Backlinks: The Unsung Heroes of SEO

In the world of SEO, backlinks serve as a critical factor for improving your website’s visibility on search engines like Google. These inbound links from other websites to your own are not merely digital pathways; they are valuable assets that can significantly influence your site’s ranking.

But the big question is, how on earth do you gain backlinks?

How do backlinks work?

Search engines use backlinks as a metric for gauging the authority and relevance of a website. Each backlink acts as a vote of confidence from one website to another. It’s crucial to understand that not all backlinks are of equal value. Search engines assess the quality of backlinks based on several factors:

  1. Domain Authority of the Linking Site: A link from the BBC is going to have a better impact than a spam backlinks site.
  2. Relevance to Your Industry: Links from websites in your industry or niche have a much bigger weighting than links from irrelevant sites.
  3. Anchor Text Used: The clickable text of the backlink should be relevant to the content it points to.
Effective Link Building Strategies

Acquiring backlinks is an ongoing process that requires strategic planning. It’s something which we know all too well can take hours of time. However, if this results in just one or two good quality links gained, it is definitely worth it. Here are some techniques we regularly use for link building:

  1. Brand Mentions: Find places online which already mention your brand name, the perfect quick win!
  2. Guest Posting: Writing articles for other websites in your industry can offer opportunities for backlinks.
  3. Influencer Outreach: Partnering with influencers who can share your content can result in natural backlinks.
  4. Broken Link Building: Identifying broken links on other websites and offering your content as a replacement can be an effective strategy.
  5. Competitor Analysis: Studying the backlink profiles of your competitors can offer insights into potential linking opportunities.
The Art of Shareable Statistics

Another approach we’re finding particularly fruitful when it comes to link building is link baiting. This involves creating compelling, shareable content (bait) which naturally attracts backlinks. Journalists, bloggers, and industry experts are more likely to use these stats and link back to your site if you’re producing relevant and useful information for your industry and target market.

Why are shareable statistics so effective?
  1. Showcase your authority and value to customers and Google by offering useful, unique insights.
  2. Add visibility to your brand by prompting meaningful discussions in your industry.
  3. Are highly shareable, which maximises visibility and backlink potential.

By incorporating link baiting in your content strategy, you can turn your site into a go-to resource. This naturally attracts high-quality, backlinks which continue to accumulate over time.

Backlinks Aren't Everything

While backlinks are essential for off-page SEO, they must be complemented by strong on-page SEO too. This includes optimising what the user sees on your page, like title tags, meta descriptions, and the quality of the content itself. A well-optimised page not only makes it easier for search engines to understand the context of your content but also makes other websites more likely to link back to you.

Whenever someone in our marketing team secures a quality backlink, there’s cheers around the office. They’re a critical component of any SEO strategy and serve as indicators of your website’s authority, influencing how search engines rank your site. The focus should be on gaining high-quality backlinks, rather than accumulating a large number of low-quality links. By combining effective link-building strategies with strong on-page SEO, you can significantly improve your website’s search engine performance and ultimately increase enquiries and sales.

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Newwave Design

Brand, Web & Marketing Agency