Link building is a crucial aspect of search engine optimisation (SEO) that involves acquiring high-quality, relevant backlinks to your website from other authoritative sources. As search engines like Google consider backlinks as a vote of confidence in your content, a robust link-building strategy can significantly improve your search rankings, drive more organic traffic, and ultimately boost your online visibility. In this blog post, we aim to provide a thorough understanding of link building, its importance in SEO, and how you can leverage it to enhance your digital marketing efforts.

What is Link Building?

Link building is the process of acquiring hyperlinks, also known as “links,” from other websites to your own. These links serve as a navigational tool for users and search engines, allowing them to easily access and explore various pages on the internet. The primary focus of link building is to obtain backlinks, which are incoming links from other websites pointing to your content.

Backlinks hold significant importance in the realm of SEO, as they are seen as endorsements of your content’s quality and relevance. Search engines like Google use these backlinks as a key ranking factor, with a higher number of quality backlinks often leading to better search rankings and increased organic traffic.

It’s essential to understand the difference between internal and external links when discussing link building. Internal links are those that connect pages within your own website, helping users and search engines navigate your content more efficiently. On the other hand, external links are those that point from one website to another. In the context of link building, the primary focus is on acquiring high-quality external links, or backlinks, from authoritative and relevant sources to boost your website’s credibility and search engine rankings.

Why is Link Building Important for SEO?

Link building plays a pivotal role in SEO, as it directly influences search engine rankings and contributes to the overall success of your online presence. By acquiring high-quality backlinks, you signal to search engines that your website is a valuable and reliable source of information, which can lead to improved search rankings for your target keywords.

One of the primary benefits of link building is its role in enhancing website authority. As you acquire backlinks from authoritative and relevant sources, your website’s credibility and trustworthiness increase in the eyes of search engines. This, in turn, can result in higher search rankings and greater online visibility.

Moreover, quality backlinks can significantly impact your website traffic by driving organic traffic from referring websites. As users follow these backlinks to your site, you’ll attract a more diverse and engaged audience, leading to increased user engagement and potential conversions.

In today’s competitive digital landscape, link-building is essential for creating a strong online presence. By actively pursuing high-quality backlinks and incorporating link-building into your SEO strategy, you’ll be better positioned to achieve long-term success and stand out among your competitors in search engine results.

Types of Links

When it comes to link building, it’s essential to understand the different types of links and their respective roles in your SEO strategy. Here, we’ll discuss three primary link types: dofollow links, nofollow links, and sponsored and UGC (User Generated Content) links.

Dofollow links are the standard type of links that pass “link juice” or SEO value from the linking website to the linked website. These links hold significant importance in link building, as they directly contribute to your website’s authority and search engine rankings. Acquiring high-quality dofollow links should be a primary focus of your link-building strategy.

Nofollow links, on the other hand, are links that do not pass any SEO value to the linked website. They are marked with a “nofollow” attribute, signalling search engines not to consider them when determining search rankings. While nofollow links do not directly contribute to your website’s authority, they can still drive referral traffic and help diversify your backlink profile. Nofollow links are typically used when linking to untrusted or unrelated sources, or when the link is part of an advertisement or sponsored content.

Sponsored and UGC links are relatively new link attributes introduced by Google. Sponsored links are used to identify links that are part of paid or sponsored content, while UGC links are used to mark links within user-generated content, such as comments and forum posts. Both of these link types are treated similarly to nofollow links by search engines, meaning they do not pass SEO value. However, they can still play a role in your link-building strategy by providing additional context to search engines and contributing to a more diverse and natural backlink profile.

Link Building Techniques

Content Creation and Promotion

One of the most effective link-building techniques is focusing on creating and promoting high-quality content that naturally attracts backlinks from authoritative and relevant sources. By producing valuable, informative, and engaging content, you increase the likelihood of other websites wanting to link to your resources, thus improving your backlink profile and overall SEO performance.

There are various content types that are particularly effective in attracting backlinks, including infographics, long-form articles, case studies, and data-driven research pieces. These formats provide valuable insights and information that other websites and content creators find useful, making them more likely to reference your work and link back to your site.

Promoting your content is equally important in your link-building strategy. Sharing your content on social media platforms, such as Facebook, Twitter, and LinkedIn, can help increase its visibility and reach a wider audience. Additionally, conducting targeted outreach to influencers, industry experts, and relevant websites can lead to valuable backlinks and further enhance your content’s reach and impact. By combining high-quality content creation with strategic promotion, you’ll strengthen your link-building efforts and boost your website’s authority and search engine rankings.

Building Relationships and Networking

Another effective link-building technique is to focus on building relationships and networking within your industry. By connecting with industry influencers, bloggers, and other key players, you can increase your website’s visibility, credibility, and potential for acquiring valuable backlinks.

Engaging with industry influencers and bloggers can be achieved through various channels, such as social media, blog commenting, and email outreach. By sharing their content, providing valuable feedback, or collaborating on projects, you can establish a rapport with these influencers, which can lead to backlinks and increased exposure for your website.

Participating in online communities and forums related to your niche is another excellent way to build relationships and network with like-minded individuals. By actively contributing to discussions, sharing your expertise, and offering helpful insights, you can establish yourself as an authority figure within your industry and attract backlinks from other community members.

Attending industry events and conferences is another valuable networking opportunity. By connecting with professionals and experts in person, you can establish stronger relationships, learn from their experiences, and explore potential collaboration opportunities that can result in backlinks and increased online visibility.

By focusing on building relationships and networking within your industry, you’ll create a solid foundation for your link-building efforts, ultimately leading to a stronger online presence and improved search engine rankings.

Link Building Techniques: Guest Posting

Guest posting is a popular and effective link-building technique that involves creating and publishing content on other websites within your industry or niche. By contributing valuable content to these sites, you can acquire backlinks, increase your online visibility, and establish yourself as an authority figure in your field.

The benefits of guest posting are numerous, including reaching a wider audience, building relationships with other industry professionals, and acquiring high-quality backlinks that can improve your website’s search engine rankings.

To find guest posting opportunities, start by researching websites and blogs within your niche that accept guest contributions. Look for sites with high domain authority and a strong, engaged audience. You can also use search queries like “your niche + write for us” or “your niche + guest post” to find websites actively seeking guest content.

When creating guest posts, focus on providing valuable, informative, and engaging content that aligns with the host website’s audience and content guidelines. Ensure your content is well-written, well-researched, and offers unique insights that the readers will find beneficial. Additionally, include a relevant backlink to your website within the content or author bio, ensuring it adds value to the article and doesn’t appear spammy.

By incorporating guest posting into your link-building strategy, you can expand your reach, establish your expertise, and acquire valuable backlinks that contribute to your website’s SEO success.

Resource Link Building

Resource link building is a strategic approach to acquiring backlinks by identifying and targeting resource pages within your niche. These pages typically contain a curated list of valuable resources, tools, or informative content that the website owner considers helpful for their audience. By getting your content featured on these resource pages, you can gain high-quality backlinks, increase your online visibility, and establish your website as a valuable source of information.

The benefits of resource link building include acquiring targeted and relevant backlinks, reaching a wider audience, and boosting your website’s credibility and authority within your industry.

To find resource pages, perform targeted searches using queries like “your niche + resources,” “your niche + useful links,” or “your niche + helpful resources.” Look for pages with high domain authority and a relevant audience that would benefit from your content.

When pitching your content as a valuable resource, follow these tips for success:

  1. Research the resource page and its target audience to ensure your content is a good fit.
  2. Craft a personalised and professional outreach email, addressing the website owner or editor by name and demonstrating familiarity with their content.
  3. Clearly explain the value and relevance of your content, highlighting how it can benefit their audience and enhance their resource page.
  4. Be polite and respectful in your communication, and avoid being overly promotional or pushy.

By focusing on resource link building and effectively pitching your content, you can acquire valuable backlinks and strengthen your website’s authority and search engine rankings.

Broken Link Building

Broken link building is a unique and effective technique that involves identifying broken links on other websites and offering your relevant content as a replacement. This strategy not only helps the website owner by fixing their broken links but also provides you with an opportunity to acquire valuable backlinks and improve your website’s search engine rankings.

The benefits of broken link building include acquiring high-quality and relevant backlinks, enhancing your website’s authority, and fostering positive relationships with other website owners in your industry.

To find broken links, you can use tools like Ahrefs, SEMrush, or Screaming Frog to analyse websites within your niche and identify any broken outbound links. Alternatively, you can use browser extensions like Check My Links or Broken Link Checker to manually scan web pages for broken links.

When reaching out to website owners to replace broken links with your content, follow these tips for success:

  1. Craft a personalised and professional outreach email, addressing the website owner or editor by name and demonstrating familiarity with their content.
  2. Inform them about the broken link you’ve identified on their website, specifying the exact page and location of the link.
  3. Offer your relevant content as a suitable replacement for the broken link, briefly explaining its value and relevance to their audience.
  4. Be polite and helpful in your communication, emphasising that your goal is to improve their website’s user experience by fixing the broken link.

By incorporating broken link-building into your link-building strategy, you can acquire high-quality backlinks while providing value to other website owners, ultimately boosting your website’s authority and search engine rankings.

Evaluating Link Quality: Key Factors and Tools

In any link-building strategy, it’s crucial to focus on acquiring high-quality backlinks, as they contribute significantly to your website’s authority, search engine rankings, and overall online presence. To ensure you’re targeting valuable links, it’s essential to understand the factors that determine link quality and utilise the right tools for evaluation.

Factors that determine link quality include:

  1. Domain Authority (DA) and Page Authority (PA): Developed by Moz, these metrics provide an estimation of a website’s overall authority and the likelihood of its individual pages ranking in search engine results. Higher DA and PA scores indicate more authoritative and valuable backlinks.
  2. Relevance to your niche: Acquiring backlinks from websites within your industry or niche is crucial, as it signals to search engines that your content is relevant and valuable to your target audience.
  3. Traffic and engagement metrics: Websites with high traffic and user engagement are more likely to pass on valuable link equity, making their backlinks more valuable.
  4. Link placement and anchor text: Backlinks placed within the main content and featuring relevant, natural anchor text are typically more valuable than those in sidebars, footers, or with unrelated or spammy anchor text.

Several tools can help you evaluate link quality, including Moz, Ahrefs, and SEMrush. These tools provide valuable insights into the various factors mentioned above, allowing you to make informed decisions about your link-building targets and prioritise high-quality backlinks.

By focusing on evaluating link quality and targeting valuable backlinks, you’ll optimise your link-building efforts, enhance your website’s authority, and improve your search engine rankings.

Link Building Best Practices – Simple Tips For Success

To ensure the effectiveness of your link-building efforts and maintain a strong online presence, it’s essential to follow best practices that align with search engine guidelines and prioritise long-term results. By adhering to these principles, you’ll maximise the impact of your link-building strategy and improve your website’s search engine rankings.

  1. Prioritise quality over quantity: Focus on acquiring high-quality backlinks from reputable websites with high domain authority, relevance to your niche, and strong traffic and engagement metrics. A few valuable backlinks can have a more significant impact than numerous low-quality ones.
  2. Focus on creating valuable and shareable content: Produce informative, engaging, and unique content that appeals to your target audience and encourages social sharing. High-quality content is more likely to attract backlinks naturally and improve your website’s authority.
  3. Diversify your link-building techniques: Implement a variety of link-building strategies, such as guest posting, resource link building, and broken link building, to maximise your chances of acquiring valuable backlinks and avoid relying too heavily on a single approach.
  4. Monitor and analyse your backlink profile: Regularly review your backlink profile using tools like Moz, Ahrefs, or SEMrush to identify any low-quality or spammy links that could harm your website’s reputation and rankings. Take action to remove or disavow such links as necessary.
  5. Stay updated with Google’s guidelines and algorithm updates: Keep abreast of the latest changes in Google’s guidelines and algorithm updates to ensure your link-building efforts remain compliant and effective. Adapting your strategy to align with these updates will help maintain your website’s search engine rankings and online visibility.

By following these link-building best practices, you’ll optimise your efforts, enhance your website’s authority, and achieve long-term success in your search engine rankings.


In conclusion, link building is a crucial component of any successful SEO strategy, as it significantly impacts your website’s authority, search engine rankings, and overall online presence. By implementing the techniques and best practices discussed in this blog post, you’ll be well on your way to optimising your link-building efforts and achieving long-term success in your search engine rankings.

We encourage you to put these strategies into action and experience the benefits of a well-executed link-building campaign. Whether it’s focusing on quality over quantity or diversifying your techniques, these approaches will help you build a strong backlink profile that drives organic traffic and boosts your online visibility.

If you’re interested in taking your link-building and SEO efforts to the next level, we invite you to explore our Exeter SEO services and learn more about how our team of experts can help you achieve your digital marketing goals. With the right strategy and support, you can unlock the full potential of link building and elevate your website’s performance in search engine results.

Neil Manchip SEO Consultant