The Basics of Link-Building & Best Strategies to Get Started

In this post, we'll delve into the essentials of link-building and explore how it can enhance your website's search engine ranking.



What Is Link-Building and Why Does It Matter?

The Role of Quality and Relevance in Link-Building 

Nofollow and Dofollow links: Understanding the Difference

Link-Building Strategies: Forging Meaningful Relationships




If you've landed on this blog post, you're likely curious about link-building and its significance in SEO. Whether you're just beginning your journey into digital marketing or you're an experienced professional looking to revisit the fundamentals, you're in the right place. 

Before we dive in, let's take a moment to acknowledge that link-building can be overwhelming, particularly for those who are new to the concept. 

In case you are not yet familiar with how link-building fits into the whole SEO process,
I recommend starting your educational quest with our SEO introductory post.

What Is Link-Building and Why Does It Matter?

At its core, link-building involves obtaining hyperlinks from external websites that direct users back to your own site.

These hyperlinks, also known as "backlinks," act as endorsements from other websites, signaling to search engines that your content is valuable and worthy of attention.


Now, you may ask, why is link-building important? 

Search engines, such as Google, utilize sophisticated algorithms to determine the ranking of websites in search results. One critical element they assess is the quantity and quality of backlinks directing traffic to a site. 

The greater the number of relevant, high-quality backlinks your website has, the better its chances of ranking higher in search results.

The Role of Quality and Relevance in Link-Building

As we dive further into the field of link-building, it's essential to emphasize the significance of quality and relevance in the process.

While it may be tempting to focus solely on the number of backlinks pointing to your site, the truth is that quality and relevance play a much more crucial role in determining your website's search engine ranking.

1. Quality

High-quality backlinks come from reputable and authoritative websites within your niche. These links carry more weight in the eyes of search engines because they indicate that your content is valuable and trustworthy. 

We all are familiar with Forbes or The New York Times. These are unanimously pretty reputable websites. For this reason, many strive to get published there. 

However, what about a bit lesser known websites? 

There are numerous free tools, like Website SEO and Moz's checkers, that will help you determine how reputable a website is. The score you are looking for here is called domain authority (DA). DA is a search engine ranking score that predicts a website's ability to rank on search engine results pages, with scores ranging from 1 to 100.

The higher the score, the better the authority.

Just to give you an idea, a score of 20 - 30 is mostly average, and you may want to strive for slightly higher numbers.

2. Relevance

In addition to quality, relevance is another critical factor in successful link-building. 

Relevant backlinks come from websites that share your niche or have a strong connection to your industry. When search engines see that your backlinks are from related websites, they're more likely to consider your content as valuable and authoritative within your niche.

Nofollow and Dofollow Links: Understanding the Difference

As a soon-to-be SEO expert, you will realize that not all links are created equal. 

Links are commonly distinguished into two groups: nofollow and dofollow. To help you navigate this distinction, let's look at the differences and learn how they impact your SEO efforts.

1. Dofollow Links

By default, most links are dofollow links, which means they pass along what's called "link juice." Link juice is essentially SEO value that flows from one website to another through backlinks. 

Search engines like Google consider dofollow links as votes of confidence, signaling that your content is valuable and worth ranking higher in search results.

2. Nofollow Links

Nofollow links, on the other hand, are coded to tell search engines not to follow them, essentially blocking the flow of link juice. While they might not directly contribute to your search engine ranking, nofollow links can still be valuable for driving traffic to your website and increasing brand exposure. 

When to Use Nofollow Links

You might wonder why anyone would use nofollow links. Well, there are some scenarios where it's appropriate to add a nofollow attribute, such as:

1. Paid links: If you're paying for a link or sponsored content, it's a good idea to use nofollow to comply with search engine guidelines and avoid penalties.

2. User-generated content: When dealing with comments or forum posts, using nofollow links helps prevent spam and maintain the integrity of your website.

3. Untrusted or unrelated sources: If you're linking to a website that you don't fully trust or isn't relevant to your niche, using a nofollow link can protect your site's reputation.

When it comes to link-building, it's essential to strike a balance between nofollow and dofollow links. 

While dofollow links can directly impact your search engine ranking, nofollow links play a vital role in maintaining a natural and diverse backlink profile.

So, as you progress with your link-building abilities, make sure to embrace both types of links and appreciate the unique benefits each one offers.

Link-Building Strategies: Forging Meaningful Relationships

Cultivating authentic relationships with influencers, fellow bloggers, and website owners in your niche is one of the best strategies to raise the DA of your website. 

These connections form the foundation of a successful link-building strategy and can lead to mutually beneficial outcomes for all parties involved.

1. The Power of Networking in Link-Building

Establishing meaningful relationships within your industry can open doors to valuable link-building opportunities, and much more than that.

By engaging with others in your niche, you can create a network of like-minded individuals who are more likely to share your content, collaborate on projects, and exchange backlinks. 

To foster these connections, consider attending industry events, joining online forums, and engaging with influencers on social media platforms. 

Tips for Building Strong Connections

Professional relationships with other firms–similar to casual ones– take time, effort, and a touch of finesse to develop. 

Here are a few tips to help you forge lasting connections with influencers and fellow bloggers:

  1. Offer value: Approach others with a mindset of contributing something useful or valuable, rather than simply seeking a backlink.

  2. Be authentic: Engage with others genuinely and take the time to understand their interests and challenges.

  3. Collaborate: Look for opportunities to work together on projects, such as co-authoring a blog post or hosting a joint webinar.

PRO TIP: I highly recommend forming connections with relevant LinkedIn communities. Engaging with them in discussions, sharing tips & tricks, and giving positive feedback for their work truly pays off.

2. Guest Posting: Share Your Expertise and Build Links

Guest posting, or guest blogging, is an effective and widely-used link-building strategy that involves creating content (mostly blog posts) for other websites within your niche. 

By sharing your knowledge and expertise on external platforms, you not only gain valuable backlinks but also expand your reach and establish your authority within your industry.

How to Find the Right Guest Posting Opportunities

To ensure the success of your guest posting efforts, it's essential to target websites that are reputable, relevant, and have an engaged audience. 

Here are a few tips to help you find the right guest posting opportunities:

1. Research your niche: Identify the leading websites, blogs, and online publications within your industry that accept guest contributions.

Try typing this into Google: "write for us" + [your business area].

In practice, for a cosmetic company, it would look like this:


2. Assess the fit: Ensure that the target website's content aligns with your expertise and that its audience will likely be interested in your insights.

3. Check their guidelines: Familiarize yourself with the submission guidelines and guest posting requirements of each website before pitching your ideas.

Crafting a Compelling Pitch That Gets You Noticed

With numerous guest post pitches landing in their inboxes, website owners and editors can be selective about the content they choose to publish. 

To stand out from the crowd, consider these tips when crafting your guest post pitch:

  1. Personalize your approach: Address the recipient by name (if possible) and demonstrate your familiarity with their website or blog.

  2. Showcase your expertise: Provide a brief introduction to your background and experience, highlighting your authority in the subject matter.

  3. Pitch relevant ideas: Suggest two or three potential guest post topics that align with the target website's content and audience interests.

  4. Share samples: Include links to previous guest posts or articles you've written to demonstrate the quality of your writing.

3. Broken Link-Building: Turn Mistakes into Opportunities

Broken link-building is a proactive approach to link-building that involves identifying broken links on other websites and offering your own content as a replacement. 

This strategy not only helps you acquire valuable backlinks but also assists website owners in maintaining a positive user experience for their visitors.

Finding Broken Links to Replace with Your Own Content

To embark on your broken link-building journey, follow these steps to discover opportunities for replacing broken links with your own relevant content:

  1. Identify target websites: Focus on reputable websites within your niche or industry that are likely to have broken links.

  2. Utilize tools: I do not recommend searching for broken links manually. Instead, use online tools, such as Ahrefs (paid) or the Check My Links Chrome extension (free!), to scan target websites for broken links. 

  3. Match your content: Analyze the broken links you find and determine whether you have existing content that could serve as a suitable replacement.

  4. Approach the website owners: Get in touch with the website owner directly, show appreciation for their content, provide a brief overview of your content, and explain why would your content serve as a suitable replacement for the broken link you found.

4. Resource Link-Building: Become the Go-To Source

Resource link-building involves creating high-quality, comprehensive content that serves as a valuable reference for others in your niche. It is a great way to establish yourself as an expert in your field that even other professionals use for reference.

Truth be told, this strategy may take a lot of time and effort. 

However, if you manage to establish yourself as a go-to source of information, you can naturally attract backlinks from websites that want to share your expertise with their audience.

Creating High-Quality, In-Depth Resources That Attract Links

To excel in resource link-building, producing content that truly stands out is essential. 

Consider these tips when creating your resources:

  1. Identify gaps: Analyze your niche to find topics that have not been extensively covered or where existing resources may be outdated or insufficient.

  2. Be thorough: Create comprehensive, well-researched content that covers all aspects of the chosen topic, offering valuable insights and actionable advice.

  3. Prioritize user experience: Format your resource for easy navigation, with clear headings, subheadings, and visuals to enhance readability and engagement.

Promoting Your Content to the Right Audience

Once you create exceptional content, it's essential to let the world know about it. 

However, not the entire world, as that would be somewhat costly. Focus mainly on those groups of people who will appreciate your content.

Implement these strategies to increase your content's visibility:

  1. Share on social media: Leverage your social media presence to showcase your content and reach a wider audience.

  2. Engage with influencers: Reach out to influencers and experts in your niche, sharing your resource and requesting their feedback or endorsement.

    You'll be amazed by how supportive people can be when their expertise is genuinely appreciated.

  3. Submit to directories and roundups: Submit your content to relevant industry directories, resource lists, and content roundups to increase its exposure.

5. Infographics and Visual Content

Infographics and other visual content are powerful tools in link-building, as they can effectively communicate complex information in an easily digestible format. 

In case you are not familiar with them, they can look like this:

Infographics link-building (2)

And just like that, the whole article is condensed into one visual snapshot!

Designing Engaging Infographics That Resonate

To create infographics that captivate your audience and encourage sharing, keep these tips in mind:

  1. Focus on a compelling story: Identify a topic that resonates with your audience, and use data to tell a captivating story that highlights key insights.

  2. Prioritize clarity and simplicity: Use clean designs and straightforward visuals to present your information in an easily understandable format.

  3. Leverage graphic design tools: You don't have to be Picasso to craft a beautiful-looking infographic. Simply use a free, no-code tool like Canva, which requires no prior graphic design experience.

  4. Optimize for sharing: Ensure that your infographic is easily shareable by embedding social sharing buttons and providing an embed code for other websites to use.

Leveraging Other Forms of Visual Content

In addition to infographics, consider incorporating other types of visual content into your link-building strategy. These may include:

  1. Videos: Create informative, engaging videos that showcase your expertise or offer step-by-step tutorials.

  2. Slide presentations: Develop slide presentations that provide a concise overview of a topic, and share them on platforms like SlideShare.

  3. Images and illustrations: Create custom images, charts, or illustrations that complement your written content and enhance its shareability.

Don't forget to share your masterpieces on social media as well. By regularly sharing your creations, you will surely increase website traffic and ultimately attract more customers over time.


As we wrap up our session on link-building basics, it's time to put your newfound knowledge into action. 

Remember, success in link-building relies on staying informed about industry trends, algorithm updates, and emerging techniques. A healthy dose of persistence and patience will also come in handy. After all, increasing your domain's authority takes time. But the results are definitely worth it.


What is link-building, and why is it important for SEO?

Link-building is the process of acquiring hyperlinks from other websites that point back to your own site. It's important for SEO because search engines like Google use the number and quality of backlinks as a ranking factor, with more high-quality, relevant backlinks generally leading to higher search engine rankings.

How long does it take to see results from link-building efforts?

The timeframe for seeing results from link-building efforts can vary, as it depends on factors like the competitiveness of your niche, the quality of your content, and the effectiveness of your link-building strategies. 

Generally, you can expect to see improvements in search engine rankings and organic traffic within a few months, but it's important to be patient and consistent with your efforts.

Are all backlinks created equal?

No, not all backlinks are the same. High-quality backlinks from authoritative, relevant websites are more valuable for SEO than low-quality links from spammy or unrelated sites.

How can I create content that naturally attracts backlinks?

Focus on producing high-quality, informative, and engaging content that offers value to your target audience. This may include comprehensive guides, infographics, videos, case studies, original research, or insightful commentary on industry trends.

Topics: Marketing Inbound Marketing SEO

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