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Link Building: What You Need to Know

link building

Link Building is one of the main SEO strategies to achieve better results on search engines.

With it, it is possible to build a network of links to your site, showing Google that it is a reference and deserves to be in the top positions of the SERP.

In this article, I will show you everything you need to know about the Link Building strategy.

What is Link Building?

This strategy involves obtaining links from other sites to your own site. Thus, these links are created using anchor text, which is clickable text.

The main goal of Link Building is to increase the authority and relevance of your site in search results. Therefore, by having a large number of quality links pointing to your site, Google understands that the site is good and reliable.

There are several different techniques that can be used to build links, such as producing valuable and relevant content, infographics, or other types of media.

However, it is important to remember that the quality of links is more important than the quantity. Therefore, low-quality links can harm your site’s ranking.

What is its importance?

Links are one of the main ways that search engines – such as the famous Google – determine the relevance and authority of a site. Therefore, having links pointing to your site will increase visibility and organic traffic.

In addition, having links is also important to increase trust and authority in the minds of users.

That is, when a site has many links from other relevant sites, people can understand that the site is trustworthy. This can help increase conversion and sales.

So, links are important because they help increase the discovery of your content, increasing organic traffic.

How does Google evaluate Link Building?

Google evaluates Link Building in 5 main ways, which are:

Quality and relevance of the linking site

Google gives more weight to links from relevant and high-quality sites compared to links from low-quality or irrelevant sites.

Authority of the linking page

The search engine also considers the authority of the linking page. Pages with more authority tend to pass more authority to the destination site of the link.

Anchor text relevance

Anchor text is the clickable text used to create the link. Search engines give more weight to links with relevant and natural anchor text compared to links with forced or irrelevant text.

Quantity and quality of links pointing to the site Google also considers the quantity and quality of links pointing to the site. Therefore, a site with many high-quality links tends to be seen as more relevant and authoritative than a site with few links.

Speed of obtaining links

The speed of obtaining links is also considered, avoiding links obtained artificially or in mass.

It is important to highlight that Google’s algorithm is complex and constantly evolving. Therefore, these guidelines may change or be updated periodically.

The main Link Building techniques

There are several different techniques that can be used to build links. Here, I will show you the main ones. Follow:

Quality content: Producing valuable and relevant content is one of the best ways to naturally attract links. After all, when users find useful content that meets their needs, they tend to share and link to it. This way, traffic tends to increase, as well as the site’s authority.

Guest blogging: Guest posts are content exchanged between two partners. Therefore, writing articles for other relevant sites in your segment is a great way to obtain links for your site. This allows the site to reach new audiences and increase visibility.

Broken link building: Finding and repairing broken links on other sites and asking them to be redirected to your site is also a way to increase your site’s authority and traffic.

Infographics and visual media: These types of content are widely shared and can generate great links.

Content marketing: By creating relevant content for your target audience and using on-page SEO techniques, you can attract links in an organic and natural way.

Blog commenting: By commenting on blogs in your segment and placing links to your site in the responses, you can get quality links. However, it is important that you do not comment as spam.

These are some of the Link Building techniques that you can apply to improve your search engine rankings.

Remember: you must be careful not to violate Google’s guidelines and follow recommended Link Building practices. Avoid techniques that may be considered spam or manipulation.

The 6 best Link Building tools

There are many tools available to help with link building, some of the best include:


It is a backlink and keyword analysis tool that helps find Link Building opportunities. It allows you to see which sites are linking to your competitors and find opportunities to obtain similar links.


It is an SEO tool that provides information about backlinks and keywords. With it, you can see the evolution of links to your site and competitors. It is also possible to find Link Building opportunities.


Here, you will find detailed information about the quality and authority of links. It also allows you to see the link history for your site and competitors.


The goal here is to find popular content and identify who is sharing similar content. This can help you find opportunities.

Google Analytics

It is a free tool that allows you to see the traffic to your site and where it is coming from.

Google Search Console

On this website, you can find out how your site is doing and whether it’s being indexed by Google. You can also learn which keywords are generating traffic. This way, you can identify opportunities.

Remember that it’s important to choose the tool that best suits your needs and goals.

Now that you understand how Link Building works and have all the tools to start your strategy, begin evaluating your page’s link profile, make the necessary corrections, and look for partnership and link building opportunities to improve your backlinks.

Keep following our blog to learn more about SEO!

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