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Link Building for SEO: The Beginners Guide


If you can go to a website and manually place your link there, so can your competitors. And for that exact reason, such links tend to have little to no value in the eyes of Google. Until now, it’s been a challenge to quantify brand strength, and understand the relationship between SERP results and real-world brand value. However, with Brand Authority™, a Moz metric on a scale of 1-100, the ambiguous - but imperative! In this situation, the value of a link isn't just about SEO — it's about customers.


Different kinds of links have different impacts on your page’s ranking in Google. And no one knows for sure how exactly Google measures the value of each individual link. But not every page of your website is a one-of-a-kind masterpiece worthy of a thousand links. So SEO professionals have devised a set of tactics to persuade the owners of other websites to add links to their pages. But you can’t possibly reach out to the folks at datasciencecentral.com and ask them to link to your page with cookie recipes, right?


Hope you feel very educated about link building after reading this guide. And if you enjoyed the read and got this far, please give me a shoutout on Twitter @timsoulo. In all fairness, your success rate with both these groups of link prospects will likely be quite low. I know it because I did this kind of link building outreach not that long ago.


Well, you just need to pitch them a really compelling article idea. In other words, your email outreach will be massively more effective if what you’re working on actually deserves people’s attention. For example, back when I was running my personal blog, I reached out to 500+ fellow bloggers asking them to share some of their Google Analytics data for my small research study. That request piqued their interest, and many of them helped me out with it.


And here’s a simple tip on how to come up with content ideas that are hard to say no to. Just find a few competitors of the blog you want to write for and use the Content Gap tool to find which topics bring them lots of traffic but weren’t covered on the blog that you’re pitching. After you’re done with the above tactics, I suggest that you set up a backlink alert and get notified whenever your competitors get new links. This way, you’ll be able to immediately reach out to whoever linked to them and try to get yourself added on the same page.


For example, if you search for the keyword "productivity app," you’ll get over 120,000 pages that mention this keyword. Try browsing the Best by links report for your own competitors and see what kinds of pages bring them links. Once you identify what worked for them, you can create similar (or better) resources on your own website. If someone is linking to your competitor, there’s a good chance that they might be open to linking to you too. If you run a blog about health and fitness, links from other websites (and pages) on the same topic will have more weight in the eyes of Google compared to links from websites about cars or finances.


You do this by putting in the work to make your website link-worthy, whether that’s through a great product or aspect of your service, or via producing great content that is referenced by other websites. Don’t forget to promote your content through email, social media, and outreach efforts to attract natural backlinks from other websites. Create valuable, engaging, and shareable content to attract high-quality backlinks, including infographics, research results, case studies and surveys. For example, a quick Content Gap analysis of our own blog against the blogs of our competitors reveals a bunch of great topics that they get search traffic from, while we don’t.


Because bookmarks have anchor text and are shared and stored publicly, they are scanned by search engine crawlers and have search engine optimization value. Basically, they are hyperlinks to a website or a specific web page containing content believed to be beneficial, useful and relevant to visitors of the site establishing the link. It was so effective because it was based upon the idea that a link could be seen as a vote of confidence about a page, i.e. it wouldn't get links if it didn't deserve to. The theory is that when someone links to another website, they are effectively saying it is a good resource.


So the more high-quality backlinks a page has, the higher it tends to rank in Google. And if you want to outrank it with your own page, you’ll likely need to get more links than it has. It’s generally accepted that, if all other factors are equal, the volume and quality of links pointing to a page can make the difference between rankings.


And from my conversations with professional link builders, that’s pretty much the norm. So let’s say you’ve done your keyword research and a very specific page that you need to rank well in Google for a certain keyword. A good way to kick off this strategy is to study who links to the actual homepages of your competitor’s websites. These people are mentioning the business as a whole and not some specific webpage, which you might not have on your own website. When other websites are linking to your page, it tells Google that your page is somehow important.


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