What is link building in SEO?

Backlinks in SEO

As a small business owner, you may be aware that Search Engine Optimisation (also known as SEO) is one of the most effective digital marketing tools you can use to compete successfully in your industry.

What you may not be aware of though is something called link building, or a link building strategy. Inbound links (links to your website from other web pages) are one of the ranking factors that search engines use to measure the quality of your website and believe it or not, they are kind of a big thing...

While there are hundreds of factors that Google searches (and of course other search engines) take into account when determining search engine ranking, it makes sense that these links (also known as baclinks or the backlink profile) play a very significant role.

It makes sense mostly because getting links pointing back to your website is not easy - or should I say getting quality links is not easy. It tends to happen over the long term, as you build relationships with other website owners that you know, and those that come to appreciate your digital offering.

Good links are from websites who have a good reputation, websites that provide relevant and quality content and as a result generate a high volume of organic traffic. Manage to create links from these types of websites and your website will be treated as more trustworthy as well.

On the flip side, links to your website from low quality websites are easy to generate and will have a negative impact on your search engine rankings so when it comes to managing your link profile it is is important that link building campaigns focus on quality, trustworthy websites.

There are three main ways to generate quality backlinks:

1. Ask quality websites for a link back

If you know of websites that are well used, relevant for your target market and may be happy to provide a link back to your website you can always contact them to ask. See if they will use your primary keyword in their link or in the anchor text as this can give your website more relevance for that keyword.

Asking for a link back can be quick, but it's sometimes hard to find the contact details of the right person, and even if you do get those they are not always happy to oblige - but that said, there's no harm in asking.

2. Add your website to reputable directories

Most cities, regions and even countries have online business directories that you can add your business details to. More often than not they provide the ability to add your products and services and this is where you can enter your keywords with links to relevant areas of your website.

Some directories require you to pay, but there are a number out there that will allow you to add your details for free. Make sure the directory is well used and relevant though to ensure the backlink will be quality.

3. Write blog posts

"Content is King" is a saying that was done to death in the 2000's, but the message is just as true today (if not more) than back then. Blog posts are a great way to get links back to your website because if your content is good, people share the link across social media and by default, reputable websites will be sharing what you have to say as well.

Writing blog posts which are relevant to your target market and contain your keywords will also help to ensure that links back are quality. If you are not great at writing, consider asking someone to write a guest post for you.

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These are just 3 ways that you could generate quality links that point back to your website but if you are not sure or if you don't have the time or inclination, why not check out our SEO service and have us handle your link building campaigns for you?