INTRODUCTION
Within SEO, link building plays an important role in driving organic traffic via search engines; especially in competitive industries. When combined with strong technical SEO foundations, great on-page SEO, excellent content, and a good user experience, link building can be super effective at driving more organic traffic. Similarly, Authority is one of the core factors that significantly affects your SEO performance.
Google has confirmed that links and quality content are two of the three most important ranking factors for SEO. Trustworthy sites tend to link to other trustworthy sites, and spammy sites tend to link to other spammy sites.
WHAT ARE LINKS?
Links are HTML hyperlinks that point from one website to another. Text hyperlinks are often blue and underlined, but don’t have to be. When you move the cursor over a hyperlink, whether it is text or an image, the arrow should change to a small hand pointing at the link. When you click it, a new page or place in the current page will open.
Hyperlinks, often referred to as just “links,” are common in Web pages, but can be found in other hypertext documents. These include certain encyclopedias, glossaries, dictionaries, and other references that use hyperlinks. The links act the same way as they do on the Web, allowing the user to jump from page to page. Basically, hyperlinks allow people to browse information at hyper speed.
WHAT IS LINK BUILDING?
Link building, simply put, is the process of getting other websites to link back to your website. All marketers and business owners should be interested in building links to drive referral traffic and increase their site’s authority.
Search engines use links to crawl the web. They will crawl the links between the individual pages on your website, and they will crawl the links between entire websites. Building links is one of the many tactics used in search engine optimization because links are a signal to Google that your site is a quality resource worthy of citation. Therefore, sites with more backlinks tend to earn higher rankings.
WHY IS LINK BUILDING IMPORTANT FOR SEO?
Link building is important because it is a major factor in how Google ranks web pages. Google notes that:
“In general, webmasters can improve the rank of their sites by increasing the number of high-quality sites that link to their pages.”
It omits key factors such as:
- The trust and authority of the linking pages.
- The SEO and content optimization of the respective sites.
- The anchor text of the incoming links.
Furthermore, it helps in:
- On-page SEO and content optimization
- Trust and authority of the website
- Site loading speed
- Mobile-friendliness
- User experience elements
The most important concept to understand is that, as Google says, you’re more likely to have your content rank higher for keywords you’re targeting if you can get external websites to link to your pages.
How can link building help your business?
As we’ve discussed, links are a very important signal to search engines. The way we’ve interacted with and used link building has changed over the years, but it still remains a cornerstone of any SEO strategy. Other considerable benefits to your business include:
- Brand building
- Referral traffic
- Relationship building
- Greater sales opportunities
WHAT ARE AUTHORITY LINKS?
Within SEO, authority exists on three levels:
- Domain authority: Domain Authority is a search engine ranking factors based on the popularity, size and age of the domain. The Domain Authority of all pages in a website is the same.
- Page authority: Page Authority is a metric that predicts how well a web page ranks on the search engine result page. Higher page authority increases the ranking potential of a web page.
- Link authority:
In our case we will work with link authority.
Authority links are links from websites that have established a substantial degree of trust and authority with search engines as a result of their age, quality, and size. They can bring tremendous ranking power to a website if one is lucky enough to obtain one or more.
Authority links are the golden eggs of link building. They tend to be extremely difficult links to get, and for that reason most webmasters rarely get them. The best approach to authority links is to be vigilant for opportunities to obtain them, but it is most likely fruitless to waste time seeking them out.
The following factors influence the amount of link authority that a link carry:
- Nofollow attribute: Links with the nofollow attribute pass on less link authority. Please note that this does not render nofollowed links useless. Millions of websites have nofollowed links. It’s normal and advisable to have them, because they’re part of a natural link profile.
- Page authority of the page linking out: The page that contains the link heavily influences the amount of link authority that is passed on. The more authority a page has, the more link authority can be passed on to another page.
- Number of links on the page linking out: Each link on a page receives some of the page’s authority. If there are a lot of links on a page, little authority is passed on to each link. Be smart about your links, both internal and external links (“backlinks”).
- Location of the link on the page linking out: The location of the link on the page that’s linking out to your page matters too. Search engines attribute more value to a link within a piece of content (so-called “contextual links”) than to a link in the footer that’s on every page. It’s lacks context, so it’s a less relevant link, hence less authority is passed on.
Search engine bots will determine whether your content has built up enough credibility through back-links and other factors for search engines to consider your site authoritative enough to rank highly in search results.
So, authority directly impacts ranking strength. Your content is deemed authoritative when it is talked about a lot, referred to a lot and sites with high domain authority link back to it.
CONCLUSION
We hope you’ve found this article helpful. Going by the rules and offering exceptional customer experiences is the winning combination for building both trust and authority over time. Link building can take time but SEO should be viewed as a long-distance race not a sprint.
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