As with skinny pants, every year there are those who say that link building is out of fashion. To know what link building is and how to do it, it is necessary to bear in mind that the way of carrying it out has been refined – with the invaluable help of Google updates – to turn it into an organic strategy of great value for the positioning of any website.
As much as the catwalks bring us bell-bottoms, in our wardrobe, there is still room for skinny jeans because, quite simply, there are things that always work. As with fashion, SEO techniques evolve.
Link building is reinvented and updated to continue being useful for organic positioning. And, let’s face it, link building strategies are not going to disappear in the short term.
In this post, we are going to define what link building is and how we can implement it correctly on a website. But as the thing is to build – links, in this case – we cannot start the house with the roof.
Link building, as our colleagues from 40deFiebre, tell the user is “one of the foundations of web positioning or SEO, which seeks to increase the authority of a page as much as possible by generating links to it .”
As well explained in its definition, search engines score a web page based on its SEO parameters on-site (those that have to do with the positioning of a web internally, such as content, structure, code, or meta tags) and off-site (which assesses the quality of links from other websites that point to ours). These external links that point to our site are known as backlinks.
To understand what link building is, we must bear in mind that it is a fundamental part of off-site SEO and that we must work on it carefully if we want to reach the top positions in search engines.
But beware! Not everything goes. If you have crossed your mind to spam forums or buy links galore, better get rid of that idea.
Bluntly: no. On the other hand, if the question is, do we do the same link building now as ten years ago, the answer would be: well, neither. This off-site SEO technique has evolved (and a lot) over time.
For example, in the beginning, the most common was to resort to link farms that inserted links in quite picturesque sites in a massive way. Another standard action at that time was the exchange of links between websites.
To know what link building is that we work with today, we have to make a point to talk about Google Penguin. This update, implemented in 2012, was a very important setback for all the websites that had made use of these practices. And this is when everything changed.
For the bad! The impact of Google Penguin on your website’s SEO
After the Panda update in 2011, focused on on-site SEO, Google launched Google Penguin a year later, which focused on the off-page part.
Fundamentally, it was in charge of rewarding the websites with quality, organic, and natural external link (called White hat SEO) and penalizing those who had used cheating techniques (Black hat SEO).
From that moment on, the backlinks of a website had to be relevant, with good SEO metrics, from reliable sites related to your sector, with the Black hat techniques established up to that date falling into disuse.
As with the saying “who covers a lot, little squeezes”, Google prefers that we have fewer links but that they are of quality, rather than having thousands of irrelevant sites.
By the way, now that you understand what link building is, you can learn more about this update by reading this post about GooglePenguin 4.0.
We have already seen what link building is and what not to do when generating links for a website. It is time to talk about how we can (and, in fact, should) create quality backlinks to reinforce the SEO of a website. Take note!
1. Guest posting
It is a tremendously useful and symbiotic technique. The guest (guest blogger) writes a post (guest post) in a blog that is not his own with a link to his website. In this way, the guest gains relevance and makes himself known to new audiences while improving his SEO off-site. At the same time, the owner of that blog gets fresh and varied content that will also attract new readers. Guest posting is a good example of what link building is today and we recommend that you put it into practice. You will get good results!
2. Press releases
Formerly known as a common resource within corporate communication, now press releases allow us to promote ourselves in relevant media and their social networks at the same time that you obtain high-quality links.
3. Insert a link in an already created post
Imagine that you have a blog about the trips you have made all over the world and you see a publication on a topic about which you have a beautiful and very complete post. Why not ask to link with a nofollow to that entry? In this way, you get your link and the other blogger manages to provide his readers with a more complete reading experience without harming the SEO of his website. This technique represents well what current link building is, and it will be very useful especially if you manage to insert the link in an entry with high page authority.
4. Participate in forums
The classics never fail. The typical comments in thematic forums are still a good link building technique. Either way, keep an eye on their SEO metrics before you comment. And, if you do, remember to share relevant and quality content. Don’t even think about spamming, now you know that Google isn’t going to like it!
5. High in quality directories
Some business directories are a good option when it comes to generating links for your website. As always, you have to look at the SEO metrics before signing up. Especially interesting are those thematic directories of the sector of your business. Take a look at them and sign up by including a link to your site!
6. Promoted Items
There are many platforms in which various media, bloggers, and influencers are waiting like May water for you to ask them to create content with a link to your website upon payment of a stipulated amount. Although this link building technique is the order of the day, we advise you not to abuse it. Also, when you launch action of this type, make sure that it is a trusted portal. Cautious SEO is worth two!
Contacting webmasters to request the insertion of a link in a mention of your brand is another good idea when it comes to generating quality backlinks. And, in the opposite case, when you locate a broken external link, do not forget to contact the web and ask them to remove it.
In the world of SEO positioning, there are different techniques that you can use strategically depending on the objectives you are looking for for your website. Although link building is better known, you can also consider carrying out another very similar formula, but with certain differences. We are talking about link baiting or link baiting.
Link baiting can be defined as a marketing strategy designed to produce web pages that attract natural and high-volume backlinks to a domain. The goal of this technique is that both users and other websites link to your page naturally just for the value of the content itself.
But how can you get it? Well, through an efficient and high-quality content marketing strategy. In this way, it is possible to improve SEO positioning and authority by receiving inbound links from external pages in a natural way.
Now that you know what link baiting is, let’s see how you can implement it on your website. To carry out a link baiting strategy, it is necessary to take into account a series of factors that are fundamental. Next, we summarize them in four simple points.
Without a good content marketing strategy, it will be impossible to get a quality link baiting. Not in vain, it should be content that stands out from the rest so that users and the weblink your page naturally. Useful content that is relevant and novel and that, of course, is not a copy, a translation, or a rewriting of other web content.
Know your target audience
Knowing the reasons why a user can access web content is key to developing your link baiting strategy. In this regard, you must ask yourself what you can solve in the user with your content, what objectives the user has, or what information they expect to obtain when searching for a keyword. If you can detect these motivations, it will be much easier to achieve backlinks.
No matter how good content you have, if you don’t manage to spread it properly, it won’t go viral. Therefore, it is necessary to work with different diffusion channels so that it can reach the maximum number of users. In this sense, the best channels are usually social networks, Telegram or Facebook forums and groups, contact with influencers in your sector, networking, etc.
Resources to apply
There are different resources and techniques that will help you draw up your link baiting strategy:
- Infographics with statistical data on a topic in your sector
- Online contests
- Interviews with relevant characters and members of the field to which you dedicate yourself
- The workspace influencers recommendation lists
- Downloadable material
- The original memes
- Manuals, guides, or tutorial articles
- Free apps, tools, or widgets
Although both link baiting and link building are two strategies whose main objective is to get links, there are certain differences between them.
The links that are generated
The link-building strategy consists of generating links to a website allowing greater control of the results. For its part, link baiting uses quality content to try to get links naturally. Therefore, and as you may have already imagined, link baiting is a more complicated strategy when it comes to controlling the results, but more natural and better seen in the eyes of Google.
The way to get the links
The main difference between link building and link baiting is in the way of getting the links for your website. Link building is achieved by asking to be linked, either through an exchange of links, a collaboration with other bloggers or webmasters or in any other way that is agreed.
However, link baiting the links is achieved by trying to create articles, photographs, posts, etc. that are of quality. A more complicated task, because it is about obtaining links in the most natural way, but ultimately of higher quality.
That is why link baiting should be the main objective of your link building strategy. Getting to produce quality content so that they link your website in an external and natural way is the best way to gain authority and obtain SEO positioning.
It is certainly a difficult and time-consuming task, but it is much more rewarding in the long run. The main axis of the link baiting will be, therefore, in the content of your website more than in the alliances that you can achieve with other websites.
These that we have just mentioned are just some of the most recommended tactics when it comes to link building and link baiting, but not the only ones. In this interesting article from the SEMrush blog. You can find an interesting comparison on which is the preferred off-site strategies based on your professional role and your experience in the sector.
Now you know what link building and link baiting are with respective differences and advantages, do you want to start an SEO strategy and reach the top positions in Google? At SEOestudios we will be happy to help you. Contact us at seoestudios.es and requests an SEO quote!