Link Building for SEO:How to improve your site web ranking?

Link-Building -for-seo

Backlinks are a must to improve your online visibility, generate more web traffic and position your website at the top of search engine results. 

backlinks are useful when you want to increase the authority of your website in the eyes of search engine giants like Google. 

Search engines discover new content through links and also use them as a parameter to determine the quality of the content. 

Google considers a high-quality contextual backlink to be a vote of confidence that demonstrates how valuable the content is.  That said, it's no surprise that link building remains one of the crucial search engine ranking factors. 

Yes, no matter if you are a beginner or a pro, you need an ultimate strategy to get the most out of link building.  Otherwise, your link building efforts may end in disaster. 

Don't worry!  If you understand the what, why, how, do's and don'ts of link building, it's not hard to crack the hard bone. 

I will teach you step by step through link building and its aspects.

Link building

Link building is the practice of getting links from one or more websites to yours. 

These links help users navigate from one web page to another to access more information relevant to their Internet search. 

As for search engines, links give way to bots to crawl, index, and rank web pages.

Why is link building important for SEO? 

Link building is one of the most powerful ways to get high authority niche specific websites to vouch for your site. 

Link building, despite all the rumors, is something that you cannot overlook when optimizing your website for SEO.

As you acquire backlinks, you create a bold and illustrative backlink profile.  Depending on the strength of the link profile you create, your website can fall in love with Google's algorithm and achieve higher rankings. 

Spoiler alert: Building a healthy link profile doesn't happen overnight.  Link building takes time, but it's always worth it. 

When you make targeted and genuine efforts towards link building, you reward yourself with lasting results.  That is the essence of this. 

The concept of links is fundamental to how Google search works.  Its founders, Larry Page and Sergey Brin, came up with the beautiful concept of PageRank. 

The PageRank algorithm helps Google identify new pages and rank them based on quality signals.  So what this means is that Google's core algorithm considers backlinks to be one of the top ranking factors, and ignoring it could stunt a website's growth.  

How to Build Links? 

Now that you know how link building can complement your website's SEO, it's time to learn how to build links.

Broadly speaking, link building happens in three ways: 

1. Purchase links 

Buying links is another way to secure link placement on top performing sites. 

When it comes to buying links, you need to be quite selective about the sites you choose, as you are putting some money into it to get more out of it. 

Make sure you follow a specific metric approach to narrow down the top sites in your niche to build backlinks. 

Once done, contact the website owner with a well-crafted email to get backlink placements on a commercial basis. 

If you find the process time-consuming, you can avail the assistance of a reputable link building service provider to buy links from relevant sites on your behalf.

2. Request Links 

Do you want to link to your website from a specific website?  The best thing you can do is ask the website owner for a backlink. 

However, you need to make sure that the link back to the website brings you benefits in terms of web traffic and authority. 

The website must be credible and exhibit great performance. 
The website has to be related to your industry/niche.

Craft a genuinely compelling email to get the website owner to agree to the placement of a backlink on their website.

3. Earn Links 

Earning links is when other website owners link to your website without you contacting them regarding backlinks. 

This often happens when you feature high-quality user-engaging content on your website that your target audience and industry experts find useful. 

According to Google's Webmaster Guidelines, "Creating good content pays off: Links are usually editorial votes awarded by choice, and the more useful content you have, the better chance someone else will find that content valuable to their readers and bind it." 

Getting backlinks to your website is the biggest reward and a clear sign that your link building efforts are really working. 


Key Elements for Evaluating Link Prospects 

You should consider the following items when reviewing websites for link building. 

  • Content: Written and visual content for blogs, web pages, etc.
  • Administrator: Do you have advertising policies? 
  • Link profile: what are the links pointing to the site like? 
  • Reputation: Does the author have any reputation? 
  • Authorship: Who is responsible for the content of the website? 
  • Technical: How do users find the site and how do they interact with it? 

Metric vs Quality 

Understanding metrics and quality can help you set up link building success. 

Certain metrics from leading SEO tools can help evaluate a site for link building prospects much more easily.  Is it so: 
  • SEMrushAuthority score.
  • Ahrefs Domain Rating. 
  • Moz Domain Authority.
  • Moz Page Authority.
  • Moz Page Authority. 
  • Flow of majestic confidence. 
  • Majestic Appointment Flow. 
  • Flow of majestic confidence.  

Verve Link Score

In addition to these metrics, you should do your own manual research to gain an even deeper understanding of your link building prospects. 


The Google Search Quality Rater Guidelines have dedicated a section for overall page quality rating that you can follow as well. 

It can help you cover the purpose of the content, the depth of the content, and find reliable sources for the content. 

How to analyze a site? 

As you go through the evaluation process, there are two important things to keep in mind: 
Weight of each element 
Some aspects of the site are more important than others. 
Examine multiple elements thus  decide the quality of the site 
Here are the key elements to consider during the assessment:

    Navigation: Is it too generic for the site? 
    Restricted keywords: Check if the site uses gambling, payday loan or pornographic keywords. 
    Infrequency: Does the website post infrequently or are old posts rarely updated?
    Business Links: Check for links to money pages.  Find out if the links are not tagged without       follow or sponsor.


    About us  find out if the links point to money pages 
    Admin Pages – Find pages that directly advertise dofollow links in guest posts and avoid             them at all costs. 
    Information – phone number, address and email 

 Link profile 

     •Excess links – see if too many links point to a single page 
     •Low Authority – Find the domain authority and domain rating of the site using SEO tools 
     •Non-relevant links  Find out if there are links that don't make sense for the page.

 Literary Paternity 

      •Byline: Is the byline set to the name of the site or the administrator? 

      •Author page information: Is the author information incomplete? 

      •Country:  NaIs the author from your country of destination or not? 

If it's YMYL pages, you need to be more strict with the author's reputation. 


      •Online presence: Does the website have a good presence on social networks? 

      •Followers: what kind of accounts are following the brand 

      •Engagement: Does the page have enough engagement? 


      • Indexed: Does the website exist in Google's index with more than just the home page? 
      • Geo: What is the country focus of the audience? 
      • Page Engagement: Does the site have ads and links within the pages? 

How to Evaluate Site Quality for Link Building?

Before exploring what makes a link good or bad, you need to look back a bit to understand why the difference matters. 

With the introduction of Google PageRank algorithm, the search engine began to take into account the number of people who linked to a web page as an important ranking factor. 

Initially, quantity was all that mattered.  The higher the number of links to a web page, the higher the ranking. 

However, not all links can be created equal.  Thanks to Google's Penguin update.  With its arrival in 2012, Google began to prioritize link quality over link quantity. 

Depending on the quality of the backlinks you create on your website, your search engine ranking may rise or fall. 

This is precisely why you need to know the difference between high-quality backlinks and toxic backlinks.  That way you get a bigger picture of which links to embrace and which ones to avoid. 

Now, let's discuss the parameters you can use to evaluate backlinks. 

Website and Page Authority 

Authority is of two types;  page authority and website authority (or domain authority) 

Going back to Google PageRank algorithm, a web page with the maximum number of links redirecting to it ensures the highest page authority within a website. 

Since such a page can convey more value, SEOs prefer to get link placements on a web page with higher authority. 

As for website authority, there is no sure answer as to how it is currently calculated.  Google search advocate John Mueller said Google doesn't give your site an authority score.  However, SEO specialists over the years have found many correlations between the authority scores calculated by SEO tools and the chances of ranking higher.  

According to the main understanding, website authority denotes the concentration of high authority web pages within a site or the strength of the link profile of the website. 

While choosing sites with high authority (DA 60+, for example) is great for link placement, sometimes it's also a smart move to contribute short content and get link placements on sites with low domain authority (eg. , AD 20+). 

Site Relevance 

You certainly don't want to end up putting backlinks on a page that your target audience or potential buyers don't visit. 

After all, the main purpose of backlink building is to entice your target audience to visit your website.  That said, you should put links in places they are likely to visit or content they are likely to read. 

For example, if you are an eCommerce service provider, you should opt for review websites or eCommerce blogs to build backlinks.  In contrast, choosing a law firm's website (even if it has great authority) will never bring you qualified leads. 

To ensure that you find the right crowd, you should choose to build backlinks on websites that are relevant to your niche. 

Position of The Link on The Page 

The segment on a web page where the link is placed greatly affects your click-through rate. 

For example, if your link is placed in the body of the content, it is more likely to grab the user's attention.  A link placed at the top of the content will send you maximum benefits.  You will receive drives once users click on the link to reach your website. 

Conversely, if the link is placed somewhere in the sidebar or footer, it will likely go unnoticed and you will see very few visitors to your site. 

Anchor Text 

Anchor text is simply the text that is leveraged to place a backlink to your website. 

While the anchor text gives users context for the particular page, it is used by the search engine to understand what the redirected page is about and what it should be ranked for. 

However, Google considers the excessive use of anchor text to be a violation of its guidelines and reserves the right to penalize your website. 

Link type: Do-Follow vs.  Not to follow
  With a do not track link, you create a link to your website from another website but tell Google not to track the destination web page. 

A link is usually marked as not following with the rel=”nofollow” attribute. 


• The rel=“ugc” attribute refers to user-generated links, including blog comments and forum posts. 

• rel=“sponsored” indicates that the link is related to an advertisement, sponsorship or compensation agreement. 

Even if a do-not-track link is not tracked by Google bots, you can take advantage of it in case you get it from high-authority sites like Forbes for example.  No-follow links from such authoritative sites help improve your website's credibility in the eyes of the search engine giant. 

So what are do-follow links all about?  They are the exact opposite of No-Follow links.  These links invite search engine bots to crawl, index, and rank the target web page by passing the link juice. 

Tracking links are helpful in increasing your PageRank and raising your website in SERP. 

General Level of ads and Pop-Ups 

We know how search engines like to place their own ads on a website.  But they are not so forgiving of flashing ads and popups.  Unfortunately, such advertisements negatively affect the reputation of a website.  Therefore, you must be careful and check the level of advertisements on a website before approaching it. 

The relationship between the total number of pages and the volume of traffic.

One important thing that is often overlooked during traffic volume analysis is the total number of indexed pages that give you the amount of traffic calculated above.  Two different websites can have the same number of monthly visitors, but the number of pages indexed between the two websites can vary greatly.  For example, one may have 5,000 indexed pages while the other only 500. 

You can use average page attendance as an additional indicator of website quality. Therefore, I strongly recommend that you take it into account to shortlist a site with better optimization.  To get a monthly visitor count, use the "Domain Analysis" tool in Serpstat.

Content Structure 

The structure of the content can tell you if it was created for humans or bots.  If your web content doesn't have any headings except H1, it's most likely written for bots.  Well-structured content should consist of headings and subheadings with easy-to-understand content divided into small paragraphs for better readability. 

Backlink Profile Analysis 

Backlink profile analysis helps you assess the value of links pointing to a site.  The first thing to consider during analysis is the linking domain and the anchor list.  You need to make sure that there are no spam anchors or suspicious websites in the backlink analysis report.  You can use SerpStat for backlink analysis of a site. 

Backlink profile growth dynamics 

To fully understand a backlink profile, it is essential to understand its growth dynamics.  If you are using SerpStat, launch "Backlink Analysis" and select "Backlink Dashboard".  You will see a graph of "Reference Pages" in the open window.  Shows the growth dynamics of the number of backlinks over the entire history of the domain in the last 120 days.  Any huge spikes on the chart indicate manipulated backlinks. 

Spam content and search engine penalties 

Before placing your backlinks on a website, it is essential to check if you have received any search engine penalties.  Semrush Spam Score is a useful metric that indicates how likely a website is to be penalized by search engines for providing little value to users. 

Date of last update 

No matter how good a website is according to the metrics, pay attention to the date of its last update. Choose to place links on websites that are regularly updated. Exclude sites that haven't been updated for more than a year.


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