The Three Different Types Of Link Building That SEO Agencies Carry Out
According to the PR system, a link is like a vote of confidence for a particular site. If that vote is coming from a high-quality website, then that vote is worth even more. Of course, the system has become extremely complex over the decades. Website owners have found numerous ways to manipulate the system and Google has released many updates to prevent such manipulations.
Link building is a common strategy that a good SEO agency will know how to do effectively and they will focus on utilizing the PR system. Simply put, it is the process where a website acquires hyperlinks from other websites. Search engines crawl through websites and crawl all links on a website, whether those links point to other pages on the same site or different websites entirely. Most of those links will have some impact on the website’s overall ranking.
There are three types of link building that must be used if you want to fully utilize the system. Ignoring any one of these three will mean that your website is not ranked as high as it could be. They are inbound links, outbound links, and internal links. Following is a closer look at these three link types.
1. Inbound Links
Also known as backlinks, these are hyperlinks that lead from another
website to your own. These are the types of links that most people think of when they imagine SEO link building. They are undoubtedly the most important and will have a significant impact on your website’s organic ranking. Andrey Lipattsev, who is one of Google’s Search Quality Senior Strategists, stated that links, content, and RankBrain are the three most important metrics used when ranking a website.
In the past, website owners found ways to manipulate the system by using backlinks. They would often pay as many websites as possible to host hyperlinks back to their domains. This would lead to a significant increase in ranking in Google’s organic search results. Such tactics are no longer viable and are certainly not recommended because it will likely hurt your ranking.
Today, there are several factors that influence the effectiveness of backlinks and quality is at the top of that list. Links from websites that are considered “high-authority” domains will yield the best results. But you can’t become a high-authority domain if you’re selling backlinks. Most websites have to work very hard to be considered authority sites and you will have to work very hard to earn backlinks from those authority sites.
It’s also possible for backlinks to hurt your ranking. This is one reason why you shouldn’t rush to get as many backlinks from as many sites as possible. A link from a website that has a bad reputation will cause more harm than good. You can view all incoming links to your website using Google Search Console and then use the disavow links tool to ask Google to ignore those incoming links. Alternatively, you can contact the site owner and ask them to have the link removed.
2. Outbound Links
Technically speaking, every inbound link to your website is an outbound link from the source website. But what is particularly interesting is that outbound links also have an effect on your website’s ranking with Google. They aren’t quite as important as inbound links, but they definitely cannot be ignored. Most experts agree that outbound links are in the top 40 linking factors used by Google.
The fact that outbound links affect your website’s ranking is another reason why acquiring inbound links from authority websites can be difficult. A website that agrees to link to your domain is taking a risk with their own ranking. That’s why you must do your best to maintain an authority website with high-quality content. This will make it so that websites will want to link to your domain because the outbound links will help their ranking as well as your own.
It’s much easier to work with outbound links when you’re a new website. You simply do some research and find all of the best authority sites in related niches. Ensure that the links you use on your website provide some value to the readers. Stuffing random links to high-quality websites is not an advisable tactic.
3. Internal Links
An internal link is a hyperlink that points to a page on the same website. These are not necessarily important ranking factors like inbound and outbound links, but they are important tools nonetheless and they do have an indirect impact on a page’s rank. Internal links are very useful for establishing the architecture of a website.
It was previously mentioned that Google “crawls” through websites and follows links. For Google to crawl from one page on your site to another there needs to be an existing link structure. Your link structure will quickly provide Google with an overall layout of your website. You can view your website through a link explorer tool to visualize what this might look like.
Many new website developers overlook the importance of an efficient link structure. Important navigation links may be buried in ways that make it impossible for Google to access certain pages. This means those pages cannot be evaluated or linked to in search engines.
Simply put, every page on your website that you want Google to access needs to have an internal link that points to it. Equally important is having a link architecture that is well organized and efficient. The fewer links it takes to access every given page of a domain the better.
Using Link Building To Improve Your Ranking
By using these three types of link building you can gradually improve your website’s ranking thanks to the PageRank algorithm. One of your first steps will be to place outbound links to high-quality websites that are relevant to the content on the page with the link. As you build up a library of quality content on your website you can ask for inbound links from authority sites. All the while, you should be using an efficient internal link building structure to ensure that Google can navigate your website in its entirety.