Importance Of Link Building In SEO

Author : Nikhitha RS

Insight by: Nikhitha RS

Have you ever wondered why your page is not getting the traffic it deserves? 

You may have created quality content. However, that is not enough to outrank the rest of the websites and get to the top of the search results page. To get ranked above in the search results page, you should also implement a few digital marketing strategies that would highlight your content on the webpage and help reach out to the right audience at the right time. Building links is one of the most productive methods in search engine optimization, that not only improves your page ranking but also drives organic traffic to your website.

What is Link Building?

Link building is a strategy that gets different webpages to link each other by acquiring hyperlinks from other websites to your own. Hyperlinks are primarily used to navigate between pages and websites on the internet. Search engines use links (robots) to crawl through the websites to acquire new and updated content and store them so that it can give those results when the user requires a solution for their query. In that case, they will crawl the links between the individual pages on your website and will crawl the links between entire websites as well. Having the right type of links on your website is one of the best ways to improve your search ranking, raise traffic, establish the authority of your site, and improve the overall customer experience.

In the beginning, the link building strategies were simple to follow. The anchor texts contained a lot of keywords back then, and they helped in determining the rank of a page. However, this led to the making of several websites that in no way provided any valuable or useful content. The importance that was given to the number of keywords in the anchor text became invalid since then. Google’s only goal became the quality of the content presented. Then soon after, the same became the goal of the marketers as well. 

How does Link building work?

It is essential to know how a link is created to understand the link building process. A link can be divided into four parts. 

1. The start of the link: It is called an anchor tag. This part is recognized by ‘a’ given at the beginning. It opens the tag and indicates the search engine that a link to some other web page is about to follow.

2. Link referral location:- This section of the link is recognized by ‘href’ followed by a text inside a quotation mark that shows where the URL is leading. If you see a hashtag ’#’ instead of a URL, then clicking on the link will take you to another part of the same page.

3. Visible text of the link:- This section consists of a small piece of the text that you will see on the page, on which you need to click if you want to open the link. It is formatted in such a way that it stands out from the rest of the link so that you can quickly spot it. The text will be colored in blue, with blue underlining to indicate that it is a clickable link.

4. Closure of the link:- This part indicates the search engine that the link has ended.

Links and Search Engines

 When building links, the focus is mainly on the quality and significance of the links. The search engine has three primary functions.

  • Crawl:- it is the discovery process in which search engines send out a team of robots (known as crawlers) to find new and updated content. 
  • Index:- Store and organize the contents found during the crawling process, and then display it as a result of relevant queries.
  • Rank:- Provide the pieces of content that will best answer a searcher’s query.

Once search engines have crawled pages on the web, they can extract the content of those pages and add them to their indexes. In this way, they can decide if a page justifies being ranked well for relevant keywords. While regarding the websites, the number of links of relevant and quality external websites pointing to that page is as equally important as the main content of the page. The more high-quality websites that link to you, the more likely you are to rank well in search results.

The three major types of link building to boost your website’s search rankings are:

1. Inbound links:- An inbound link is a link of another website to a page on your website. A webpage with a good number of inbound links from authorized sites is considered to be trustworthy, as those sites are casting a vote of confidence by linking their pages to that website. 

2. Outbound links:- The links to external sites from your website are called outbound links. They direct away from your website, sending traffic externally to another. Creating outbound links to legitimate sites will not only provide value to your visitors, but it will boost the authority of your site as well.

3. Internal links:- Internal links are the links that go from one page on a domain to another page on the same domain. They help the site visitors find similar content on your website, which will hold them on your site for a longer time.

In addition to this, there is one more type of link called the reciprocal link. A reciprocal link is an agreement between two websites to provide a hyperlink within their website to each other’s site. Primarily this is done to provide readers with quick access to the associated sites or to show a partnership between two sites. 

Benefits of Link Building

Link building is vital for effective search engine optimization. The number of inbound links from quality websites is an influential factor for determining your rank in the Google search results page. 

  • To get more visibility of your blog in search results.
  • To receive traffic from other websites linked to you.
  • High-quality incoming links indicate that your site will be admired as a valuable resource. 
  • It has longer longevity, and hence it is cost-effective.
  • Link building is an excellent way of presenting your brand webpage, to come across as a leader in your industry.

 In a period where the extent of competition in the digital platform is at the highest, it’s crucial to evaluate and update your marketing operations and SEO strategies constantly. Contact us to get a head start on your brand marketing strategies with the latest tools and technologies. 

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