WHAT IS
LINK BUILDING

A Beginner’s Guide | 2018

WHY DO BUSINESSES INVEST TIME AND RESOURCES IN LINK BUILDING?

  • If you have a website and want traffic from search, you need to consistently secure good links from relevant websites. That means link building.
  • Link building requires strong social skills, excellent communication, persistence, and creativity. It’s marketing, sales, and psychology combined.

WHY WOULD A BUSINESS INCLUDE LINK ACQUISITION IN THEIR MARKETING?

Links are vital to increasing traffic online. A website without links isn’t going to get any traffic — from search, or from other websites.

That’s the short, nitty-gritty explanation. Now let’s take a deeper look.

THE VALUE OF LINK BUILDING

Links are fundamental to the existence of the web.

In fact, it’s called the web due to links — links are the ‘webbing’ that combine the millions of websites into one entity, creating the interconnected web. There are two primary reasons marketers and businesses should be concerned with links:

Links are valuable for marketing, audience development, relationship building, and search engine optimization.

NAVIGATING THE WEB

Links are the primary means of navigating the web.

WITHOUT LINKS, THE INTERNET WOULD BE UNNAVIGABLE.

There are essentially three ways to navigate to a page:

Links account for the vast majority of web navigation. Whether in social media, search, or browsing a popular site like Reddit, odds are you’re clicking links to move from one page to another.

Memorizing URLs and creating thousands of bookmarks simply isn’t practical.

Links power the web, and are absolutely critical to search, website architecture, user experience (UX), audience development, and human accessibility

LINKS AS A RANKING SIGNAL

SEARCH ENGINES USE LINKS AS A CORE RANKING SIGNAL.

Search is responsible for much of the internet’s traffic — one study by Conductor reports more than 60%. When Google unexpectedly crashed in 2013 40% of Internet traffic dropped.

Search is a primary channel of traffic for most businesses online.

An entire industry exists around optimizing websites for search, improving their performance: search engine optimization (SEO).

Link building is an important part of SEO services. Without links, websites can’t rank in competitive search queries.

Google’s core system, which led to their dominance as a search engine, is PageRank. PageRank is Google’s algorithm that places value on links, and affects websites’ ranking within search. Humans and search engines both place considerable value on links, and securing links online requires sustained, focused effort.

INTENTIONAL LINKS

Quality links don’t happen by accident.

GOOD LINKS REQUIRE INTENTIONAL EFFORT.

Google often tells website owners to “create great content.” You need to be creating pages that provide value to your audience.

But valuable content requires promotion. If you want to secure the links your website deserves, you need to be intentional about promoting your pages to websites where your links make sense.

Links don’t happen, otherwise.

According to a 2015 joint study by BuzzSumo and Moz, the majority of posts online have zero external links (links from other websites).

The majority of content online has no real chance to receive significant search traffic, which is responsible for the majority of traffic online.

SEOs know the impact a few natural links from quality and relevant websites can have. It no longer takes hundreds or thousands of links to rank. The commodity of a single link has vastly increased, giving quality websites even more power within their respective industries.

In order to secure a link, you need to demonstrate value in a persuasive manner.