What is link building and why is it important in SEO?

The world of SEO is constantly changing, and with it, link building changes too. Common practices that were once essential to SEO campaigns can slowly become redundant and the skills SEO companies relied on can quickly become outdated, requiring new practices to be learnt in order for them to carry out high-quality SEO campaigns that will help sites reach that coveted position at the top of page one.

Link building has changed over the years. Some SEO experts even claim that it may be dead. But we believe that link building is just as important today as it has ever been and is absolutely essential for SEO campaigns to work. The only problem is that they have become more difficult to build.

First you need to understand exactly what link building is. Essentially, link building is the acquisition of hyperlinks from other, trusted websites that connect to your own site. These links are the doorways through which visitors navigate between pages on the internet, and are the neurons through which search engines crawl the web. Search engines travel through these links, creating a map between individual sites and creating related tethers between the content so visitors know that they can discover more related content if they choose to follow these links.

How is a link created?

The anatomy of a link is fairly simple and it is important for SEO companies to have a strong understanding of how they work and how search engines read them and interpret them. Links are built up of four main components:

  1. Anchor Tag – The start of the anchor tag, referred to as the anchor tag “<a” opens the link tag and informs search engines that a link is about to follow.
  2. Link referral location – The “href” indicates the “hyperlink referral,” and it is the text inside these quotation marks that indicates the URL that the link is directing to. Mostly these locations are web pages, but they can also be images or files to download.
  3. Visible/anchor text of link – This is the text that will be visible to the user on any given page that they will need to click to access the page and therefore needs to be formatted to be clear and understandable. You will recognise these links as the blue, underlined pieces of text that are clickable.
  4. Closure of link tag – “</a> simply indicates to search engines that this is the end of the link tag.

Link building is essential at building relationships through outreach with other relevant websites to your own. These relationships not only help boost your SEO but also help promote you in more direct ways by associating yourself with other respected brands, providing your can attain the links with key influencers within your industry.

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