SEO Link Building Explained

Search engines use a number of methods to rate relevance of websites for particular keyword and keyword phrases. And backlinks to your website are one of these methods. As a result, backlinks have a major influence on your search engine results pages (SERP) ranking because each link is interpreted by the search engines as a vote. And the more votes you have, the higher the value of your website in the eyes of search engine which automatically translates into higher SERP ranking and more traffic. Every good search engine optimisation (SEO) campaign therefore also includes link building.

The SEO industry uses hundreds of strategies to increase the number of backlinks to a website. But not all achieve the same results, while some such as excessive link buying or exchanging can even get you a penalty from search engines either in the form of lower SERP ranking or elimination from their indexes. Also, before giving your SEO specialist a go ahead for a link building strategy, it is highly important to be aware that not every link brings equal amount of votes. In order to benefit from SEO link building strategies, these should be focused not only on increasing the quantity of backlinks to your website but on quality too.

The easiest way to increase the number of backlinks to a website and increase its value in the eyes of search engines is to purchase links on quality websites with good PageRank and relevant content. And this is the strategy most SEO providers use. But as time has shown, this may get you in trouble with search engines because they have tools to recognise between these and the so-called natural links that are left on other websites by their owners or web users. Natural links get most votes because they indicate the actual popularity of your website and subsequently, help search engines determine which websites deserve to be ranked higher in SERP for particular keywords and keywords phrases.


If you want your website to move higher in SERP for relevant keywords and keyword phrases, you should strive to increase both quantity and quality of backlinks to your website. But since some link building strategies can potentially negatively affect your SERP ranking, you are recommended to avoid manipulative strategies and SEO providers using unethical tactics. In order to benefit from SEO link building and avoid potential search engine penalties in the future, it is best to increase quantity and quality of backlinks naturally, i.e. making your website’s visitors and webmasters want to link to your website. Natural link building takes more time to show results but it brings results than last. And besides helping you improve your SERP ranking, natural link building also helps increase traffic to your website and improve your online reputation.