Link building is the most important part to achieve a high ranking website in search engines. 

It’s no secret that link building for SEO is the most important skill in website promotion. To place a link and interest the user in it, you need to understand the content, sales, programming, psychology and good old marketing.

If you want to get more organic traffic, link building is indispensable.

Link Building Basics

According to a Backlinko study of 1 million Google’s results from last year, it’s become apparent that despite all the allegations that links are less important, they continue to influence the site’s position more than any other factor.

number of referring domains


In fact, Google recognized that external links are one of the three key signals for ranking, Link, as before, is the basis of the search algorithm.

Why are links still so important?

Before Google, page content was the only ranking factor. Google has proposed a unique PageRank algorithm that has changed everything. Instead of simply analyzing the textual content of the page, Google began to track how many people link to this page. The indicator of the number of incoming links allowed the best way to assess the quality of the site.

After the advent of Google Penguin and subsequent updates, Google began to focus not only on the quantity but also on the quality of the links.

The question arises: what does “quality link” mean? And how to build a quality reference environment?

Quality links

Why is it so important to understand what makes a link good or bad?

If you post quality links – your site moves to the top. Post-low-quality links – Google punishes the site faster than you say “what happened?”

What should I look for in order to evaluate link quality?

Formally, Google announced the closure of the PageRank project, but according to employees, links with high PageRank remain the basis of the ranking algorithm.

effect of high authority pages


The authority of the page – the source of the link

The high PageRank (link weight) of the donor page still continues to influence the ranking. Links from reputable pages transfer weight to your site.

The credibility of the donor site

The quality of the link is also determined by the weight of the entire site, on the page of which there is a backlink.

Website relevance

The weight of the site is important, but the relevance of the resource where you plan to place the backlink is also important. A high-quality link is a link from an authoritative website of a similar subject.

Link location on the page

Place a link in the main content? Or bury her footer? The location of the link on the page is important. Links in the footer and sidebars (side columns) are inferior to the links in the main content of the page.

Editorial link

No matter where your link appears on the page, you should ask yourself: “Did the site editor post this link?”

In other words, the one who put down the link to your site thought your resource was interesting and useful? That is an editorial link.

Or did you get a link for commercial purposes and then it will be deleted? This is an unnatural link.

Google greatly appreciates editorial links:

… creation of links without the participation of the editors or the owner of the site (unnatural links) can be regarded as a violation of the rules … (from the Google manual)

Anchor Texts

Anchor Text Links


Anchor text is the clickable text part of a link. Google uses anchor text as one of the ranking signals.

Google analyzes the semantic content of the link and compares it with the subject of the site. If there is a match, the link increases the value of your resource. However, the use in the anchor of a large number of key requests can affect negatively. Google may consider signals such as spam. You cannot abuse links that contain a large number of keywords in your anchor text for your resource.

Link Text Environment

Link Text Environment



The text environment of the link in the words and phrases located in the text next to the link. Probably, Google considers this context as an additional and dependent anchor text.

This is logical because the text around the link also gives an idea of ​​the key content of the page as a whole.

Is this a link from a guest post?

A few years ago, Google explicitly stated: “Blogging has become too spammy.”

Is this a true statement? It depends.

Here are some examples of signals that Google might use to identify a guest post as spam:

  • Who obviously pays for post-placement;
  • The post contains an anchor with a direct key entry;
  • The site exists exclusively for reviews and guest publications;
  • The site does not match the theme of your resource.

Nofollow vs Dofollow

rel = ”nofollow” – link tag that tells search engines that it should not be counted and indexed

Obviously, when it comes to Search Engine Optimization, it’s logical to build indexable dofollow links as much as possible.

How to Get First-Class Links Using Content Marketing

It’s not a secret that content is the key that unlocks quality links. But here’s the problem, publishing content alone will not collect any links for you.

As practice shows, certain types of content work best for link building.

Let us consider in more detail 4 types of content that have the greatest ability to generate links.

# 1: Visual Content

What it is:

  • Pictures / photos.
  • Charts.
  • Infographics.
  • Graphs and other similar visual content types.

Why does it work?

Images are very easy to relink. For example, if you publish a chart on your page, you get a link every time someone uses this content on their site. A fragment of text content is more likely to be cited without reference. The visual content has a chance of getting a backlink above.

# 2: Numbered List

What it is:

A numbered list of tips, techniques, facts, myths – or just about anything.

Why does it work?

The list of reasons, arranged in the form of a numbered list, allows you to place accents for important information by presenting it in a convenient and easy to remember form.

When BuzzSumo analyzed 1 million articles, it turned out that content lists generate more backlinks than quizzes, videos, and even infographics.

# 3: Original Research and Data

What it is:

Content that reveals new information from industry research or industry statistics.

Why does it work?

It is customary to refer to statistics and analytical data in the Internet space. Each time, sites indicate the source of the content in order to confirm their authority. Links build up quickly and easily.

# 4: Detailed Guides

What it is:

Comprehensive information that fully reveals an important topic.

Why does it work?

Detailed guides contain an insane amount of information on the topic. All this is concentrated in one document. manuals a huge amount of information is collected in one place. This makes your guide the best on the subject.

So, after you have created the appropriate content, it’s time to move on to link building.


  • Make sure your site has something that other webmasters in your niche or vertical would be interested in linking to.
  • Create content that people will be willing to link to, even if it is not directly easy to monetize. These links worthy pages will lift the authority and rankings of all pages on your site.
  • Create content that legitimate webmasters interested in your topic would be interested in linking to.
  • When possible, try to get your keywords in many of the links pointing to your pages. For e.g., if it is a digital marketing training niche, you can include the following keywords in your content – “digital marketing training”, “online marketing course”, “digital marketing institute”, “Google analytics course”, “web analytics course”, “Google Analytics”, etc.
  • Register with, participate in, or trade links with topical hubs and related sites. Be in the discussion or at least be near the discussion.
  • Look for places from which you can get high-quality free links (like local libraries or chambers of commerce).
  • If you have some good internal content, try to get direct links to your inner pages.
  • Produce articles and get them syndicated to more authoritative sites.
  • Start an interesting and unique blog and write about your topics, products, news, and other sites in your community.
  • Comment on other sites with useful relevant and valuable comments.
  • Participate in forums to learn about what your potential consumers think is important. What questions do they frequently have? How do you solve those problems or pain points?
  • Issue press releases with links to your site.
  • Leave testimonials for people and products you really like. Oftentimes when the product owner or person posts the testimonials, they will include a link back to your site.
  • Sponsor charities, blogs, or websites related to your site.
  • Consider renting links if you are in an extremely competitive industry.
  • Adult, gaming, credit, and pharmacy categories will likely require link rentals and/or building topical link networks.
  • Mix your link text up. Adding words like buying or store to the keywords in your some of your link text can make it look like more natural linkage data and help you rank well for many targeted secondary phrases.
  • Survey your vertical and related verticals. What ideas/tools/articles have become industry standard tools or well-cited information? What are ideas missing from the current market space that could also fill that niche?
    If you have a large site, make sure you create legitimate reasons for people to want to reference more than just your homepage.

The original link building guide can be found here


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