The digital landscape is built on connections, and in the realm of Search Engine Optimization (SEO), those connections take the form of links. Link building, the process of acquiring hyperlinks from other websites to your own, remains a cornerstone of successful SEO strategy. While the techniques have evolved, the fundamental principle remains: links act as votes of confidence, signaling to search engines the value and relevance of your content. This guide delves into the essential aspects of SEO link building as they stood in 2018, providing a foundational understanding of the strategies, importance, and best practices for building a robust link profile.
The Enduring Importance of Link Building
Before the rise of sophisticated algorithms, search engines like Yahoo! and Alta Vista primarily relied on content for ranking websites. However, with the advent of Google, links were introduced as a crucial factor in assessing page quality. Even after numerous algorithm updates, links continue to play a significant role in how search engines discover new pages and determine their position in Search Engine Results Pages (SERPs).
The importance isn’t merely about quantity; it’s about quality. Search engines don’t simply count backlinks. They analyze their source, relevance, and authority. A single link from a highly respected, industry-relevant website carries far more weight than dozens of links from low-quality or irrelevant sources. This emphasis on quality stems from the desire to combat manipulation of search rankings through artificial link schemes. In 2018, Google explicitly identified links as one of the top three ranking signals, alongside content and RankBrain (Google’s AI-powered algorithm).
Understanding High-Quality Links
So, what constitutes a “high-quality” link? Several factors contribute to a link’s value:
- Relevance: The linking website should be related to your industry or niche. A link from a technology blog to a gardening website, for example, would likely be considered less valuable than a link from another gardening resource.
- Authority: The linking website should have a strong Domain Authority (DA) and Page Authority (PA). These metrics, developed by Moz, estimate the likelihood of a website ranking in search results.
- Trustworthiness: The linking website should be reputable and free from spammy practices.
- Placement: Links embedded within the body of relevant content (editorial links) are generally more valuable than links in sidebars, footers, or comment sections.
- Anchor Text: The text used to link to your website (anchor text) should be relevant to the target page. However, over-optimization of anchor text can be flagged as manipulative.
Avoiding penalties is paramount. Google actively penalizes websites that engage in link schemes, such as buying links or participating in reciprocal linking networks. Maintaining a “clean” link profile – one built through ethical and organic methods – is crucial for long-term SEO success.
Core Link Building Strategies for 2018
Several effective link building strategies were prevalent in 2018, focusing on earning links rather than acquiring them through artificial means. These strategies required a blend of marketing, content creation, and technical skills.
Guest Blogging
Guest blogging involves writing and publishing articles on other websites in your industry. This allows you to reach a new audience, establish yourself as an expert, and secure a valuable backlink to your own website within the author bio or body of the article. The key to successful guest blogging is to target high-quality websites with a relevant audience.
Broken Link Building
Broken link building involves identifying broken links (links that lead to non-existent pages) on other websites and offering your content as a replacement. This is a win-win situation: you provide a valuable resource to the website owner, and you earn a backlink in the process. Tools can help identify broken links on target websites.
Resource Page Link Building
Resource pages are curated lists of useful links on a specific topic. Identifying relevant resource pages and submitting your content for inclusion can be a relatively straightforward way to earn a backlink. A simple Google search using keywords related to your niche combined with phrases like “useful links” or “useful resources” can uncover potential resource pages.
Content-Driven Link Building
Creating high-quality, informative, and engaging content is arguably the most sustainable link building strategy. Content that solves a problem, answers a question, or provides unique insights is more likely to be shared and linked to by others. This includes aiming to write content that ranks for featured snippets, as appearing in these prominent positions increases visibility and the likelihood of earning backlinks.
The Shift Towards Quality Over Quantity
A significant trend in 2018 was the increasing emphasis on link quality over quantity. Early SEO practices often focused on accumulating as many links as possible, regardless of their source. However, Google’s algorithms became increasingly sophisticated at identifying and devaluing low-quality links.
The following table illustrates the difference between a quality and a low-quality link:
| Feature | Quality Link | Low-Quality Link |
|---|---|---|
| Source | Authoritative, relevant website | Spammy, irrelevant website |
| Relevance | Highly relevant to your content | Little to no relevance |
| Anchor Text | Natural, contextual | Keyword-stuffed, exact match |
| Placement | Within the body of relevant content | Sidebar, footer, comment section |
| Trustworthiness | Reputable, established website | Newly created, questionable reputation |
Focusing on earning links from authoritative and relevant websites is far more effective than chasing a large number of low-quality links.
Formatting Content for Linkability & Featured Snippets
In 2018, optimizing content for featured snippets was gaining traction as a link-building tactic. Featured snippets are concise summaries of answers to user queries displayed prominently at the top of Google’s search results. Landing a featured snippet not only drives organic traffic but also enhances your website’s authority, making it a more attractive target for backlinks.
To increase your chances of landing a featured snippet:
- Target Specific Queries: Focus on answering specific, long-tail keywords.
- Structured Data: Use schema markup to help search engines understand the content on your page.
- Clear Formatting: Use headings, subheadings, bullet points, and numbered lists to organize your content.
- Concise Answers: Provide direct and concise answers to user queries.
The following table outlines content formats that are frequently featured in snippets:
| Snippet Type | Content Format | Example |
|---|---|---|
| Paragraph | Concise answer to a question | "What is link building?" |
| List | Step-by-step instructions | "How to build a birdhouse" |
| Table | Data comparison | "iPhone vs. Android specs" |
| Video | Tutorial or explanation | "How to tie a tie" |
Avoiding Penalties and Maintaining a Healthy Link Profile
Google’s algorithms are designed to detect and penalize websites that engage in manipulative link building practices. Penalties can range from a decrease in search rankings to complete removal from the index. To avoid penalties, it’s crucial to adhere to “white hat” SEO techniques – ethical and sustainable practices that align with Google’s guidelines.
Key principles for maintaining a healthy link profile:
- Natural Link Growth: Focus on earning links organically through valuable content and outreach.
- Diversification: Avoid relying on a single link building strategy.
- Regular Monitoring: Monitor your backlink profile for suspicious or low-quality links.
- Disavow Tool: Use Google’s Disavow Tool to disavow links that you believe are harming your rankings.
The Long Game: Building Sustainable Authority
Link building in 2018, and indeed today, isn’t about quick wins or shortcuts. It’s about building a sustainable foundation of authority and trust. By focusing on creating valuable content, earning links from reputable sources, and adhering to ethical SEO practices, you can improve your website’s visibility, drive organic traffic, and achieve long-term success in the competitive online landscape. The principles outlined here remain relevant, serving as a solid starting point for anyone seeking to understand and implement effective link building strategies.