What’s Building Link?
Link building is the process of creating one-way hyperlinks (also known as “backlinks”) to a website to increase the visibility of search engines. Popular link-building techniques include marketing content, building useful resources, broken link-building, and public relations.
Why are ties that important?
To grasp that, you’ll need to jump in your Delorean and go back to internet pre-Google days.
Search engines like Yahoo! and Alta Vista (remember them?) were the dominant teams. And they rated their search results 100% based on a webpage material.
Their now-renowned PageRank Algorithm changed the game. Instead of merely evaluating a page’s content, Google looked at how many people connected to it.
And they’re right. Nearly 20 years later, links are STILL’s best way to determine website accuracy. That’s why backlinks remain Google’s ranking signal.
That said, thanks to updates like Google Penguin, Google now focuses on quality links (not just quantity links).
You may wonder: What’s a high-quality link? And how do I create them?
That’s what I’m going to cover in this guide.
Keep reading… Google Page Algorithm
Was your website a PageRank powerhouse? If so, this connection will impact your rankings High.
Yes, through years of research, I’ve noticed that the page linking authority matters more than any other element.
Since links from authoritative sites transfer more authority (also known as PageRank) to your website.
(Note: While Google doesn’t share PageRank information publicly, they still use it as their algorithm’s foundation).
Using Ahrefs to test a PageRank proxy predictor (“PageRating”).
Authority of the Site
A link’s quality is also determined by a domain’s sitewide authority.
In general, a link from a site like NYTimes.com will have a MUCH bigger impact than a link from a no-name blogger.
While these links are tough to get, they’re well worth the effort.
Again, Ahrefs comes in handy here. Enter any URL from the site into the tool and check out the site’s “DomainRating”.
You can also use Moz’s respected “Domain Authority” metric:
Relevancy of the Site
When it comes to links, a site’s authority matters.
But that site’s relevance also matters.
For example, let’s say you run a website about The Paleo Diet.
And you get a link from an authoritative site…about unicycles. Will that link still count?
According to an interview from an ex-Googler, not really.
In general, you want to get links from authority sites…specifically, authority sites that are closely related to your site.
Link’s Position on the Page
Is your link embedded in a piece of content?
Or is it buried in a page’s footer?
It turns out that your link’s position on a page is important.
Specifically, links stashed away in footers and sidebars aren’t worth nearly as much as links found smack in the middle of a page’s body content.
Bottom line? You want your links to appear within the main body of a webpage.
Is the Link Editorially Placed?
No matter where your link appears on a page, you should ask yourself:
“Was this link editorially placed?”.
In other words, did someone link to you because they thought your site is awesome? If so, that’s an editorial link.
Or did you create a profile on a random site and drop a link? That’s not an editorial link.
As you might expect, Google puts MUCH more weight on editorially-placed links.
Link Anchor Text
Anchor text is the clickable text section of a link.
As it turns out, Google uses anchor text as a ranking signal.
For example, let’s say you get a link to your site with anchor text: “paleo desserts”.
Google sees that anchor text and says: “Hmmm. That site used the anchor text: “paleo desserts”. The page they’re linking to must be about “paleo desserts.”
Of course, like anything in SEO, keyword-rich anchor text has been abused. Today, building lots of exact-match anchor text links is considered spammy.
Here’s an example of what I’m talking about:
In short, I don’t recommend building links with keyword-rich anchor text. But if you DO get a link with your keyword in the anchor text, it’s time to celebrate.
No link-building guide would be complete without a black hat SEO chapter.
Black hat connection building is quite easy to spot: if the links run counter to Google’s Webmaster Guidelines, they’re probably black hat.
Does that mean you can stop linking black hat entirely?
That’s just your decision. Personally, I don’t suggest black hat connection building (the risk isn’t close justifying the reward). However, that’s up to you.
That said, whether you’re an SEO white hat or black hat, you need to know the punishments Google hands out.
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