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6 Essential Elements Of A Successful Link Building Strategy

November 14, 2021
SEO

The online customer base has grown over the years, thanks to the internet and the many social media platforms. With the advent of the smartphone era and advancement in communication technology, you can clearly see why businesses are rapidly shifting their focus to the digital world.

However, the problem with this migration is the fact that it has built another market full of competition. For that reason, every company is looking for a way to improve their online presence and overcome the pressure from their competitors. One of the most popular methods used in this day and age is search engine optimization (SEO).

SEO is all about optimizing a website and its content so it appears among the top results on search engine results pages (SERPs). Keyword research, content quality, and webpage speed optimization are among the building blocks of this digital marketing strategy. Link building, which involves the acquisition of backlinks, is another important aspect of SEO. This process can have a significant impact on your website’s visibility on SERPs.

What is link building?

Before going any further, it’s important that you understand what link building actually means. Simply put, this is the practice of getting an external website, usually one within your field, to link back to your site. You can either write a guest post for the website’s blog series and attach a link, which is known as a backlink, within the content. (1)

This way, anyone reading your guest post will be tempted to click on the link to learn more. If you have many reputable platforms linking to your website, they’ll provide enough social proof that your site’s content is relevant.

So how does this process affect your search engine ranking? When you have many high-quality websites linking back to your content, Google will use this as one of the factors to show that the information shared through your website is genuine and reliable. As such, your SEO ranking will improve significantly.

Are you looking for an excellent link-building strategy to develop an authoritative website? Here are some essential elements to keep in mind:

Do you have enough resources?

The first question you should ask yourself before you start any link building process is whether you have enough resources to execute it. Time and money are essential elements that must be available for any strategy to succeed given the fact that you’ll have to satisfy software, content, outreach, and research needs.

Depending on the size and needs of your business, your link-building budget can be anywhere between USD$3,000 and USD$5,000. Of course, this is subject to your location and the rates of the SEO experts you hire. To be on the safe side, some experts recommend you allocate around USD$4,000 to the whole link-building process. (2)

The process of getting high-quality backlinks can be quite tough given the amount of manual labor and strategic thinking required. For one, it’s always a good practice to do thorough research before deciding on the best link prospects. These tasks may not seem too much, but they can take a lot of time to complete. Therefore, it would be wise to assess all the required resources and see if your company ca afford. Remember, the more resources you throw at this project, the more the benefits you’re likely to reap.

Prioritize quality over quantity

One thing that new website owners get wrong is focusing on the number of links to their website rather than the value of each backlink. It doesn’t matter how many backlinks you have, the benefits you’ll enjoy will entirely depend on the quality of the links to your website. So it’s safe to say that a single link within a given domain is better than many low-value backlinks within the same domain.

Page authority and domain authority are other aspects that can determine the quality of the backlinks. Hosting your backlinks on high-authority websites will have a positive impact on your link building strategy. Keep in mind that the links will be associated with the authority and reputation of the page. As such, it would be a good idea to have few backlinks from high-authority sites than having several of them from websites with very little online authority. (2)

Therefore, you need to be careful when selecting websites to host your backlinks. Among the things to consider include relevance. You must choose a site that’s within your field and covers subjects that are relevant and related to your website’s content. The host site should also be among the top ranked in the field based on customer feedback. Remember, any backlink hosted on low-quality website may not have much positive impact on your internet presence.

Ensure a natural flow

Another element that’s considered by Google algorithms when looking at backlinks is how natural it reads. This is all about the structure of the backlink’s anchor text with reference to the surrounding texts. Does the phrase fit into the paragraph naturally or does it appear like it’s forced?

Inasmuch as Google depends entirely on its algorithms to determine the quality of backlinks, it can easily detect the flow of text. Anything that looks exaggerated is automatically ignored because the algorithm knows that you’re trying to bypass it. Rather than favoring you, the system will likely penalize you, which can be detrimental to your website.

While still on the flow, be sure to choose the right anchor text for your backlinks. Apart from naturally blending into the paragraph, the phrase used should briefly explain what the linked content is all about. Using texts like ‘click here’ may work for some, but they are not ideal choices. The best option is to use keywords as part of the phrase. The advantage of doing is the fact that it enhances how natural it sounds and, at the same time, explains to the user what they should expect when they click on the link. (3)

Location of the backlinks

Location of the backlinks within any given content is very important. Unfortunately, this is one thing that many people ignore in the link building process. Backlinks placed with the body of the content are more beneficial to your online presence than those placed in the sidebar or footer.

But why does this matter? It’s all about visibility. Where is the user likely to come across your links? You guessed right! Within the content. Any serious reader will see your backlinks as they read through the content. However, very few people focus their energy on sidebars and footers. Therefore, any link placed in those areas may not have the desired results.

Spread the process over time

Everyone is looking to appear on top of the online market, and one way of doing is by having as many backlinks as possible. However, you should avoid building several of these links within a short time. Doing so will only put your website in harm’s way because Google’s algorithms are likely to detect this and consider them not built organically.

So the best option—and one you should use—is spreading the process over a period of time. Create backlinks little by little to ensure steady growth. This explains why time is among the most important resources to consider in any link-building process. A successful strategy could take years to complete, but the results will speak for themselves.

Create quality content

When it comes to quality, it’s not all about the external website pages hosting the backlinks. The content you create for your audience should also meet the required standards, especially if you’re in one of those fields covering sensitive topics like medical, parental guidelines, and finance—or basically, the ‘your money or your life’ (YMYL) subjects.

Any link-building process and successful digital marketing campaign are highly dependent on what you post on your website. But how is the quality of your content measured? There aren’t any specific metrics used by to determine your content’s quality, but there are a few insights into what you need to consider.

For one, the genuine nature of your content matters a lot in this context. Any content that can be backed by other sources will boost the reputation of your website. The information discussed should also be relevant to whatever subject you choose to cover, not to mention the tone used. Any content that ticks all these boxes is likely to be linked to by high-end websites as reference.

Conclusion

Link building is one of the most important processes in any search engine optimization and digital marketing project. Due to the current level of competition, it’s imperative that you achieve more than just the bare minimum when it comes to online presence. Therefore, you must ensure that link-building strategy meets the desired standards.

One way of ensuring that this is made a reality is by setting aside enough resources for the project. This includes time, money, and even personnel, if necessary. While building your links, it’s also important that you consider quality rather than the quantity of the links. If anything, the latter should be your long-term goal because creating many links within a short time can have serious repercussions on your website. The location of the backlinks, how natural the text reads, and the quality of your web content are other factors that must be kept in mind.

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