replacement.
  • Skyscraper Technique: Creating content that is better than what is currently available and reaching out to those who have linked to the inferior content, suggesting they link to your superior content.
  • Infographics: Creating visually appealing infographics that people will want to share and link to.
  • Resource Pages: Finding websites with resource pages related to your content and requesting that your site be added.
  • Influencer Outreach: Reaching out to influencers in your industry and requesting a link to your content.
  • Social Media: Promoting your content on social media platforms to increase visibility and attract links.

It's important to note that link-building should always be done ethically and with the goal of providing value to users, rather than just trying to manipulate search engine rankings.