Link Building for Search Engine Optimization


Links are streets between pages for search engines that explore the vast metropolis of the web. By using advanced link analysis, search engines can find how pages are related to each other.

Link Building For SEO is one of your most challenging and important skills. It is actually a culmination of different skills. You have to master sales, content creation, programming, psychology, and good marketing if you want other people to constantly link to your site.

Link building is essential if you are looking for more traffic.

There was a brief period of time in search engine optimization where you could create hundreds of thousands of spam links and make your site climb to the top of the 1st page.

Black hat techniques can work but they aren’t as effective as they used to be.

SEOs that have good results dedicate major resources such as money, time, and skilled labor towards their campaigns of link building. Search engines value quality over quantity.

Getting quality links from relevant sites is not an easy task, but when you get those links, the rewards are incredible: search engine traffic flocks to your website. Which means more sales, leads, and revenue for your business.

Search engines have treated links as votes for importance and popularity in the ongoing opinion poll of the internet since the late 90s. Search engines themselves have made the use of link data a fine art, and they use complex algorithms to make an evaluation of websites and pages based on this information.

Link building is not everything in search engine optimization, but professionals attribute a big portion of search engines’ algorithms link related factors. Search engines can not only analyze a website’s popularity based on the number and popularity of pages linking to the site through links, but also things like trust, authority, and spam.

Spammy websites tend to receive a very low number of links from trusted sources, while trustworthy websites usually link to other trusted websites. Links are a good way of identifying proficient documents on a subject as suggested by authority models like those in the Hilltop Algorithm.

Link Signals Used by Search Engines

To answer how do search engines give value to links, we need to explore the elements of a link, and analyze how the engines assess these elements. Not many people fully understand the metrics that search engines use, but we can get some smart assumptions that hold up in the real world by years of experience, hand-on testing, and analysis of patent applications.

Here are some notable factors that are worthy of consideration. These and many more signals are considered by professionals when measuring a website’s link profile and link value.

Trust Rank

I don’t think that anyone is surprised by the fact that the internet has massive amounts of spam. Some people even estimate that as much as seventy percent of websites are spam. Search engines use a few systems to measure trust in order to remove irrelevant content. Many of those systems are based on a link graph which says that the further a website’s distance is from a trusted seed set, the more likely they are to have spam results. Getting links from trusted domains result in an incredible boost to the scoring metric. Government sites, non-profit organizations and Universities are examples of trusted websites.

Anchor Text

Anchor text is one of the strongest signals that search engines are using in rankings. If numerous links point to a specific web page with the right keywords, that web page has a good chance of ranking well for the phrase in that anchor text. You can see some examples of this by searching things like “click here”, where tons of results are only ranked highly due to anchor texts of inbound links.



Sites like Wikipedia have uncountable sites linking to them, which means that they are probably important and popular sites. The more important and popular a website is the more links from that website matter. You will need the help of link partners in order to earn trust and authority with search engines. The more popular the partner, the better.