Link Building for SEO | Strategies and Tactics 2023

link building

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When it comes to link building, many people in the SEO community know that spammy link-building techniques are not effective. Link building is an important part of any SEO strategy and can add a lot of value when done right.

When people want to link their websites to other pages, there are often a number of link building strategies they can use to get the most benefit from their efforts.

While having a link from one website to another can be beneficial, there are many other common link-building strategies that have a much bigger impact than simply getting a single link.

Common link building strategies include creating content for guest posting on other sites, reaching out for backlinks from industry leaders and influencers, syndicating content across multiple channels, and leveraging relationships with affiliates and partners.

These are just some of the most popular methods used within SEO to build links and improve search engine rankings.

Link Building: Meaning

Link building is a way to help your website show up higher in search engine results. It involves creating links from other websites back to yours, called external or backlinks, and links from one page on your website to another, called internal links.

This helps search engines like Google understand that your website is valuable and trustworthy, so it can be found easier when people search for you online.

Google looks at links to a website to help it decide how popular and well-regarded the website is. If the other sites linking to it are reliable sources with a lot of visitors, Google knows that the linked site is important in its field.

Google looks at other things too, like the words around the link, where it’s on the page, and more. All of this information helps Google make sure that it shows the right pages when people search.

Moreover, link building includes putting links on your website’s pages that can lead visitors to other pieces of content on or off the site.

When Google sees these links, it helps them understand how helpful and relevant your page is, so it can show up higher in search results.

The most important thing to remember when building links is to make sure they will be helpful and interesting to readers. This will help you get more visitors and make your page more authoritative.

link building seo

Difference Between Link Building Efforts & Off-Page Seo

When it comes to website optimization, off-page SEO and link building may seem similar, but they have different functions.

Off-page SEO involves techniques that extend beyond a website’s pages, such as social media marketing and content distribution.

Link building, on the other hand, focuses on increasing the number of high quality links pointing to pages on your site in order to build authority.

Off-page SEO is about more than just getting links from other websites. It’s also about how often people talk about your brand, even if they don’t link to it.

That’s why link building isn’t the only important part of off-page SEO. Google considers both links and brand mentions when ranking sites.

When you’re focusing on link building for your website, it’s important to remember that it’s not just about what’s outside of your site. You need to think about both on-page and off-page SEO.

This means you should be looking for external links that show Google you’re relevant, as well as adding internal links on your own pages. To create an effective link-building strategy, you need to consider both aspects.

On-page SEO is made up of the features that are found within your website and can be changed by you to help your pages show up higher in searches.

Off-page SEO, on the other hand, involves things outside of your website that you usually can’t control, like when people link to your site or mention it online. When done right, both types of SEO can help make sure your website gets seen.

Structure of A Hyperlink

Link building is an important part of SEO. To understand why it matters, it’s helpful to know how links are made, how search engines interpret them, and what kinds of information they can get from them.

  1. Start of link tag: An anchor tag, also known as a link tag, is used by browsers and search engines to indicate when a link to somewhere else is present. It provides information about where the link leads, helping you navigate around the web more easily.
  2. Link referral location: The “href” part of a link is like an address that tells your browser where it should go on the web. It can point to a web page, an image, or even a file you can download. Sometimes you might see something different than a URL, starting with a # sign; these lead you to a certain spot on the same page.
  3. Visible or anchor text of a link: Clickable text, also known as anchor text or visible text, is the text on a webpage that you can click to open another page. It often appears in blue and/or is underlined so that readers know it is a link they can click on. Try clicking on it—it will take you to a new page!
  4. Closure of link tag: The closing of the link tag is an important signal for search engines since it tells them that the link has ended. If you want your website to do well in terms of SEO, you have to include this tag.

What High-Quality Links Mean for Search Engines?

The two fundamental ways that search engines use links are to discover new web pages and to help determine page rankings.

  • Search engines can use outside links to gain a better understanding of the relevance of a particular website and its content to a specific topic or keyword.
  • When search engines crawl the web, they follow links, enabling them to find new content associated with your search.
  • Inbound links from other websites can also be used by search engines to measure the relevance of a website for certain keywords.
  • The more external links pointing at a website from high quality websites, the higher it will rank in the SERPs.
  • Links are still one of the most important factors when it comes to search engine optimization (SEO). So having a good link profile that points to your site will help you rank higher and improve visibility.

Link Building Tactics

Search engines look for websites and then read all the content on those sites. They use this information to decide how popular a website is.

To do this, they not only consider what’s on the website but also count how many other websites link to it. The more good websites that link to your site, the better chance you have of appearing higher in search results.

Google became the top search engine in the late 1990s because of PageRank. Larry Page, one of the founders of Google, invented this system that judged how good a web page was by looking at the number of links pointing to it.

This was used as part of Google’s ranking algorithm. It proved to be very successful because it gave better, more relevant results than other search engines at the time.

Google’s algorithm was very effective because it involved looking at how many links pointed to a page. This showed Google that people thought the page was good enough to link to, much like you wouldn’t send someone to a bad restaurant if you didn’t think it was good.

So, when a website got more links, Google saw this as people believing it was a valuable resource and would then rank it higher in their search results.

SEOs quickly figured out how to change how Google ranks things as well as what comes up for certain search terms. At the time, Google was very advanced compared to other search engines. But it wasn’t good at recognizing bad or low quality links.

So Google started looking into websites that were creating those types of links, and they began introducing updates to filter out sites that shouldn’t be ranking because of their poor links.

But now Google has decreased the benefit of certain link building techniques that used to be successful. These techniques include submitting your website to web directories and expecting a link in return.

Google used to like this, but SEOs have used it so much that it no longer has as much of an effect on search engine rankings.

Over the years, Google has punished websites that use certain link building techniques too much. This became even stricter in 2012 with the Penguin update.

This meant those tactics could now hurt your website’s ranking in search results. To make sure your website does well on Google, you should know their Webmaster Guidelines and create a strategy that follows them.

Also, Google has not revealed exactly how they decide which pages show up as search results. However, experts and research suggest that links are still an important factor.

If all else is equal, links can help a page rank higher. So having good quality links can make a difference in where your page appears on Google.

If you get links from reliable and trustworthy websites pointing to your website, it will help you show up higher in search results and get more visitors.

Google has gotten better and better at recognizing low-quality links. So it’s important to make sure that the links you use are of high quality. Doing this should be a top priority when planning out link building strategies.

How Do Link Building Resources and Tool Work?

Getting links from other websites is important for your business. But it’s even better to get high-quality links from authoritative sites that are related to what you do.

There are different ways to figure out how valuable a link is. It’s worth taking the time to make sure you’re getting the best links possible.

If you want to know how well your website will rank on Google, you need to look at metrics. Examples of these metrics include page authority and domain authority from Moz and URL rating and domain rating from Ahrefs.

These metrics measure the quantity and quality of links that lead back to your site to generate scoring. Generally speaking, these numbers should be high in order for Google to recognize your site as authoritative.

Studies have shown a clear link between these scores and good rankings on Google.


The Basics of Best Link Building Strategies

Link building metrics are an excellent way to assess the success of your website or blog’s content. This helps you know what kind of content works and how to improve it.

In the world of SEO, metrics can give you a good indication of how your post is performing. By looking at the URL and domain rating, you can get an idea of whether it’s worth targeting certain keywords or not.

To check how many backlinks a site has, simply plug the link into Ahrefs’ search bar. Then click on the “Backlinks” tab. This will help keep track of your post’s link building status.

Let’s know about Ahrefs’ link building metrics in detail:

URL/Site Rating

URL rating is a way to measure the strength of a webpage’s backlink profile. It’s different from page authority, which looks at how well a webpage will rank on search engine results pages compared to its competitors.

Knowing your URL rating can help you understand where your website stands and how successful its backlinks are.

Domain Rating

Domain rating is an important metric used to measure the strength of a website’s backlink profile. It’s provided by Ahrefs and looks at the entire website, while Google primarily measures individual pages.

Domain rating is a helpful way to monitor and improve your website’s performance online.

Link Building Campaigns and Link Building Techniques

Link building is an essential part of technical SEO, and getting other websites to link to yours is a great way to increase your website’s visibility.

If you are interested in starting a link building campaign, then it’s important to have a good beginner’s guide that outlines the different techniques you can use.

Link building techniques include finding and leveraging link opportunities, creating content that will attract links, and promoting your content so more people will link back to it.

So, getting backlinks should be a top priority for any website owner or marketer who wants their website to rank higher in search results. Here are certain ways through which you can get backlinks to your website.

Ask for Links

Getting links from other websites is an important part of growing your online presence. To request a link, contact the website you would like to link to and ask if they are willing to do so.

This can help improve your visibility, search engine rankings, and reputation.

You can ask them to link to different attributes, like:

  • Blog posts are a great way to build links, as they are generally easy to produce and can attract external links.
  • In-depth guides and ebooks can also be effective for building link citations and improving your website’s visibility.
  • Visual assets such as infographics can help draw attention to your content and potentially result in more links.
  • Case studies, original research, and data can make your content more authoritative or unique.
  • By strategically creating content with the goal of building link citations, you can get better results from your SEO efforts.

Semrush‘s Link Building Tool is a great way to save time while searching and identifying links. By simply entering the topic of your link-building campaign, you can quickly generate a list of qualified prospects.

Then you can leverage this information to help benefit your business.

Adding Links for Content Marketing

If you add a link to a website that isn’t yours, it’s called adding links. There are a few different ways to do this:

  • Adding links to websites through business directory submissions is an effective way of getting your website more visibility and increasing your search ranking.
  • Creating social profiles on different platforms is another helpful method for enhancing your brand’s awareness.
  • Commenting on blogs, posting to forums and communities, or creating job search listings are all great strategies for generating leads, building relationships, and earning referrals.
  • By joining conversations and providing value-added content, you can demonstrate expertise and establish yourself as an expert in your field.
  • In addition to helping improve SEO, these activities can also bring more positive attention to your business. They can help reputable companies stand out from their competitors.

Importance of Link Building Services

Building links using certain strategies may be easy, but they usually aren’t very valuable for your website in the eyes of Google and often appear as spam.

Furthermore, it usually won’t give you an advantage over other businesses. But don’t ignore them completely. These tactics can still be beneficial for your online business even if they’re not related to SEO.

Let’s understand this with the help of some examples:

Business directories: If you own a restaurant and want to make sure people can easily find it online, listing it in business directories is a great way to do that.

Yelp, Tripadvisor, Allmenus, Grubhub, and other sites are all popular directories where you should list your restaurant. Not only will adding your business to these websites help your SEO, but there’s also a chance you’ll get some customers from them!

Industry forums: If you know of any websites, forums, or communities where your customers are, it’s a great idea to participate.

However, don’t just post links without contributing anything useful to the conversation. Instead, be helpful and try to add value to the discussion.


Build Links by Buying Them

When it comes to buying links, it’s not a good idea. It can be very costly and won’t enhance your rankings at all. Plus, it could even hurt your website if you get caught. But some people in the SEO world do purchase links. 

Earning Links

Getting other people to link to your website pages can be very helpful. But first, you need to have an amazing page that others are willing to talk about without you asking them.

When you do have something like that, you need to let people know so they can link to it. The more eyes on your page, the more likely it is for someone to link to it.

What Makes a Good Website Backlink?

It’s important to learn what makes a good link and which links can help your Google ranking. Here’s how to tell if the links you want to build are actually worth it:

1. Authority of The Backlinks

Authority is a way of measuring how important a website is. The higher the score, the more weight its links have to help your page appear higher in searches.

For example, a link from The Wall Street Journal would be worth more than one from an unknown blogger. You can use Semrush’s Backlink Analytics tool to check a website’s authority. Just enter the domain and scroll down for the score. It’s okay to get links from less important sites too. They won’t hurt, but you shouldn’t expect too much from them either.

2. Relevance

When it comes to building links, how relevant the other websites are to yours matters. Google looks to see if other websites’ links talk about your content when deciding if it’s relevant.

That means that you should focus on getting links from websites that have similar topics to yours.

If you have a website about SEO consulting, getting a link from an authoritative website related to yoga may not help your rankings very much.

You’d have better success if the link came from a website with content related to SEO, consulting, or marketing. It’s important that the link be as relevant as possible for the best SEO results.

3. Placement or Ranking of The Backlinks

When it comes to links, where they appear on a webpage can make a big difference. Google has a special patent that looks at the chances that someone will click on a link based on its location.

The higher up the link is on a page, the more value it carries. That means links in sidebars and footers may not be as valuable as those placed higher in the body of the webpage.

4. Anchor Text

Anchor text is a link to another page that usually tells you what the page is about. Google uses this text to figure out how a page should be ranked for different keywords.

It’s important because Google’s original PageRank system is based on anchor text. So when creating anchor text for your website, it’s important to make sure the words used accurately describe the linked page.

Google uses strategies to make sure your searches are accurate and helpful. One of these strategies is anchor text. Anchor text looks at the words in a link that points to your website.

But if you try to control how other pages link to yours by forcing certain words into their links, Google might think you are trying to cheat, and you could be punished for it. It’s better to let the people who create the links decide what words they use.

5. Nofollow vs. Follow

The “nofollow” link attribute lets Google know that the page linking to another page doesn’t want to support what it’s saying. Before, Google didn’t count these links at all.

However, they may now have an effect on your search engine ranking. At the same time, two new link attributes were introduced.

  • rel=“UGC” is an attribute that should be added to any link generated by a user on their blog, website, forum post, or comment.
  • Using this attribute will help search engines understand the origins of the links and better rank them.
  • Adding rel=“UGC” attributes can also help you control the links coming from your site. This ensures that links are only being created by authorized sources.
  • The rel=“sponsored” attribute should be applied to any link that has been part of a paid arrangement. Examples are an advertisement, a sponsorship, or some other type of compensation agreement.
  • Using the rel=“sponsored” attribute allows webmasters to clearly differentiate between sponsored links and organic links on their sites.
  • It also helps search engines easily identify sponsored links and provide users with more accurate information when providing search results.

When it comes to improving your website’s search engine rankings, getting “followed” links is the best choice. The reason is simply that they create stronger votes.

However, an exception to this rule is if you get a “nofollow” link from a high-authority page that is related to your website.

A great example of this is Wikipedia. It doesn’t give out followed links, but many people in the SEO world think that these links provide more value to Google than a regular followed link.

6. Destination

When creating links to your website, you can send them to three places. –

  1. The homepage,
  2. Linkable assets, and
  3. The pages you want to rank higher in Google.

This is a good way to get more people to find and visit your website.

When you want a website to be successful, it’s important for it to show up high in search engine results. That usually requires having lots of links pointing to it.

However, getting links to pages that are selling something can be difficult. This is because people would rather link to pages that give useful information without costing them anything.

If you want to know how to make your pages show up higher in the search engine rankings, one common suggestion is to use internal linking.

This means creating links from within your site between different pages. This can help boost the visibility of the more “boring” parts of your website and get them noticed.


Thus, link building is the process of creating links back to your website or its content from other websites. It is one of the most common link building techniques and a great way to boost your ranking factor on search engine result pages.

Broken link building and link reclamation are two important tools used in link building. Broken Link Building helps you find broken links so that you can suggest an alternate page for the same content.

Link reclamation allows you to spot those who have linked to outdated content on your site without realizing it, so that you can ask them to update their link with the new one.

People cannot always link back to you, but if you want to get a great link, these tools will help you with that.

So, link building tools are essential for everyone who wants to improve their SEO rankings and get more organic traffic from search engines.

They are helpful in finding broken links and linking opportunities, thus providing an effective approach for website owners and marketers alike.

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