How To Maximise The Benefits Of Link Building

Link building forms a major part of successful SEO strategy and can help search engines view your website as being more authoritative for your optimised keywords. An effective way to increase the number of backlinks to your website is to include links in any online articles or press material that you release.

Search engines place a lot of weight with link building. It essentially involves a process of other websites informing them on what your website is about, rather than simply assuming that what you tell them in your meta data is correct, and thus helping them judge relevancy. This is largely done through the use of ‘anchor text’ (the blue highlighted text that you click on to follow the link).

Links pass on ‘link juice’ (akin to web popularity and authority) from one page to another, so on a simplified level, the more quality links you have pointing to your page, the more popular and authoritative the search engines will view your website to be. A real life comparison would be if you are friends with somebody who is very popular, respected and powerful – people who see that you are friends with them and are somehow connected to them will assume that you too will have a certain level of popularity, respect and power.

For this reason, the quality of link building is more important than the quantity of link building. Linking to unrelated, unpopular and untrusted websites – often known as ‘bad neighbourhoods’ – is likely to do more harm than good to your website’s popularity, relevancy and authority. However, even if your link is from a popular and authoritative website, there are also ways to increase the benefits of the link further. Some of the key methods include optimising your anchor text and ensuring the links direct users to the most relevant page of your website, not just the homepage. In articles and press material, be sure also to avoid the use of “click here” links, instead opting to hyperlink keywords within the text.

Link building should be a highly significant element of any search engine optimisation campaign. Whilst including links in articles you submit online and in online press materials you release can be beneficial to some extent in most forms, be sure to make the most of the opportunity.

Paul Jackson

Senior Digital Marketing Consultant

With almost a decade of experience in digital marketing, both in-house and agency-side, Paul is a CIM qualified Chartered Marketer with expertise and a refreshing approach. Paul’s experience with a diverse mix of brands in a wide range of industries has allowed him to see first-hand the importance of a tailored and business-oriented approach to marketing.