Link Building’s Relevance to SEO for Better Rankings


Search engines work with URLs (links). They move from one page to another by following links within pages. To help search engines discover your landing page, you need a proactive link-building strategy as part of your SEO (search engine optimization) strategy.

Link building supports your SEO strategy to develop the domain authority, rank higher, reach a larger audience, and make more sales. But it’s the links that increase conversions that will improve your website’s ranking and achieve your business goals. That is why businesses maximize their link-building strategies on their landing pages. 

The landing page pushes your visitors down the sales funnel by convincing them to follow through with the call-to-action. So, when you drive traffic to your landing pages, you increase conversions and achieve your business goals.

Even so, every page on your website should be linked to each other to develop your website’s topical authority (i.e., the more pages you have related to a keyword, the more you are perceived as a resource on that niche).

What Is Link Building?

Link building is when you link a page to either an external web page or another page on your website. You build a connection from one page to others through link-building techniques. Building links to your website and within your website establishes your brand as an authority. 

Link Building Techniques

An expert seamlessly weaves in a domain’s links to create a pattern that both search engines and users understand. Their link building service creates and executes a strategy that achieves your business goals. Experts mainly focus their link-building strategies on backlinks, internal links, and local links.

Backlinks (External Links)

When a page links to your webpage, Google views it as a vote of confidence. When the linking web page is an established authority in your niche, the vote weighs even more, making your web page even more important.

To get other websites to link back to you, you can employ various strategies, including:

  • Guest posting
  • Promoting your content through social media.
  • Cold-pitching to influencers in your niche etc.

Additionally, linking relevant websites to your web pages helps you rank higher on the search engine results page. It shows Google that your page is a resource that answers the user’s query in every way.

Internal Linking

A solid internal linking is as important as a high authority backlink. You build internal links by linking your web pages to each other. 

Hubspot’s growth marketers did an experiment which found that weaving in one page’s content to connect with other relevant pages in the domain improved their ranking on the search engine results page. Such experiments have led to the growth of the “Topic Cluster” strategy to drive SEO. 

Internal Linking and Pillar Pages

Topic Clusters’ idea is to have one pillar page covering your main topic in-depth and features all your target keywords. The pillar page is then linked to all the pages covering the subtopics in the domain. 

That way, you have a topic cluster that is interconnected from one page. When search engines discover your pillar page, it is easy to crawl your entire website and understand your content. 

Topic clusters build a domain’s topical authority. However, the pillar page is different from the landing page.

Internal Linking and Landing Pages

Your landing pages are your money pages, so each page is highly specialized to drive conversions. Businesses typically have different landing pages for each sales campaign. You only need to link the pages with the highest engagement to your landing page to increase conversion rates.

Local Link Building

Local businesses need links from within their geographical market. Think With Google found that 76% of the people who search for local businesses on their phones will visit the store within 24hours, and 28% will make a purchase. 

Local link building means getting links from businesses within your locality to rank higher in the local search results. 

What Link Building Does for Your Business

Link Building Builds a Domain’s Trust

Having many links pointing to your page is the easiest way to build trust with Google. It shows that people use your content and recommend it. This subsequently improves your domain authority. High authority domains rank higher on Google as they are perceived to be more relevant to the user query.

Link Building Helps Search Engines Crawl Your Website

Search engines use programs called web crawlers to discover new or updated links. Web crawlers constantly crawl all the previously crawled web pages and follow the links within these pages to discover new links. Google recommends that every page on your website should be accessible via a link on another page.

Improves User Navigation Experience

Well-structured linking is not just useful for web crawlers. A coherent linking design also helps your visitors to navigate your website. Good linking involves linking in the right places and using the right keywords to describe the links. 

Improves Conversions

Link building is an SEO-driven approach that places your webpages higher up the search engine results page. When your landing page receives more targeted traffic, you have better chances at conversions and sales. 

A sound link-building strategy will grow your brand’s authority, increase visibility, drive more traffic and improve conversion rates. If you are new to link building, you should take advantage of professional link-building services to get quality backlinks and build your internal links.