To Link Build or not Link Build – That is the Question!

< Blog
Updated on: December 26th, 2021Lounge Lizard7 min read
To Link Build or not Link Build

Is link building a requirement of high SEO rankings? Should your business regularly pursue link building when you need a boost to traffic? The answer seems to vary as link building is a technique that goes from popular to obsolete as a concept every half a year or so. As a top web development firm, we wanted to dive in and discuss to link build or not link build; how effective is it really?

To be fair, we have touted the value of link building for years. It has been a stable, consistent SEO strategy which has provided value for both rankings and traffic. But does that make it the best choice for a business?

A quick recap of link building

The term link building means obtaining hyperlinks from other websites to your website. This link is a simple way for users to navigate between pages on the internet, regardless of if they are on the same website or not. Search providers such as Google and Yahoo crawl the web, which includes the links on a site and between sites.

Search engines consider links between sites in a very specific manner. Originally the number of links from other sites to a site was an important part of a page’s overall rank because links were looked at as a vote of confidence from one website to another. Of course, people took advantage of this basic concept, so the considerations changed over time to counteract unscrupulous activities using links to gain rank.

While Google keeps the specifics of their search algorithm a secret, including how exactly link building is measured and weighed, the general idea is that the more links from higher-quality sites you have, the better it will reflect on the value your site provides. That in turn helps a site gain higher rankings and more traffic.

When link building is important

High-quality backlinks are still a valuable commodity for gaining high search engine results page ranking (SERP). However not every business will obtain the same benefit from focusing on this endeavor.

Who should focus on link building:

  • New websites
  • Sites with few or no backlinks
  • Sites with numerous low-quality backlinks

Pages that rank on the first page of Google SERPs typically have at least one high-quality backlink and most have quite a few. New websites along with sites that either has few links or few high-quality links should take the time to focus at least somewhat on link building until you have a couple of good or really good links.

This will help improve the level of your website’s authority in a particular area.

Sites that already have a lot of good links or sites that already have a great deal of authority will not benefit as much from spending more time building links compared to focusing on other SEO tactics. There is a certain amount of diminishing returns with link building where your ROI reduces with this technique.

When link building isn’t important

How do you know if your site has a strong enough backlink profile that you should invest time on other SEO concepts? The first step is to check your site’s Domain Authority. The DA is a numerical score that describes the relevance of a website within a specific industry or area.

This score is a representation of a website’s rank strength and can be compared against other sites.

There are a few useful tools which can be used to check Domain Authority:

  • MozBar – As Moz invented the DA scoring model, it makes sense they would have a tool available to check it.
  • Ahrefs – A multi-purpose SEO tool that uses Domain Rating and URL Rating rather than Moz’s Domain Authority and Page Authority.
  • Majestic – A very large link index database and offers historical data analysis.

You should compare your rank versus your competitors and then consider the number of backlinks you would need to generate if you wanted to catch or move past any of the competition. While reviewing links it can be worthwhile to check for broken incoming links or clusters of links coming from the same IP which could be optimized for better rankings.

Other techniques to improve SEO

Rather than link building, what can a website do to improve their SEO? There are a few relatively simple tactics that should be employed on a regular basis:

  • Content audit – Low performing pieces of content drag the overall quality of a website down. Performing a content audit helps identify those content pieces which can be removed or possibly improved. In some cases, multiple pieces of content can be combined to provide better overall value.
  • Internal link audit – Links within a site provide value in addition to allowing users to go from one page to another. A good link architecture ensures that pages which receive a good amount of search and link traffic are linked to pages with good conversion rates. It is also important to remove excessive internal links to low priority pages and increase links to top pages such as product pages. This will allow Google and other search engines to understand which pages should have a higher value.
  • Improve strategic content – Strategic content is very specific in that is uses both mid and long-tail keywords and provides value to users by educating them and building trust. Examples include researcher sections, infographics, blog posts, or product/buying guides. This helps capture traffic from specific keywords which are in addition to the fundamental keywords for your business/industry.

The bottom line

The bottom line is that to link build or not link build depends a lot on the current level of Domain Authority a website has. For those who rank low, link building is a great way to increase SERP rankings and increase traffic. Those sites which already have a high level of authority, on the other hand, would benefit from exploring other SEO concepts, such as the three we mentioned, to improve SEO and increase web traffic.

 

Be sure to check back every week for great new Lounge Lizard blog articles.

 

Related posts:

Published on: March 14th, 2019

Related articles

BlogPostReinvetingyour404
7 min read

Reinventing your 404 Pages can make your site Legendary

December 26th, 2021
By Lounge Lizard

One of the most common errors a website can experience is a 404 Error or a digital version of return-to-sender. When an invalid address is entered [...]

5 Common mistakes that Wordpress developers make (Blog)
5 min read

5 Common WordPress Mistakes Killing your Website

December 26th, 2021
By Lounge Lizard

To err is human. Everyone makes mistakes; that is a simple fact of life. In business, mistakes can be costly regardless if they are known or [...]

How to build your social media marketing strategy for 2019 (BLog)
8 min read

How to create an effective social media marketing strategy for 2019

April 6th, 2022
By Lounge Lizard

Creating an effective social media marketing strategy for 2019 should be a top priority for any business that either doesn’t have a strategy or has not [...]

How to Validate Your Content Strategy with UX Research Methods (Blog)
5 min read

How to use UX Research Methods to Validate Your Content Strategy

April 6th, 2022
By Lounge Lizard

Simply having a content strategy does not in any way guarantee success. Even if there has been a team of workers who have spent countless hours [...]

2019 graphic design trends visual
5 min read

8 Biggest Graphic Design Trends that will Dominate 2019

December 26th, 2021
By Lounge Lizard

Graphic Design trends are a vital part of the web design and development industry. As most businesses utilize a website to promote their business along with [...]

Copy of Copy of Why Customer Support is Important on Social Media
8 min read

Why Customer Support is Important on Social Media

December 26th, 2021
By Lounge Lizard

People are tired of being ignored by businesses and when it comes to social media platforms, they are ready to let everyone know about it. As [...]

To Link Build or not Link Build – That is the Question!
Share On:
Newsletter Sign Up
0 of 60 max characters
0 of 60 max characters

Request a Proposal

Fill Out Our Form & We’ll be in Touch Shortly

Name*
Type of Project**
This field is for validation purposes and should be left unchanged.

PH: 1-888-444-0110
Sales: Ext. 101
New York City
112 West 34th Street
18th Floor
New York, NY 10120
Long Island
991 Main St.
Suite 200
Holbrook, NY 11741
Washington D.C.
1101 Connecticut Avenue NW
Suite 450
Washington, DC 20036
Nashville
424 Church St
Suite 2000
Nashville, TN 37219