What Is Link Building? Why Is It Important For SEO?

Link building refers to the process of getting external pages to link to a page on your website. It is one of the major aspects used in search engine optimization (SEO). Building links is a difficult, time-consuming process as not all links are created equal. A link from an authoritative website like the Wall Street Journal will make a greater impact on a SERP than a link from a newly built website, but high-quality links are hard to come by. This guide will teach you how to build quality links.

Most webmasters feel that writing quality articles will help them in getting links, but that’s not 100% true. Unless you specifically try to get links, it will be hard for you to do so.

In a short, we can say, “Link building is the process of acquiring hyperlinks from other websites to your own.”


The benefits of link building

  • More visibility of your blog in search results.
  • It can often involve outreach to other relevant websites and blogs in your industry. Hence, it is fruitful for building relationships.
  • Good link building can help build your brand and establish you as an authority in your niche.
  • A good link from a highly-visited website can lead to an increase in traffic, too. So, it helps in receiving traffic from other websites linked to you.
  • With good quality content, you can get high-quality incoming links to your site as a valuable resource.
  • Link building also helps in getting indexed in search results quicker.
  • Link building is also considered an important aspect of SEO.

Why is it important for SEO

Link building is important because it is a major factor in how Google ranks Web pages. Google notes on their site that:

“In general, webmasters can improve the rank of their sites by increasing the number of high-quality sites that link to their pages.”

Imagine that we own a site promoting wind turbine equipment that we sell. We’re competing with another wind turbine equipment manufacturer. One of the ranking factors Google will look at in determining how to rank our respective pages is link popularity.

linking sites


While the above example provides a general visual understanding of how page rank works and why link building is important, it’s very basic.

There’s a better (free) link building strategy to build links to the pages you’re attempting to improve search engine rankings for. In attempting to get a Web page to rank, there are a few key factors to consider:

Anchor Text – One of the most important things search engines take into account in ranking a page is the actual text a linking page uses to talk about your content. So if someone links to our Good Guys Wind Turbine Parts site with the text “wind turbine parts”, that will help us to rank high for that keyword phrase, whereas if they had simply used text like “Good Guys LLC” to link to our site, we wouldn’t enjoy the same ranking advantage for the phrase “wind turbine parts”.


The quality of the Linking Page – Another factor taken into account is the quality of the page that is sending the link; search engines allow links from high-quality, trusted pages to count more in boosting rankings than questionable pages and sites.

Page the Link is Aimed At – Many times when people talk about your site they’ll link to the home page. This makes it difficult for individual pages to achieve high rankings (because it’s so difficult for them to generate their own link equity).


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