Link building is the SEO strategy that consists of creating, buying or obtaining links etc, from other web pages.
It is an important element because the links between web pages is what makes the internet special and is one of the factors used by search engines, such as Google, to organise search results.
Due to this importance, all companies, SEO consultants, etc, try to make maximum use of this aspect to improve our positions and visibility. If you apply these techniques too much, Google may penalise you, or the algorithm may consider it as unnatural and correct anything it considers strange. Therefore, it is necessary to try and obtain links in the most natural manner possible; being aware that complete naturalness cannot be achieved through artificial actions.
To do so, it is recommendable to obtain links of the highest quality: related niche websites local to your area with a good reputation, etc. And which also have a strong community to provide content, offers or quality services which help us in the diffusion of the brand, links and visibility, etc.
Link Building Techniques
- Buying links
The buying links technique is frowned upon by Google, and therefore should not be abused. It consists of simply buying a link with an anchor text, a description (written about the company, product, service, etc.) or any other format. It is expensive and quick, and if done properly is immediately affective. Google informs that purchased links must have the rel=nofollow attribute.
- Link Baiting
- Link Baiting If the company invests in branding, it creates quality content and creates a community around its brand, then and only then will it have a gold mine in the form of link baiting. This is the most natural way to obtain links. Certain precautions must be taken, but executing these actions properly obtain long-lasting results.
- Links from social networks
Using our social, corporate and/or personal profiles, we can diffuse quality and interesting content for our followers, fans, etc. It will be these that will in turn diffuse this content by uploading it to their websites, other social networks and the websites of third parties. Ultimately, they recommend our content.
- Exchanging links
It used to be quite typical and worked well. But it has not stopped being a form of manipulation, therefore Google does not like it. As with the other techniques, it must not be abused. It must be done well, using quality websites which are useful for the user, etc.
- Guest Posting
Write on a third party website as a guest about a topic that you, or your company, is an expert. In exchange, you are allowed one or two links to your website, which increases the content of your post as a guest.
- Register on directories
A classic internet practice. Register the website on general directories or those of our area of interest. This is in decline because Google is giving it less and less importance. Some named directories are practically link farms.
- Article Directories
There are websites that contain articles written by users. These users are allowed to add 1-3 links in their article. This worked very well until recently and it was practically normal in the everyday practice of the majority of SEOs.
Digg, Delicious… the list goes on, thousands upon thousands of different websites that offer the user the option to place their favourites in a specific order. It used to be quite normal to have hundreds of accounts in which to place them, but not so much today because Google does not consider them or penalises you if you cross the line.
- Links from forums
A technique that some automatic link building software use. Not recommended for serious projects. It is better that only forum users generate the links, or contact the forum owner to see whether it is permitted to participate with links included in the signature or for promoting our offers.
- Blog comments
A technique that can be done using software but is not recommendable today. What is recommendable is participating in the blog comments on our area of interest, commenting and adding value, ultimately holding a conversation. This will help us to become known. Putting our name or the company name in the anchor text.
- Other techniques
Press notes, contacts, blogroll, etc.