Link building is the art of acquiring a link to your website from another website. There’s a lot more to it then it might initially sound which is why the majority of the work that SEO’s conduct to rank a website highly on search engines consists of attempting to build these links.
Before we go into that, let me explain why links are beneficial to your rankings on Search Engines (namely Google).
Years ago, Google ranked websites based on how similar the search phrase is to the website’s content. Meaning SEO’s just chucked in a bunch of keywords to a website’s content and Meta-Titles; which actually worked! The problem Google faced was that the ranking websites didn’t make much sense to users! For example, SEO Freelancers (like me) would probably have displayed content just like this:
“Hi, I’m Harry, an SEO Freelancer that specialises in SEO freelancing and prides himself on being on of the best SEO freelancer out of all of the SEO Freelancer’s out there.”
Needless to say, Google didn’t want to show people website’s filled with content like this, they have always wanted to show users relevant content, so, Google patched this in a new algorithm update.
Introducing link profiles…
Google decided to focus less on the density of keywords (Don’t get me wrong, they’re still a big ranking factor!), and instead started looking at the links between websites. Google originally looked at how many links are pointing to a website. This once again opened the algorithm up to spam. SEO’s created a whole bunch of websites and used spammy Private and Public blogging networks, to push as many links to websites as possible. So, Google released another algorithm update to combat spammy links.
Introducing link quality…
Link quality is a generic term to explain a combination of Domain Authority and Page Authority. We will go into these in a bit, but basically, Google managed to calculate the ‘authenticity’ and ‘strength’ of a link.
Good question. Google realised that the most genuine, relevant and popular websites are being blogged and linked to by other websites. Here’s a diagram that may help: