If you have a website and want traffic from search, you need to consistently secure good links from relevant websites. That means link building.
Link building requires strong social skills, excellent communication, persistence, and creativity. It’s marketing, sales, and psychology combined.
The What:
Link building is the process of securing a link on an independent website back to your own site (or a client's).
The Why:
Google search is based around links. The more links you have from relevant and authoritative websites, the better your website will perform in search for relevant queries. Links also drive referral traffic and help develop relationships.
The How:
SEOs use customized strategy with diverse tactics designed to convince another website it is in their — or their audience's — best interest to link to a page on your site.
The When:
Link building gained popularity with the rise of Google in 1998, and is still vital today in 2017.
The Who:
SEOs, marketers, and website owners use link building to increase traffic to their site through search.
Example:
Links are fundamental to the existence of the web.
In fact, it’s called the web due to links — links are the ‘webbing’ that combine the millions of websites into one entity, creating the interconnected web.
There are two primary reasons marketers and businesses should be concerned with links:
Links are valuable for marketing, audience development, relationship building, and search engine optimization.
WITHOUT LINKS, THE INTERNET WOULD BE UNNAVIGABLE.
There are essentially three ways to navigate to a page:
- Bookmark a page.
- Type the full URL path into your browser.
- Click a link.
Links account for the vast majority of web navigation. Whether in social media, search, or browsing a popular site like Reddit, odds are you’re clicking links to move from one page to another.
Memorizing URLs and creating thousands of bookmarks simply isn’t practical.
Links power the web, and are absolutely critical to search, website architecture, user experience (UX), audience development, and human accessibility.
Example:
Search is a primary channel of traffic for most businesses online.
An entire industry exists around optimizing websites for search, improving their performance: search engine optimization (SEO).
Link building is an important part of SEO services. Without links, websites can’t rank in competitive search queries.
Example:
Google’s core system, which led to their dominance as a search engine, is PageRank. PageRank is Google’s algorithm that places value on links, and affects websites' ranking within search.
Humans and search engines both place considerable value on links, and securing links online requires sustained, focused effort.Google often tells website owners to “create great content.” You need to be creating pages that provide value to your audience.
But valuable content requires promotion. If you want to secure the links your website deserves, you need to be intentional about promoting your pages to websites where your links make sense.
Links don't happen, otherwise.
According to a 2015 joint study by BuzzSumo and Moz, the majority of posts online have zero external links (links from other websites).
The majority of content online has no real chance to receive significant search traffic, which is responsible for the majority of traffic online.
SEOs know the impact a few natural links from quality and relevant websites can have. It no longer takes hundreds or thousands of links to rank. The commodity of a single link has vastly increased, giving quality websites even more power within their respective industries.
In order to secure a link, you need to demonstrate value in a persuasive manner.
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