Authority is the third of the “three pillars of SEO”. It refers to the perceived trust, credibility, and expertise of a website or webpage in the eyes of search engines such as Google. Authority is an important factor that search engines consider when determining the rankings of web pages in search results. A site or page’s authority level is measured by counting the number and quality of links of a page and is determined at both the domain and page level. It is therefore the sum of the link equity (or: ‘link juice’) that a site receives through inlinks and backlinks.
Within the SEO pillar of Authority, link building acts as a validation and endorsement of your website’s content and expertise. A site’s backlink profile can best be compared to references on its digital curriculum vitae. When authoritative websites link to your pages, it indicates to search engines that your website is a reliable and credible source of information within your industry or niche. Backlinks thus serve as a vote of confidence, establishing your website’s online authority.
To built up a strong, healthy backlink profiles often requires link building activities. Link building is a crucial component of SEO. It involves the process of acquiring external links from other reputable websites to your own, signaling to search engines that your website is trustworthy, valuable, and deserves higher rankings for specific keywords. Effective link building strategies focus on acquiring backlinks from authoritative websites, industry influencers, and relevant sources.
Why is Link Building important?
Link building plays a vital role in increasing the Authority scores of your website. Here are some key reasons why link building matters:
Establishing Authority and Credibility
By acquiring high-quality backlinks from authoritative and relevant websites, you can establish your website as a trusted and authoritative source in your industry or niche. Each backlink acts as a vote of confidence from another site, signaling to search engines such as Google that your website is valuable and worthy of recognition. Building a strong link profile enhances your website’s credibility and boosts its overall authority, and thus, it’s rankings.
Improving Search Engine Rankings
Search engines consider the quantity and quality of backlinks when determining the ranking position of a website. When your site features a diverse and natural backlink profile, it signals to search engines that your website is popular, relevant, and deserving of higher rankings. Strategic link building efforts can lead to improved organic search visibility and increased website traffic. By using a diverse set of anchor texts to target specific keywords, link building can mark your site as an authority on those keywords.
Increasing Organic Traffic and Referral Visitors
Quality backlinks act as pathways that direct users from other websites to yours. When reputable sites link to your content, it generates referral traffic from their audience who are interested in your niche. Additionally, as your website gains authority and climbs search engine rankings, you attract more organic traffic from users actively searching for relevant information or solutions. Link building helps drive targeted traffic to your website, increasing the potential for conversions and business growth.
Enhancing Brand Exposure and Awareness
When your website is linked from reputable sources, it exposes your brand to a wider audience. Link building can result in increased brand visibility, as users encounter your brand through backlinks on various websites. This exposure helps to build brand awareness, familiarity, and trust among your target audience. Effective link building strategies can contribute to long-term brand recognition and establish your brand as an industry leader.