Types of Link Building Techniques
In the previous chapter – Fundamentals Of Link Building – we learned that links play an important role in ranking websites higher on search engines. In this chapter – Types of Link Building Techniques – learn how webmasters and SEO professionals use various types of link building techniques and tactics to obtain inbound links to their website.
3 Types Of Link Building Techniques
Inbound links to your website can be acquired or attracted in several ways. All ways should fall in either of the following categories.
Links magnets are attractive, rich and high-quality content on your site that attracts links from other websites naturally. Naturally means, without the website owners effort to acquire links. Content can be anything including text, audio or video.
Keep in mind, though the webmaster had no intentions to acquire backlinks, the quality of content is such that, it naturally attract links.
Let us understand with an example. You put in effort in generating a rare, classic, fresh, rich, in-depth and high-quality content (blog post) about a topic, say, “How To Train Your Pet Dog To Dance To The Tune Of A Classical Music” on your blog. It is evident from the details presented in the content that, only an expert can create such a masterpiece – A content that is not so easy to duplicate.
Now, another website, that deals with dog foods, maintains a blog that talks about nutritional food facts for pet dogs. In one of the blog posts, while describing the mindset of a pet dog, he/she provides a link (precisely called backlink) to your blog post – “How To Train Your Pet Dog To Dance To The Tune Of A Classical Music” – as he/she finds it very interesting and relevant to his/her customers.
In this case, the blog post – “How To Train Your Pet Dog To Dance To The Tune Of A Classical Music” acts as a link magnet to your blog.
Such backlinks are naturally obtained from websites related to a similar industry as yours. Such backlinks carry more weight in the eyes of search engines. The only key to obtain backlinks naturally is to have rich, high quality and relevant content that people just can’t stop linking to. Wikipedia is a great example of a site that receives natural links.
Link Bait is more like a link magnet, with two main differences.
- The backlinks earned are not from the websites of similar industries.
- The link is not considered a high-quality link
Link baiting is the practice of generating content(text, audio, video or any other form) that is designed and developed to get other content producers and publishers to link to it naturally, but quickly and spontaneously. As a result, there would be a sudden spike in the website visitors for that particular content. The content is shared and linked back aggressively for a small period of time until it loses its trending importance.
News sites are a great example of link baiting. They create content that is provocative, viral in nature and those that are currently trending in various categories such as politics, cinema, crime etc. Such content receives a large number of inbound links and to a certain extent improves the performance in search engine results.
Exchanging money for links, or posts that contain backlinks to your site is called Link Buying. Such links obtained are termed unnatural links.
There are two main reasons why webmaster pays other website owners for links.
- Buying advertising links to increase traffic to your website and not for SEO purposes. Such links are “nofollow” links and don’t pass link equity. This is acceptable by search engines.
- Manipulate search rankings is the second reason. Buying backlinks to your site for the sole purpose of manipulating search rankings are against Google webmaster policy and if caught, will land your website rankings in serious trouble resulting in – Google Penalty. Such links are often “dofollow” links and pass link equity to the linked website.
Google’s algorithms have become way too intelligent to detect unnatural links and I strongly recommend you to stay away from such tactics. If unnatural links are detected, Google’s penalty could be as simple as reducing the page rank (link equity) of your site resulting in demoted rankings in the search result page and in large, Google may even remove your entire site from its index.
HIGHLY RECOMMENDED READ: What Google Has To Say About Link Schemes
Congratulations! You are done with the twenty-second chapter on “Types of Link Building Techniques”.
Hope you enjoyed the reading. All the best for your next chapter on “11 Steps To Obtain Quality Backlinks”. In the next chapter, you will learn how to kick start your link building process.
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Subhash.K.U is a Professional Programmer turned Digital Marketing Enthusiast. He is the most sought marketing consultants for small and medium scale businesses. He founded Subhash Digital Academy to teach professional digital marketing skills to students, entrepreneurs, and working professionals. He holds a Bachelor’s degree in Electrical Engineering and is an Oracle Certified Programmer. He also holds certificates of Google AdWords, Facebook Blueprint and Hubspot Marketing. He is the co-author of the best selling book – Cracking The C, C++ and Java Interview published by McGraw Hill. He is now penning another book on the subject of marketing and entrepreneurship.