Search engine optimization (SEO) isn’t just about learning how to get your content to show in search results, it’s also about building strong organic relationships with other high-quality content publishers within your industry.
That’s where link building comes in. It’s a strategy that involves having links to your content published on other trustworthy and authoritative websites.
These connections can help boost your overall SEO strategy, affecting things like rank, traffic, and even conversions.
But how do you build healthy, fruitful relationships that will please search engines and readers? Through link-building initiatives and careful strategic planning.
Link building basics:
- What is link building?
- What is a good backlink?
- What is a bad backlink?
- Is link building important for SEO?
- Should I pay for backlinks?
- How do I start getting backlinks?
What is link building?
Link building is when other websites link to your content from their own pages. When a site links to yours, it’s called a backlink or external link. Google uses links to your website as one of its ranking factors, meaning the more quality links that you have to your site, the better you’ll rank.
But not all backlinks are created equal. In fact, some can do much more harm than good.
What is a good backlink?
Good backlinks are the bee’s knees. High-quality backlinks come from websites that:
- Have existing organic traffic
- Post original content
- Follow best SEO practices
- Set your link to “follow”
- Are trusted content providers
- Share an industry (or related content) with you
What is a bad backlink?
Bad (also called toxic) or useless backlinks can be very harmful to SEO. Bad backlinks come from websites that:
- Are link farms or web directories (barring a few exceptions)
- Require payment in return for links
- Don’t come from trusted websites
- Look spammy (think weight loss pills or celebrity clickbait articles)
- Aren’t related to yours by topic, industry, or anything else
- Have low domain authority
- Publish low-quality, unauthorized duplicate content
Other less toxic but pointless-for-SEO links are:
- “nofollow” links
- Affiliate links
- Links to obscure or messy URLs
- PPC links
Is link building important for SEO?
Yes, link building is essential for SEO. It’s one of Google’s ranking factors, meaning that if you don’t have high-quality backlinks from other websites to your own, you likely won’t rank as well as you could.
Good links are an indication that your content is useful to others and that you are an authority on a given subject, which is exactly what Google likes to see.
Should I pay for backlinks?
No, you shouldn’t pay for backlinks. If you have a website, you’ll probably get a message on LinkedIn or an email from a random person you’ve never met offering to sell you link opportunities. Avoid them at all costs.
Purchased links are rarely from quality sources, so they don’t do your SEO strategy any good.
On the flip side, don’t offer to post links from random websites in exchange for financial compensation, either.
The best backlinks are based on organic, relevant relationships between websites.
How do I start getting backlinks?
A good link-building strategy starts with relationship-building. To start generating backlinks from high-quality sources, try:
- Writing guest content for websites within your area of expertise
- Partnering with other brands and websites
- Make a resource page on your website
- Engage in online communities
You can also try these creative ways to get high-quality backlinks.
Is link building worth it?
Yes, link-building is worth it. It may take time and effort, but that’s pretty typical of any SEO endeavor. Be patient, focus on quality over quantity, and NEVER pay for links to build a strong foundation.
This article was originally published in October 2020. It was last updated in October 2024.