link building

Google search

Businesses, big and small, work to increase their web traffic in a variety of ways. It is important to be visible in search engines in order to reach the audience intended. However, this can be increasingly difficult if a firm strategy is not first put into place.

Search Engine Optimization (SEO) has many different facets that work together to get you to the end goal of making your website easy for both users and search engine robots to understand.

Link building is an important aspect of this process that many people are simply unaware of or overlook. The overall goal of link building is to get a high number of quality links in the right context.

Since every company is different, what may work for one company may not work for another. Link building is a process that will take time, and may not yield any homerun results. However, when successfully accomplished, a good link building strategy will help your company get the right people to your site.

Link Juice is “a colloquial term in the SEO world that refers to the power or equity passed to a site via links from external or internal sources. This power is interpreted as a vote of recommendation toward your site and is one of the most important factors in determining your site’s search ranking (and PageRank).” -WooRank

Link juice passing to your site is effective when it is from:

  • Pages that have content relevant to your site.
  • Pages that have a high
  • Pages that have relatively few outbound links.
  • Pages that contain quality content.
  • Pages that appear high in SERPs (search engine results page).
  • Pages that have user-generated content.
  • Pages that are popular with social media audiences
  • Pages that have keyword-optimized anchor text that matches your target keywords.

Link juice passing to your site is ineffective when it is from:

  • Pages that have “nofollowed” the link to your site.
  • Pages with irrelevant content.
  • Pages that have a lot of links; for example, ad links or
    site-wide links.
  • Pages that are not indexed in search.
  • Paid links.
  • Links obtained in a link exchange scheme. This is where you link to someone’s site in return for a link to your site, which essentially cancels the impact.
  • Links from unranked sites with no content.

Google Rules

GoogleGoogle does not count links that:

  • Come repeatedly from one site (e.g. in the footer of every page)
  • Come from a set of related web servers (e.g. similar / identical IP addresses)
  • Come from a set of websites which appear to reference each other exclusively
  • Come from sites that reciprocate the link
  • Come from blacklisted websites
  • Come from brand new websites
  • Come from websites filled with user generated content (e.g. Wikipedia)
  • Are invisible or nearly so (e.g. white text on white background)

Basically, Google is very good at eliminating most of the common tricks for generating artificial links people have used in the past.

10 Tips

  1. Links higher up in HTML Code cast more powerful votes
  2. External links are more influential than internal links
  3. Links from unique domains matter more than links from previously linking sites
  4. Links from sites closer to a trusted seed set pass more value
  5. Links from “Inside” Unique content pass more value than those from Footers/Sidebar/Navigation
  6. Keywords in HTML text pass more value than those in Alt attributes of linked images
  7. Links from more important, popular, trusted sites pass more value (even from less important pages)
  8. Links contained within NoScript tags pass lower (and possibly no) value
  9. A burst of new links may enable a document to overcome “Stronger” competition temporarily (or in perpetuity)
  10. Pages that link to WebSpam may devalue the other links they host (so be careful where you link to and what sites link to you)


  • Get contest nomination links. 
  • Sponsor a Meetup group. 
  • Host a community event 
  • Sponsor or donate to a local club or organization 
  • Create and promote a
    local resource


  • Build relationships with local influencers 
  • Links from unrelated sites only work if the content on the page that provides the link is directly related to the content on your webpage that receives the link. 
  • Use forums and chatrooms to discuss and circulate your content


  • Leverage Business relationships 
  • Submit your site to directories (free and paid), but not before checking out the directory to make sure it is quality. 
  • Submit desirable material to leading websites for your industry or sector. A link from these sites can be very valuable, and can encourage more people to link to you. 
  • Submit press releases or other articles to other websites, ensuring that they contain a link back to your site. 
  • Promote your blog’s RSS feed
  • Carve your own space to improve your chances of getting traffic through Google 
  • Make your anchor texts natural in each link you build 
  • Guest blog 
  • Blog commenting 
  • You can syndicate shorter versions or your blog article on article sites 
  • Share content on document sharing sites 
  • Infographics 
  • Get Social 
  • Take advantage of Moz and Google Analytics to monitor your progress