What is Link Building?
Link building is precisely what the name suggests — building [hyper] links from relevant and authoritative websites towards your own website to increase its authority. Even though link building sounds simple, it’s actually the backbone of any sustainable, long-term SEO strategy.
When you build a portfolio of good, relevant links it will give you increased website authority, better rankings and more organic traffic. And it can do this more quickly than any other SEO technique.
There are several different types of links and many different methods for getting them. But it’s important to know that not every link has the same weight or importance. And some are far more valuable than others.
Besides being a tool to increase search engine rankings, links can also give you valuable referral traffic. When a link to your website is placed on another popular website or blog, there’s a great chance that people will see that link, give it a click and come over to your own site. This increases your traffic, but more importantly gives you the opportunity for a conversion! Win win.
Link building is an excellent strategy if done well. But if it’s executed poorly, link building can cause a website to completely disappear from the search engines. And that’s why it’s best to have professionals take care of your link building campaigns.
Why is Link Building Important for SEO?
SEO affects the visibility of your web page or website on the search engines results pages. And it’s very important because this is how you actually get seen by potential customers. But when it comes to SEO, link building is a vital part. In fact, how your page is ranked depends mainly on the volume and quality of your inbound links. And that’s because quality links tell Google that your website is a reliable and important source of information.
Search engines use links in two primary ways. The first one is for discovering new web pages, and the second one is to decide how the page ranks in the results.
So you can understand why SEOs, and anyone who has ever done any optimisation work on their website, understand the importance of a good link building campaign in their overall SEO strategy.
One of the most common questions we get is ‘what is the secret to getting the best link portfolio?’ You’ve probably seen links to websites in articles, blogs or newspapers. Maybe you’ve seen them in some comments or social media posts. And even if forums are all but dead, you might have seen links there as well.
So… what is the secret to getting the best link portfolio?
At Green Web Marketing our experts know that the best possible way to go about link building is to have a varied approach that combines contextual links with local citations to create the most natural portfolio of links.
Don’t bother yourself too much with nofollow and dofollow since Google has almost equaled their value. Also, a good mixture of dofollow and nofollow links makes your portfolio seem more natural.
At the end of the day, most websites would organically build up links to different kinds of websites, and with different kinds of authority. Replicating that is the best way to build a solid backlink portfolio.
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OUR LINK BUILDING PROCESS
In a sense, you can look at inbound links as digital word of mouth marketing. The more websites link to your website, the more visibility you get in search engine results pages and referral traffic. That’s putting it simply, of course. Not all links are equal, and because of that, every link building effort carries a different weight.
At GWM we use two main types of link acquisition—Contextual Link Building and Local Citations.
Contextual link building is based on publishing blog posts and articles on other blogs and news websites topically connected to your business. Those articles contain hyperlinks within content that link back to your website.
Local citations are business directory websites such as Yellow Pages. These websites are good for increasing the quantity of the total backlinks for a website.
Combining these two methods, gives you the perfect blend of quality and quantity.
While both methods are in play at GWM, not all websites are equal—whether it’s websites that we use for contextual links or local citations. And our primary concern with link building is always link quality. No matter which approach we’re talking about, quality takes priority!
GWM has devised an internal ‘algorithm’ for choosing only websites with value to create backlinks. It is a closely kept secret within our off-page SEO team and is the reason for our clients’ successes. Types of websites, their metrics, spam factors, overall authority and many factors are used when determining the website’s value. And unless it means our high, stringent standards, we simply won’t use it.
Our link building process consists of the following five phases:
The first step in devising a perfect link building strategy is to get to know the client. The main reason to do this is to understand what type of websites are considered when building contextual links. Because, again, not every link is of equal value.
Google takes into consideration the niche of the website linking towards you. So, for example, if your business is related to agriculture, backlinks from beauty and fashion websites aren’t relevant. By getting to know you and your business inside and out, we know how to choose the best possible websites for contextual backlinks.
2. Keyword research
Keyword research is one of the most important aspects of SEO. No website can rank for important keywords without well-executed keyword research.
Keyword research is something we do for all of our SEO clients as part of the onboarding process. It is the backbone of both on-page and off-page SEO. Once we identify the keywords and the pages we want to rank for those keywords, the link building process can begin.
3. Website identification
The third step is to find and group as many websites as possible that we consider valuable enough to score a backlink from. This is a repetitive process that we do at least once per month for all of our clients.
During this step, we also choose all of the local citation websites (business directories) that are relevant and desirable and start creating those links.
4. Outreach, content creation and publication
Once our expert link builder has their list of relevant websites, they proceed with the outreach process. We get in touch with the owners of all of the chosen websites and potentially establish cooperation.
If the outreach process is successful, we then create content whose length is based on the package you’ve opted for. Finally, once the content is completed, we wait for the website owner to publish our content and with it the link to your website.
5. Analysis & reporting
Finally, each month, we provide you with a link to our reporting dashboard, where you can see all the work being done on your project each month. Our reporting dashboard unifies Google’s main reporting tools (Google Search Console and Google Analytics), providing you with traffic, user, keywords and rankings data. What’s more, you can keep track of the performance of your website at any given time of the month via the link we’ve shared with you.
Give us a call today. Let’s work together to ramp up your online visibility, increase your revenue-driving traffic and rocket your sales into the future.