Link building: definition, SEO relevance and strategies

Link building is - in simple terms - the process of getting other websites or their operators to link to your own website. Building such so-called backlinks is one of the many tactics used in search engine optimization (SEO).

From Google's point of view, backlinks are a signal that a website is a high-quality resource worthy of being displayed in search queries. Therefore, websites with more backlinks generally receive a better ranking.

Why is link building important for SEO?

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:

  • A clear topic relevance of the linking page.
  • A high level of trust and corresponding authority of the linking page.
  • High-quality content on the linking page that is rated well by Google.
  • A contextually relevant, prominently placed anchor text of the incoming link.

What link building strategies are there?

There are actually many strategies for getting other website operators to link to your own pages. Here are three common approaches:

  • Creating high-quality content: If you put out compelling, unique and high-quality content, you increase the likelihood of people linking to it. With the right advertising and omnichannel playout, the chances can be massively increased!
  • Mentions: A popular link-building option is to get your goods or services talked about by influential people in the industry (influencers). These can be well-known bloggers or recognized experts in the field who are themselves active online.
  • Links from friends and partners: Asking colleagues and partners to link to your own website is usually the first step in link building. Of course, you must always remember to only ask for links from websites in the same sector or on the same topic.

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