Link building is a function of SEO or Search Engine Optimization which basically helps you leave your link in the maximum number of relevant places that can amplify your presence and help search engines like Google recognize your growing footprint. There are two types of link building – Internal and External, and there are a number of ways to build the same. Before we actually go into the importance of link building, it is imperative to understand these terms.
SEO is a long game. It takes a link building campaign around 6-12 months to really gain steam and valuable info could be that using enterprise link building which represents a toolbox of strategies that could be beneficial for promoting large and complex websites.
Internal Link Building
When we build the content of our own portal, website, blog or any other online platform, we are essentially building links that feature certain keywords pertaining to information in our niche. What does this mean? This basically means that we are building our authority in our niche by sprouting information that can translate into solutions for the audience we are catering to.
When we regularly create informative and solution-based content enriched with keywords in this way, we are giving out healthy SEO signals which mean people will not only click on our websites and visit it often when they have a question or a problem related to that niche, but it also means that Google and other search engines will regularly display your links with more and more clicks earned.
A good way to amplify this and hasten the process of getting a good Google ranking (yes, that’s what a good Google ranking means!), internal link building is just as important as using the right keywords in the relevant content. This means that you feature links to other posts and pages from your blog or website in a given post so that people can click and visit the earlier post or a related page.
This gives out a good SEO signal and shows that your portal does not merely display information in that niche as a one-off thing, but is dedicated to creating such an imprint with regular content that can actually be linked back to.
External Link Building
Now there are a number of ways and levels at which external link building strategy works. Much like internal link building, this form of link building and sharing also seeks to amplify your reach.
But the difference here is that instead of catering to the existing audience and at best, the close friends of that audience, external link building actually helps you tap into a whole new audience in your niche or a related niche. How? Well, that’s the trick.
External link building can be done by getting a link to your blog post or article featured by someone who has a portal or a blog in a similar or related niche. This blogger or brand would feature your link in a post that would have something to do with your post and its link.
For example, if you have a toothpaste manufacturing brand, you could get featured in a post created by a Mommy Blogger who would write a post on the essentials that one should carry while traveling with kids.
This could include a product from your stable (like a travel and flavored toothpaste pack for a rather long road trip), which could be featured in one of the points on sanitization during travel in this blog post. In order to conduct external link building in this way, you could also engage in a link exchange system that would help you promote each other and tap into each other’s audience as well.
Now, the other way to build external links would be to visit the top blog posts and portals in your niche or related niche and join the comments thread with an interactive thread where you possibly provide an answer or an insight to a blog post or another comment, with your link at the end.
If this link actually generates and earn clicks, Google and other search engines would recognize that as a legitimate, well-earned way to get ahead in the rankings game! Leaving reviews or comments on each other’s sites would also be a good example of external link building.
So, now that we have understood the two basic ways to go about link building, let us cast a glance on why link building is important for all SEO activities.
Amplification of SEO signals
Did you know that each time you create and publish content, you are actually giving out positive or negative signals in SEO terms? If you are mindlessly keyword stuffing and putting out content with external or internal links that have nothing to do with the actual content, which in effect does not earn clicks, Google and other search engines would actually penalize your efforts and leave you at the very bottom of the rankings ladder.
But if you are indulging in genuine link building, both internally and externally, this multiplies and amplifies your reach and actually helps you tap into various streams of reach at one time.
You can actually reach varied kinds of the audience with a single piece of content creation, and with proper link building. When you go for internal link building, someone looking for a related keyword would also reach your website or blog, thus adding to your already existing audience base.
So, it is also imperative to explore related and complementary themes in your niche so that you cover various subjects. For example, if you are an SEO based company, remember to write about content writing or bring in some guest bloggers who will do so.
This will help you reach content writing agencies who would be on the lookout for SEO agencies for their clients as well. A simple exercise in external link building would also put you on the map as far as their audience and clients are concerned! So, you see how this works out well for everyone involved?
High Quality Engagement
Driving engagement is the main result that one looks for when indulging in SEO activities of any kind. When we publish content and apply SEO values to the same to enrich it, we are actually looking to engage our audience and earn their clicks as well as their attention. So, with link building, we are actually spreading our footprint and making ourselves visible as a more reliable brand that can be seen at various places.
This drives engagement and keeps people coming back for more even as a brand recall is built. So when a member of your audience thinks of a problem in that niche, the solution would instantly appear by way of a piece of content or a link found pertaining to your portal or brand.
This is an effective way of driving engagement more than anything else. Also, when you indulge in external link building and you feature links of other equally reputable and reliable names in that niche, you are further leaving a good impression on your audience. The quality of your brand, page, portal or blog increases in this way and the audience grows organically.
Making Your Page or Portal More Discoverable
What are the two mainstays of SEO and all social media activity? Discovering and sharing! So, when you have indulged in proper link building exercises, you are actually fueling both these functions minus the grey hat SEO techniques that Google usually looks to penalize with a constant change in algorithms. To make your page more discoverable and to prompt people to share it, you have to do more than just creating memorable content.
This content should also be ridden with super helpful and relevant links that can be like a one-stop-shop for that question and all related questions that can be answered with the quality of the internal and external links that would have been created with that single piece of communication – blog post, review, article or more!
So when you indulge in building link, you are actually ensuring that there are multiple places where your core audience can stumble upon your work and links to the same, and you are also helping them take a call to share this work as it is super informative and contains links to similarly helpful pieces of content.
To make your page more discoverable and to prompt people to share it, you have to do more than just creating memorable content. This content should also be ridden with super helpful and relevant links that can be like a one-stop-shop for that question and all related questions that can be answered with the quality of the internal and external links that would have been created with that single piece of communication – blog post, review, article or more!
So when you indulge in link building, you are actually ensuring that there are multiple places where your core audience can stumble upon your work and links to the same, and you are also helping them take a call to share this work as it is super informative and contains links to similarly helpful pieces of content.
So what are you waiting for? Share those links and build a greater online presence with this really great SEO link building tools, today! Remember to work towards creating a good link building history by reaching out to relevant portals and sites that can carry your links, and create content that you would be proud to share internally and externally as well. Once this wheel is in motion, search engines will give you a great SEO ranking!
I am a passionate blogger sharing business tips. I write primarily on SEO, Email Marketing, CRM, Marketing Automation and covers the entire gamut of marketing.