Link-Building: The Basics

From the perspective of a search engine, a link is more than just a highway from one webpage to another. From the perspective of a search engine, a link is a vote of confidence in a particular brand…

Industry professionals put a lot of weight in link-based factors, when deconstructing the complex algorithms of search providers like Google. These algorithms are continually being developed to more accurately analyse the popularity of webpages – based on the number and the credibility of pages linking to them. Metrics like trustworthiness and authority are crucial in these ranking processes. Institutions like universities, government branches, non-profit organisations and national media outlets are the most likely to fall into the valuable “high-trust” or “high-authority” bracket.

The algorithms are also increasingly being programmed to discount spam and other unsavoury forms of link-building. It’s possible that practices such as paid-linking and link-farming may soon become a thing of the past. With this in mind, link-building works best when it’s treated as an organic, continual process.

This kind of long-term link-building can be one of the most challenging aspects of a Search Engine Optimiser’s job. The process necessitates specialised creativity, time investment and a budget. It’s crucial that that the personality of your brand is conveyed by your SEO activity and, as such, no two link-building campaigns are ever the same. A professional Optimiser should be well equipped to deduce which kinds of links are most relevant to your business.

Signs of a successful link-building campaign include; an increase in search traffic, higher page rankings and increases in referral link traffic. The ultimate aim of any such campaign is to give the maximum possible return on a client’s investment.