Link Building

What Exactly Is Link Building And Why Is It Important?

According to Google, link building remains one of its top three ranking factors. With that said, we understand that many people remain skeptical of SEO link building.

But Link Building has many positive benefits to your business, including:

  • Increasing the authority of your domain or web page in the eyes of search engines
  • Building visibility around your brand
  • Developing authority for your brand in the eyes of consumers
  • Driving referral traffic to your website

Link Building 101

Link building is an organic strategy to increase the number of inbound links from an external domain to a specific webpage. The primary goal is to increase the search engine rankings of a particular page. In the old days of PageRank, inbound link quantity and quality factored in heavily to search engine rankings and were easy to spam. Nowadays, the context and relevance of links (as well as its quality), are better markers for determining the quality and usefulness of a link. Studies have shown that websites which rank in the number one position tend to have more links and acquire them at a faster frequency. LSEO offers white hat link building services based on an organic and qualitative approach to link building. Our method’s follow the industry’s best practices and have provided success for all of our clients. In fact, our CEO has been instrumental in outlining the best practices of link building for the industry moving forward.


The Anatomy of a Link

A backlink is a clickable URL that takes users from one page to another. The URL itself is tucked within the text of a webpage. This is referred to as anchor text.

The anchor text is used to keep the URL natural within the text of the article, without obfuscating the natural flow of the text.

Backlinks are designed to provide either context, a citation, or additional navigation items for users on your website.

Backlinks can be redirected to other pages if the landing page URL has a 301 or 302 redirect attached to it. In that case, it’s important to ensure that the corresponding landing page is relevant to the referring domain and content the link is in place of.

External Vs. Internal Links

Links can either be internal or external. External links lead to a separate domain, while internal links lead users to a different page on the same site. Internal links deal more with your information architecture and can help pass link authority throughout your domain and to deep-linked pages.

Backlink Tools and Metrics

To help monitor the number of backlinks you have pointing to your site and their relative quality, there are a number of tools available and associated metrics with them.

  • Ahrefs (DR/AR)
  • Majestic (Trust Flow/Citation Flow)
  • SEMrush
  • Moz (DA/PA)

When people refer to the authority or trust of a link, they are referring to a proprietary metric used by any of these tools. For example, Domain Authority (DA), is a proprietary barometer used to measure the quality of a site in comparison to all others on its index using a 1-100 scale. The higher the score the better your backlink profile in relation to all other sites on its index.

The use of these metrics is important for reporting, although these are not objective results. Generally, the quality of a link is more or less determined by the quality of the site it comes from, the quality of content is housed in, and the relevance of both to your landing page.

Generally, search engines take into account the quality of links pointing to your domain and the number of backlinks from unique referring domains.

Understanding Anchor Text

Anchor text represents the clickable text of a hyperlink. In this URL “Content”, ‘content’ would be the anchor text and be what’s displayed on the page. Many people are still unsure whether or not anchor text provides SEO value. The answer is: it does and it doesn’t. Keyword optimized anchor text can be good for conveying the context of the page being linked to and help search engines with indexation. But overly optimized anchor text or anchor text that sounds unnatural can be an alarm to search engines that you are purposely manipulating content to your advantage and without the reader in mind. In that case the link may receive a soft penalty. Generally, best practices dictate that links should remain natural to the context they are being used in.

Link Building Penalties: Is My Website in Danger?

With the addition of Penguin 4.0 into the core algorithms of Google, backlinks are no longer ‘penalized’ by Google. Bing does not generally penalize spammy links either.

Essentially, a link that is unnatural or spammy will not be counted and essentially treated as a ‘nofollow’ link. This means all metrics or authority derived from that link will be null in the eyes of search engines.

At LSEO, we are in the business of white hat link building. We only offer premium links from high authority publications based on our rigorous manual outreach process and expertise. We practice completely natural and organic link building strategies using onsite content, promotion, and manual outreach to acquire links naturally. We’ll explain more below!

We even have link disavow tools available to help you disavow any spammy links pointing to your domain.

Examples of Spammy Link Building:

So you’ve probably encountered spam on the internet before. Here are some of the more obvious link building practices that are considered spammy by search engines.

  • Paid links
  • Link farms
  • Content distribution networks
  • Forum links
  • Hidden links
  • Profile spam
  • Comment spam


Link Magnetism

The best link building strategy is a natural one.

It’s simple: create content that people want to link to.

The best examples of this include:

  • Long-form and educational content
  • Infographics and viral videos
  • Online tools
  • Case studies
  • Longitudinal industry trends
  • Expert roundups and Q/A’s
  • Breaking news or trending stories
  • White papers or ebooks

Of course, a little promotional strategies may be warranted to get people to discover your content, such as social sharing, paid promotion, syndication, or even manual link building.

Broken Link Building

What can be easier than building links you already have? Broken link building revolves around contacting and replacing links that you or a competitor have already built.

It’s super simple. With our backlink tools, we can use Ahrefs or SEMrush to scrape the backlinks of a competitor, paste it into a CSV, and start manually contacting people to replace their broken links with a landing page from your site.


Along the same lines, resource link building involves scraping the web for resource articles related to your business to get your brand or product a much needed mention.

For example, say you were running a men’s clothing store and someone was looking for the “top men’s clothing outlets online.” Using a site operator search, we can isolate these results and conduct manual outreach to advertise your business and get it a link on any of these resource articles.

Influencer Marketing

Influencer marketing is a hot new trend in the digital marketing sphere.

Leveraging our existing contacts and our vast network of influencers, we can get your brand promoted and your products in front of audiences most willing to buy your products, based on interests, geography, etc.

Influencer mentions serve as great backlinks to your website and add some much needed visibility around your brand, which will reaps benefits unforeseen.

Local Link Building

One of the most effective and qualified link building strategies is local link building. Local links are not only relevant to your business, but they can drive literal foot traffic to your brick and mortar establishment.

Some strategies include:

  • Contact local bloggers
  • Guest posting on local magazines and publications
  • Creating surveys
  • Help a Reporter Out (HARO)
  • Hosting a contest and promoting it online
  • Acquiring links from partnerships you’ve formed in the area
  • Sponsoring local establishments
  • Providing scholarships to local charities and nonprofits
  • Acquiring citations and listings from local directories

Guest Posting

Finally, guest posting is still an effective strategy for link building, even if some think it’s outdated. Guest posting not only can provide a high quality link from an authoritative publication, but it can showcase your brand’s thought leadership and authority over its subject manner. Guest posting is also an effective strategy for forming partnerships with other businesses and publications.

Additional Related Services

As with all SEO campaigns, the best results come from a well-rounded campaign. Find out why these services are vital to your campaign and why you should enroll in them for a multi-level strategy.

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