Building the popularity of the website with the help of links

Service Business

You could learn about the importance of links in positioning from the previous parts of our cycle. This is what the creators of Google built their first algorithm on, thus giving rise to the Page Rank. Although for over a dozen years of Google's existence there were additional criteria for building the popularity of the website and determining its position in search results, links have not lost much of their importance.

In this article, we will focus on them - both inbound and outbound from your side. We will analyze incoming links that are of great importance in SEO. We will tell you how to get incoming links - from English we call this link building process. We will present several strategies for acquiring links and define their values.

Building the popularity of the website - inbound and outbound links

Links can be divided according to several criteria. However, we will look at the most general one, which also has the greatest importance in the context of positioning.

We can divide them into:

  1. incoming links,

  2. outgoing links:

    • internal links,

    • external links.

Backlinks lead from other websites or websites to your site - it is thanks to them that search engine robots find their way to your portal. Their number and quality of incoming results affect its position in the search results. Therefore, it is worth ensuring that the links coming to your pages are placed on strong, reputable sites. Sometimes one good incoming link is worth more than dozens of "junk" links from uncertain sites. Incoming links on pages with similar topics are particularly important, e.g. the link that comes to your content marketing page comes from a website dealing with content marketing. Of course, they not only have the advantage of positioning - it is also the opportunity to gain more visitors to your website.

Outbound links are placed on your site and lead to other pages of your site (internal links) or pages on sites other than your own (external links). Although their importance in positioning is slightly smaller, they are not completely out of the way.

Internal links are the basic element of the navigation of any website and they determine how easy it is to navigate through the various pages of the website. This benefits users visiting your site, but also you, as search engine robots will easily be able to reach all the pages on your site.

External links lead to other websites. It is best if they refer to strengths, preferably thematically related to yours. However, if you do not want to promote your competitors, link to websites where the content somehow complements what you can find. Also, be careful about the number of outbound links you place on your portals. Too many of them (over 100, but opinions about the upper limit of 40 references often appear), may cause search engine robots to treat it as the so-called link farm, which will not have a positive effect on building the website's popularity and position in search results.

Inbound link analysis

Inbound link analysis is one of the most important tasks in terms of search engine optimization. You need to carefully track where the links come from, what their real value is for your website, what are their attributes. By the way, during the analysis, it is worth monitoring your competition - where they get their incoming links from, how valuable they are, what is the competition strategy associated with them. Thanks to effective analysis, you can effectively modify your optimization strategy.

What can you include in backlink analysis?

  1. The number of all incoming links for your pages, determine the sites they come from, their reputation and power.

  2. Effectiveness of links - checking which of them bring high-quality traffic, which has a positive effect on positioning.

  3. Incoming link attributes (dofollow / nofollow).

  4. Compare the quantity and quality of incoming links with competitors.

  5. Analyzing activities, strategies of competition in the field of inbound links.

  6. Monitoring your inbound link acquisition campaign, especially when you outsource it to a third party.

  7. Analyzing possible harmfulness of inbound links.

  8. Checking anchors assigned to inbound links.

You can analyze incoming links for your pages thanks to numerous tools - some are free, some are paid, but in many cases you can also use the free trial version. We will briefly introduce the tools that you can use for the analysis. In general, we will define their usefulness and availability.

Inbound link analysis tools

The simplest tool for a very general and cursory analysis may even be the Google search engine. How? After entering the phrase “link: -site:” in the search engine, we will see pages with an incoming link to “”. However, this is not a completely effective method. It is better to use another option that Google gives us - the Search Console tool.

If you use this service, select Search Traffic from the menu on the left and then Links to your site. Search Console's analysis is also inaccurate - it only shows where the backlinks for your pages are. At the same time, however, Search Console may notify you of the poor quality of some links, which is quite a convenience.

Another free tool is BackLinkWatch. After entering the URL of a website, the tool will show you the address of the website that the incoming link comes from, its Page Rank, used for the anchor link, and the attribute of the specific incoming link. BackLinkWatch gives quite extensive search results for inbound links. This tool will prove effective in the simple analysis of the most important values ​​for incoming links.

A similar tool, also free, is RankSignals. Thanks to it, you can check the title of the page from which the link comes, its URL address, the anchor used and the Page Rank. However, you need to create an account to view the full results.

You will get much more data on inbound links thanks to paid tools (although some of them have trail versions for free). The typical tool used for analyzing backlinks is MajesticSEO. The cheapest access package costs $ 49.99 per month. Thanks to MajesticSEO, you can accurately track the anchors of incoming links, their history, deletions of incoming links, extensive characteristics of backlinks types. MajesticSEO also has one of the most comprehensive link databases among SEO analytical tools available on the market.

An increasingly popular tool - also a paid one - is Ahrefs. It presents results very similar to those you can get when using MajesticSEO. By the way, Ahrefs can also track traffic to pages on social networks. The cheapest package costs $ 99 per month.

It is also worth taking a look at a tool for qualitative analysis of links, which can use the results collected by you regarding inbound link statistics for your website. An example of a qualitative analysis tool is SEO Vacuum Cleaner. It verifies the quality of incoming links, and a great advantage is the ability to independently set quality filters that the tool will use. The tool quite effectively determines which links may come from e.g. spam websites.

Good link and bad link - what does it mean?

We wrote about the quality of incoming links, which is very important in the perspective of influencing the positioning of your website. What does link quality mean and when can it be said that it is good?

A good link comes from a trusted website, strong in the context of SEO. It is worth checking the Page Rank, although it should not be the only determinant of its rating. An additional advantage is when the incoming link is on the home page of the website or another well-positioned page. A good link is placed on a site thematically related to the page it refers to. It also has a good anchor - we wrote about what a good anchor text is in the previous part of the cycle.

A bad link - which is easy to deduce - will be the opposite of a good one. It comes from a low-trust, often spammer, or link farm website where the content is typically structured for the promotion of inbound links. It will also have a weak anchor that doesn't relate to keywords.

Dofollow and nofollow links and building the popularity of the website

We also mentioned the attributes of incoming links - they can be two: dofollow (or follow) and nofollow. What do these terms mean?

When the incoming link has the dofollow attribute, the search engine crawler, when it comes across it, moves to another page. It also provides it with a part of the Page Rank and Trust Rank of the page on which it was placed. This has its downside sometimes, because if the linking site has a low Trust Rank, this index will also drop on your site. Nevertheless, dofollow links are desirable due to their advantages in positioning.

In the case of a nofollow link (no follow), the search engine crawler will not move to the linked page and will not provide its Page Rank value. It is important for SEO, but it is much smaller than in the case of dofollow.

Methods of acquiring links - link building

You already know the importance of inbound links for positioning, especially those from trusted sites and having dofollow attributes. So now you need to get as many of them as possible for your website. How to do it? There are quite a few methods of link buliding and they are varied. At the beginning of this section, we'll outline a few rules that you need to keep in mind if you want your pages to be linked. Next, we'll briefly discuss what SEO backend is, and finally show you the ways your website can gain inbound links.

Acquiring links - remember that

The basis of your website is undoubtedly content. It largely attracts recipients, allows them to stay on the website, is a topic of discussion and comments, and it is also often passed on to other network users. Attractive, high-level content will almost automatically make links to your website appear on the web. What is good content? First of all, content with high utility value - interesting texts, interesting infographics, free services, applications, small programs, everything that falls under the term open source, e-books, guides, etc. Thanks to good content, you can count on the interest of Internet users.

It is also worth building your reputation before even creating a company website. Start by gaining recognition and interest through social media profiles or blogs. Let them pave the way for your website and actively support it later. Thanks to social media, you will be able to create a specific community that can then actively promote your content on the site. Try to build good relationships with companies in the same industry from the very beginning.

What is SEO backend?

SEO facilities are basically a collection of all kinds of websites and websites that can be helpful in building your website's position in search results. Building an SEO base is a long-term and extremely important and responsible process. Careful selection of pages that will be in the SEO backend will undoubtedly pay off for your position on the SERPs. SEO facilities include, among others blogs, social media profiles, additional websites to support the site.

How to get inbound links?

Now we are going to introduce you to a few ways in which the number of inbound links for your pages should increase.

  1. Add websites to directories - this is one of the easiest and most effective methods of acquiring inbound links. Next to them, you can put there additional data about your company. Make sure that the subject of the catalog is the same or similar to the subject of the pages added to it. It is not worth placing a page devoted to fishing in an e-marketing directory.

  2. Take care of SEO facilities - especially your blog and social media profiles. You can put links on them leading to your website. However, remember to properly build the position of blogs and profiles on social networking sites, as this will also translate into a better position of your website.

  3. Use presell pages (so-called pretzels) - these are websites where you can post content filled with links to your website. However, do not overdo their number, as the text may become illegible and unattractive for the recipient, and thus - may have an effect opposite to the intended one.

  4. Place sponsored articles on popular websites - this will allow you to get a strong link from a reputable website. It also increases the reach of recipients. However, it is worth paying attention to the fact that these types of articles look as natural as possible.

  5. Be active on online forums - a naturally placed link to your own page on industry forums is a nice choice. Especially that it can be a form of answering questions asked on the forum.

  6. Decide to exchange links - try to enter into cooperation with other websites, thanks to which you will place incoming links on your portals on a reciprocal basis.

These are six ways to build a website's popularity and get good inbound links. Now you have to consider which of the methods you choose for its good positioning.