In real life, when we talk about a company, a brand, or a product, we help to make it gain notoriety and authority in its market. This can be done through a casual conversation, advertising messages, or through the media. Google works the same way: if reliable sites with a useful reputation link to your website, then your ranking will be better. The Link Building is indeed a positioning criterion for Google and other search engines; it is necessary to be interested in gaining visibility.
Before embarking on explanations with technical terms, you might as well define the most complex concepts:
Link Building: Refers to all the actions aimed at creating inbound links (backlinks) on a site to increase its popularity (registration in directories, partnership, link baiting, etc.) and qualified traffic.
Backlink: incoming link pointing to a website from another external reference (another website, directory, forum, etc.). They are very beneficial for the popularity of the external site and its natural referencing.
External link: link present on a page of a site and which points to another website
Internal link: link present on a page of a site and which points to another page of the same website. They make it easier for Internet users to navigate and give more authority to a strategic page of a site.
Link anchor: the text on which you will add your link.
SEO responds to hundreds of criteria that are more or less important for search engines to offer the most relevant results possible. For this, links are excellent ways to assess the popularity of a website and, therefore, it's content.
Why is Wikipedia one of the best-positioned sites? According to SEMrush, 226 million links point to Wikipedia. This is an exceptionally high figure which contributes to the powerful authority of the site (Authority Score of 98!). By getting people to talk about you and getting links from reliable sites, you will increase your authority on the web—a good point for natural referencing.
The link building means the research activity and making inbound links - backlinks - to get the ranking of a website on search engines. It can be done by guest blogging, posting comments by including a link to his site on forums, registering in online directories... All these techniques are now available. Much less efficient since the implementation of the Penguin algorithm by Google, which penalizes unethical actions and optimizations, falling under a black hat.
The link earning refers to the creation of content and pages optimized for internet users and for search engines to get links without active intervention, more naturally. These links obtained are highly valued by search engines and are therefore more favorable in a natural referencing strategy.
Today, we tend to mix the two terms and for a good reason. It should be remembered that only a link earning strategy is relevant to boost its authority and visibility on search engines. It requires highly qualified content to generate spontaneous links.
Natural links owe nothing to chance; they are generated with purpose and in a particular context. We can set up a strategy to acquire a maximum of links more or less naturally.
Should we favor hundreds of very low-quality links or dozens of links from reliable sites? For Tony Wright, a contributor to the Search Engine Journal site, the quality of the links is more important than the quantity of the links. There is undoubtedly an eternal debate between the two strategies.
Take your industry and your competition into account to find the best Link Building strategy. It is advisable to be realistic and not to bet everything on a link coming from a very reliable source, almost untouchable. With lots of medium quality links and a few high-quality links, you are sure to get good returns on your positions.
The optimization of link anchors on keywords is a bad idea! Sorry if you've been doing it for months. A wide variety of link anchors and natural link anchors are very interesting in the ranking of your website. You will optimize the chances of being more visible with this strategy.
One can imagine anchors on the brand name, optimized links on the keyword of the landing page, or even generic anchors. The link anchor is of great importance for SEO because it also participates in the user experience and navigation.
A link from a site that has the same theme as your site will be more valuable in the eyes of Google. A blogger specializing in your industry will have more influence than a generalist site, for example. (Besides, if you are a digital marketing professional, do not hesitate to share our blog).
Search engines like Google also assess the authority of the sites from which the links come. A quality bond comes from a domain with great authority. Getting a link from Wikipedia is, therefore, particularly useful for most activities.
You can also go to Google Search Console> Search traffic> Links to your site. This technique has limitations:
This article should not be taken as a complete guide to Link Building. It forms a base on which beginners can rest, and the more experienced can take advantage of it as a reminder. Link Building is a pillar of natural referencing. By trusting SEO experts, you can create a relevant strategy that can improve the visibility of your website on search engines.