The ever-evolving landscape of Search Engine Optimisation (SEO) is always changing. The competition for website online visibility and rankings is becoming an increasingly bewildering, daunting and elusive task for many businesses wanting to get into the top positions on Google.
Many website owners think that it’s ‘Them v’s Google.’ That if they get all their on-page SEO perfect they’ll be at the top of the search results. They are WRONG!
It’s ‘You v’s ‘Your Competition.’ You need to see what your competition is doing compared to your website both on-page and off-page. Of course getting the on-page SEO factors right on a website is essential to help your website rank well.
But what about the off-page factors, what about high quality backlinks? This is an area that will have long-term benefits for any website, yet many new website owners overlook or neglect to take time to understand the benefits.
For this reason this article gives a basic understanding of website links and link building.
What is a Link?
Link building is the process of acquiring hyperlinks usually just called a link from other websites to your own. A link is a way for users to navigate between different pages on the web. Search Engines use links to crawl the web; they will crawl the links between the individual pages on your website, and they will crawl the links between entire websites.
Why is Link Building important for SEO?
High quality, relevant inbound links increases your sites authority and will have a long-term beneficial impact on your search results, traffic and your income.
There are two main ways that Search Engines use links:
1. Search Engines use links to discover new web pages.
2. Search Engine use links to help determine how well a page should rank in their results.
Once Search Engines have crawled pages on the web, they can extract the content of those pages and add it to their indexes. In this way, they can decide if they feel a page is of sufficient quality to be ranked well for relevant keywords.
When Search Engines are deciding this, through their algorithms they do not just look at the content of the page; they also look at the number of links pointing to that page from external websites and the quality of those external websites. In general, the more high-quality websites that link to your website, the more likely you are to rank well in search results.
We’ve mentioned the words “high-quality” quite a few times. Google’s increasing focus is quality links and filtering out low-quality links, which are not only worthless; they can in fact damage your website rankings!
Many new website owners would be familiar with unsolicited emails or even phone calls (with the phone number ID blocked). These often start with something along the lines of “Whilst you have an attractive looking website it is not ranking high for your keywords’, etc, etc…….” Many of these approaches are from overseas and are using a ‘shotgun’ approach, hoping someone will listen and they can capture an unsuspecting customer for SEO services and link building. We will keep advice short here, based on experience and client feedback – simply stay away! Our experience has shown (and we have many examples) of poor quality, low value, cheap link building.
So back to high-quality, relevant links. In terms of link building, website strength or domain authority is one very good reason SEO experts look at to use for links because you want to get links from websites that are very strong.
Domain Authority is calculated by Moz and runs on a scale of 0-100, with 100 being the highest.
For example, Facebook and Google have a Domain Authority of 100.
Fox News, has a Domain Authority of 97, it’s an authoritative website with high-quality content. Because of this, if you get a link from say Fox News or other authoritative websites, it is a signal to Google that you have a good website, too. So in simplicity if the links you get are from strong domains, they will pass more strength to your own website, which is a clear signal to Google that you have a good site that deserves to rank well.
There are of course many other factors associated with high-quality link building including the competitive nature of the industry you compete in, the core keywords you wish to rank for, the anchor text used for links, the originality of your link content, the diversity and relevance of your links and a whole lot more!
Our Final Word on Link Building
Whilst link building can be complex and time-consuming, it is a mandatory marketing investment that any website owner should allow for and wants to gain a long-term positive impact on their Search Engine Rankings and website traffic volume versus their competition.
Ultimately this can result in increased business derived for your website and most importantly an increase in your income.