What is Link Building and How to Do it

what is link building and how to build links
Link building

What is Link Building and How to Do it

If you are new to the world of SEO and unaware of link building, then dive right into this ultimate beginners’ guide to what is link building and how to build links to promote your webpage.  Whether you are a newbie or a professional blogger, you should know that the prerequisites for SEO are always changing, therefore it is essential that you stay up to date with the latest updates and not stick to single old school technique of ranking your page. That might not work with the ever-changing algorithms of search engines.

What is Link Building:

Link building can be defined as exchanging links between two websites. In this process link from a website redirects users towards your website; this is a two-way process. Backlinks have always been an essential factor in search engine optimization along with quality content and keyword analysis. Go through our take on How to find low competition keywords with high traffic for a kick start on SEO.

If you think you can create fifty websites and link them to each other and fool google, then let me tell you that link building is not as easy as you think. Why this backlinking technique won’t work? Because google launched an algorithm update back in 2012 called “Penguin.” The Penguin is meant to penalize websites that practice the spammy link building technique.

How Link Building Work and Why is it Important:

how link building works, why is link building important

In order to know how link building works, it is important to understand the basics of how to create a link? Let us follow a hyperlink example to clear our concepts on creating links. A hyperlink consists of four components namely;

Hyperlink example:  <a href=”hope.html”>Blog Hope</a>

  • Starting link tag: <a
  • Referal Location: href=”hope.html”>
  • Anchor text: Blog Hope
  • Closure link tag:  </a>

Before indexing a page, the crawlers assess the quality of content on that page; now if a page with good quality content is backed up by high-quality backlinks, this signals Google that the webpage is worthy of ranking in top ten search results. Therefore an important factor to consider while building links is the page and domain authority. With this, we move on to how backlinks work, and it will subsequently help us understand the importance of quality backlinks.

Backlinks are also known as external links or inbound links. These are HTML hyperlinks which redirect users from one webpage to the other. Having high-quality backlinks means you have a good reputation in the digital world. Internal links work similarly, but it is also essential to keep it all-natural and not spammy.

Search engines use algorithms to evaluate these links, and these algorithms revolve around the concept of E-A-T, which stands for Expert, Authoritative, and Trustworthy. Hence E-A-T should be focused upon for a quality backlink. SEO experts believe that getting high-quality backlinks is the hardest part, therefore they invest considerable time in finding and obtaining high-quality backlinks to up their SEO game.

So to sum it all up, along with having quality content covering user’s intent, Google will be more inclined to rank a website which has backlinks from a high domain authority and page authority website.  In order to further understand link building and how it works, it is crucial to have a clear understanding of types of backlink.

Types of Backlinks:

There are good backlinks, and then there are bad ones too, which can have you penalized. Now let us dig into what is no-follow vs do-follow link. No-follow links indicate to Google that you don’t trust this link and that google treat that link as such. The most common example of no-follow links are; forum posts and yahoo answers. Do follow links allow the search engine to reach your website. To make it easy for you to comprehend, I will divide the backlinks into two categories;

  1. Best Backlinks
  2. Bad Backlinks

Best Backlinks:

The best backlinks for your website are the ones you get through organic link building. This includes:

Editorial Backlinks: This is the type in which a blogger, journalist, or a publisher links back your website with relevance to a credible source like a published journal or paper. Search engines, including Google, absolutely love this sort of organic link building.

Guest Blogging: Using guest blogging for the sole purpose of link building involves leaving a relevant comment followed by your e-mail address and a link to your webpage. It’s a win-win for both the website owners because one gets user engagement on the website because of the comment and the other gets a backlink. Go through What is Guest Blogging and how it helps in SEO for some interesting tips and tricks on guest blogging.

Business profiles:  Create profiles on business sites as well as social media and provide a link to your website on your profile.

Bad Backlinks:

Paid Links: Having paid links results in a penalty by Google, therefore, paid links are low quality and not trustworthy.

Low-quality links: Getting links from websites that do not hold a high domain and page authority or are not relevant are considered spammy and results in a penalty.

Link Building Techniques:

Link building techniques


I use ahrefs to find likely linkers. First of all, search your keyword and copy the first ten URL’s. Now analyze each URL in ahrefs. Click on backlinks options in the backlink profile on the left sidebar. Now you have a list of websites that are more likely to provide you with backlinks. Find their e-mail address. You can use tools like to get an e-mail address. E-mail them a customized script, and that’s it.

Link Building with Resource Page:

Resource pages provide links to quality content relevant to the topic. In order to get a link, refer content from your website that is a perfect fit for the resource page. Draft a script and e-mail. Make sure you personalize it and most of all, do not make it look like a bulk mail you’d send to everyone.

Broken Link Building:

This is my favorite technique. Broken link building consists of three important yet easy steps:

1.     Dig out a website with broken links relevant to your content. You can use check my links to discover broken links.

2.     Create content that complements the one in the broken resource.

3.     Send an e-mail informing the owner about broken links on their web page and in conclusion, request to replace the broken link with your content.

The Sky Scrapper Technique:

Brian Dean originally created this technique. The sky scrapper technique involves hardcore research to uncover opportunities and then present the potential distributors with better content.

In addition, link building websites and tools are beneficial as well. Such tools and websites can save a lot of time and energy that can otherwise be spent focusing on other aspects of SEO.

Skab Kunder # 1 SEO Manager