Why is link building important for SEO?

Paula Cortés 31st May 2018

Link building is an online marketing strategy that focuses on creating external links pointing to your domain with the aim of increasing your online visibility and driving traffic to your site.

It is a long-term strategy but one of the most beneficial and cost efficient, that can help you increase your rankings in search engines like Google, due to the increment of your domain authority* and relevance.

*Domain authority is provided by Moz and it is an unofficial score assigned to websites based on whether Google feels the site is trustworthy. It could score from 1 to 100 and according to Moz, ‘sites with a very large number of high-quality external links, are at the top end of the Domain Authority scale, whereas small business and websites with fewer inbound links may have a much lower domain authority score. Brand new websites will always start with a domain authority score of one’.

Google is so clever and if you start building a lot of links, it will notice that you are doing this manually and therefore, it can potentially penalise your domain – If you build too many links on a specific site, it will look spammy, and your authority could decrease. However, if you diversify your strategy, you can get significant benefits.

Spam links, comments in forums, paid links and link exchanges are the types of link building that you shouldn’t do as it will be counterproductive for your domain.

Here are some good practices to improve your link building.

1. Post on websites that have a high-authority as this will help to have good quality links.
2. Place your content on websites that naturally fit with your industry and don’t use many links to your site, otherwise, it will look spammy.


Citations are online references to a business. They typically include business name, address and phone number, which is known as NAP and they are a major ranking factor in local SEO.
It is beneficial to publish on local and national business directories as well as keep the information that you post there up to date.

Google My Business is one of the fastest and most efficient ways to get known on the internet as it will help local online users to find your business. If you don’t have a Google My Business account yet, you can sign up here.

Online marketing is so unpredictable as the rules change quite often. It’s in your best interest to stay up-to-date with the latest link building news as we never know when Google is going to change the rules.

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