Link Building – 3 Important Benefits, Strategies, & Metrics

Businesses need link-building services to increase online visibility and rank on search engines. Link building requires expertise and time and is considered by some to be a tedious process, requiring constant research and maintenance. We’ll delve into all of that in this article, but also know that you can use the expertise of a link building service to do this job to improve or maintain your Google search engine rankings. A link-building service is a company that will help you accelerate the number of backlinks to your website.

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What Is Link Building?

Link building uses a process-driven approach with a cutting-edge link-building strategy. Link building strategies are manual outreach, guest blogging, and fixing broken links. A link building service will significantly improve your search engine rankings and SEO performance.

Link building can be difficult, time-consuming, and expensive. Link building services ensure that you consistently earn high-quality SEO backlinks while saving time and money in the process.

What Does Link Building Mean to Google?

Google uses the PageRank algorithm to determine search results. Google’s bots, also known as spiders or crawlers, help to generate search results.

Google maintains a repository that stores a large index of keywords to give the user better results. Google is concerned with providing useful and relevant information to its users. The bot indexes the pages of the same niche and then picks the best, using its ranking method. This method sets Google apart from other search engines and determines the order in which Google displays results on its search engine result pages (SERP).

This method is called the PageRank algorithm, which assigns each webpage a relevancy score. The bot calculates the score depending on various factors. Google has around 210 factors in determining the relevancy score influencing the webpage’s ranking. Some of them are

Keyword location and frequency – The Pagerank algorithm determines the frequency and location of keywords within the webpage to compute the relevancy score.

Domain Authority – It is how likely your website appears in search engine result pages (SERP) compared to other websites.

Links – The PageRank algorithm gives weight to the number of internal and external web pages that link to your website.

Build Quality Backlinks Effectively Through Link Building Services

In order to engage in effective link building, you need to take care of the following three factors:


The quality of the backlinks plays a huge role in the link building process. It usually refers to a high-quality do-follow backlink from a website that is relevant to your niche. Domain authority and website traffic also impact the quality of your backlink.


For link building, you need to stay prepared to scale your efforts to improve your rankings and stay ahead of your competitors. It is required that you focus on improving your link building campaign strategies to acquire more quality links.


Link building efforts require you to consistently look for new opportunities and always stay focused. In order to do that, you need a strong team to come up with new strategies and implement them for your website.

The easiest way to ensure that you get the best for your backlinking efforts is to make use of link building services from an external agency.

Link building services refer to an agency that helps you with all your link building efforts. They help you with finding the right websites to build links, look for their authority, and relevance, and ensure that the content is relevant.

They help you with handling digital marketing strategies and cut the overhead of hiring an in-house team to help you deal with the efforts. This process is called, outsourced link building.

Benefits of Link Building

Link building is a part of the search engine optimization (SEO) strategy to boost results in SERP. You can reap more benefits from link building when your website has more authentic or reliable content.

1. Link Building Helps You Rank High

Higher Page Rank
Higher Page Rank

Of the three factors discussed above, the third is the most important. Google looks at the links to a website as a vote of confidence by others. It reveals that your website is quality, useful, and relevant. 

It means that the more links, the higher the PageRank score. It helps you to rank high on SERP. When the score is higher, it increases the chance of appearing on the top of the SERP. When your website appears at the top, there’s a great chance that the users will click on your website to find the information they are searching for.

Link building increases traffic to your site, and when they find your content useful and engaging, they spend time there, increasing the dwell time.

2. Link Building Drives More Traffic

Increases Page Traffic
Increases Page Traffic

When users search for information, most people click on one of the first three listings on page 1 in SERP. Getting in the top three listings or even just the first page of search engine page results is a way to ensure that people will see your business and you will attract engagement.

Link-driven rankings on search engines result in more clicks to your site if you reach the top of page 1. This high ranking results in organic traffic to your website. It also increases referral traffic when you place links on sites relevant to your niche. 

2.1 Link Profile

Link building also involves placing links to your website on other websites. Web crawlers discover, access, and index websites through links on websites. Having a strong link profile helps enhance your online visibility and increase traffic. A link profile is the assessment of links directed to your website. Google prefers links from other sites as well as high-domain sites.

A website’s health is assessed based on the quality, quantity, and diversity of links it has. A good link profile indicates that you earned links and authority by fair means by providing quality content to users.

A link profile includes the links that lead to your website as well as internal links. It plays a major role in getting more scores in the PageRank algorithm and taking advantage of the positions in SERP. 

Some basic guidelines to improve your website’s link profile 

  • Build quality inbound links. Inbound links are links on those websites that point to your website. These are also known as backlinks because they refer back to your website. Link to reputable websites with high domain authority (DA), those that get high traffic, and your website’s specific niche.
  • Ensure that you have a variety of sources linking to your website. You can obtain external links from social media, blogs, news, industry-related websites, and press releases. It’s a continuous process – obtaining and offering links.
  • Have keyword-rich anchor text that links to your website. Go for anchor text optimization instead of having links with generic anchor text such as ‘click here’. Optimize the content so that it contains the anchor text in the sentence. Generic anchor text such as read more, below, and explanation do not add value to your website rankings regarding search engine optimization (SEO).

These link building basics assure that your website’s link profile will become and remain strong.

3. Link Building Increases Brand Awareness

Increases Brand Awareness
Increases Brand Awareness

Besides helping your site rank higher and drive traffic, link building helps you benefit from brand awareness. Building links with relevant external links determine relevance in organic search results. 

This link building strategy and quality content will lead your website to become visible on the first page of the search engine. The probability of your website getting clicked increases, and your audience learns about your products or services.

Incorporate these link building strategies to boost your rankings on Google and increase brand awareness:

  • Offer valuable resources to others in your industry or niche.
  • Contribute to guest blogs on other websites with links to your site and have people guest post on your website if they have an authoritative presence online in your niche.
  • Look for broken links on your sites and external sites that link back to your website and fix them.
  • Request for backlinks from websites where your brand has been mentioned.
  • Create high-quality content that people wish to share on their websites and social media platforms.
  • Post on social media and engage your customers and followers with blogs, news, facts, and statistics.

Link Building Strategies

There are a lot of strategies to build links, but the right strategy depends on your niche industry and the resources you have at hand. Industries that are well-established and competitive require aggressive link-building, whereas, in startups and newer industries, link-building can be gradual. 

1. Content-Based Link Building 

You create an asset and use it to get links. An asset, in digital terms, is a blog, infographic, chart, white paper, how-to guide, video, or podcast. Make the content relevant, informative, and useful to compel linkage to it. You can reach out to your partners to build those links. 

That said, you need not ask other websites for every link-building campaign you run. When you publish blogs consistently, Google rewards your labor with increased rank, traffic, and authority in your niche. 

Relevant content gets you backlinks that will help you to build authority. Link building using quality content can take a long time to achieve that purpose and requires well-researched and exceptional content.

1.1 Keyword Research

Keywords are a bridge between your website’s content and what users search for on a search engine like Google. Google ranks pages that are properly optimized for keywords and high-quality content. 

Use keyword research tools such as Ahrefs, Uber Suggest, Semrush, and Moz Keyword Explorer to find the keyword that, when used, would rank better. 

The power of keyword research lies in understanding your target audience and their search intent. The search intent can be educational, navigational, or transactional. 

Pitch for B2B or B2C industry based on your services or products and choose keywords accordingly.

1.2 Create Content

Pick a topic relevant to your target audience and make it specific and detailed. Research the topic before you create one. Try Google’s tools like Google Scholar, Google Books, or Advanced Search to research and collect data fast. Watch YouTube videos, listen to podcasts, or post questions on Quora. 

Have variety in content. Create how-to guides, listicles, videos, podcasts, infographics, FAQs, or charts. Long-form articles and visual content are the most preferred content for link building but just don’t stick to blog articles. 

Other forms of content that people find useful and you can use for link building are 

  • Case studies
  • Expert Contributions
  • Expert Roundups
  • Interviews
  • Press Release
  • White Paper
  • Research Paper
  • Surveys
  • Product Reviews
  • Statistical Articles

1.3 Promote Content

Promote the content after it is published on your marketing channels or websites. Intimate your customers through email. You can use this as gated content and give it to those who complete the desired action on your website, like filling up a form or providing their email address.

You can broadcast it to your mail list or publish it on social media. Also, use paid ads to promote your content online. Use influencer marketing to promote your product, brand, or services.

Link Building - Benefits & Strategies
Link Building – Benefits & Strategies

2. Guest Blogging

Blogging is one way of informing and guiding your audience about your products and services. Write an authoritative, high-quality post in a well-known blog with many followers where people will notice you. In this way, guest blogging brings traffic to your website as well.

Write blogs to inform, engage, and educate your audience: they link to you. When you guest blog for websites with high domain authority (DA), your web page ranking is influenced by the DA score.

3. Broken Link Building

A broken link is a link on the webpage that does not work. Broken link building is a link building tactic that takes advantage of such pages and swaps a non-working link with a working link. 

You provide value to yourself and your users when you identify a broken link and replace it with a working one. You are helping the webmaster improve site quality. You can use tools such as Screaming Frog, Semrush, and, Ahrefs’ Backlink Checker.

Link Building Metrics

There are various metrics associated with link building to help you judge the value of the link. You can use these metrics when you perform link profile analysis on your website or your competitor’s website. Link attributes affect the results of organic search rankings. 

These metrics help you to measure the success of link building.

1. Domain Authority (DA)

This metric determines how strong the website is when it is searched for. In other words, how many times a website appears in the SERP? It is a measure of how accurate and reliable the content on your website is. DA is one of the factors that Google considers for ranking.

This ranking method was introduced by Moz and measures DA on a scale of 0 to 100, with 100 being the highest score.

2. Page Authority (PA)

Page Authority (PA) is similar to DA, the difference being that PA is applicable to a single webpage instead of the website itself. It is a comparative analysis between your web pages and your competitor’s webpage. This value determines whether it is worth linking to another webpage.

PA estimates the overall value of the backlink profile of an individual webpage. It is a relative score; it will not be the same for all the websites in comparison. 

When you get a link from a page with a higher Page Authority (PA), the more likely it will rank on SERP. To achieve an ideal PA score, use strategic link building and content creation.

Link Building - Metrics
Link Building – Metrics

3. PageRank

The aim of PR is to deliver the best results to the user. In order to do that, Google uses the PageRank algorithm, which calculates the number of quality links pointing to your webpage. 

Better ranking leads to more visibility on SERP, thus driving more traffic to your business. When more people check your website, some of them get converted to leads, then prospects, and finally, your customers.

Link building helps you to bring revenue and sales to your website. 


1. What are Inbound and outbound links?

Inbound links come from different websites or different domain names. Outbound links are those links on your website that link out to websites with a different domain name. Google sees your inbound links as signals for high-quality content and outbound links as approval for other valuable content.

2. What is brand awareness?

Brand awareness is a marketing concept that measures consumers’ knowledge of a brand’s existence. Many online mediums can influence online brand awareness.

3. What is an expert roundup?

An expert roundup is a content type that features multiple subject matter experts (SMEs) in your niche. As a host blogger or brand, you provide an interesting question or topic for discussion that makes experts want to be part of what you’re doing.

4. What is gated content?

Gated assets are digital content such as whitepapers, articles, and videos that requires users to fill out a form before accessing them. The form prompts the users to fill in the user’s name, email address, or further information, such as their job title and organization.

Final Thoughts

Businesses look to digital marketing to procure long-term benefits. Link building is a marketing tool to get organic traffic via search engines. Many SEO agencies do digital marketing. But your ultimate goal is to get relevant and authentic links.

Link building, when combined with other SEO strategies and good content, brings success to your business. At, we help businesses with ethical link-building services and employ white-hat strategies. Contact us to try our services.

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