5 steps to create a link building strategy

June 11, 2019
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Get external links that help you in your positioning in the main search engines. That is the basic objective of an adequate link building strategy.

More and more brands are aware of the value that appearing within the first organic results in Google searches has. Something that depends, to a large extend, on your website being considered of value by other users and that they decide to create links to your pages.

Achieving this is not easy. In fact, the main mistake of any link building strategy is going too fast. This can lead you to getting links in a non-organic way, which is even penalized by Google in some cases.

What is link building?


Wikipedia’s definition for link building states it is “a SEO technique that consists in getting other web pages to link to the page were want the searchers to consider relevant for them to position it better in their rankings.”

Link building techniques can be of two types:

  1. Natural or organic. In many cases, they take place without a previous agreement of the parties that are linked. In this case, the source really considers the link as something of value.
  2. Artificial. This takes place when there is a prior relationship of some kind to achieve the link, although it is simulated that the link has been achieved organically. Google penalizes this type of link building strategy.

Link building, an essential factor in SEO strategies

The concept of link building is based, therefore, on attracting links to your website, if possible, from quality sources. This is so because links that point to you are an essential part of SEO. A great part of your search engine ranking depends on this factor. For this reason, link building has become one of things to which more attention is given by those responsible for marketing.

A large number of experts in SEO consider that link building techniques can become the most important factor in order to position your website and, therefore, your brand, in a search engine such as Google. Link building provides Google with information that tells it that your page is a website of interest and relevance.

But the strategy does not only depend on the link itself. The reputation of those who create links to your page fundamentally affects the reputation of linked space. To better understand this, it is necessary to analyze the concepts of popularity and authority.

The concept of authority in link building

Google values ​​the relevance a website has for other pages. For this, the search engine takes into account both the number of links and the origin of such links, i.e. the authority that transmits the links.

The authority is an indicator that measures the prestige and credibility a website has on a specific topic. It is measured in values ​​from 1 to 100. It and can refer to the prestige of each one of a site’s web pages or the domain as a whole. In the latter case, it considers an average index for the whole domain.

Another factor to be taken into account in link building strategies is the difference between quality and quantity. Here, we must consider two other terms, incoming domains and incoming links. The first one refers to the number of domains in which there is at least one link that points to your website. There might be one hundreds links to your website coming from the same domain, but that will only count as one.

Incoming links are each one of the links, regardless of the domain from which they come. To improve your authority, the most important value is the one offered by incoming domains over the total number of links.

Thus, a huge number of links from the same domain has less value than a single link from dozens of domains.

Factors to determine the quality of the links

As it is possible to see, the quality of the links also has an essential role in the result of a link building strategy. If the quality of these links is doubtful, it will be of little use whether your site is linked or not. In fact, it can even be counterproductive.

It is useful to know the main factors determining the quality of your links in order to deploy a suitable link building strategy. Besides the authority of the source, as we already mentioned, other factors to consider are:

  • Editorial Integrity.
  • Relevance.
  • Anchor Text.
  • Spam signals.
  • Follow or No-Follow links.
  • External or internal links.
  • Site’s engagement.
  • Quality of the other links on the website.

Steps to follow for your link building strategy

Once you are familiar with the factors determining the quality of links, you will be able to create an effective link building strategy to help you improve your positioning. For this, we propose the following five essential steps:

1.- Make a list of websites of interest

In order to build a strategy to obtain incoming links to your website, you must list those sites that are of real interest to you. Ideally, when preparing a list of websites of interest, you should select those sites with high traffic and a good reputation. You can also choose websites within your niche to have more positioning options.

Choosing the sites that work within the same geographical environment as you will help you establish simpler relationships. Likewise, you can choose companies with which you share public, niche and interests. It is about looking for websites with which you have something in common, while offering you quality with their links and access to a larger audience than the one you can reach by your own means.

2.- Do not trust too much in pages that have many external links

Google penalizes link farms. One of the techniques that have been used for many years to obtain incoming links was to be part of a cross-linking strategy or to contract links from web pages that contain links only.

This practice exists, although it is not accepted and it can be dangerous because it can get you a penalty from Google. It is carried out to achieve a faster and immediate positioning. It rewards the artificial use of links from other sites to incorporate those of your site and thus, position your brand higher in the search engine.

The problem arises when Google penalizes for its use, as your website will disappear for all users. Therefore, you must flee from non-reliable websites.

3.- Discard pages that do not update regularly

The quality of the links is also determined by how often the website is updated. A page that is not updated in a regular basis will be of little interest to users and will have little value for Google. It will give its users the feeling of being a dead-end site that does not offer anything new and interesting.

For your links in other sites come to fruition, you must generate interest and desire to discover their content. If your links appear on pages that do not offer anything new, pages that are not updated, how will user reach you?

You must choose active pages, with updated content and users who visit them on a regular basis. You must discard interesting sites that are not very agile, because their contribution will be minimal.

4.- The linked text must be of quality

One of the factors that determine the quality of a link is the anchor text, i.e., the word that is linked. It is essential to find incoming links that include an interesting word or phrase and not just the website’s name.

It is also interesting that the link includes the keyword too. If you wish to position a specific page for it to appear in the search for a specific keyword, it is very useful if this keyword is part of the link.

5.- Be supportive

An effective link building strategy is based on the principle of reciprocity. If you expect others to help you and link you, you must be willing to link sources that you consider relevant. As you wish to receive links that point towards your pages, you must be open to offer links to other sites.

The best way to get others to link your content is for you to value their content. For example, if you use a guest blogging technique, inviting other users to post in your blog, you must be willing to post in other blogs, and you must link these publications from your pages, in the same way you want invited bloggers to do link your content.

Link building is not static. The techniques that make it effective are constantly evolving. If you want to learn about the future of link building, the following infographic gives you the clues to consider in your future strategies to attract links:

Linkbuilding Strategies

To get incoming links, it is essential to know websites that cover the topics your brand is interested in. For this, platforms that connect brands and bloggers have emerged.

Coobis is a Content Marketing platform through which brands can generate content, broadcast it in the more than 5,000 registered media, sorted by theme and with metrics such as monthly visits or SEO authority, and amplify it on the influencers social networks. Are you familiar with the services you can hire in Coobis?

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