As Google refines its search algorithms, quality matters more and more. When determining the website’s rank, search engines factor in the quality of content on the page as well as the number of quality links pointing to the website.
Why Link Building Matters
Search engines use links to crawl the web. Links allow search engines to identify different web pages and how to rank the web pages. Link building refers to the process of getting hyperlinks from other websites to point to your website.
Google’s algorithm factors in the PageRank metric to measure the quality of a web page. The PageRank metric partially depends on the number of and quality of the links pointing to the web page. Since the number of quality links pointing to your website influences your website’s SEO rank, it is best to have as many high-quality links as possible.
The Difference between High-Quality & Low-Quality Links
There is an art to high-quality link building. Links from reputable websites may occur naturally or by request. For others to link to your website, you need to give them a good reason. Creating high-quality content that is funny, informative, or controversial will help entice others to link to your website.
Unmoderated directories or blogs that link to your website are two examples of low-quality links. Spammy techniques that involve low-quality-links no longer work. Furthermore, Google updates it algorithm to penalize websites who use spammy techniques.
Link Insight Tools
Now that we know high-quality links help your SEO rank, while low-quality links hurt your SEO rank, how can you determine if a link is of high-quality or low-quality? The intricate details of Google’s PageRank metric remain private. However, there are a few tools that you can use for insights.
- Moz’s Open Site Explorer: Provides insights on the domain authority, page authority, the number of established links, and many other important factors.
- Majestic: Offers insights on the number of backlinks, the sources of the backlinks, analysis of the anchor text, and other important factors
- Raven’s Site Auditor: Offers insights on onpage SEO, page speed, and mobile friendliness.
Even though these platforms offer teasers, the free analysis is quite limited. Furthermore, there is a learning curve in understanding and leveraging these SEO metrics to improve your website’s SEO rank.
With the cost and learning curve in mind, it is beneficial to hire a digital agency to analyze your website and provide recommendations for improvements. As Google continuously modifies its search engine algorithm, it is crucial to stay informed of Google’s best practices and recently identified spammy tactics.