Link building is an SEO strategy that firms can use to improve their search engine ranking. It is a long-term and often time-consuming process of acquiring backlinks, also known as inbound links, from other websites to a firm’s website.
Search engines use the number of backlinks a website has to determine that particular website’s popularity, value or importance. Websites with a high number of quality backlinks are considered to be more relevant than other websites by search engines, and are therefore more likely to receive a higher page ranking on the results page of search queries.
However, before engaging in link building, it is important firms understand the basic principle of link building; quality over quantity. Just like we are told to choose our friends wisely, the same can be said for firms when choosing which backlinks to include on their websites.
While search engines do reward websites with a high number of backlinks, they only do so if the backlinks are relevant to the website. This is determined by the website’s content.
Backlinks from websites that contain content relating to a firm’s website are considered to be relevant, and therefore of high-quality. If the backlinks are from sites with unrelated content, they are considered irrelevant, and can negatively affect a firm’s website search engine ranking. Therefore, the more relevant backlinks are, the greater influence they have when it comes to search engine ranking.