Link building is a top factor behind your search ranking

The SEO landscape and link building strategies have evolved enormously in recent years. Nowadays, link building is considered a key pillar of Off-Page SEO and it's one of Google's top 3 ranking factors.

Back in the 90's, Yahoo! and Alta Vista were leading the international game. These search engines mainly ranked sites based on certain criteria: largely on-page content, domain names, and site structure.

Then in 2000, Google entered the scene and introduced their new, by now well-known PageRank Algorithm. According to this algorithm, Google stops analyzing page content, checking the quality of links connected to that page instead.

In the words of Matt Cutts:

"The objective is not to make your links appear natural... the objective is that your links are natural"

What is link building?

Link building is a strategy with the aim to increase the number of inbound links from other websites to your own, thereby boosting boost your website's position in Google's search rankings.

Search engines use links to navigate across your content, to understand how pages are linked and to evaluate your website based on the relevance and the quality of your links.

All marketers and business owners are interested in building links to drive referral traffic and increase their site's authority. But building high-quality links is like mining diamonds - something very precious but difficult to achieve and maintain.

Recent statistics prove the significance of link building and its contribution to SEO. Regardless of their level of experience, the vast majority of SEO experts report that backlinks are a significant ranking factor.

link building

Source: SEO Power Suite

Links matter and work as a signal to Google that your site is a quality resource worthy of citation. Therefore, sites with more backlinks rank higher on Google.

Not all links are created equal, and there are such things as 'bad' links. Like those from low authority websites that can lower your ranking. If your link appears on a spammy website or a site with a poor reputation, you could be penalized.

A single low-authority link won’t be disastrous to your website, nevertheless check your backlinks frequently and work on removing any suspicious ones.

Why is link building so precious?

Strong link building leads to stronger connections and partnerships.

Building new relationships with backlinks

You can expose your business to tons of existing audiences, and connect via niche communities on forums, blogs, groups etc. by posting and linking your website.

Give an opinion on a specific topic and start contributing to online discussions with something valuable. Follow and converse with experts and influencers in your field. These are easy tactics that your business will highly benefit from in the short and the long-term.

Sometimes, link building requires outreach to websites and blogs with similar content. I know this can be a really time-consuming and endless task... but you get out what you put in. Once your primary goal has been met, and you've got a link, you can move on to the next step. Maintaining your relationship with your new industry partners.

Building long-term relationships are part of growing your business and building trust within your community.

Receive referral traffic

A good link from a highly-quality website can have an enormous impact on your website by increasing your referral traffic, boosting sales and of course, enhancing your position in your niche.

Enhance brand awareness

Positioning your company as an authority in your niche requires a lot of work and commitment but it's not impossible.

If your company has its own blog, then your content will be your "best friend" through your link building strategy. If you run a survey and collect credible data or interview an influencer, create a post, include all this valuable information and publish it. Then reach out to relevant and well- established websites, prove your expertise and ask for backlinks.

If your content is really valuable for their audience, you'll earn a promotion on their social channels and who knows... it may be the beginning of a long-term partnership!