What Is Link Building (And Why Is It Important For SEO)?

Link building remains one of the most debated areas in SEO.

Many professionals have different philosophies – some rely solely on high-quality content, while others dedicate most of their efforts to securing backlinks.

Over time, building links has become increasingly challenging and essential as competition grows across every industry.

In this guide, we outline the fundamentals of link building and provide actionable strategies to help you start acquiring valuable backlinks today.

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What Is Link Building?

Link building involves actively acquiring hyperlinks from other websites to your own. Both large companies and small startups use this strategy to enhance their market share and boost online visibility. Although links may seem like a superficial metric, they serve as one of the most reliable indicators of a website’s trustworthiness. From the early days of the internet—when hyperlinks were first conceptualized—to today’s sophisticated algorithms, links remain central to how the web operates.

The Importance of Link Building for SEO

Search engines depend on links to gauge a website’s popularity and authority. Every backlink acts as a “vote” for your content.

However, not all votes carry the same weight. A link from a high-authority publication significantly influences your ranking compared to a link from a lesser-known site.

By focusing on the quality and relevance of links, you improve your site’s visibility, boost organic search rankings, and drive targeted traffic.

Types of Links

Natural (Editorial) Links

These are links that other websites add naturally because they find your content valuable, newsworthy, or even controversial. A focus on creating long-term, high-quality content encourages natural link acquisition.

Outreach Links

This strategy involves actively contacting website owners to request links. Whether through guest posting or direct negotiations, outreach remains one of the quickest ways to secure backlinks.

We’ve perfected this outreach with our Blogger Outreach service. We conduct outreach that secures natural-looking links that resemble natural editorial links.

Self-Created Links

These links include local business citations and directory submissions. Although these links typically carry less weight individually, they can complement your overall link building strategy.

These citation links are foundational to local SEO.

Follow vs. NoFollow

Links are “dofollow” by default unless explicitly set as “nofollow.” While dofollow links pass on ranking signals, nofollow links still contribute to your link profile and can drive referral traffic, especially when coming from reputable sources.

Link Building Strategies

There are various tactics to build a strong backlink profile. Good SEOs and top brands ensure they receive links from variety of strategies, both organically and through their own work.

Here are some effective strategies:

Guest Posting

Write articles for relevant websites. This strategy benefits both parties: the host gets quality content, and you receive valuable backlinks.

Blogger Outreach

This is similar to guest posting, but Blogger Outreach focuses on placements without an author bio, creating a more neutral link context.

Niche Edits

Contact website owners and ask them to update existing content with a link to your improved resource. Niche Edits are like broken link building, but without replacing links – you are simply proposing a link to an additional helpful external page.

Journalist Links

Engage with journalists and news outlets by providing expert opinions or quotes, earning links from high-authority media sites.

Journalist links come under the umbrella of Digital PR.

Skyscraper Outreach

Identify popular competitor content, create a superior version, and reach out to websites that linked to the original piece.

Infographic Outreach

Develop compelling infographics and pitch them as visual enhancements to existing articles or as standalone pieces like our Infographic Outreach service.

Broken Link Building

Find broken links on relevant sites, replace them with a new resource, and request a link update.

Content Syndication

Republish content via Content Syndication on reputable platforms with proper canonical tags to drive traffic and improve SEO.

Local Business Citations

For local businesses, Local Citation Building creates listings on relevant directories to build foundational links.

Press Release Distribution

Another element of Digital PR. Press Release Distribution allows you to share newsworthy announcements to gain exposure and backlinks from news outlets.

Metrics & Tools

Tracking link quality is essential. Tools like Ahrefs, Moz, and SEMRush provide metrics such as Domain Rank, Domain Authority, and Authority Score.

These SEO metrics help you assess the quality of your backlinks and determine where improvements are needed.

Using rank trackers to monitor keyword positions can also offer insight into how your link building efforts influence search visibility and organic traffic.

Tracking Link Building Success

Monitor your link building campaigns using a combination of metrics:

Link Volume and Quality:

Track the number and authority of backlinks.

Keyword Rankings:

Observe how improved link profiles correlate with better search positions.

Organic Traffic Growth:

Measure increases in traffic as your site gains credibility.

Referral Traffic:

Analyze the quality of visitors coming from your backlinks.

Regular tracking helps adjust your strategy and ensures that your efforts contribute to long-term SEO success.

Debunking Common Link Building Myths

Myth: You don’t need links to rank highly.
Reality: High-quality backlinks are a fundamental ranking signal.

Myth: Asking for a link is spammy.
Reality: When executed correctly, outreach creates mutually beneficial relationships.

Myth: Too many links will lead to a penalty.
Reality: Gradual, natural link accumulation is safe and beneficial.

Myth: Internal links don’t help rankings.
Reality: Internal linking enhances site crawlability and helps distribute authority.

Myth: Non-relevant links are useless.
Reality: While context matters, reputable links from outside your niche can still enhance your site’s authority.

Frequently Asked Link Building Questions

What is link building?

Link building is the process of acquiring hyperlinks from other websites to improve your site’s search engine ranking.

Why is it important?

Backlinks serve as endorsements for your content, significantly impacting how search engines evaluate your site’s credibility.

Does link building still work?

Yes, despite evolving algorithms, backlinks remain a critical factor in organic search ranking.

How can I start building links?

To create a robust backlink profile, implement a mix of guest posting, blogger outreach, niche edits, and other strategies outlined above.

Bonus Tips

Link Reclamation:

Identify broken links or incorrect brand mentions and reach out to correct them. This strategy can recover lost link equity.

News Jacking:

A form of reactive PR. React quickly to breaking news by publishing timely opinion pieces. If your perspective is valuable, journalists may cite your work, driving high-quality backlinks.

Summary

Link building may seem daunting at first, but it remains one of the most effective SEO strategies. By combining natural, outreach, and self-created link tactics, you can build a diverse and authoritative backlink profile. Stay persistent, measure your progress, and adjust your strategies to ensure long-term SEO success.