What is link building?

• Google assesses a website’s authority based on its content, technical setup and external signals. Link building plays a key role here.

  An example:
  If a reputable news site links to your company’s website, Google will interpret it as a sign that your content has value. This gives you authority, and therefore a better chance of ranking highly for your keywords.

  At acend, we work with link building as an integral part of the SEO strategy, because links build credibility and support visibility in search results.

• When discussing link building, it is important to understand the differences between the various types of links and how they work together.

  • Internal links: These are links you add yourself from one page on your website to another. They help both users and search engines navigate. For example, a blog post about SEO could link to a page about Google Ads, giving readers a natural path through the site. Internal links also help distribute authority between pages and strengthen your most important landing pages.
    
    
  • External links: These are links you place on your website that point to other relevant websites. Many people think external links only send “value away”, but they can actually strengthen your content by documenting and supporting what you write. For example, if you run an online store selling sportswear and link to official size guides from Nike or Adidas, you signal credibility.
    
    
  • Backlinks: These are links from other websites that point to your site. They are the core of link building, as they act as “recommendations”. The stronger and more relevant the source, the more value you gain. A link from a trade association, a media outlet or a popular blog in your niche can have a huge impact on your visibility on Google.

• There is a difference between links you receive naturally and those you actively pursue.

  • Natural links occur when others choose to link to your website on their own initiative because you have created something valuable – such as an in-depth article, a unique product or a tool they want to share with their readers.
    
    
  • Built links are links you actively work to obtain. This could be through outreach, guest blogging or working with an agency on link building.

  Both types can be valuable, but Google places particular weight on natural links because they are considered the most credible recommendations.

Link building requires both strategy and creativity. There are many ways to build links, but it is essential that your efforts are natural rather than manipulative.

• Guest blogging: You can write articles for other blogs or media outlets in your industry. In return, you are typically allowed to link to your own site. This gives you both exposure and a relevant backlink.
  
  
• Digital PR: Unique studies, case studies or analyses can generate media coverage, which often includes links as references. For example, a company could produce an industry analysis and have it cited by major news outlets.
  
  
• Content marketing: Create valuable content such as guides, e-books or tools. When the content is useful, others will naturally link to it. Example: An interactive mortgage calculator could attract links from personal finance blogs.
  
  
• Broken link building: Find broken links on relevant pages and suggest your own content as a replacement. This solves a problem for the website owner and gives you a new backlink.
  
  
• Partnerships: Many people forget that existing networks are worth their weight in gold. Collaborate with suppliers, customers or trade associations, and agree on natural links on resource or partner pages, for example.

The key point is that link building is an ongoing process. You need to keep thinking about how you can create value for others – links will often follow naturally.

Implementing SEO requires a combination of strategy and persistence:

1. Keyword research: Find out which words your target audience uses. Tools such as Google Keyword Planner can help.
2. Content optimisation: Write copy that answers users’ questions – not just for Google, but also for your customers.
3. Technical review: Make sure your site has a sound structure, fast loading times and a high Health Score. This is the very foundation that allows you to realise the potential of content and link building.
4. Ongoing monitoring: SEO is not a one-off task. Use Google Analytics or Search Console to adjust your strategy.

Example: An online store selling sportswear can start by optimising category pages such as women’s running shoes. It can then write blog posts about how to choose the right running shoes, which both attract traffic and strengthen authority.

To ensure your efforts deliver the best results, focus on these five tips:

1. Prioritise quality over quantity
   A link from a national newspaper or a strong trade association can be worth more than 100 links from small, irrelevant blogs. Google looks at the authority of the source.
   
   
2. Aim for variety
   A healthy link profile consists of a mix of internal links, external links and backlinks. You should also vary the anchor text (the word or phrase used for the link) so it does not appear artificial.
   
   
3. Create valuable content that deserves links
   The best foundation for link building is good content. When you publish guides, analyses or resources that others want to share, backlinks come more naturally.
   
   
4. Build relationships in your industry
   Link building is largely about networking. Attend events, collaborate with others in your industry and stay active on digital platforms. Being visible increases the likelihood that others will link to you.
   
   
5. Monitor and adjust your efforts
   Use tools such as Ahrefs, SEMrush or Google Search Console to track your links. Keep an eye on which links provide the most value and where you are losing links – so you can act quickly.