What Is Link Building? +5 Tips for Earning Valuable Backlinks


In this video, we’ll answer what link building is, dive into the benefits of link building, and give you some tips for creating a successful link building strategy. 

Let’s get started!

What is link building? 

Put simply, link building is the process of getting other websites to link to yours, and it’s really important to your overall SEO strategy. 

To get started with a link building strategy, you’ll need to create valuable content related to your business, products, and services. When someone links to your valuable content, you earn a backlink or link from another site to your own.

Link building exposes your brand to a much larger audience — and it builds your site’s domain authority, which can boost your performance in search results.

Why does a link building strategy matter for your business? 

There are a lot of benefits of link building. 

As I said before, link building gets your content and your brand in front of a larger audience. It also helps boost your SEO strategy, which I’ll explain later.

I’ll give you an example. Let’s say you run a tech company, and you write a post on your website about new software you offer. Through link building techniques, which I’ll also discuss later, a popular industry news site links to your post on their website. 

One website displayed on a desktop computer links to another website displayed on another desktop computer

Now, people who read and trust this news site see the link to your website. If they click on it, they have the opportunity to learn more about your brand. 

People clicking on that link signal to search engines that your site has some great content, and it can help push it up in the search engine results pages, or SERPs. You might even earn some new leads and sales from the increased traffic. 

Link building is key for your SEO strategy, which leads us to the next section.

How does link building help your SEO strategy? 

Link building is a crucial component of your SEO strategy.

Backlinks tell search engines that people trust your site. They act as votes of confidence that your site is useful and deserves top rankings in search engine results pages (SERPs). 

We may not know all of the ranking factors Google uses in its algorithm, but we do know that links are at the top.  

But not all links are equal. This is where link equity comes into play. 

What is link equity? 

Link equity, which some people like to call “link juice,” refers to the value that gets passed on from a site when they link to you. 

Different sites have different values due to this thing called domain authority. 

Domain authority gives you an idea of how trustworthy your site is to search engines. It’s a numerical value from 1-100, so the higher the number, the more trusted your site is. 

While it’s not necessarily used by search engines to determine your website’s position in the SERPs, domain authority can help you figure out which sites will pass on more link equity from backlinks. 

You can measure your domain authority with Moz’s tools, or your domain rating with Ahrefs’ tools

Examples of Moz's Domain Authority and Ahrefs Domain Rating tools

I’ll give you an example of how these metrics work. 

You’ve heard of major news websites like the New York Times, the Wall Street Journal, and the Associated Press? These sites have spent years building up trust with consumers and earning lots of links to their articles. I think it’s fair to say they’re industry leaders.

If the New York Times links to your site, it’s going to pass on a lot more link equity than a link from a personal blog that just launched last week because it has a higher domain authority. 

This isn’t to say that you shouldn’t be disappointed about links from smaller websites. Your audience may frequent smaller, niche blogs. But just remember that different sites have different values to search engines when you’re creating your link building strategy.

Let’s recap. So, high equity links can help increase your website’s ranking. This can put you above your competition in search engines, getting you valuable traffic that can turn into leads and actual revenue for your business. 

Ok, so I’ve covered the basics of link building, but how do you do it? 

5 tips for creating a successful link building strategy

1. Create content that adds value to your site and related sites

Before you can start building links, you need content that motivates people to link to you. 

If you’re a tech company, don’t just stop at a quick 100-word explanation of your new product. Share an in-depth post that details what it can do, make a video explaining its features, add photos, and build up the excitement. 

Your content should get people as excited as you are about what you offer.

Unique, valuable content increases the likelihood that people will naturally link to your site — without you having to ask them.

2. Research competitors’ content and backlinks 

Competitor research as a link building technique is two-fold. 

First, you’ll want to look at the topics competitors write about online. Then, see if you can identify any gaps or areas of improvement. 

Did a competing tech company write about an industry development, but leave out major details about how it works? 

Take that opportunity and run with it. Write a new in-depth piece about this new development and explain how it works. Include a video and photos to add context and make your piece stand out online. 

An example web page about a new tech development, featuring a video, lines of text, and a graphic

Creating comprehensive content will position you as an industry leader and help you invite natural links to your website and blog.  

Next, you’ll want to look at who links to competitors’ content. 

Ahrefs offers a free backlink tool that allows you to monitor your competitors’ backlinks. 

Backlink profile results from Ahrefs backlink checker

If someone links to a competitor’s site — and you offer an even better resource — chances are, they may link to your site too.

3. Research sites in your industry or niche for link building opportunities

A Google search can reveal sites in your industry or niche that can link to your site. 

For instance, a quick search on Google for “technology blogs” returns a list of blogs in that niche. 

A gif of a Google search for technology blogs, followed by the results

Consider making a list of relevant sites and blogs you’d like to link to your website. You can also track specific articles for outreach, which we’ll talk more about later.

Don’t get discouraged if large sites don’t link to you right away. As your link building strategy gains momentum, you’ll attract links from a variety of reputable sites in your niche. 

4. Promote your content

A critical component of your link building strategy is content promotion or outreach

Without content promotion, you may earn a few natural links, but outreach is your golden ticket to link building success. 

After you’ve compiled a list of sites you want to link to you, reach out to relevant blogs, influencers, journalists, or other industry professionals. Be sure to explain why your content is valuable for their readers, and invite them to share and link to your website.  

You don’t have to stop there. 

Share your content with your audience. Use channels that you already have available to get your pages in front of potential linkers. 

Do you use social media? Share your recently published blog posts with your followers. 

Do you have an email newsletter? Send new content, along with your business updates.

The more people who see your content, the more likely they are to read, share, and link to your pages.  

5. Never, ever buy links

Never, never ever. Unless you want your site removed from the Google search results, which you don’t. It may seem like a cheap and quick way to build links, however, these links are often extremely low quality. 

It can actually hurt your ranking because it violates Google’s Webmaster Guidelines.

If you buy links for your website, Google could penalize your site, bumping it way down in the SERPs or removing it entirely, and that will definitely not drive leads or sales for your business. 

Especially considering over half of web traffic is a result of organic searches. 

Start earning more valuable links today! 

Using all five of these link building strategies will set you on a path for getting relevant and important links to your website and improving your site’s ranking, helping you get more valuable traffic for your business’s website.  

What strategies do you use for link building? Let us know in the YouTube comments! 

For more videos covering link building and SEO, don’t forget to subscribe to our YouTube channel.

See you next time!

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