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Link building is an important aspect of SEO. It helps search engines find and rank your web pages. You can write the perfect article, but if a search engine can’t find at least one link pointing to it, it could spend forever waiting in vain for visitors to enjoy its great content. For Google to find your post, it needs links from other sites. The more links, the better.
But be careful, the quality of your link counts! Not all links are as valuable as other links. Worse still: some links can have a negative impact on your site. Here we explain how link building works. We’ll also walk you through more in-depth articles if you want to learn how to do it right.

Simply put, a link or hyperlink is a connection between two pages on the internet. Links allow you to direct people to a page, post, image, or other online object. Links are primarily there for people: Links allow you to easily “travel” from one website to another.

But links are also useful for search engines – search engine crawlers follow links to discover pages on the Internet. This is called creep.
For robots to find your site, you need at least one link from another site that has already been crawled. Making sure you get your first link is one of the things you need to do when launching a brand new website.

In HTML coding language, a hyperlink looks like this:

href=”https://yoast.com/wordpress/plugins/seo/”>Yoast SEO Plugin for WordPress

The first section contains your URL to link to. In this case, it is the Yoast SEO plugins page URL (https://yoast.com/wordpress/plugins/seo/). The second part (Yoast SEO Plugin for WordPress) shows the clickable text that you will see on the page.
We call this text “anchor text”.

Internal and external links

There are two types of links that are important for SEO: internal links and external links.

Internal links are links on your website that link different pages together.

External links, also called inbound links, are links that other people place on their website to direct their users to your page (and vice versa). People who work in the SEO industry describe these external links as “backlinks”. If other websites link to your page, you get backlinks from them.
On the other hand, if you link to theirs from your page, you are giving them a backlink.

Building internal links is different from building links. In this link building article, we will only focus on the process of allowing other websites to link to your page. Also known as getting “backlinks” from other websites.

Anchor text
Anchor text serves two purposes: it should describe the content of the linked page and get people to click.
A link with well-designed anchor text has two benefits:
more people will click on it, which will generate more direct traffic,
it will help search engines understand what your page is about and can get more traffic from search engine. generate more traffic. .
Of course, you have no control over the anchor text other people use when they log into your site. But you can use anchor text to enhance your own internal links.

Link building refers to the marketing effort of obtaining links pointing to your website from other websites. It is considered to be one of the most powerful tools for getting better search engine rankings. Google’s Andrey Lipattsev even confirmed in a Q&A session that backlinks are an important ranking factor.

It makes sense when you think about it. If a page has a lot of high quality backlinks, it should/must be a good page.
Therefore, search engines will consider it a popular or important page and rank it higher.

Good to know that all backlinks are not worth the same. Also, since getting links from external sites is an important ranking factor, it creates problems for the SEO industry. That is, websites will try to use shady link building techniques to get more backlinks.

Links are not created equal. Some links are more valuable than others. For example, a link from an authoritative site, preferably a local link related to your site, is more valuable than a random link from a small site that no one knows about.

Let’s say that if you own a restaurant, you would rather get a link from a restaurant review (topic) on the (high authority) Guardian website than your aunt’s riding school website. This makes it easier to decide which sites you want to get links from.
But at the same time, it also makes it harder to get those coveted, high-quality links.

Shady techniques

Since link building is not easy, there have been many shady link building methods in the past. For example, people try to trick the system by buying links from link farms. This is why link building gets bad press.

As a result, Google stepped in, resulting in a hefty fine. If a page receives a lot of backlinks from low-reputation sites, it may disappear from search results altogether.
So it is best to avoid these risky link building techniques. However, if you play fair and smart, you can greatly benefit from link building.