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External Links (links coming from other sites) were and still are one of the major contributors of any SEO effort carried out. Links alone can’t help you to rank well on popular Search Engines across the internet, but they do play a big role in pushing your ranking to the top.

What is Link Building?

Link building is simply the process of getting links to your websites (or what we call inbound links/backlinks) from other websites, in order to improve search engine rankings.

Why is Link Building Important?

Link building is essential for your SEO campaigns because currently, a majority of Search Engines like Google, Yahoo, Bing, etc. use ‘link popularity’ as a means to judge the quality of your website. An external link works like a ‘vote’ or ‘recommendation’ towards your site. So for example, if 300 people are linking to you from their websites, you can look at it as — 300 people have recommended your site.

Factors to take into consideration:

  1. Quality of links
  2. Number of links
  3. Anchor Text

‘Quality of link’ means reaching out to the right sources and offering value in exchange. It may be in terms of money or content. Search engines tend to ignore low quality/ spammy links and prefer links which are not repeated. For example, links from a brand new website rather than an existing one, links that are not from your own website but other websites.

Factors like total linking root domain show the number of unique links that backlink to your website. Compare that with equity passing and external links will indicate that high-quality links matter than that of the low-quality ones.

The total number of high-quality links will help your site to have a competitive edge, this mainly revolves on the source of the backlink and the incoming traffic linking to the right pages. You don't want your team page to be the most linked page. Why? Because of content-heavy pages on the website like your Homepage, Services, Work Portfolio, and Contact Us that are more important for a business or company website.

Anchor Text

Great content is the foundation of any good website. Anchor text is the text that uses other websites to link to your website. It shouldn't sound like the anchor tag is stuffed, the more natural it sounds, the better. There are also contextual backlinks which are based on

  • Guest Post
  • Directory Submission
  • Guestographics blog post (with a short article)

Types of Link building methods:

  1. One-way link building
  2. Two-way link building
  3. Three-way link building


One-way Link Building

A "one-way link building" means that a website links to your website but you don’t link back to that website. One-way links are known as ‘non-reciprocal links’, which are more difficult to obtain than traditional reciprocal links. In search engines terms, one-way text links have a more natural flow and appear less self-serving. As a result, the more one-way links you have better for your company and also for your chance of an improved search engine ranking, page rank, and link popularity.

You can obtain One Way links by

  • Writing guest blogs
  • Forum participation
  • Blogging
  • Submit RSS feeds
  • Open a Yahoo! Answers account
  • Engaging in social media
  • Directory submission
  • Blog commenting
  • Social bookmarking
  • Posting videos on YouTube and other video search engines
  • Article submission
  • Press release submission

Two-way Link Building

According to Wikipedia, a mutual link between two websites to ensure mutual traffic is called a reciprocal link. For example, Seher and Dhiraj have websites. If Dhiraj's website links to Seher's website, and Seher's website links to Dhiraj's website, the websites are reciprocally linked.

In order to achieve higher rankings in the search engines, website owners often submit their sites to reciprocal link exchange directories. But reciprocal linking of websites is no longer an important part of the search engine optimization process. Search engines do not give credit to reciprocal linking as it no longer indicates genuine link popularity.

Three-Way Link Building

Three Way Linking Building (site 1 = site 2 = site 3 = site 1) is a particular form of reciprocal link building.

The effort for three-way linking building technique helps generate additional natural links in the eyes of major search engines (Google, Bing, Yahoo, DuckDuckgo etc ). 3-way link building is a better option than typical reciprocal links which are generally made between two websites.

This three-way link building helps you take the link from other websites and in return provide you backlinks from other websites. Webmasters will build multiple sites and create links to their primary site from the other sites, in an effort to boost the rankings of their primary site.