Link Building

What is Link Building?

Link building is a fundamental aspect of Search Engine Optimization (SEO) involving the process of acquiring hyperlinks from other websites to your own. A hyperlink (usually just called a link) is a way for users to navigate between pages on the internet. Search engines use links to crawl the web; they will crawl the links between the individual pages on your website and the links between entire websites. The primary goal of link building is to improve the search engine rankings of a site by increasing the number and quality of inbound links to that site.

Purpose and Use

Link building serves several key purposes in digital marketing and SEO strategy:

  • Improving Search Engine Rankings: Links are a crucial factor in how search engines like Google rank web pages. A higher number of quality links leading to your website can significantly improve your site’s visibility and ranking on search engine results pages (SERPs).
  • Driving Traffic: Beyond SEO, links from high-traffic websites can direct users to your site, increasing your page views and potential customer base.
  • Building Relationships: Reaching out to other websites for link building can foster long-term relationships within your industry, which can be mutually beneficial.
  • Brand Building: Effective link building can help establish your brand as an authority in your niche by being linked to from reputable sources.

Types of Link Building

  1. Natural Links: Links created without any action from the page owner, typically because the content is valuable or noteworthy.
  2. Outreach Links: Acquired by contacting bloggers, websites, or publications and asking them to link to your site.
  3. Guest Blogging: Writing content for another website in your industry in exchange for a link back to your own site.
  4. Broken Link Building: Identifying broken links on other websites and suggesting they replace the broken link with a link to a relevant page on your website.
  5. Paid Links: While against Google’s guidelines, some sites still engage in buying links from other sites for SEO purposes.

Key Components of Effective Link Building

  • Quality of Links: A link from a highly reputable site is worth more than many links from obscure, rarely visited sites.
  • Relevancy: Links from sites that are relevant to your website’s industry or niche are more beneficial for your SEO than links from unrelated sites.
  • Anchor Text: The clickable text section of a hyperlink. SEO best practices suggest that anchor text be relevant to the page you’re linking to, rather than generic text.
  • Diversity: A diverse link profile with links from various sources and types of websites can improve your site’s SEO performance.


  • A technology blog writes a detailed review of a new smartphone and includes a link to the manufacturer’s product page.
  • A food blogger creates a recipe post and links to a supplier for a specific ingredient used in the recipe.
  • A marketing website publishes a guest article on a well-known industry publication, including a link back to their own site within the article’s author bio.


Link building is a critical and challenging component of SEO strategies. It requires creating high-quality, link-worthy content, as well as effectively networking with other webmasters and content creators. When done correctly, link building can significantly improve your website’s search engine rankings, drive traffic, and enhance your online presence and authority.

Nedim Mehic

Nedim is a senior technical SEO specialist, and the co-founder of Beki AI. On the Beki AI blog, we share new and innovative strategies to SEO and content marketing.

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