What is link building and how does it help SEO?

What is link building?

Link building involves getting other websites to link back to yours, with the aim of improving your website’s visibility on search engine results. These links are valuable in search engine optimisation (SEO), as they are a strong ranking factor when it comes to a search engine’s algorithm.

Why is link building important?

Links are one of the most important ranking factors for search engines and are therefore vital to any digital marketing strategy. When one website links to another, it is a strong indicator that it deserves to rank higher in search results for relevant keywords. Having another website link to yours can be considered a ‘vote of confidence’ and is seen as a signal of authority and credibility both by search engines and visitors to your website.

Benefits of Link Building

Increases website traffic

Link building involves using external sources to direct traffic to your website. It allows you to increase web traffic by targeting relevant audiences. High levels of web traffic are beneficial to search engine rankings.

Improvement in search rankings

Building backlinks is vital to effective SEO and ranking high on search engine results pages. The more high-quality links back to your website, the higher it should rank. This in turn increases the amount of organic traffic directed to your website.

Increases visibility

The higher your website ranks on search engine results pages, the more visible it is to potential customers. Again, this is beneficial for organic traffic, clients, sales, and building a strong company image.

Continuous advertising

Unlike traditional forms of marketing, such as brochures and billboards, backlinks are always there. If you put up an ad or billboard, it will only be effective in directing traffic for the period of time it is viewable. However, a backlink from another website is a continuous source of advertising.

Demonstrates authority and credibility

A large number of backlinks demonstrates to search engines that multiple sources have chosen to endorse your website, making you appear more credible and building trust between you and potential customers.

Increases sales and revenue

Increased visibility and web traffic translates to more sales and revenue, as does an increased level of trust between you and potential customers. The higher your website ranks on search engines, the more legitimate and ‘popular’ your business will appear. This in itself can convince potential customers to visit your website instead of a competitor’s.

Is link building really necessary?

Though by itself link building will not solve all your SEO problems, excluding it from your marketing strategy can be detrimental. It is important to not neglect it and try to secure as many high-quality backlinks as possible.

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