Link Building Service
We handle the outreach.
We secure the placement.
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Premium Quality Link Building Services
A time-tested process for obtaining quality backlinks
We follow a simple, time-tested process for building quality website backlinks for your business:
- Step 1. We identify exceptional content on your website, such as infographics, eBooks, reports, or in-depth articles.
- Step 2. We identify publishers that align with your campaign goals. You approve the publishers you like.
- Step 3. We develop industry-related story ideas to pitch to each publisher. You approve the ideas you like.
- Step 4. Our expert editorial team produces the perfect story for each publisher, referencing or citing your content in a way that supports and adds value to the story. You approve the stories.
- Step 5. We pitch these stories to the media using our established relationships.
- Step 6. When the stories are published, we notify you so you can see them live on each publication.
We typically have a 3-5 week turnaround with most orders. We aim to complete all link building campaigns within 4 weeks. Quality is our focus. No blog networks, link wheels, or other schemes. We only work with real, quality publications.
No risk! 100% money-back guarantee.
Editorial, In-Content Links
Real, relevant, contextual, high-quality and high-value links placed within the body of the content. No author bio links!
You Approve Everything
You approve publishers, and you approve content before it gets published. Never be disappointed in a link again!
High Quality Publications
Quality is our focus. No blog networks, link wheels, or other schemes. We only work with real, quality publications.
We've Mastered the Art of Quality Link Building
Links are everywhere on the internet, connecting web pages to other, contextually relevant web pages. For users, these serve a straightforward purpose; they’re a way to get from one place to another, to learn more about a specific topic, or to follow up on someone’s research. But for search engine algorithms, links serve a vital role in determining which sites and pages deserve to rank higher for users’ search queries.
Mastering the art of earning, placing, and managing links can therefore allow webmasters to improve their rankings in search engines, and enjoy the secondary marketing benefits of those links as well. This approach is known as link building, and it’s a fundamental component of any search engine optimization (SEO) strategy—as well as a valuable marketing tactic in its own right.
What is Link Building?
Let’s dig into the specifics. Link building refers to the practice of intentionally gaining inbound links, pointing to the pages of your website. Links (technically short for “hyperlink”) are bits of text found in HTML with an “href” attribute. They can point to images, PDFs, and other types of files, but are more frequently used to point to web pages. While you can (and should) establish internal links, making user navigation of your site easier, “link building” typically refers to building links on other domains, pointing back to your pages.
There are several methods you can use to build links, but some are more valuable and more reliable than others. Generally, they fall into two main categories:
- Earning links. Earning links is all about creating content on your site that others will naturally want to include in a hyperlink for their own users. For example, you might write a detailed guide on a niche topic, or publish original research. Given enough publicity and enough inherent value, you can reasonably expect other high-authority sources to link to your work. This is advantageous, because it means your links will appear inherently natural to search engines and users alike. However, it’s very tricky to pull off, and is unreliable; even with strong content, there’s no guarantee you’ll get the links you want.
- Manually building links. The other option is manually building links. Tactics here range from spamming a link on a forum comment to getting an article featured on a prolific publication (with a link pointing back to your site). Some of these tactics are schemes—gimmicks designed to manipulate your ranking in search engines. These are likely to earn you a penalty, negating any value your link might have had in the first place. But the more sophisticated techniques are designed to create genuine value for web users, which means they can build your site authority penalty-free while providing multiple benefits to creators and users alike.
Why is Link Building Important?
So why would you consider link building in the first place? Link building comes with a variety of benefits, most notably for boosting the rankings of your pages in search engines.
- SEO relevance. Link building is best known in the context of SEO. In fact, it could be argued that SEO is practically impossible without some kind of link building strategy. That’s because search engines take two main concepts into consideration when determining which pages to rank for a query: relevance and authority. Relevance is a question of whether your content matches the search user’s intent, and is typically addressed with keyword optimization strategies. Authority is a measure of how trustworthy your site is, and that trustworthiness is mathematically calculated in a system known as PageRank (in Google; other search engines tend to use something similar). PageRank is complicated, but it can be understood on some basic level as follows: a page’s trustworthiness can be measured by the number of links pointing to that page, as well as the value of those links (i.e., links on high-authority sources tend to pass more authority than links on low-authority sources). In other words, without new, valuable links being added to your backlink profile (the number and location of links pointing to pages of your site), it’s nearly impossible to increase your rankings. Building links consistently, the “right” way, can greatly increase your rankings, sitewide.
- Referral traffic. Remember, links are primarily used as a way to get from one page to another on the web. Building more links means providing more opportunities for web users to see and click those links, which results in referral traffic. If you’re building links on high-profile sources, and those links are valuable enough to users, you could end up generating hundreds to thousands of direct visits per month with your links.
- Other benefits. Building links can also have secondary benefits. For example, merely mentioning your brand in a visible article, even without people clicking the link, could result in more exposure from your brand. Building links can also introduce you to new publication opportunities, which can help you lift your personal reputation or find new promotional options for your best content.
Link Building, Domain Authority, and Page Authority
For SEO, links can be considered a channel that passes “authority” from one source to another. Google measures the abstract trustworthiness of a site based on its authority from inbound links, and some SEO experts have attempted to formally estimate this figure; Moz, for example, refers to this as domain authority or page authority.
Authority should be considered at both the domain level and the page level. Having more links pointing to your home page and internal pages will increase your overall domain authority, boosting the rankings of all your pages simultaneously. Having a cluster of links pointing to an individual page of your site will also boost the “page authority” as well, increasing that specific page’s likelihood of ranking higher in search engines. This is valuable if you’re trying to promote a specific blog post or internal page over your other pages.
However, not all links will pass the same amount of authority. Sites with higher authority (like national publications, colleges and universities, etc.) will pass more authority with their links than lower authority sources (like local publications, obscure blogs, etc.). On top of that, links you place or earn with a given source will have diminishing returns; you’ll earn significant authority from the first link you place, but much less with each subsequent link on that source.
Nofollow vs. Dofollow Links in Link Building
By default, most links can be considered as “dofollow” or “follow” links. This is because these links are crawled by search engine bots and taken into consideration when calculating authority in the PageRank system. However, it’s also possible to use a rel=”nofollow” tag to turn the HTML link into what’s known as a “nofollow” link. Nofollow tags are used to prevent search bots from taking a link into consideration, which can be advantageous if you’re trying to avoid penalty, if you don’t trust the content you’re linking to, or if you’re taking advantage of paid links (since paid dofollow links are a violation of Google’s terms of service).
Some sites only allow you to build nofollow links, or may convert a link you embed in your content into a nofollow link. Nofollow links won’t allow you to increase your authority, but they aren’t completely worthless; nofollow links can still generate referral traffic and brand visibility.
Anchor text is is the text that "houses" your link. In the previous sentence, “the text that ‘houses your link” is considered the anchor text. Anchor text is considered by Google as context for the page being linked with it. In the early days of Google’s algorithm development, anchor text was heavily considered, making it abusable by search engine optimizers. For example, you could make sure all your links included anchor text that matched your target keyword phrases, like “ice cream parlor” or “dog groomer,” and greatly increase your chances of ranking for those queries.
These days, anchor text still matters, and is still taken into consideration by search engines when determining the relevance of a linked page. However, abusing exact match keywords can make your links seem unnatural, and even trigger a penalty from Google. For ideal results, it’s best to use contextually relevant anchor text for every link, but to use keyword-specific anchor text sparingly.
Manual link building can be practiced in a “white hat” or “black hat” context. White hat link building strategies tend to focus on value for every person and organization involved, including you, your publishers, and your readers. These strategies are more expensive and time intensive, but they ultimately yield stronger, more consistent results. Black hat link building strategies, by contrast, function almost like get-rich-quick schemes; they focus on building as many links as quickly as possible, without regard to value for publishers or end users. These strategies may yield some short-term results, but sooner or later, they’ll earn you a penalty.
It’s unfair to label link building, as a whole, as a black hat strategy, or to assume that you’ll be penalized every time you try to build links. Instead, it’s on you to learn the difference between white hat and black hat link building strategies, and favor white hat tactics above others.
The "Right" Way to Build Links
What, then, is the white hat, or “right” way to build links?
Everything starts with content. Building links by themselves, or in forum comments, is inadvisable. Instead, links are much more contextually relevant, easier to build, and valuable to users if they’re included in a piece of high-quality content with an external publisher. Generally, it’s advisable to create strong onsite content in the form of blog posts, whitepapers, eBooks, videos, or other mediums; that way, you’ll have valuable pages which you can direct readers to visit. As an added benefit, onsite content is also valuable for building your relevance for specific keyword phrases and increasing the authority of your site.
Once your onsite content is in place, you can start writing offsite articles that feature links pointing to that content, featured in increasingly prominent publications. For these to be successful, you need to write with your audience and the intentions of the publisher in mind, and make sure your link is included in a way that adds value to the piece.
Good link building practices include attention to the following:
- Publisher relevance. Ideally, you’ll feature your offsite content with publishers within your industry, or at least those that are marginally related. If your industry is niche, you might find success with general publications, like those that feature news content from a wide variety of niches. Out-of-place links will be quickly spotted by editors, users, search engine crawlers, or all three.
- Publisher authority.Publishers with high domain authoriy are more valuable than ones with low domain authority. However, they also make it harder for new writers to create and publish content. If you’re just starting out, you’ll need to work your way from low-authority publishers to high-authority ones as you gain more expertise and a better reputation. You may also rely on an external professional to help you jump the ladder to higher-authority publishers.
- Publisher diversity. Remember, each link you publish with a source will yield diminishing returns. If you want to build your authority consistently, you’ll need to rely on a wide variety of different publishers, reaching out to new sources on a regular basis. Relying on the same publisher too frequently can also make it look like you’re participating in a link exchange, a type of link scheme frowned upon by Google and other search engines.
- Content quality. The quality of your content also matters. High-authority publishers will only accept your content if it’s well-written, which means you’ll lock yourself out of many opportunities if you skimp on the writing. Contextual clues, like whether any other links are present in the article, may also make it obvious whether this is an astutely researched and written piece, or whether it’s mere fluff meant to increase your rankings.
- Contextual relevance of the link. The link needs to make sense in the context of the article. There are several ways to achieve this contextual relevance; for example, you might cite a piece of research to substantiate your claims, or link to an article that offers further reading on your topic of choice. If the link stands out because its page features an entirely different topic, it could be a major red flag.
- Contextual relevance of the anchor text. The anchor text, as noted in a previous section, will help Google “understand” the context of your link. If it seems contextually irrelevant, or if you’ve used it as a way to shoehorn specific keywords into the article, it could decrease the value of the link.
- Link profile diversity. Your backlink profile is the sum total of links pointing to your site. Having links from a variety of different sources is ideal if you want to continue growing your authority. Too much reliance on one source or one type of link (i.e., links to only one page of your site) can be problematic.
- Measured growth. As your site grows in authority, it will be harder and harder to sustain that growth over time. For most brands, the solution is to scale your strategy over time, targeting higher and higher-authority publishers, or ramping up the volume of link building you seek. However, you also need to be careful; building too many links too quickly can be a red flag for ranking manipulation.
Examples of Link Schemes (i.e., the Wrong Way to Build Links)
What about the other side of things—the “black hat” link building strategies?
Neglecting any of the points mentioned in the preceding section could result in slower growth for your brand, but minor violations probably won’t earn you a penalty. Instead, most manual penalties are distributed when a brand has egregiously (and presumably, knowingly) engaged in a link scheme—a deliberate attempt to manipulate your rank by employing nefarious or ethically questionable practices.
- Paid dofollow links. Paying for a dofollow (standard) link is usually a questionable practice. You may pay for content, or pay an influencer to help you get featured, but paying for the placement of a link without any attention to its context is problematic.
- Exchanging links. Committing to exchange links with one or more other external sources is another problematic strategy. If Google notices that you and another domain have dozens of links pointing to one another, and few links from other sources, it will probably penalize you both. Link circles and other schemes meant to exchange links between a group of sites are similarly considered black hat.
- Automating link building. Any solution meant to automate the practice of link building is bad news. White hat link building requires you to pay attention to quality development and value for your users. Automation is going to leave you with robotic link placement, and most likely, traces of evidence that make it easy for Google to figure out what you’re trying to do.
- Spamming links. Link spam is definitely black hat, though the definitions of “spam” will vary from site to site and from person to person. Generally, any link that was placed without reason—in other words, one that’s not providing some contextually relevant, practical value to readers—is likely to be considered spam.
As a rule of thumb, if the link building practice seems like a shortcut or promises fast results, it’s probably a scheme. White hat practices are focused on quality and value, and they take time to develop.
Link Building Measurement and Analysis
The final core concept you need to know about link building is the practice of measurement and analysis. If you want to be successful, it’s not enough to start placing links whenever and wherever they’re convenient; instead, you’ll need to think carefully about the sources you’re using, the pages you’re targeting, and how you’re going to grow your reputation. You’ll need to keep a close eye on your backlink profile, watching for low-authority sources you don’t want contributing to your score, and measure the value of each link you build by monitoring your growth in both search engine rankings and referral traffic.
Google doesn’t offer a tool where you can track your backlinks, but you can find several third-party tools meant to help you analyze your backlink profile (and possibly analyze those of your competitors). Pay close attention to which links have been most valuable to you, which links have underperformed, and look for opportunities for future growth.
If you’re ready to learn more about how link building can bring more traffic to your site, or if you’re already in the middle of a link building campaign, contact SEO.co today for a free analysis of your site and strategy. We’ll help you define your high-level goals and come up with a campaign strategy that grows your domain authority naturally—and earns you thousands of visitors in referral traffic in the meantime.