July 12, 2016

SEO Series: How to Achieve High-Ranking Searches Through Link Building

How to Achieve High-Ranking Searches Through Link Building

So far in this series, we have covered what SEO is and why it’s important, how search engines work, and the importance of keywords to the way that search engines work. The next layer to which we’ll turn our attention is links. 

Before diving into link building, we must first understand the different types of links. There are two basic types of links: internal, which send users to other pages within your site, and external, which send users to pages outside of the website domain.  

Why link to external sites and pages? 

Linking to relevant and reliable resources helps build the trustworthiness of your site. By including external links, you are showing search engines that you’ve done your research and know what other relevant material is out there on the web. Limit yourself to one to two links per paragraph to avoid being flagged for spam. The quality of links is also important: having broken links is flag that your content isn’t up-to-date.  

Inbound links and link building 



Moz’ illiustration “External Links are More Influential than Internal Links” is one of their ten principles of link valuation that can be observed, tested and, in some cases, have been patented in thier post All Links are Not Created Equal: 10 Illustrations on Search Engines’ Valuation of Links

There’s a common consensus that external links are more important than internal links for two reasons: relevancy and popularity (sound familiar?). Links from other domains and websites that send users to your website are called inbound links. The more inbound links you have pointing to your site, the more popular Google perceives your page to be and the more relevant to the topic your page is viewed. This is where link building becomes important. 

Moz defines link building as “the process of acquiring hyperlinks from other websites to your own”.  Larry Page, one of the founders of Google, devised an algorithm that would rank the quality of pages on the number of links pointing at it, a process called “PageRank”. According to Google, PageRank works by counting the number, and quality, of links to a page to determine a rough estimate of how important a particular website is. The underlying assumption is that more important websites are likely to receive more links from other websites. 

Link Juice – What is it & how can it help your website 

Link juice is a term used in the SEO world to refer to the power passed to a site through links. It serves as a vote of confidence for your site. It is one of the most important factors in increasing your site’s search ranking. it means earning votes of confidence from other sites. Check out WooRank’s video below for a more in depth look at link juice and the do’s/don’ts of link building. 

How to do you get other websites to link to your page?

Unfortunately, there is no simple one-size-fits-all strategy. Every website and page has unique content; thus, the strategy to acquire inbound links will vary to suit the needs of your page. But if you’re still curious and want to explore link building, check out Moz’ The Beginner’s Guide to Link Building; an 8 part series that chronicles all aspects of link building.