A detailed guide on link building in SEO

A detailed guide on link building in SEO
Behlul M
August 10, 2017

The landscape of Search Engine Optimization and link building keep on changing. It is imperative to understand the concept of building high quality link and implement high-quality campaigns. This guide will help point you in the right direction.

To gain effective results in SEO, it is crucial to use the right tools effectively. Link building is one of the most challenging parts because its time-consuming and not all links are created equal. So what is link building? SEO experts will go as far to classify it as an “art”. Simply put, it’s a mechanism to drive quality traffic from other websites to your own via a sharing of content and hyperlinking it. Search engines use hyperlinks to crawl the web; they will crawl the links between the individual pages on website, and they will crawl the links between entire websites.

A high quality link achieves few things such as – It provides a simple mechanism for a web page author to reference supporting material and it tells Google that a web page is popular. A link can also act similar to a vote or an endorsement. As with any campaigning activity, the initial step in any link building campaign is creating strategies and goals. Having said that, it can be difficult to measure high quality link building. You’ll know you’re doing a good job when your rank gets a jump week-on-week.

Let’s talk about how we can create these links and how search engines see these links. A proper format of link building consists of 4 parts:

  • Start of link tag

can also called an anchor tag (hence the “a”), this opens the link tag and informs search engines that a link to something else is about to follow

  • Link referral location

The “href” stands for “hyperlink referral,” and whatever the text quoted inside the quotation marks indicates the URL to which the link is referring. It is not mandatory that it always has to point to a website; it either could be the address of the image or a file to download. In some circumstances, you’ll see something other than a URL, beginning with a # sign. These are local links, which redirect you to some other section of the same page.

  • Visible/anchor text

of the link is the little bit of text that users see on the page, and on which they need to click if they want to open the link. The text is usually formatted in some way to make it stand out from the text that surrounds it, often with blue color and/or underlining, signaling to users that it is a clickable link.

  • Closure of link tag

indicates end of the link tag to the search engines.

Link building practice can be broadly split into 2 ways – Active Link Building and Passive Link Building.
  • Passive Link Building

as the name suggests, it acquires links passively rather than asking for them. If you deliver a good piece of content, people will like it and share it on their own and stay on the page for longer than usual – this leads to passively acquired links. This passive methodology should be at the forefront of your content strategy. Delivering a good piece of content requires a variety of skills. Be sure to have your social media marketing agency connected with your search engine optimization team for achieving the best result.

  • Active Link Building

involves creating links to your own website from other sites. Some of the most popular strategies include leaving a link in the comments section, commenting on other people’s blogs, participating in forums, adding links to the information you post, posting links to your website in popular and relevant directories and many more.

Instead of posting articles with interesting content on your own blog, it is helpful if you post it on someone else’s blog linking to your website. At the time of guest posting, you have to be aware of a few things. Google can easily identify you’re doing this. Your site may be penalized if you don’t hide this well. There are many chances that most of the quality blogs rarely publish guest posts and they scrutinize the article closely to make sure they are not being abused purely to make safe links.

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