Link building : fundamentals guide

link building allow to reach every spot of the web

Everybody knows that  link  building is one of the most important ability in SEO.

In fact, it’s a sum of several different topics :  content,  sales,  programming, psychology, and good   marketing are examples of what you’ll   need to control if you want other people to link to your site.

So, If you want more people to visit your site through search engine ,

 link building is a must.


The Fundamentals You Need About Link Building:


Definition of link and link building:

From  Wikipedia:

In computing, a hyperlink, or simply a link, is a reference to data that the reader can directly follow either by clicking, tapping, or hovering. A hyperlink points to a whole document or to a specific element within a document.”

So, a hyperlink (link) is a way for users to navigate between pages on the internet.

Now , you can understand that   link building is the process of getting links from other websites that point to your own .


But WHY is it so important for your site ?


It’s essential to first understand few things about how a link is created and what the search engines  can interpret from them.



Key points :

1.Start of link tag (“a”):


this is the anchor tag ,it  opens the link tag and tells search engines that a link to something else is about to follow


   2.Link referral location(“href”):


this means “hyperlink referral,” and the text inside the quotation marks indicates the URL to which the link is pointing. The URL doesn’t have to point to a web page; it could be the address of an image or a file . 


     3.Visible/anchor text of link:


This is the little bit of text(usually formatted in order to be noticeable), and on which visitors need to click to open the link.


    4.Closure of link tag:


This tells to the search engines   that the link tag is concluded.



The next step is to understand how and why  link building  became bound up with SEO :

let’s get an overview of the topic.



The History: Link Building And SEO :



How we passed from a world wide web without link building orientation to that one of the present?


To understand that, we have to go back to the pre-Google days of the web.


In the past , search engines like Yahoo! and Alta Vista were the most powerful brands of the marketplace .They ranked their search results 100%  based on the content on a webpage.


One day  came Google . And things changed a lot:


google changed the seo world with his new link building thinking

They introduced  PageRank Algorithm, something that  changed the game. Instead of simply examining the content of a page, Google payed attention to how many links that page had .

And they made the right decision . Almost 20 years later, links are still one of the most important factors to determine the quality of a site. That’s why backlinks remain Google’s go-to ranking signal.

This  mechanism were so powerful that many webmasters tried to overuse it , in fact , more recently Google has actively penalized the rankings of websites who have attempted such overuse . The penalty often occurs in cases of over-optimisation—in their link building.


Google’s regular Penguin updates are one such example ,thank to those,  Google now focuses on link quality ,not just link quantity. Knowing which link building techniques to avoid and stay within Google’s guidelines is an important subject that we’ll discuss in another post.

Are we sure the links are going to keep their impact on ranking despite these measures then?



Impacting the rank :


Google has recently come out and said that backlinks are one of their top 3 ranking factors:


This is a snippet of the converstion which Andrey Lippatsev , a Search Quality Senior Strategist at Google, and Ammon Johnes ,a veteran and pioneer of SEO, released almost a year ago in a Google’s hangout:


Ammon Johns:

We heard that RankBrain is the third-most-important  signal contributing to results now. Would it be beneficial to us to know what the first two are?


Andrey Lippatsev:

Yes. Absolutely. I can tell you what they are. It’s content and links going into your site.


You can watch the entire conversation here.



the ranking of webpages is established by the amount of links that point to them and by their quality


There are many case study confirming this conversation, and some of those found that links impacted rankings more than anything else.


Most of them report stats like these about the impact on ranking in Google by thematic clusters:


 impact percentage

Domain-Level, Keyword-Agnostic Features
(amount of links to the domain, trust/quality of hyperlinks to the domain, domain-level PageRank, etc.)
Page-Level Link Features
( PageRank, TrustRank, quantity of hyperlinks, anchor text density, quality of link sources, etc.)
Page-Level keywords & Content Features
( TF*IDF, topic-modeling scores, on content, content quantity/relevance, etc.)
Page-Level, Keyword-Agnostic Features
( content length, readability, uniquness, load speed, etc.)
Domain-Level Brand Features
(offline usage of brand/domain name, mentions of brand/domain in news/media/press, entity association, etc.)
User, Usage, & Traffic Query Data
( traffic/usage signals from browsers/toolbars/clickstream, quantity/diversity/CTR of wueries, etc.)
Social Metrics
( quantity/quality of tweeted links, Facebook shares, Google +1s, etc.)
Domain-Level Keyword Usage
( exact match keyword domains, partial-keyword matches, etc.)
Domain-Level, Keyword-Agnostic Features
( domain name length, extension, domain HTTP response time, etc.)

It is generally accepted that if there are balance between other fators, the amount and quality of links pointing to a page will make the difference .



See Stone Tample’s case study about the impact of link building on ranking.

So it’s clear that links still form the foundation of Google’s algorithm. The question is:


HOW does they work?

search engines'spiders crawl the sites and follows the links indication going to the URL indicated


How search engines use links :





Search engines use links to crawl the web; they crawls the links between distinctive pages on your site, and the links between entire websites.



The search engines use links in two basic ways :


1. To find out new web pages


2.To establish how well a page should rank in their results.




When search engines  crawl a page , they extract the content of that page and add it to their indexes . So that, they can determine if it has sufficient features to be top ranked  for relevant keywords.



When they are deciding this, the search engines do not just look at the content of the page; they also look at the number of links pointing to that page from external websites and the quality of those sites.



There are many techniques for building links, and while they vary in difficulty, SEOs tend to agree that link building is one of the hardest parts of their jobs.

Many SEOs spend the majority of their time trying to do it well. For that reason, if you can master the art of building high-quality links, it can truly put you ahead of both other SEOs and your competition


Generally speaking, the more high-quality websites that link to you, the more likely you are to rank well in search results.






  • Link building remains a very  important Google ranking factor, even thought, Google has learned to get rid of  the bad links(exspecially the spammy ones).
  • More links will still maintain the same value, but only if they’re from a number of different and authoritative domains.
  • In order to make a  strong link building campaign is to create content people long for, and then to promote that content unrelenting.
  • When other authoritative websites read and link to your content, search engines will read your incoming links’ anchor text and consider your content more relevant



the key is provide content that people long for, and try to get some good backlinks from authoritative sites



To sum up , 3 important ranking signals:



volume of backlinks


link authority


link diversity


Now, we  have written about “high-quality” a few times, that’s because quality directly impacts SEOs, as they need to make sure to pick the link building techniques that  focus primarily on that.



You might be wondering:



What is a high-quality link, exactly? And how do I build them?



That’s is the topic of the next article:

How To Create High Quality Links.


Here is an additional video  resource about the link building:



What do you think of the guide?


Maybe you are interested in 50 case studies of successful social mediaoptimization.


Maybe you  have a question.


In any case , let me know by leaving a quick comment below right now.




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One thought on “Link building : fundamentals guide

  1. Jame

    August 30, 2017 at 9:22pm

    I’m extremely impressed with your writing skills and also with the layout on your blog. Is this a paid theme or did you modify it yourself? Anyway keep up the excellent quality writing, it’s rare to see a great blog like this one today..

    • Author


      September 11, 2017 at 1:10pm

      thank you Jame,
      yes I personalized the theme .

  2. Lionel

    October 14, 2017 at 2:36pm

    I do agree with all of the ideas you have presented to your post. They’re very convincing and can definitely work. Nonetheless, the posts are too short for newbies. Could you please extend them a little from subsequent time? Thanks for the post.

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