Ad Industry Jan 29, 2019

An Introductory Guide to Linkbuilding

Once upon a time, way before Google was born in 1998, the way we searched for things on the internet was through the likes of AOL, MSN and Netscape, and a site’s interface was usually a combination of loud colors, confusing navigation systems, and links, links, and more links (and not one Zelda reference in sight).

This meant that whether your page was seen depended on the text you used on your site.  

So, Larry Page and Sergey Brin created Google, and the brilliant engineers there developed an algorithm that we know as web rankings — otherwise known as search engine optimization (SEO).

Your site’s SEO relies heavily on a cornucopia of things, such as the Bounce Rate (which is the number of people that visit your site and then leave abruptly after looking at only one page), or Site Traffic (which focuses on visitors going to your site and how often), to name a few. But for now, we’ll be focusing specifically on linkbuilding and how that helps your web ranking.

Google crafted a way for the ranking system to work by using the quantity and quality of links going to your site to assess the value in search results, plus a lot of other cool stuff.


Why spamming puts you in the wrong “link neighborhood.”  

Because of this value assessment, link building is the best way to play by Google’s rules. For example, if you’re running for class president and you’re the kid with dodgy friends, people are less likely to want to vote for you. But if you have many teachers and students who are a part of higher academia, sports, etc. that can vouch for your negotiation skills (to get more recess time), then you have a much better shot at winning the class presidency.

This is all about quantity and quality as stated before. Google is the class president of the internet.

Sure, you could build links from sketchy sites and/or spam a bunch of links on really low-value sites, but it’s not going to help your site in the long run. In fact, it’s something that could damage the validity of your site because of the “link neighborhood” you’re associated with.

By playing by the search engine rules, you’re able to concentrate on improving your SEO with valuable links and anchor text that help search engines realize that what you have on your site is important and should be ranked higher.


How do you linkbuild?

  1. Have something to offer. Create engaging content, like an article or a blog post that’s relevant, newsworthy and stimulating in your industry.
  2. Make a compelling list of top-of-the-industry journalists, bloggers, and publications and reach out to them. Make sure this list is continuously kept up-to-date so you’re always adding new names to it.
  3. Request backlinks to your site in exchange for your content. This will help search engines realize that links pointing to your site are from reputable industry sources, which will boost your positioning.
  4. Social media promotion. Promote your content with links. If people are sharing your content on social media and linking to your site, that’s a massive boost for your SEO rank.
      – Google discovers their content by following your links, and without links in your content, Google would never be able to find what you’re sharing.


What do you gain from linkbuilding?

You’re able to learn more from the industry you’re working in. Invaluable networking and connections from industry leaders and professionals such as influencers, journalists, and bloggers are developed from linkbuilding. And the justification of seeing your site rise through the ranks on search engines, along with the recognition, are a few takeaways from great linkbuilding. 

From this, you should now know that linkbuilding is the system of reaching out to high-value, non-paid sites that have relevant links that point back to your site, on a constant basis. But that’s just the tip of the SEO iceberg. We’ll be diving into this more in our next post — 4 Ways to Separate Real vs. Fake Linkbuilding Services. We’ll break down the best and worst techniques to grow your page, audience, and the right steps to get you there.

Still confused? Let’s chat. We’d be happy to create a campaign for you.


Article Written by: Essence Dennis.
Essence is a part of Echo-Factory’s Media Department and is a PR and Media Coordinator.


Stuff we talked about:

Want to Control the Conversation? Make it easy for the media? 
The Faux Resurrection of Branding
Social Media is Key, Especially if You Want Nuggs



The Atlantic
Search Engine Journal
Shout Me Loud

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