Internet has swept us off our feet and with the onset of Google it had evolved rapidly. Google has updated vastly over the last few years and with every new update the use of links has been moderated. Various bloggers and online forums consider this drop in linking, as the fall of SEO marketing. But such myths and beliefs are not entirely true.
The truth is that the need for link building and SEO marketing keeps on changing and in today’s market the requirement of high-quality links have hyped. In order to strive online, you need to understand the importance of building high-quality links and implement them on your virtual business.
What is link building?
Whenever you browse through the internet, you would have come across various links or pages which when clicked redirects you to another relevant website. This happens because the original page that you visited was embedded with the link to the secondary webpage. This is what link building is. It’s the process of obtaining hyperlinks from other websites for linking them to your own.
It’s the teleportation network that transfers users from one website to another.
Have you ever thought about how search engines route through the internet? Yes, through hyperlinks. They will connect to links between every individual pages of your website, and between various entirely different websites. Link building is therefore very essential to gain traffic to your website. Similarly search engines also rank the websites based on the number of links pointing to it.
Many techniques exist for building links, while each has its own advantages; SEOs around the web agree that building links is one of the difficult tasks of creating a website. Many web developers and SEOs are working to build links between websites and the majority of their work time is dedicated to it. If you wish to go ahead of both your competitors and other SEOs, then the only way is for you to master the art of link building.
How do search engines make use of links?
Search engines make use of links in two ultimate ways
- To notice new webpages
- To rank a page on their search result
When a search engine comes across a link, it gets redirected to the linked page and extracts its contents. A search engine need not open every page to extract data from it; rather it routes through the linked webpages and extracts keywords from it. These keywords are added to the search engines’ indexes. They now have enough data to rank a website for relevant keywords. While doing so, the contents alone are not taken into consideration. They also look for the number of external links that point to the webpage and also at the ranking of those external websites. In general, if more high-quality websites link to your webpage then your chances of ranking good is pretty high.
Back in 1990s, Google started to dominate the search engine market only by using links as a ranking factor. They came up with a tool called ‘PageRank’, to measure the quality of a page partly based on the number of pointing links. It turned out to be an optimistic way of determining a pages’ quality and very soon the overall ranking algorithm started making use of this metric for ranking the websites.
Link building has a major part in SEO
Simply put, SEO is the art of making superior quality webpages rank higher in the search engine. But with only high-quality contents you can’t stand out in massive list of search results given by a search engine, you need to build links to it. You search the web using keywords. Keywords are an essential part of links that make you stand ahead in the search engine. Always link your website to keywords in your content, so the visitor gets redirected to your webpage when the keyword is clicked.
Earlier for ranking a website SEOs started manipulated the Google’s metric by purchasing thousands of links and pointing them to their webpages. Many websites were born for creating links and they supplied cheaper links to SEOs. One such website was link farm that supplied its users with thousands of links at a very cheaper rate. But these links didn’t help the website in ranking on a search engine. They were mere pointers that increased the traffic of a website.
Google was also actively trying to come up with ways to discover the webpages that were manipulating their search results. Therefore, Google decided to roll out regular updates for monitoring and to kick out the webpages that weren’t worthy of being ranked. Google cracked down many twisted linking practices, using a series of updates like Penguin and Panda. It was a hard hit on sites that performed unethical linking. It also caused a major turmoil among the SEOs because many links pointing to article directories were also affected.
Today, the internet is flooded with links. Some may be harmful or neutral, but there also exists many quality links that determine the ranking of the webpage. However, Google had admitted to experimenting with ranking techniques that doesn’t involve linking but the quality of their search results couldn’t be improved. Till date Google hasn’t found any reliable alternative other than linking, for ranking a webpages.
Google still has kept its ranking algorithm a ‘secret recipe’, but all that we know is links are also used as a part of their ranking algorithm. If you’re aware of the harmful link building techniques that need to be avoided and stay within Google’s linking guidelines, then you can definitely rank your website higher in a search engine.
How can building links benefit your business?
The only possible way to rank well in a search engine is to build high-quality links. When it comes to starting a business, it’s always virtuous to dedicate a few weeks to building quality links. This will give you more exposure to various search engines.
Google always rewards the incoming links if they are from an authority website. In order to uplift your business you need to build your link effectively. The number of inbound links doesn’t matter but from which website your page is linked do matter. Your business can get benefitted from links in the following ways:
1. Outreach to connect with your industry
You can connect with various other blogs and relevant websites in your field, by building superior quality links. If you have created information or a piece of content, through outreach you can easily promote your service. Consider that you’re in the business of SEO optimization and you need to connect with various firms that require SEO optimization. You can start by linking your website to various pages and blog posts that are about SEO optimization. Through outreach you can easily connect with the key bloggers and business owners in your industry and build a long-term relationship with them. This will elevate your business, making it highly regarded.
2. Hyperlinks can definitely increase your referral traffic
How do you earn from your website? Selling your service and by increasing the inbound traffic. Consider that your link is present on a website that is highly visited. This will tremendously increase your traffic, and if the website is relevant to your service or product, then you can expect assured customers, as well.
One great way to build quality links is through guest blogging. Start writing contents in your niche. You can publish your service related blog posts in various social media websites and this will increase the traffic to your website. Think about the number of people in social media looking at your blog post. You can also link your blog posts to major websites that can create quality links for you.
In order to hold on to the market you need followers and not just visitors. There’s a great difference between having a large number of visitors who just increase your inbound traffic and a handful of visitors who are passionate about buying your service. So it’s equally important to focus on these passionate followers, all the while increasing your referral traffic.
3. Pole vault your brand in the market
To get established as an authority in your niche, you need to build your own brand or signature in the virtual world. In order to build your brand you need to show the people the expertise of your service. This can be done through various link building strategies like content making. The more contents that you publish on different sites the more people will reach out and interact with you.
You get to have a great opportunity for branding when you customize your links. In case if you’re creating a new website or a blog, you can choose a domain name that reflects your brand. By sharing these links to other superior websites, you give the visitors a hint about what your brand deals with, even before they click on your link. This is a great way towards building a brand.
Now that you are well fortified about link building, it’s easier for you to build your own webpage. Start with link building and share your webpage through various sources. Feel free to leave your comments. Good luck!