learn how to use this strategy – WAU

Link building is a fundamental strategy for your blog. Understand how to do link building in this full text on the topic!

Working with SEO perfectly requires a lot of effort, dedication and a lot of study.

One of the most talked about points when a team starts planning an SEO strategy is Link Building.

If you don’t know anything about this technique or want to get more knowledge on the subject, this post was made for you!

What is Link Building?

Link Building is an art. It is undoubtedly the hardest job in SEO, but it is also the most rewarding. And there is no definition by itself, as defining would decrease the value of Link Building.

If we are going to talk roughly, Link Building is work / effort / commitment / tactic to acquire links from other sites. It is even complicated to talk like this because it is something very important for all people who work in marketing and goes beyond a simple definition. Let’s explain why.

Since its inception, all search engines have always attached great importance to links. It is through them that they find the most diverse types of sites and are able to add them to their index. There was a time when they were the only factor when ranking a website, but that was more than 12 years ago. Today they are very important, but they are not the only ranking factors.

Search engines treat links as votes and use them to measure the popularity and relevance of a website.

It’s just like in real life: if someone you don’t know is introduced to you by several different people and they all introduce you saying, “That person is great at photography”, you will believe that this unknown person is really excellent at photography.

Now imagine the following situation: instead of random people, let Barack Obama speak publicly that this same person is excellent in photography. You would give that reference much more credit, as it has more authority.

It works the same way with search engines: they assign values ​​through various algorithms to all sites on the internet, to know their relevance and popularity. And a site without these concepts does not achieve a good position in Google’s ranking, which prevents it from gaining considerable traffic.

Link Building should be a concept assimilated by every digital marketer. When that happens, no opportunity to gain a good link will be lost and more and more traffic will be generated.

Link building requires creativity and analytical skills.

Why are Links important?

As stated earlier, they are responsible for dictating the popularity and relevance of a website. A website without links cannot position itself well in the search engines and consequently receives little or no organic traffic.

Every 2 years, Moz conducts a survey with the best SEO professionals around the world in search of elaborating the most respected and accepted market research on Ranking Factors. The last one was in 2013 and the links are present in 40% of the ranking factors mentioned in the survey.

The value of a Link

Not every link is the same. Definitely. Each has its own way of being evaluated by Google and assigning positive or negative value to your site. Yes, some links can harm your site and even cause severe punishment on Google, so be very careful.

At the time when the links were solely responsible for the ranking of a website, the search engines were not good at defining the quality of a link, they simply considered the quantity and the anchor text, the biggest reference on the subject of the linked page . As a result, spammers created several tools that could generate thousands of links a day on low quality sites and with exact anchor texts.

As the search engines evolved, they started to distinguish the value of each link and its importance for the ranking was decreasing, but not to the point of being extinct.

Nowadays it is necessary to have a good link profile. This means that you must have varied and quality links. It is necessary to be concerned with factors other than the link itself, such as having the keyword in the anchor text. That kind of detail still counts for a lot.

Let’s dig a little deeper into what a good backlink profile is. There are two essential things in a good link profile: quantity and quality.


Having a number of links involves having:

  • diversity of domains that link to you
  • diversity of link domain types for you

Diversity of domains that link to you: each domain has a strength for search engines and the more strength your domain receives, the better.

Diversity of types of links for you: there is no point in having several news sites linking to your site and not having any other type of site. Diversifying the type of domain refers to getting links from various types of sites.

A link profile has several types of sites such as blogs, news, directories, companies and etc., and a good balance between domains and number of links. Not a good link profile is a site that has 1000 links from a single domain, for example.


Measuring the quality of a link involves several factors. The anchor text of a link is one of the main factors that tell search engines what the linked site is about. As much as after the Google Update, called Penguin, the exact anchor text has come to be considered a strong factor of spam, containing the keyword in some part of the anchor text is quite valid.

For search engines, the best links are the natural ones and any link we try to get should sound as natural as possible to the search engines. Having thousands of links with the same anchor text is unnatural, so it is passive of punishment.

The best links are the domains with high metrics, the sites with a lot of authority. The more relevant a site is in your niche, the better the link it sends you.

Elements of a page that affect the quality of a link

As stated earlier, search engines don’t simply look at the total number of links pointing to your website. They consider several factors and try to attribute the quality of a link and the strength it must pass to the linked page. Let’s delve into the main elements of the value of a link:

Number of links pointing out of the page

If the page trying to get a link already links to several other sites it is better to leave it aside and look for another page to get a link. Each page has a strength or value. The more links coming out of it the less value it passes on to each one.

The quality of the sites being linked on the page

It is the concept of bad neighborhood. If a page only links to porn sites, your link in the middle of it becomes low and almost negative.

Number of links to that page

It’s quite simple, the more links a page has, the more value it has. And with that more value your link will have on that page.

Number of links to that domain

The same concept as before but now at the domain level. Each page has a value and each domain has a value. They are different and need to be analyzed like this. The more external links you get from sites that have many links at the domain level the more strength you will receive.

Domain age

It is not a common sense among SEO professionals, but what is known is that with age comes authority. Old domains tend to have more strength and so getting links from them is valuable.

The page be accessible to search engines

If search engines cannot index the page, a link on it is worthless. This applies to Flash sites, iFrames and some other types of pages that prevent search engines from indexing.

Elements of a link that affect its quality

Before analyzing this, let’s understand the anatomy of a link.

link building - link quality

With that we will analyze the elements of a link that can make it more valuable for search engines.


Make sure to link to a URL that is accessible to search engines and does not redirect, as this decreases the value received from a link. This includes avoiding buying links with parameters in the URL.

Link Position:

link building 2

A user tends to click more on links in the middle of the content than on a link in the footer, for example. Search engines are able to determine the position of a link and assign a lower or higher value to it. Moz wrote a very good post about this and other facts linked to a link.

A link in the middle of content has more value than a link in the sidebar and footer.

Nofollow x Dofollow:

Nofollow is an attribute that can be added to a link, as we saw in the anatomy of a link, which was adopted by all search engines in 2005. The term Dofollow is a jargon created for links that do not have the Nofollow attribute.

If a link has the Nofollow attribute it should not pass any value to the linked site and make no difference to organic results.

Nofollow is used for blog comment links (some) and can be assigned to sites that are not trusted to be linked.

Whenever you get a link, check if it has nofollow and, if you have, do your best to remove it, but if you don’t get it right, the final link is a link.

Text Link vs Image Link:

Search engines cannot read images, they can only read the alt text that the site owner places. This makes it easy to understand: text links are worth much more than image links. This is also true for your internal links.

Anchor text:

Search engines always consider link anchor text to identify what the linked page is about. Today it is necessary to have links with exact and varied anchor texts. It is necessary to seek a balance between different anchors.

Text around the link:

There is a certain belief (based on some tests done by SEO professionals around the world) that the text around the link can influence its quality.

Recommended content
The Complete Google Analytics Guide
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[EBOOK GRATUITO]: Google Search Console
[KIT GRATUITO]: Master Google
Full report: SEO Trends 2018
SEO: The Definitive Guide to Websites Are Us

Link Building Tools

There are numerous Link Building tools to help you do a good job. It is something that really needs help, after all it is a very complicated job and it cannot be done without some good tools.

What you need to keep in mind is that you cannot generate a 100% quality link with tools alone. The best link building tool still is and will always be your brain.

We will list the tools that we think are currently the most important and that work reasonably for London.

Link Analysis


What it does: Majestic has its own “crawler”, the system for finding and indexing new sites. With that it has the largest database on links making it an essential tool for any link builder. Majestic’s main use is to analyze the links to its website.

You can see the New links, the Lost links, which domains are linking to you, how many domains are linking to you and so on.

Majestic is also responsible for creating two very important metrics when evaluating a website: Trust Flow and Citation Flow.

Its update speed and the large number of links in its index make it one of the best SEO tools in the world.

Cost: plans starting at $ 49.99

Related articles:
SEO Training Videos for Majestic -Majestic Blog
Home – Tribune Publishing

Open Site Explorer

What it does: Like Majestic, the OSE is an excellent tool for analyzing external links, but the number of links they find is well below the other tools. The biggest use of OSE for me is the metrics it has on a website: Domain Authority and Page Authority.

The OSE interface is superior to that of Majestic and therefore many still prefer the OSE.

Cost: free with data limit. The OSE is part of the Moz toolkit that has a 30-day Trial plan and then the initial plan is $ 99.00.

Related articles:
Analyze Your Link Profile With Moz’s Link Explorer – Help Hub – Moz
Analyze Your Link Profile With Moz’s Link Explorer – Help Hub – Moz


What it does: it is the latest of the link analysis tools but its ease of use has made it gain a good place in the market. Ahrefs does not have the number of links that Majestic has but it is far superior to Open Site Explorer.

Like the other tools it serves to analyze the links you have and has launched new features but these still do not work very well for the London market.

Cost: free with data limit. Plans at Ahrefs start at $ 79.00.

Related articles:
Link Building With Ahrefs: A How-To Guide – Search Engine Watch Search Engine Watch
Ahrefs vs Majestic vs Moz vs Monitor Backlinks: The Ultimate Showdown


What it does: it saves you absurd time! Without excel there is no way to do a good job of link building. You will always need to export a CSV and analyze many links and without Excel it is impossible to do so.

Cost: the live version of Excel is free but the desktop version is R $ 319.00 for a PC only.

Related articles:
Microsoft Excel for SEOs | distilled
SeoTools for Excel – SEO tools plugin & API connectors for Excel

Google Search Console (Google Webmaster Tools)

What it does: Search Console, formerly Google Webmasters Tools, is a Google tool for webmasters. It has several functions and among them a specific one for external links. It is possible to find out which links Google considers to your site.

Cost: free.

Related articles:
Definitive Google Webmaster Tools Guide
Definitive Google Webmaster Tools Guide

Browser Plugins

If you need to know the key metrics for a domain or the number of links it has, browser plugins are designed to make this task easier.

Imagine that you are looking for new sites to get a link and for each site that you discover you need to check in each of the tools the metrics to evaluate.

Pretty boring, isn’t it? With plugins you have access to numbers much faster and save a lot of time with it.

Majestic Toolbar:

Link: https://chrome.google.com/webstore/detail/majestic-seo-backlink-ana/pnmjaflneibolacpepklokkjnakmikmg

Browser: Chrome

What he does: allows you to access the main metrics of the page you are browsing

Cost: free.

Related articles:
Free Official MajesticSEO Backlink Analyzer Extension for Chrome.Majestic Blog

Moz Toolbar

Link: https://moz.com/tools/seo-toolbar

Browser: Chrome and Firefox

What does she do: is a mini version of the Moz tool suite and is free. With it installed you have access to various data about the page you are browsing and when you are searching for something on Google you have access to valuable information about the sites and the keyword searched.

Cost: free.

5 link building techniques

1- Guest Post

Definition: It is the process of writing and publishing a post for another blog. Generally, other blogs accept that you link to the content or at least the description of the author.

Recently, Google spoke through its employee responsible for the webspam team, Matt Cutts, that this technique should be abolished by everyone as it has become a common practice of spam and any blog that does this in excess is at risk of being considered spam. So be careful, do it but don’t overdo it.

Types of link you can get: a great benefit of doing a guest post is being able to choose the link anchor for your site and which page you want to link to.

Another benefit is being able to focus only on high quality sites and getting links that will really make a difference to your authority and positioning.

The process: the most difficult thing about making a guest post is choosing the sites you want a link to. Defining these sites requires good use of Link Building tools but a lot more of your brain.

The process itself is quite simple:

  1. Discover new blogs;
  2. Get the contacts of the owners;
  3. Prioritize the best domains;
  4. Send an approach email;
  5. If you get a yes, write a post;
  6. Send the content to the other blog;
  7. Share the guest post on social networks.

Study links:
Guest Blogging: The Ultimate Guide – ViperChill
The Ultimate Guide to Guest Posting in 2019
End of Guest Blogging? Understand (really) all Google’s algorithm changes

2- Competitor Links

Definition: This technique consists of running an analysis of your competitors’ links and discovering opportunities that they already got a link and you haven’t yet. When doing this always use Excel to see the domains with the largest Trust Flow and Domain Authority.

Types of link you can get: it depends a lot on how your competitors are doing, but you should only focus on links from important domains. One tip is to only get links from domains with metrics greater than yours.

The process: it is a simple process but it can take a long time to analyze the links that your competitors have and that are of real quality.

  1. Analyze your competitors’ links and those that are best positioned for your keyword.
  2. Use Excel to filter domains with Trust Flow and Domain Authority larger than yours.
  3. Browse the sites you found and see if you can get a link there too.

Study links:
Competitor Analysis for Linkbuilding: A Guide for People who Hate Linkbuilding – Moz
The Potential Pitfalls of Competitor Analysis | Distilled

3- Links from your customers

Definition: this technique is very simple, your customers are potential sites to link to you because they already trust you. What you need to do is find out the clients’ sites with the best metrics and find a way to earn a link from them. Many agencies do this when developing a new website and that is why they have very good domains.

Types of link you can get: Depending on your market, you can get high quality links with high metrics. These links tend to be easier to obtain.

The process: it’s a simple thing, but if you have a lot of customers it can take a long time.

  1. Put all your clients’ sites on an Excel spreadsheet
  2. Use Bulk Trust Flow and Citation Flow to check domain metrics
  3. Find domains with high metrics
  4. Browse the sites you define and think of a way to get a link there

4- Brand mentions without links

Definition: It is very common for people to quote the brands or even the name of the owner of the company or a famous employee without making any link to the company. This very simple technique consists of monitoring all these mentions and getting in touch with everyone who quotes and does not link to the company.

Types of link you can get: It varies a lot, as it can happen that authority blogs mention you, as well as low quality blogs. Always make a filter when contacting, taking into account the metrics of the sites that mentioned the brand.

Another opportunity is to create a page for each employee who speaks or writes for other blogs. So, whenever you quote these employees, you can ask for a link to their pages.

The process:

  1. Set up an alert on Google for each keyword you want to monitor
  2. When you receive alerts in your email, go to the website you mentioned and see the domain metrics with browser plugins.
  3. If there is no link, contact the owner requesting the same

Study links:
Ultimate List of Online PR Tools – Raven Blog
The Smart Marketer’s Guide to Google Alerts

5- Translate content from other languages

Definition: in some markets it is difficult to find good ideas and guidelines in London and the best references are in other languages. We normally use these basic references for our articles, but what if we instead contact the author and ask for authorization to translate into our language? If he authorizes you can ask him later to add a link to the London text version =)

Types of link you can get: they are usually very high quality links as they are your main references in your niche. Domains will have good metrics and will be in the same niche as your website.

The process: it is very simple and takes little time:

  1. Get in touch with blogs that you consider to be your niche references in other languages
  2. Contact us requesting authorization to translate some specific posts
  3. If accepted, after publishing on your blog contact us again notifying that you published and ask for a link to your post, referring that the post has a version in another language.

I hope you understand everything about Link Building and are now ready to play your own strategy! If you have any questions or suggestions, use the comments tab below!

Bonus Video: how to do link building in 2016

We hope that this content has helped you to understand more about the subject.

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