Link Building: What, How & Why?

Most of the customers come to the site from search. At the same time, the user rarely goes beyond the first page of the search results. Therefore, finding a site in the TOP-10 for targeted queries is the basis for a stable flow of customers. Here SEO-optimization of the site comes to the rescue – not only internal but also external. Today we will consider its main method – link building (the formation of an external link mass).

What is link building for?








English. “Link Building” literally translates to “link building”, which captures the essence of the process. Link building is the placement of external links of the pages of the promoted site on various third-party sites.

Search algorithms strive to increase the ranking of the most interesting and popular sites. If a site is linked by many people, especially authoritative sources – therefore, it has high-quality content and is interesting to users, and it is worth raising it in the search results.

The requirements of search engines are getting more and more complicated every year. If earlier it was enough to massively purchase links on any resources, now search engines track their naturalness and the quality of donor sites.

Be careful when building your link mass today. This should be done smoothly, gradually increasing the number of links, carefully choosing sites for placement. If the algorithm considers the received links unnatural, then the site may fall under the search engine filter. Getting under the filter is fraught with dropping out of the search and losing site positions.

The best way to promote your site and not get sanctioned is to smoothly build links by combining different methods and choosing high-quality thematic sites.

Sources of external links for the site





You can get external links using the following methods:

  • Link exchanges

The most popular today are:

– Miralinks;

– Gogetlinks;

– Sape;

– Blogun;

– Rotapost.

  • Outreach method – acquisition through personal communication with webmasters for posting on their resources.
  • Link baiting is the process of creating content that makes users want to share it.

Linkbaiting can be:

– viral posts;

– video tutorials and guides;

– interview with a famous person;

– electronic books;

– useful services;

– lotteries and contests.

  • Crowd Marketing – The main purpose of this method is to attract users to the site, and it also helps to dilute the link mass and increase the brand’s popularity.

To use it, you need to find platforms that are interesting to the target audience. Register for them and fill the profile as much as possible with information about the company and the services provided. Then the resource is filled with discussion topics interesting for users. Further, users should be provided with constant assistance in solving emerging issues and not limited to only posting links.

It takes quite a long time to carry out crowd marketing, for this reason, it is most often outsourced.

  • Thematic catalogs

Placing links in various thematic and related directories is a fairly simple and quick method of building a link mass. Therefore, one should not neglect it.

  • Private Sites Network

There is such an abbreviation – PBN. From English, it stands for Private Blog Networks, and in Russian – a private network of sites. Networks like these provide the user with a good link-building opportunity in areas where link acquisition is difficult. Often, PBN is used in the foreign segment, where the ability to create your own network can be several times cheaper than purchasing a high-quality link.

You can also organize your own network of private sites. Forgotten and unused domains can always be purchased at auction sites organized periodically by domain registrars or through special services.

Link placement errors

As we said above, you should not post links thoughtlessly – it can have the opposite effect. The most common mistakes made during the formation of the link mass:

  • the anchor text was selected incorrectly;
  • a large number of anchors leads to over spam;
  • placement of links on pages closed for indexing;
  • the excessively sharp growth of links;
  • selection of low-quality donor sites;
  • links are placed on pages with an excessive number of links;
  • links are placed in the form of pictures.

Link building rules



1. Smooth development

This indicator is deservedly one of the most significant. The main thing is not to overdo it. For 11 years of work, I happened to see graphs where the increase in the reference mass occurred without any control, with a sharp amplitude of activity. For any search engine, such a graph looks suspicious and can be perceived as malicious manipulation of search results. Such violations can lead to the site falling under the search engine filter.

2. Diversification

Many people know this method, but not everyone uses it in practice. It consists in obtaining links from a variety of sources. For example, when placing links exclusively on forums or social networks, the profile will look rather strange and one-sided.

3. Domain Zones



No particular influence of the ratio of domain zones on the promotion efficiency has been revealed. However, it is logical that it is more natural when sites of the same or neighboring regions refer to the site.

For example, a link profile in which all links to a Russian-language site lead from American domains will look suspicious. After all, a resident of the United States will rarely refer to the Runet resource.

4. The ratio of the number of domains and the number of links

It may seem that in order to promote a site, it is enough to place as many links as possible on one or two sites with a good reputation. Why constantly look for new donor sites? But, alas, only the number of links does not affect the promotion. Search engines do not take into account the total number of links, but the number of domains on which these links are located. Therefore, you should place links on different domains, which, in turn, should be on different IP addresses.

5. Compliance with the topic of the site

A particularly important moment in promoting the resource will be the compliance of donors with the theme of the promoted site. If there are not too many of these in your field, you can also use near thematic platforms that are more or less related to business.

6. Private and open links

The preference is usually given to the open, and they are expected to benefit significantly more. However, naturalness is important for a search engine, and therefore it is better to alternate open urls with closed ones, for the sake of greater naturalness.

7. Variety of anchors

Anchors can be divided into several types:

  • with direct entry – full match of the anchor and keyword, transfers the most weight to the site;
  • with phrasal match – the anchor differs from the keyword in number or case;
  • diluted – in the presented construction there are keywords that are separated and have different endings;
  • no anchor – the link is offered without anchor content, it can be an image or a banner;
  • branded anchors – the anchor contains the name of the brand, web resource, organization;
  • URL-anchors – the text of the proposed anchor will be the link.

8. Distribution of links on-site pages

All links should be evenly distributed across the pages of the resource. The ideal method would be to place links to sections of the site, depending on the importance and popularity of each of them. Accordingly, the higher the interest of visitors in a particular section, the more links we direct to it.

9. Link quality

For a full-fledged study of the resulting reference mass, it is necessary to analyze each donor in terms of its quality. To do this, you should analyze indicators such as x, trust, and others. But you shouldn’t just evaluate the technical parameters.

Pay attention to the visual component, namely:

  • design;
  • usability;
  • availability of content;
  • download and update speed of the donor site;
  • lack of a lot of advertising.

You should also pay attention to the age of the resource, the number of pages in the index, and the volume of monthly traffic.

10. Public signals



For example, if a resource is present in various social networks, this will be an indicator of its successful promotion, for several reasons at once:

  • the presence of a representative office in social networks qualitatively improves the indexing of the site;
  • able to bring additional traffic;
  • adds naturalness to the link profile.

The concept of naturalness is of increased importance since both Google and Yandex will pay attention, first of all, to public signals: likes, comments, reposts. Therefore, we recommend registering the company’s representative offices in social networks, the most popular in the region of promotion.


Link building cannot be compared to regular link buying. These concepts should be distinguished from each other. Buying links, as an end in itself, can cause significant complications to a business project, or at least not have the slightest effect.

At the same time, a carefully thought-out linking plan can lead to the desired outcome. It’s not enough to just post links wherever possible. You should gradually build up your link mass and carefully select donor sites so that it looks natural.

This process will inevitably require not only time but also the investment of the necessary knowledge in the field of external SEO optimization. In other words, it is possible and even necessary to turn to this method of website promotion, however, it is better to entrust the development and subsequent implementation of link building to professionals. It is this approach that can lead to success, pay off quickly enough and increase traffic in a quality manner.

In the next article, we will look at the relevance of link building in 2021. From it you will learn what to look for when building a link mass and what types of links are most effective today.




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