What does Link building mean in marketing terminology?

Link building

Link building is the process of establishing relevant links (or links back) from external websites to your own website for the purpose of increasing the visibility of your website in the search engine results pages (SERPs). The main aim of link building is to increase the website’s ranking on SERPs so more potential customers can find it.

Link building is an important element of any successful SEO campaign, as it’s one of the primary criteria used by search engines to determine the quality and relevance of websites. The more relevant and high quality inbound links (references to your website from other websites) you have, the higher your website will rank on SERPs.

When done properly and within the rules, link building can be an effective way to boost your website’s rankings on SERPs. However, there are a few key rules to follow. Firstly, all links should be relevant and of high quality. This means that the websites linking to you should be influential, authoritative and from either related or trusted websites. Secondly, you should use caution when selecting websites to link back to you, as any sites with a bad reputation could adversely affect your website’s ranking.

When done properly, link building can provide a range of benefits to your website, including increasing traffic, improving your website’s visibility, and even boosting its reputation.

Link building begins with understanding your target audience, as this will help you decide what kind of links will work best. It’s also important to identify the websites that can provide the best link opportunities. This can include websites within the same industry, related businesses and organisations, blogs, directories, influencers and other industry resources.

Once you’ve identified those potential link sources, it’s important to build relationships with them. This can include reaching out to websites and blogs to request links, writing guest blog posts, creating relevant content and sharing it with other websites, and building relationships through social media.

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It’s also important to note that link building should be an ongoing process. It’s not enough to just build links once, as search engines use a number of different metrics when assessing the relevance of a website. Link building should be an ongoing process that involves continual review and improvement.

In order to make sure you’re following best practices, it’s important to familiarise yourself with Google’s Webmaster Guidelines. These guidelines provide information about what types of links are viewed as ‘quality’, what types are interpreted as spam, and how to create them properly.

Link building is also important for local SEO. Local SEO involves optimizing your website so that it appears in local search engine results in places like Google Maps. To do this successfully, you’ll need to build links from websites and directories that are relevant to your location.

It’s also important to consider link velocity, which refers to the frequency at which you obtain new links. While it’s important to look for quality links that are relevant to your website, it’s also important to keep an eye on link velocity so you can ensure your link building is progressing at an appropriate rate.

Link building is an important part of any successful SEO strategy and can help boost your website’s ranking on the search engine results pages and increase the visibility of your website to potential customers. When done properly, and following the guidelines set out by search engines, link building can be an effective way to boost your website’s presence and create more opportunities for your business.


Chris Haycock, Digital Marketing Consultant

"Approach link building with a large dollop of patience. Don't try to build a zillion links to your website overnight because it'll look unnatural, and you may be penalised for attempting to manipulate the SERPs."

Digital Marketing Consultant