Links and link building are important elements when it comes to SEO and optimisation of a website. The links give Google an indication of whether a website is relevant to the users.
With a healthy link profile and strong links, the likelihood of being ranked high in Google’s search results is high.
A link is considered a recommendation and most people nod in recognition when they have searched for or received a recommendation. In our everyday life we often listen to recommendations and let them have an impact on our decisions. For example, when we are about to book a holiday, choose a restaurant or buy a new product we look for inspiration, experiences or good advice from others. Often through social media but largely through searches on Google. Links and link building are important if you want good rankings, and to be visible in a better position in Google’s search results.
Why link building?
- An extern link will give Google an indication whether the web page is relevant to other users
- A healthy link profile can move the website to a higher position in the search result.
- A link is considered a recommendation and the right recommendations from the right domains have a positive effect on the ranking in the organic search result.
A link is considered a recommendation
If a website receives an external link it is considered a recommendation and Google then values the website and webpage in question relevant to other users. This makes the landing page more valuable and it can appear in a better place in the search results.
For the link to be considered as a trustworthy recommendation, it should be a link of a certain quality. By certain quality we mean from a strong domain or a website that has many strong links or relevant and useful content. When working with link building you should think about quality rather than quantity and prioritise the links that make the domain and website stronger.
An external link is a link that comes from outside. It can be from a distributor, a partner, media, a stakeholder or a private person. What they have in common is that they send a reference from their website or blog to your website.
Links can come by themselves if you create relevant content, but it is rarely the really valuable links that you actually strive for. This means that you need to get the links you actually want yourself. This often happens based on content, images or ads that you have worked out.
Through content or collaboration one can contact relevant websites and explore the possibility of a link. This is a big task but it can be crucial for your ranking on Google if performed correctly.
There is basically no limit to how many links you can gather but it is important to remember that the best links come from strong domains and they are the once to strive for.
The internal link structure is also important. User behaviour on a website also affects the Google ranking. If a user spends a long time on a landing page or clicks onto another page on the same website, the user sends a signal to Google about relevant content.
If the user leaves the site fast or straight away, a signal is sent to Google that the content was not interesting to the user, or that the page was not relevant for the given search. This causes the site to decline in relevance and can therefore lose ranking and visibility in Google search results.
If the user stays on the page it is strategically a good idea to use internal links since a strong and well visited landing page can give value to other pages on the website. This does not mean that you should link between all web pages but you make a page more relevant with the correct links.
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