3 Primary Techniques of Link Building used by Marketers

Illustration of an SEO Contractor

To educate is not just the best way to sell. It’s also the best way to build links. (Jason Acidre)

Link building is crucial for ensuring that your content continues to drive traffic months after it has been published. Given how black hat SEO practices used (read: spammed) keywords and created content farms to build links that added zero value to the user, Google and other search engines began to heavily penalise content and webpages that practice it.

This was the primary reason why domain authority was introduced, as a metric, to determine the rank of a page and ensure that only the best content makes it to the first page of the search engine results. In this post, we will discuss the basics of three primary techniques for building valuable links.


Domain Authority and Link Building

Domain authority is, basically, a measure of the magnitude or stature of a domain, a key factor of which are the external links leading to a page.

Think of it this way: external links are like the recommendations you might give to a friend. You wouldn’t recommend a bad fast food joint to your friends, right? Similarly, external links play the role of recommendations in the world of SEO and this is where link building comes into play. They signal to the search engines that this is a website that readers trust.

Organic Link Building

While there are various ways to build links, the best—and the hardest—is the traditional, organic way. It means to create content that is so strong and rich and quality that it gets editorial links without you needing to ask for them. It’s just another way of saying: Quality finds its way to the top, and other websites on the lookout for quality content will link to it. But this process takes time and has quality content as its pre-requisite. This is the why such links are key when it comes to domain authority. A strategy of natural link building might not yield instantly, but it will definitely benefit in the long term, provided that the quality is great and the bar set is high. Such a strategy also grants success that is long lasting for the natural has a way of preserving itself.

Building Relationships

Another technique is to contact the editorials and blogging websites for link building manually. It’s not as great as the natural way—for the high statured websites do not entertain such requests—but it’s usually the starting point of small to medium sized startups. It can reap benefits, no doubt, provided that the websites contacted are not only relevant but respected as well.

The biggest mistake that people make when it comes to link building is self-creating links. They spam their links on none moderated blog comments, social media, guestbooks, profile pages and other such none moderated platforms in an attempt to fool the search engines. Google, especially since 2012, has begun penalising such attempts in the calculation of domain authority. When it comes to social media, it’s not the shares on Facebook or retweets on Twitter that strengthens the domain strength. Rather, it’s audience engagement that does the job. One can only fool for so long, no?

Link building is a double-edged sword. If used correctly, it can benefit your business to reap benefits for a long time, but if abused it can slice your ranking at the root and get your business off the SERP like nothing else. To put it in a nutshell: It is like the lifeline of traffic for your business.

Here at Ravji Digital Box, we have expert strategies for link building with long lasting results,  Contact us if you have a project or want to discuss ‘Link Building’ for any of your projects.

Further reading topic: Content Marketing: A Refresher Guide to SEO

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