An Introduction to Links in SEO

Chapter 1 of SEO Best Practice: Link Building

A webpage without links is very unlikely to rank. But what kind of links add the most value? This chapter provides an introduction to link building strategy, including an outline of how search engines gauge relevance.

By Econsultancy

23 minute read

Webpages must include links to rank well, because of the way search engines understand relevance. This means that businesses need a link building strategy in place to ensure their site’s visibility, though it must be both safe and legitimate. This chapter outlines the basics of link building strategy, covering:

How links affect ranking: Although the exact factors search engines use to determine link quality and relevance are closely guarded secrets, there is some accepted best practice. How does Google see links, and what factors can increase or diminish the value of a link?
What makes a good link: Google uses the three key metrics expertise, authority and trustworthiness to measure websites. How can search marketers apply this when evaluating potential links?
Other factors affecting link value: A good link is useful to the site visitor and naturally fits into their journey. What other elements combine to create a good link?