Link building is the process of gaining links from other sites to yours. The aim of link building is to gain high value on google by getting links from authoritative sites. This will end up in more increased website traffic and high trust-flow from Google.

To work effectively and efficiently, it’s imperative that we clearly understand the concept of link building. Links are foundational to your google rank that means no links, no rankings. If you want to rank well on Google and have a very small referral client base, that’s where the referral person will be checked to see if you are legit to be ranked or not.

Link building

Link building can be done either using the right way or a wrong way. So, if you want your business’s long-term success, you must only do natural link building. 

It is a matter of the fact that natural link building is very time taking and tough. Every link does not have the same value. For instance, a link from an authentic site will significantly impact your website ranking than a backlink from a newly created site. You must remember that quality backlinks are hard to get, so have patience.

Link Building

Links are important to gain the most traffic on your website. It can be difficult for a Site to get traffic and a higher rank on Google SERP’s without quality links. 

Some important points you need to know about link building are given below:

Links play a vital role in SEO

Link Building plays a vital role in the Website Rankings in Google’s Search Results.

Links are important to Attract an Audience.

Inserting a link on other sites allows search engines to pass link juice to your site. In this way, traffic is exchanged.

Links are important for marketing.

A link is a valuable connection between a website and its audience. A strong link shows a relationship & support of one website for another.

Why Businesses do Link Building

Link building is important for a successful business. You constantly need to do link building to gain traffic to your site. More traffic means more profit.

Links are necessary for SEO and for ranking in Google SERP’s. The art of link building needs creativity and excellent social abilities. It is a mixture of sales, advertising, and mindset.

Link Building Basic Overview

The basic overview of link building is given below:


Link building is the process of promoting your site by gaining other websites links to your site. The main aim of link building is to gain more traffic potential on your site.


Links are the way for the audience to navigate between different pages on the internet. Your website’s ranking will increase on Google if you have links from reliable resources. Links help websites and audiences to build trust in your site.

SEO uses many strategies to gain a high value of trust from competitors sites. If you want a backlink, you assure other webmasters that your website is related to their page. Moreover, it contains interesting and engaging content for its audience.


Link building won the hearts of webmasters in 1998 when Google was founded. Link building practices gained popularity when Google and webmasters started to mature. Now today, in 2019, link building is the key factor for ranking.


Webmasters, marketers, and SEOs use link building to attract more audiences to their website through Google Search.

The Importance of Link Building

Web means interconnection, and for that, links are necessary. Websites exist because of links. Links connect billions of sites into one unit.

There are two main reasons businesses and marketers should focus on links:

  1. The only means on the web that direct users from one web page to another are “Links”. Webmasters insert links as a sign of trust and authority of their site.
  2. Google considers the link as a “Vote of Confidence” from one site to another site. Google uses links as a sign of relevance and trust.

Navigating the Web

Internet would be impassable without Links.

So, given below are the three methods to navigate to a page:

  • Bookmark a page
  • Then type the complete page URL in your browser
  • Click a link

Web means the network of fine threads (Websites), and for that, links are necessary. Links are the key navigational tools that shift authority from one page to another page on the internet. Websites exist because of links. Whether you’re browsing a famous site, searching, or on social media, the thing is that you are clicking on the links to navigate from one page to another.

It can be very tough for a user to create thousands of bookmarks or memorizing the URLs. Quality backlinks power the web.

All the Search engines use Links as the essential ranking factor. Search is majorly responsible for most of the traffic on the net. According to resources, 40-45 percent of internet traffic was dropped back in 2013 when Google was suddenly crashed.

seo link

Moreover, a search is an important channel of traffic for the majority of online businesses. Every business exist around optimizing sites for search. They perform SEO for the purpose of ranking. So, link building is the key to ranking in competitive search queries.

One of the most important factors of Google’s core system is PageRank. Furthermore, PageRank led Google to dominate as a search engine among all. It is Google’s algorithm, and it puts value on the link. This automatically affects the ranking of websites within search.

Securing links on websites need effort and constant hard work. Search engines and human beings both put great value on links.

What are No-follow and Do-follow Links

To understand the main goal of no-follow and do-follow links, you must have little understanding of how the majority of links works for SEO. So, when a page gets a back-link from a high ranking website, the page gets an SEO boost.

You can say that a link is a Bonus point for your page. So it means that more links=more points. Links from top-ranking or famous sites boost your website ranking. So high-quality links that can pass link juice to your site are important. Do follow links passes link juice to site or pages, so that’s why they are important.

Moreover, Google is very intelligent, and it takes notes of all these bonus points. Google notices which page is linking to what sites. And which page has the most links. Then Google figures out that it must be an amazing page if many people link to a specific page.

Google then decides that let’s prefer that page in our Search engines over other pages with the same topic. So, in this way, that page comes at the top of search engines. Google conveys excellent pages having quality content to people searching for a similar topic.

Furthermore, Google has developed a metric named PageRank. It calculates all the link juice on the specific page. Links pass their juice to web pages through links. If a famous website gives a backlink to your site, your website will get a huge boost of link juice. For instance, if you get a link from the BBC, then you are so lucky!

Do-follow Links

The main difference between no-follow and the do-follow link is that a no-follow link contains a no-follow tag. A user cannot tell the difference between a Do-follow and no-follow link. A User can use a no-follow link, same as other links on the net.

When it comes to SEO, then there is a huge difference between do-follow and no-follow links. Do-follow links help your page or site to boost its search engine ranking. So, no-follow links do not increase the ranking of a page. It is clear that you only need do-follow links for your website and page.

No-follow Links

No-follow links are the links that do not provide any favour to a page or website. They don’t help page to increase its ranking in Google Search engine result pages. A rel=”nofollow” tag is applied to them, and this tag tells all the search engines to ignore the link. These links do not even boost PageRank.

An example of a no-follow tag is given below:

<a href=”nofollow”> Text </a>

This no-follow tag is a signal for the search engine to ignore this link and move on.

Quality Links

Quality links need intentional hard work; they do not happen by chance. Good links are important because Google has started penalizing the sites that make spam or low-quality links.

Difference Between Good Link & Bad Links

There is a clear difference between good links and bad links; some of the differences are listed below:

High-Quality/Good Links

  • Websites having good Alexa rankings provide good backlinks.
  • Good links are from sites having a high page ranking.
  • Links from the already ranked websites for the same keyword as yours.
  • Anchor text linking from other websites to your site that uses your focus keywords as a text link.
  • Backlinks from other websites related to your business, such as a web designer, link to a writer.
  • Non-spammy, natural links that happens without you influencing the site owner.

Low-Quality/Bad Links

  • Backlinks to or from link directories with no helpful content.
  • Links from your website to completely irrelevant sites. For instance, a designer links to a pet grooming site.
  • Links to or from websites having spam or unethical content.
  • Repetitive links, for instance, same keyword links.
  • Unnatural links or purchased links.
  • Broken links
  • Too many links in the content. This practice merges important links with unnecessary links. So this should be avoided.

What are the factors of Link Building?

The quantity of links doesn’t matter, but quality links matter a lot. So we can say that enough quantity links with high quality are a perfect mix.


Mention below are some factors of link building that you should watch when looking for links:


PageRank is one of Google’s algorithm. It calculates the quality and quantity of links on a particular page. Whenever you check a link, check the PageRank of that website from which a link is coming.

Moreover, if the website ding you with a higher PageRank backlink, then n pass more PageRank juice to your page. Famous websites have higher PageRank. If you get a backlink from them, then your website can have an SEO boost.

Domain Authority

Domain authority can be measure using Moz’s Domain Authority (DA). It is not totally precise, but it gives the closest results. If a popular website passes its link juice to your site like the New York Times, The Next Web, then it is a huge success for you and your site.

Link Placement

Link placement is another factor of link building. Place your link on the place where the clicking chances are high. Links that are not clicked contains the least value. So don’t place your link on the bottom of the content or in the author’s bio. As the author’s bio is on the lower part of the page.

So always know where you are placing your link, and it should be placed in the right place. If the link is neglected or it has less engagement, then it would have less authority.


For link building, the relevance of content is very important. If you want to get a backlink from a page, then it must contain relevant data. You have to read the page’s content and then see if you can link your page with that or not.

For instance, if the page contains data about pets and links it with some interior designer site, things will not go in your favour. The link will get less value, so relevancy is very important. A link should highlight the content of your topic.

Quality of Articles

Nowadays, we use the term “Thin content” for the Quality of articles. The concept of quality content got famous after the update of the Google Panda Algorithm. Similarly, there is a term called “Thick content”.

Moreover, the main difference between thin and thick content is their quality. The quantity of words does not really matter, but the content must be useful for people. The content must fulfil the need of a user searching for a specific query.

Here are some factors of quality articles. If the content has these 3 factors, then you can say that it is quality content.

Useful Content: People should get what they want. Is your content useful enough to attract a user and engage him? Is the user is getting something useful out of your article? Is your content good enough that a user can link to it?

Social media Involvement: Are users willing to link to your content? Are they mentioning you in Instagram tags or retweeting about your content?

Reading time: Is a user spending time on your article? Is he reading the content, or he is bouncing back from your page?

Anchor Text

Anchor text should be relevant to the topic. As it is a big sign for all the search engines. Anchor text tells what a link is about. Right anchor text is one of the greatest factors of Link Building.

User Engagement

User engagement is very important for SEO. The content on your page should be easy to understand. It should fulfil all the user needs.

Links in your articles should be eye catchy enough that everyone wants to click on them. Link placement is also very important. As it affects the engagement of a user on your page. If the user visits your site and clicks the link on your page, Google tracks it. Clicks on the link also donate to the quality of a link.

Click-through-rate (CTR)

A great number of users clicking your link tells Google that a link is good. It contains relevant anchor text, correct placement and has relevancy. The links having high CTR pass more link juice to other pages because of their great value.

Methods of Link Building

Link building is not a very easy thing to do. It requires the time, resources and effort of a person. There are two types of link building Artificial or Black hat SEO and Natural/organic or White hat SEO.

There are many methods of link building. Some of them are given below:

Black hat SEO Techniques

Black hat SEO techniques do not need human interaction or relation. You can get links from these techniques almost anytime you need them. This method immediately provides links to you without much effort.

Some examples of artificial link buildings are given below:

Blog Commenting

Blog commenting is the most common and simplest way of building links. There are many famous blogs and articles on the web with thousands and thousands of the same niches. Many of them are no-follow, and few are do-follow.

This blog commenting must be a mutual action between the commenter and the blog author. The author of the blog gets the benefit because of the user interaction on the comments. The commenter gets a backlink for his site and some attention from the author.

In blog commenting, the commenter leaves his email address, name and link to his website. So a blog owner can check it and give it a link. Many SEO’s uses this technique for the site backlink alone.

Forum Posting

Inserting a link of your site in a forum signature is an old technique of getting backlinks. Forum posting can be a quick win for your site. If you have many blogs and articles on many pages. All those blogs can get your signature link.

Paid Advertising / Paid Links

Paid links also exist, but they are very risky. You can also buy links for the ranking of your website. But, for that, you have to be very careful. Buy links only when you are confident enough not to get caught. Paid links can be the best option to invest your money for ranking but with open eyes and mind.

Article Submission

Before the updation of Google Panda, article hubs and submission websites were there to publish an article. Those article hubs instantly rank the posts because of their site’s Authority and PageRank. Mahal, article geek and zine articles are a few examples of those sites.

The procedure for inserting links is simple in those article hubs. You just have to submit your blog with the link of your own choice inside the article. Then you have to wait for editors to publish your blog, and you will get an instant link in return.

When Google Panda updated, it started penalizing all these article hubs. People were only posting thin content on those websites purely for getting backlinks. So, that’s why the quality of articles become worst, and they get penalized.

Gray Hat SEO Techniques

Grey hat SEO is a combination of white hat and black hat SEO techniques. It is very tough to exactly define what Gray Hat is. A famous SEO consultant named John Andrews says, “the practice of tactics/techniques which remain ill-defined by published material coming out of Google, and for which reasonable people could disagree on how the tactics support or contrast with the spirit of Google’s published guidelines.”

Importance of Gray Hat SEO

Grey hat SEO is important as it helps in the ranking of your site without any negative results. Grey hat techniques changes accordingly. It means that one year the specific SEO techniques are called Gray hats, and another year, they could be White or Black Hat.

White Hat SEO Techniques

White hat Link Building methods help to gain traffic to a site through SEO techniques. For instance, relevant link building to relevant articles on the famous website. These natural links help to boost the ranking of web pages and sites in Google SERP’s. It also improves the user experience and boosts the scope of the content through high-quality links.

As we all know, natural link building is not an easy job. It needs time and creativity. White hat SEO is not like a black hat; black hat SEO attract traffic but doesn’t add value to your site.

why links are important

Black hat SEO doesn’t improve the user experience, but the main goal of natural link building is to teach users. White hat SEO focuses on the Quality of content. It is labour-intensive. It needs the writers and designers of the website to focus on content.

This natural/organic kind of link building too many sources around the WWW (World Wide Web) is profitable for the entire web community. That’s why Google rewards this link building method by providing rankings to the site in the search engines.

Black Hat SEO techniques give short term results without much effort. While white hat SEO gives long-term amazing results.

Guest Posting

Guest posting is a very common natural way to build backlinks. In this, we write and publish an article on someone else’s site. Through guest posting, readers and writers can communicate.

You read a piece of content, approach his author and then tell him that your content is missing some information or anything like that. Then asks him if you can contribute to his content or have the same content with some interesting information. So he can connect with you. Guest posting is not very easy; there are 3 steps you need to know:

Prospecting: This is where you put all the stuff you have learned about links and the important factors.

Contacting the webmaster/author: Here, you will seek permission from the author of a specific article to be his guest author in his article.

Writing your entry: Here, you have to impress the blog owner that he must read your content and then publish the blog. No author needs a guest post that is ordinary or not eye-catchy.

Link Baiting

Link-baiting is the method of creating content so that other content writers can link to it. Link baiting aims to increase a site’s ranking and improve the article’s performance in search engines. It also helps to increase the number of links to a specific article.

Broken Linkbuilding

A broken link or dead link, as the name indicates, is a link of a site that doesn’t exist/is dead due to issues on the website. For sure, it is easy to fix a broken link than generating a new one. Link building is not as easy as it seems to be for beginners. I have listed the easiest way of building a broken link:

  1. Use the Ahref database to look for broken links to your website.
  2. Put in your domain and click on a link.

This process is known as Link reclamation. It is like Broken link building. Though, the difference is that broken links have to be found on your website.

Furthermore, you can Be quick and improvise in building a broken link. One can easily make a link to your competitor’s website from Ahref, for which you already have content.

Personal Advice on Creating Links

You need not worry about the high-quality links for Search engine optimization if you are following these steps given below:

  • Create eye-catchy content naturally. Do not intentionally stuff your content with unnecessary keywords and links.
  • Link your site to other web pages and sites in a natural way. It should not look that you are inserting links forcefully.
  • Focus on what visitors want. Help them quickly access the data which they are searching for. Do not misguide them in any way.

When you are attracting links to your site, that conveys trust. If you are linking yourself within your own site, there is no trust conveyed. So, if all you are doing is linking to yourself to get high rankings on Google, then it won’t work.

Alternatively, What you can do is you have to strategically take a link from a similar niche site to an important page. Then you are giving Google a clue about what’s important to your content and what’s not. That’s how link building works.