Link building is - to put it simply - the process of getting other websites or their operators to link to your own website. Building these so-called backlinks is one of the many tactics used in search engine optimisation (SEO).
From Google's point of view, backlinks are a signal that a website is a high-quality resource that is worthy of being displayed in search queries. Therefore, websites with more backlinks generally receive a better ranking.
Link building is therefore very important for SEO, as backlinks are still one of Google's top ranking factors. Google itself says:
"In general, webmasters can improve the rank of their websites by increasing the number of high-quality pages that link to their sites."
The word "high quality" makes it clear that links in themselves are not enough. The links or the pages from which they originate must also be of a certain quality in order to achieve benefits.
Key factors for high-quality links are as follows:
There are actually many strategies for getting other website operators to link to your own pages. Here are three common approaches:
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