Link Building for Search Engine Optimization

Link building involves getting links to your website pages from other sites. In SEO Sydney, these links are what we call backlinks. Getting backlinks from quality websites will increase your website’s authority and help you rank higher on search engine result pages (SERPs). Backlinks are necessary for content creation ranking. Google finds your site useful if it’s linked to from somewhere else on the web. 

Internal links also connect content and inform Google about the structure of your website. You can set up a hierarchy on your site to give your most important pages and posts a higher link value than other less valuable pages. When set up correctly, link building will bring your site a healthy dose of traffic. 

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What Are the Best Practices for Effective Link Building?

An internal link is a link from one page on your website to another page on your website. There are different types of internal links. In addition to links to your homepage, menus, and post feeds, you can also add contextual links to your content. These contextual links sit within paragraphs of related ideas and direct users to interesting content.

We don’t know precisely how Google measures the value of each link. However, there are some general concepts of link evaluation that the SEO community believes to be true.


There are two types of authority levels, that of specific pages and the entire website. The more links to a page, the stronger the votes cast. Links from sites with solid backlinks are more valuable than those from newly published websites that do not yet have their own backlinks.

On the other hand, newly published pages may gain quality links over time. So, as a rule of thumb, aim to get links from notable pages that are likely to attract backlinks over time, not necessarily looking for older pages with strong profiles.


SEO experts believe that relevance begins at the site level. In fact, Google’s How Search Works page has some evidence of this. You should strive to get links from sites that are relevant to your content rather than pursuing every link opportunity that comes up. 

Anchor Text

In case you’re unfamiliar with the term anchor text, it’s a snippet of clickable text containing a link to another page. Anchor text often describes the content of the linked page. Therefore, it’s not surprising that Google uses the words in the anchor text to better understand the keywords the referenced page deserves to rank for. In that regard, it’s always wise to aim for informative anchor texts.


Follow vs. NoFollow

Nofollow is a link attribute that informs Google that the linking page should not vote for the linked page. Previously, Google didn’t count votes from nofollow links. In 2019, it switched to the hint model, denoting that some nofollow links can affect search rankings.

As a general rule, you should create follow links. However, if you see an opportunity for a nofollow link from a relevant high authority page, you should definitely jump on it. A good example is Wikipedia, where all outgoing links are nofollow. Getting links from Wikipedia is incredibly difficult, so many SEO experts believe these links to be very valuable.


Google’s Adequate Surfer patent describes how the likelihood of a clicked link affects delegated authority. The placement of links on a page is one of the few factors that affect click-through rates (CTRs). Another thing that can affect a link’s CTR is its display height on the page. Readers are more likely to follow links at the beginning of an article than links at the end of an article. Finally, the more links a page has, the more competition there is for clicks, leaving less authority for other pages. 


When linking to your website, there are three targets; your homepage, linkable assets, and the pages you need to rank well on Google. The pages you need to rank for are the most difficult to link. This is because people favor linking to informational pages where viewers get value for free. That’s preferable to commercial content, where viewers are likelier to part with their money.

Go Forth and Link Wisely!

Without links, your content will have difficulty ranking. A solid internal linking strategy can show you which content is relevant and which articles are the most informative and valuable. There are a lot of tools that help with SEO link building, but none perform better than GSA SER proxies. When used correctly, this handy instrument stands apart from the rest as the ideal link-building tool.

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