What is Link Building and how to use it to improve your website’s SEO

Have you ever heard of Link building ? This is an action that aims to gain links that direct the user to a specific website or page, with the aim of increasing the authority and relevance of a domain.

In the context of SEO , link building is essential for a consistent and successful strategy. After all, sites that do not receive backlinks have a very high probability of simply not appearing in the first search engine results, for medium and high competition words.

Another very important point is to understand that there is no point in choosing quantity and inserting your link several times on any page or website. Here, the more natural and organic the link insertion, the better for the strategy.

Want to know how to build a strategic link building network for your website and boost your digital marketing results? Continue reading!

What is link building?

We can say that link building is the set of SEO tactics that aim to build a “network of links” for a given page, in order to drive traffic and strengthen the domain authority in search engines.

Most of the time, when we talk about link building , we already think about external links that are gained from other websites, also called backlinks . However, we also have internal links .

This second case of links are those included on your own pages, and can direct both inside and outside the website.

External links serve to demonstrate to Google the authority of your company’s website in the market. The search engine checks the links that go to the website , with the aim of understanding whether it is cited a lot, and whether it has good references.

The more links you have on reliable and referential sites, the more relevant your page will be within your area of ​​activity.

Regarding internal links, Google makes an assessment to understand the quality and relevance of a page, and whether it deserves better positioning in search results.

Why is link building so important?

This SEO strategy is important because it favors a website’s positioning in search engines, both directly and indirectly.

In the short term, gaining good backlinks from referential sites can result in immediate gains in position on the SERP ( Search Engine Results Page ).

In short, when a website has a well-ordered Technical SEO and On Page structure, link building comes to crown the strategies, and its effects are direct.

For example, currently, it is common for this resource to be used as a guerrilla strategy, when the results of a certain application need to be enhanced, or even when the site has to recover from a violent drop in rankings .

In the long term, we can say that links are mainly responsible for increasing domain authority , also called DR ( Domain Rating ). This, in turn, is one of Google’s main evaluation parameters when it comes to ranking results.

So, the more authority a website has, the greater the chances of it reaching or being as close to the first position in search engines.

What are the link building techniques?

Now that we’ve seen what link building is and how important it is, it’s time to check out its main techniques. Follow along!

Guest posting and co-marketing

Guest posting is the creation of content as a guest author on a blog. Here, you can create an article that is relevant to the partner’s persona and, in return, they authorize you to place one or more links to their pages.

This way, the partner transmits part of the authority to you, and your portal attracts more visitors.

Co-marketing is the marriage between two companies to create rich materials in partnership, such as:

  • e-books;
  • webinars;
  • infographics.

The aim is for both partners to publicize the product created and the links to their pages.

Data-driven PR

Public Relations or PR ( Public Relations ) come into play in this topic to generate research, studies and data aimed at the general interest of the market and, mainly, the press, in order to transform them into relevant topics.

The Data-driven PR technique is a way of working on the authority of a website using a data-driven press office .

How does it work in practice? Data-driven PR unites press relations and Business Intelligence teams to develop unprecedented data.

Linkable assets

What are linkable assets? These are rich or special materials, created with the aim of becoming citations and receiving links organically .

For example, one of the most popular linkable assets on the web is epic content, which is nothing more than a definitive guide on a certain subject.

Thanks to the large number of data that these contents expose, they are always cited in other materials. In other words, any type of content created with the aim of serving as a source for other materials is a linkable asset.

Some other examples are:

  • News;
  • infographics;
  • studies and research;
  • pages and/or special content sections within a website.

Backlink prospecting

The first step in this prospecting is to define content that will drive your campaign and analyze how it can be useful to people. Think about the persona’s pains and expectations.

The ideal is to create a list of problems that your material can solve. And it is from this list that you will find keywords that will direct you to articles that deal with solving these challenges and that can possibly add a link to your content.

Topic clusters

The Topic Clusters strategy works like a hierarchy of pages on a website or blog, through internal links.

How does it work in practice? You make a post based on a keyword that is essential for your company. This will be the pillar content of the strategy .

Disavow dubious backlinks

Remember: just as not everything is rosy, not all the backlinks you receive are good. Sometimes, websites can receive links from spam or dubious pages , which can tip the balance of rankings .

For this reason, it is essential for the link building strategy to reject dubious and/or unwanted backlinks .

You can do this using the Google Search Console tool , which has its own feature for disavowing backlinks . To do this, simply inform which pages or domains should be rejected.

Redirect broken links

It’s true, it’s natural for links to stop making up a website, after all, content is updated or deleted, and websites change their URL structure, leading to several broken links.

So that the user does not encounter the famous “Error 404”, it is necessary to redirect the broken links to the correct URLs. That is, Redirect 301 , which consists of a change in the page code so that the user is redirected to the right page.

How does Google evaluate links?

According to Google, a website’s backlink network can be evaluated in two ways: quantitatively or qualitatively .

The first way is related to the number of links a website has. In other words, the greater the variety of domains that reference your website or page, the better.

The second way concerns the quality of the links , and this is where the criteria differ a little.

We can say that there are three main criteria for evaluating the quality of a link:

  • the context in which the link appears;
  • the text that appears in the link;
  • whether the link is dofollow or nofollow .

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