What is a link?
Simply, a link, or a hyperlink, is a connection between two pages on the internet. With a link you can refer people to a page, post, image or other object on the internet. Links exist for people in the first place: with a link you can easily “travel” from one web location to another.
But links serve search engines well too; search engine robots follow links to discover pages on the internet and this process of finding web pages is called crawling. For a robot to find your website, you’ll need at least one hyperlink to it from a website that gets crawled already. Making sure you get that first link is one of the things you really need to do when you launch a brand new website.
A link in HTML
In the coding language HTML, a hyperlink looks like this:
<a href=”https://techblicks.com/how-to-generate-traffic-on-your-website”>How to Generate Traffic on your Website</a>.
The first part contains the URL you’re linking to. In this case, it’s the URL of the blog post (https://techblicks.com/how-to-generate-traffic-on-your-website). The second part (How to Generate Traffic on your Website) shows the clickable text that you’d see on the page. We call this piece of text the ‘anchor text’.
The anchor text serves two purposes: it should describe what the linked page is about and it should entice people to click. If a link has a well-crafted anchor text, this has two advantages:
1) More people click on it, leading to more direct traffic
2) It will help search engines understand what your page is about, possibly leading to more traffic from search engines. Of course, you can’t control how others link to your site, but you can use it to improve your internal links.
What is link building?
Link building refers to the marketing efforts to get links from other websites to your website. It’s seen as one of the most powerful tools to achieve higher rankings for your site in search engines. If a lot of high-quality links lead to a certain page, search engines will consider it a popular or meaningful article, and, therefore, they’ll rank it higher.
All the Links aren’t equal. Some of the links are worth more than others, if we see about their quality. For instance, a link from an authoritative website, preferably topically related to yours, is worth more than a random link from a small website nobody knows. So, if you have a restaurant, you’d rather get a link from a restaurant review (on topic) on The Guardian website (high authority), than, let’s say, a link from your aunt’s horseback-riding school website. This makes choosing sites you’d love to get links from easier, but at the same time, it makes it a lot harder to get those coveted high-quality links.
Because link building isn’t easy, lots of shady link building methods emerged in the past. People tried to game the system, for instance, by buying links from link farms. That’s why link building has got a somewhat nasty reputation.
Consequently, Google intervened with serious penalties as a result. If your site gets linked to from websites with a questionable reputation, it can completely disappear from the search results. So you better refrain from any of these risky link building tricks. If you play it fair and smart though, you can gain a lot from link building.
What should you do to get links?
Now we get to the million dollar question: what should you do to get those valuable links? Answer is you’ll have to create a website that people want to link to. It sounds so simple to create high-quality,original or exceptional content people want to share. But how do you do this?
First and foremost, find out who your audience is. Who are you trying to reach with your content? What kind of content do they need? What information are they looking for and what kind of questions do they ask? Which words do they use? And, what kind of websites do they visit?
If you can answer these questions, it will be easier to create content that fits your audience’s needs (for instance, by using the principles of content design). Also, when you’ve created that page with valuable content for your audience, and you know where your audience is (which websites they visit), you’ll have a starting point for your link building activities: you can start reaching out to those website owners. That’s what link building is, in a nutshell: Sharing your article with parties that might be interested in sharing it too. That’s why it’s key to target the right niche for your shop or blog. This focus decreases the number of people you’ll have to contact and increases the chances of actually getting a link.
People will only link from their website to yours if it’s in their audience’s (or their own) interest. Convincing them to link will only happen if your product or content really is exceptional. Offering them to try or use your product (if you have one) for free might help convince them. And always make sure to contact them personally, as this will lead to better results. Read all about this process in our step by step guide to link building.