Understanding the basic conceptsof link building
Link building, often referred to as link building, is a central element of off-page search engine optimization.
It aims to increase the visibility and reputation of a website in the eyes of search engines.
The key to this lies in the generation of high-quality external links, also known as backlinks, which point to your own website.
In order to understand this better, I will answer three basic questions:
What exactly is a backlink?
A backlink, also known as a return link, is a link that refers from an external website to another website.
In the digital world, backlinks are a key element that search engines use to assess the value and relevance of a website.
They serve as indicators of a website's popularity and trustworthiness for Google, Bing, and other search engines.
The more high-quality backlinks a page has, the higher it is ranked in the search engine results.
For example, if someone mentions your website in a blog post, an article or on another website and links to your site, you have received a backlink from this source.
If you link to another website, you provide a backlink for this page.
In the SEO world, backlinks are often regarded as recommendations.
They are therefore comparable to a seal of quality on the Internet.
If a trustworthy, relevant website links to yours, Google interprets this as a sign that your content is of value.
They are therefore not only references, but also an expression of trust and recognition in the digital space.
Factors that influence backlinks
Backlink building depends on a variety of factors.
This means that not every backlink is good, some even cause huge damage.
In my opinion, the factors mentioned above should therefore be taken into account:
1. authority
Every single link that refers to a website is considered a form of recommendation.
However, not every link is of equal value.
A backlink from a reputable and authoritative site like the New York Times is much more valuable than one from a lesser known or new blog.
Google uses the PageRank algorithm to evaluate the importance and weight of these links.
For this reason, it is crucial to pay attention to the authority of the linking pages and to work towards ensuring that links that lead to your own page come from the highest possible quality and recognized sources.
2. relevance
A backlink from a thematically similar or relevant website has a greater value, especially in the context of search engine optimization.
So for a coffee blog, a link from another site specializing in coffee would be much more profitable than a link from a site that deals with a completely different topic, such as finance.
Search engines such as Google rate links according to their relevance, as they assume that a page that deals with related topics is a useful recommendation for users.
Therefore, a thematically relevant link sends a stronger signal for the quality and relevance of a website, which in turn can lead to a better positioning in the search results.
3. anchor text
The anchor text, also called link text, is the clickable text that refers to another page.
It plays an important role because it gives search engines such as Google valuable information about the content of the target page.
These texts are therefore of considerable importance for search engine optimization.
However, over-optimization, where the same precise anchor text is used again and again, can be interpreted by search engines as manipulative behaviour and possibly lead to a downgrading in the search results.
It is therefore important to use a balanced mix of different anchor texts.
4. nofollow vs. follow
Google usually evaluates dofollow links as recommendations that pass on the authority - often referred to as "link juice" - to the linked page.
These dofollow links play a central role in determining the ranking of a page.
However, nofollow links that do not pass on any direct "link juice" should not be underestimated, especially if they come from high-profile websites such as Wikipedia.
Such nofollow backlinks can still have a positive effect on the credibility of and trust in a website.
It is therefore advisable to aim for a balanced mix of dofollow and nofollow backlinks in order to establish a natural and trustworthy backlink profile.
This is the only way to utilize the direct influences of dofollow links as well as the indirect advantages of nofollow links.
5. placement
The position of a link on a website is a key factor that not only influences how often it is clicked on by visitors, but also its importance from an SEO perspective.
Links that are prominently placed on the homepage or occupy a top position within a page generally receive more attention and clicks.
This signals to search engines that they may be more important, which can have a positive effect on the authority of the linked page.
From an SEO perspective, such prominently placed links are therefore often more valuable.
For example, links in the main content of a web page or in the top navigation tend to carry more weight than those hidden in footers or sidebars.
Likewise, links that are placed within a relevant and valuable content context - such as a thematically relevant article or blog post - can have a stronger effect than links that are isolated or in less relevant sections of the page.
For the optimization of a website, it is therefore advantageous to gain high-quality backlinks that are positioned in highly visible places.
This increases the likelihood that these links will be clicked on more frequently, which generates direct traffic and at the same time indirectly contributes to search engine optimization by increasing the relevance and authority of your own site.
6. destination
Backlinks can target different areas of your website - from the homepage to informative content pages to commercial pages that present products or services.
It is a proven strategy to focus on collecting backlinks to informative, content-rich sites, as these often appear more natural and credible and are therefore more likely to be linked to.
Once these informative pages have gained authority, some of this authority can be transferred to the commercial pages through carefully considered internal linking.
By linking from these informative pages to the commercial pages within your own domain, you redirect visitors and at the same time also the PageRank.
This can improve the visibility and ranking of commercial sites in the search engines without them directly requiring a large number of external backlinks.
What is the Domain Authority (DA) or the Domain Rating (DR)?
The Domain Authority (DA) from MOZ and the Domain Rating (DR) from Ahrefs are well-known metrics in search engine optimization that are used to evaluate the authority and reputation of a website on the Internet.
These metrics indicate a value on a scale.
This scale ranges from 1 to 100 for both metrics and gives an indication of how well a website can perform in the search engine results.
The evaluation of metrics, especially those such as Domain Rating (DR) or Domain Authority (DA), must always be considered in context.
It is important to understand that such rating scales may vary depending on geographic location, industry or other specific factors.
It would be too simplistic to assume that a certain rating, for example a DR of 60+, is considered excellent in every context.
Similarly, a DR of 1 to 39 may seem suboptimal in some contexts, but these numbers alone do not provide the full picture.
A website with a DR of 40, for example, can actually be a leader in a specific niche or industry, as it has a higher rating compared to its direct competitors.
In such a scenario, it would therefore be inappropriate to regard the DR of 40 as merely "mediocre" if it is in fact an indicator of market leadership within this niche.
It is therefore crucial to take the respective context into account and adapt the rating scale accordingly.
Both domain authority and domain rating are determined by a variety of factors, including the number and quality of inbound backlinks, the structure and quality of the content and the technical SEO aspects of a website.
However, both metrics do not originate from search engines themselves, but were developed by third-party providers to provide SEO professionals and website operators with a guide for evaluating and optimizing their online presence.
Although DA and DR are useful guidelines, they should not be considered in isolation.
Why are backlinks important?
One of the main reasons why backlinks are so important is their central role for search engines such as Google, Bing and others.
These search engines use algorithms that scour the web to find relevant information.
Backlinks serve as clues that help these algorithms to discover, categorize and index content.
Backlinks also have a direct influence on search engine optimization (SEO).
This is because, in the eyes of search engines, backlinks represent "votes of confidence" for a website.
A website that is linked to by many other high-quality and thematically relevant sites is considered to be more trustworthy and of higher quality.
This can lead to an improved ranking in the search results.
In addition, backlinks can also direct traffic to a website.
This not only increases visibility, but can also lead to potential new customers or interested parties.
However, it is important to emphasize that not all backlinks are the same.
While high-quality backlinks can provide significant benefits for your website, low-quality or "toxic" links can have negative effects and even lead to penalties from search engines.
What is link building?
Link building is a central process within search engine optimization (SEO), especially in the area of off-page optimization.
This involves the targeted creation of external links, so-called backlinks, which refer to your own website.
The overall aim of link building is to create a robust network of high-quality and relevant links that strengthen the authority and trust in your own website and thus have a positive impact on your ranking in search engine results.
The methods and strategies of link building are diverse and vary in their effectiveness as well as in their acceptance by search engines.
While some tactics are positively evaluated and rewarded by search engines, others, especially manipulative or unnatural link building practices, can lead to penalties and a loss in ranking.
However, a high-quality backlink is not defined by its existence alone.
As already mentioned, there are several factors, such as the relevance and quality of the linking page, the placement and context of the link and the user interaction, which determine the value of a link.
The ultimate goal of link building is to achieve a balance between the quantity and quality of backlinks and thus make your own online presence more attractive for both search engines and users.
There are two types of link building.
I will explain the differences between them in the following sections:
Passive link building
Passive link building is based on the fundamental principle of providing quality content, compelling services and appealing designs that inherently attract the attention of other website owners.
Examples of this would be infographics, studies, guest articles, videos and podcasts or even interviews.
Instead of actively looking for linking opportunities, the focus here is on added value for the user.
If other website operators recognize the value and quality of the content, they will set links of their own accord, as they also want to offer their users this added value.
This is an organic and authentic method to strengthen the online presence and trust in your own website, which is rated positively by search engines.
Active link building
Active link building, in contrast to passive link building, is aimed directly at building backlinks, often without a clear focus on added value for the end user.
These are targeted measures where the main purpose is to place links in order to improve visibility and ranking in search engines.
Zu den Methoden des aktiven Linkbuildings gehören unter anderem auch der Linktausch und der Linkkauf.
However, you should exercise caution when it comes to topics such as link exchange and link buying.
Many search engines, especially Google, see manipulative link building strategies as a violation of their guidelines and can penalize websites that resort to such measures.
It is therefore essential to proceed correctly with active link building in order to ensure long-term success.
Do's for passive link building
Now that the basics of passive link building have been illuminated, we will move on to the specific practices that are considered recommended measures - so-called do's - in passive link building.
These are effective strategies that help to generate high-quality backlinks in a natural way.
I will examine these positive approaches in detail below:
Unique content
In today's digital landscape, where billions of pieces of content are created every day, unique content is important to stand out from the information overload.
Unique and original content that cannot be found anywhere else not only attracts the attention of users, but also that of other website operators, journalists and influencers.
This way, your content is perceived as a reference-worthy source, which increases the chances that others will link to it and recognize your work.
Accordingly, unique content not only promotes your personal or brand image, but also attracts high-quality backlinks, which in turn supports your SEO efforts.
Pay attention to the quality of the content
In the digital era, information is available everywhere and at all times, which makes it all the more important for website operators and content creators to ensure not only uniqueness, but above all quality.
High-quality content is distinguished by several characteristics:
1. in-depth research
Many offer basic information.
But content that is based on careful and comprehensive research offers the reader real added value.
They not only provide facts, but also context, background information and in-depth analysis.
2. understandable language
Even the most complex topic can and should be presented in a language that is understandable for the target group.
This ensures that the message is communicated effectively and the content is accessible to a wider audience.
3. visual representation
A picture is worth a thousand words.
Well-designed graphics, diagrams or videos can explain complicated issues more simply and make the content more appealing and easier to understand.
4. topicality
The content should always be up-to-date and relevant.
This means not only that outdated information should be updated regularly, but also that current trends and developments should be addressed.
5. interactivity
Content that involves the user, such as interactive graphics, can increase the length of stay and strengthen user loyalty.
Overall, well-researched, well-written and well-presented content is more valuable to users and is more likely to be shared and linked to.
High quality content will therefore not only increase the visibility and credibility of a website or brand, but can also help to build a loyal and engaged community.
Use linkable assets (e.g. infographics)
Linkable assets are special content that usually has such a high value or uniqueness that other websites would like to link to it.
They act as "magnets" in the world of link building and can contribute significantly to increasing the number of backlinks and thus to improving search engine rankings.
Infographics are a perfect example of such assets.
You're probably wondering why?
Let me explain:
Infographics combine text, design and data in a clear and easy-to-understand form.
If these infographics then take up a current topic or a complex issue and present it clearly, they quickly become a reference source for many other websites.
Although the creation of such content is time-consuming and sometimes cost-intensive, the long-term benefits in the form of backlinks, increased visibility and recognition in the industry justify these investments.
Don'ts in passive link building
In addition to the recommended measures for passive link building, there are also practices - so-called don'ts - that can be harmful and are rated negatively by search engines.
I will discuss these don'ts in the following sections and explain them in more detail:
Auto-generated content (ChatGPT)
Innovation is always happening in the digital landscape, and ChatGPT and other auto-generation technologies represent an impressive advance in AI-driven content creation.
But as with all tools, there are both advantages and disadvantages.
One of the main advantages of technologies such as ChatGPT is the ability to produce large amounts of content in a short period of time.
This can be particularly useful for certain applications, such as FAQ areas or generic answers in a customer service chatbot.
However, auto-generated content often lacks the human perspective, emotional context and depth of expertise that a human author can bring to an article, blog post or any other form of content.
Automated content can also be repetitive, generic or not quite to the point, which affects the quality and relevance of the content.
Another point is the view of search engines towards Chat GPT.
Google and other search engines prioritize high-quality, original content that is valuable to the user.
An excess of automatically generated content can be perceived as an attempt to "trick" the system and make quick SEO gains without offering any real added value.
This can lead to sanctions and affect the visibility of a website.
In addition to search engine optimization, the reputation and standing of a brand or website can suffer when visitors realize that most of the content has been created by machine and without human influence.
So while technologies like ChatGPT offer impressive capabilities, I think they are best used in combination with human writers and editors.
No focus on user experience & design
In addition to creating high-quality content, care must also be taken to ensure that the content is presented in an appealing and user-friendly format.
This is because the user experience (UX) and the design of a website play a decisive role in a visitor's decision as to whether they stay, interact or ultimately recommend the content to others.
A poorly designed website that provides a frustrating user experience can cause visitors to bounce before they've even had a chance to engage with the content provided.
Long loading times, confusing menu navigation or non-mobile-optimized pages can be perceived as a deterrent.
In addition, an outdated or unprofessional design can undermine trust in the credibility and professionalism of a website.
First impressions count and often you only have seconds to make a positive impression.
An appealing, modern design can therefore increase the likelihood that visitors will stay on the site longer, consume more content and ultimately share it in their own networks.
No regular content updates
In order to stay at the top of the search engine rankings and gain the trust of users, it is essential to carry out regular content updates.
Websites that do not carry out regular content updates and therefore provide "outdated" content not only affect the credibility of your website, but also negatively influence your positioning in the search results.
Search engines such as Google prefer up-to-date and relevant content, as this offers users greater added value.
Websites that regularly update their content therefore signal to search engines that they are active and continuously provide users with fresh and relevant information.
Regularly updating content can also help to increase the visitor response rate.
Users are motivated to come back if they know that they will always find new or updated information on the website.
Regularly adding or revising content can also offer new opportunities to integrate keywords or respond to current trends and developments, which in turn can increase visibility in the search engines.
No use of rich media
Today, rich media plays a central role in delivering a deeper and more engaging user experience.
Rich media, which includes videos, interactive diagrams, animations, slideshows and other multimedia content, provides a dynamic way to present information and increase user engagement.
If you do not integrate rich media into your web strategy, you will not only miss the opportunity to present complex topics in an understandable and appealing way, but also to differentiate your brand in a highly competitive environment.
This is because multimedia content has the potential to make information more lively and easier to understand.
Another advantage of integrating rich media is that it increases the time users spend on your site.
For example, a well-produced video can encourage users to stay on your website longer, which in turn sends positive signals to search engines and can improve your SEO performance.
Longer dwell times can also lead to higher conversion rates as users have more time to engage with your content and make a connection with your brand.
In addition, multimedia content is often more shareable and can have viral potential.
A unique, informative and entertaining video or interactive graphic is much more likely to be shared on social media than a text-only post.
This can lead to an increase in organic traffic and create new opportunities for backlinks, as other websites and blogs may want to link to your useful content.
Do's for active link building
In addition to passive link building, you have also learned the basics of active link building.
When it comes to active link building, there are also measures - so-called do's - that are rated positively by search engines and sustainably improve the reach of websites.
I will discuss these measures in more detail in the following sections:
Networking
Networking and accordingly building and maintaining professional relationships with other players in your industry or niche can make all the difference when it comes to gaining visibility and recognition for your content and offerings.
Networking can take place in various ways.
This ranges from participation in online forums, webinars and industry conferences to participation in social networks in which experts and interested parties discuss and share knowledge.
Through such interactions, you can demonstrate your expertise, answer questions and offer valuable insights into your industry.
In turn, other professionals could use your content as a reference and link to your website.
However, networking is not just about building relationships for the moment, but rather about building long-term partnerships.
A trusting relationship and the exchange of favors, such as sharing articles or introducing each other on your own platforms, can lead to a win-win situation for both parties.
If your content is shared by an established blogger or influencer, for example, this not only increases your traffic, but can also boost your credibility in your industry.
Market content
A well thought-out marketing strategy is essential to ensure that your content reaches the desired target group.
Competition for users' attention is fierce, and even the best content can get lost in the sea of online information if it is not actively promoted.
The marketing of content often begins before the actual publication.
Through targeted keyword research and search engine optimization (SEO), you can ensure that your content is placed prominently in the search results.
But SEO alone is not enough.
It is equally important to actively share the content on social media, forums and other relevant platforms.
In addition to sharing content organically, paid advertising can also be considered, especially when it comes to targeting a specific audience or niche.
Plattformen wie Google Ads oder Facebook Advertising bieten detaillierte Targeting-Optionen, die es ermöglichen, genau die Nutzer anzusprechen, für die der Inhalt am relevantesten ist.
Guest articles / guest blogging
Guest blogging is one of the most effective strategies for strengthening your own online presence and reaching a broader target group at the same time.
By writing articles for established blogs and websites, you can position yourself as an expert in your field and at the same time gain the trust of the respective audience.
Another clear advantage of guest blogging is the opportunity to reach a new and often larger readership.
A well-written and informative guest article can therefore help these readers find their way to your website and possibly become regular visitors.
In addition, guest blogging offers the opportunity to build relationships with other bloggers and influencers in the industry.
These networking opportunities can prove valuable in the long term, whether in the form of future collaborations, recommendations or simply as support within the community.
However, you should be careful when selecting websites or blogs for guest articles.
It is important to choose platforms that have a good reputation, offer high-quality content and have a target group that matches your own.
A guest article on an irrelevant or dubious website can do more harm than good.
Self-Link
The art of internal linking, often referred to as self-linking, plays an essential role in optimizing a website, both for search engines and for visitors.
While external backlinks are often the main focus of link building, the power of internal linking should not be underestimated.
An effective system of internal linking can strengthen the overall structure of a website and help search engines better understand the relationships and hierarchies between different pages and content.
This can be particularly advantageous for extensive websites with a large number of subpages.
Self-links can also help to ensure that important pages, such as those that present a product or service, receive more traffic and therefore more interactions.
By placing internal links from high-traffic or high-value pages to these target pages, visitors can be effectively directed to where they are most needed.
In addition, users benefit directly from a well thought-out internal linking strategy.
If you are looking for related or further information on a specific topic, internal links can help you to access this information quickly and easily without having to leave the website.
This can increase the time spent on the website and reduce the bounce rate.
However, it is still important to avoid excessive or forced internal links when implementing self-links.
Diese können kontraproduktiv sein und sogar als Spam betrachtet werden.
Generate attention via social media or paid ads
A presence on social media is not only desirable, but almost essential in order to reach a broad target group.
At the same time, paid advertisements, also known as paid ads, offer targeted opportunities to address exactly the right audience and effectively promote your own content.
Through the strategic use of social media, brands and companies can not only get in direct contact with their target group, but also build a community.
A viral post or a particularly interesting contribution can generate thousands of views in a very short time.
Such peaks in attention can attract journalists, bloggers and other content creators who decide to link to the content, generating organic backlinks.
Paid advertising, on the other hand, offers a targeted approach.
Through carefully selected keywords, demographic characteristics or interests, the content can be presented to exactly the people for whom it is most relevant.
For example, if an article was written for a specific industry, it can be presented to the experts and decision-makers in that industry through paid ads.
Such a targeted approach can increase the chances that the content will not only be noticed, but also considered valuable and therefore linked to.
However, it is important to note that both social media and paid ads should not be seen as a replacement, but as a complement to other link building strategies.
Forward expired domains
The use of expired domains can be very useful.
This is because these domains have already existed in the past and usually have a considerable backlink profile.
If you acquire such a domain, you can benefit from its existing link capital.
Because instead of building new backlinks from scratch, you can use the existing links to strengthen your own online presence.
Don'ts in active link building
In addition to the positive measures of active link building, there are also strategies and measures that have a negative impact on the reach of websites in search engines such as Google.
Again, this is referred to as "don'ts".
To give you an overview of which strategies you should avoid, I have listed and explained the most important ones in the following sections:
Buy (bad) backlinks
At first glance, buying backlinks may seem like a quick and easy way to increase the visibility and ranking of a website in search engines.
However, the risks associated with this practice are considerable and can ultimately do far more harm than good.
Search engines such as Google have constantly refined their algorithms in recent years to recognize websites that try to manipulate the system by buying backlinks.
Such inauthentic link building methods contradict Google's webmaster guidelines.
If a website is caught, this can lead to a penalty or even complete removal from the search index.
Instead of investing resources in buying backlinks, it therefore makes far more sense to invest in high-quality content and organic link building strategies.
One-sided backlinks
If a website has mainly one-sided backlinks, i.e. links that originate predominantly from a certain type of website, a certain subject area or even a single domain, then this can be a warning signal for search engines such as Google.
Such a pattern can indicate that the backlinks are not organic, but possibly manipulated.
It is therefore advisable to pursue a link building strategy that targets a wide range of sources and link types.
It's not just about collecting as many links as possible, but rather about building a natural and diverse link profile that will bring long-term success to the website.
Excessive link exchange
Link exchange is a method by which two websites agree to link to each other.
This has often been used as a strategy to improve the link profile of a website.
But as with many things in life, the same applies here: Too much of a good thing can be harmful.
But why is that?
1. search engine algorithms
Modern search engine algorithms are designed to recognize unnatural link patterns.
An excessive link exchange, especially if it occurs in a short period of time, can represent such a pattern and be seen as an attempt to manipulate the system.
2. relevance and quality
A link from a high-quality, thematically relevant page can be very valuable.
But links created for the sole purpose of sharing, without regard to the context or quality of the linking site, can have little to no value or even be harmful.
3. credibility
If visitors notice that a page contains numerous irrelevant or low-value links, this can reduce their trust in the website and its content.
Link exchange can therefore be a legitimate strategy on a small and well thought-out scale.
Excessive link exchange is not advisable, however, as it causes more damage than it has a positive influence.
Generate too many backlinks quickly
In the pursuit of better search engine rankings, some people make the mistake of generating a large number of backlinks in the shortest possible time.
This can be done by buying links, joining link networks or other non-recommended tactics.
However, rushing to collect backlinks can be problematic.
On the one hand, because this generates unnatural link patterns, on the other hand because the reputation and credibility of a website decreases by generating too many backlinks.
It therefore makes much more sense to focus on quality rather than quantity.
Sustainable link building is based on the creation of valuable content that others naturally want to link to.
This can improve user trust, but above all trust in search engines such as Google.
Blog comments
Originally, blog comments served as a means of exchanging ideas, asking questions and promoting discussion on a particular topic.
In the past, however, many have misused this tool to place links in order to improve their ranking.
In my opinion, a high-quality commentary should always offer real added value.
A cursory "Great contribution!" does not count and can now even have a derogatory effect.
It therefore makes far more sense to take the time to actually read the post and leave a thoughtful comment that addresses the content.
Another important aspect is the avoidance of generic or manipulative links in the comments.
Many modern blogs automatically set external links in the comments to "nofollow", which means that they have no direct influence on the search engine ranking.
But even if this is not the case, the main motivation behind a comment should be communication and not link building.
A well-written comment can be the start of a discussion that can lead to further collaborations or guest blogging opportunities.
If used correctly, blog comments can therefore be a valuable tool for communication, networking and branding.
However, it is important to focus on authenticity and genuine discussions rather than seeing them as a mere means to an end of link building.
Poor anchor texts
The anchor text - known as the visible and clickable word - is of crucial importance.
It gives not only the users but also the search engines an idea of what is behind a link.
A well-thought-out and relevant anchor text can therefore both improve the user experience and send positive SEO signals.
However, it has become a common practice in some SEO circles to over-optimize anchor texts by overloading them with keywords.
This is in the hope of improving the ranking for certain terms.
However, search engines such as Google are now very good at recognizing unnatural or artificial optimization techniques.
An excess of keyword-rich anchor texts can therefore be perceived as attempted manipulation, which can lead to ranking penalties.
In addition to over-optimization, it is also problematic to use irrelevant anchor texts.
For example, if the anchor text "web design" leads to a page about car repairs, this will confuse the user and search engines can also interpret this as a negative signal.
The focus should therefore be on creating natural-looking and thematically relevant anchor texts.
A balanced ratio of different types of anchor texts can also help to build a diverse and natural link profile.
Links from identical IP addresses
If an unusually high number of backlinks come from websites that share the same IP address, this can be viewed negatively by search engines.
The logic behind this is simple:
Search engines like Google strive to provide users with the most relevant and trustworthy information.
If many links come from the same IP address, this could indicate that someone is trying to manipulate the system by creating networks of artificially created websites in order to influence the ranking.
In the eyes of search engines, this is not only unnatural, but also misleading.
Furthermore, such an approach conveys that the content is not sufficiently valuable or relevant enough to receive organic backlinks from a variety of sources.
Care should therefore be taken to ensure that the links originate from different websites with different IP addresses in order to keep the link profile as natural as possible.
5 examples - good and bad backlinks in direct comparison
Backlinks are an essential factor for search engine optimization and can significantly influence how a website is ranked in search results.
But not all backlinks are equal.
It is important to understand which links are considered valuable and which are considered harmful.
I will now give you direct comparisons of good and bad backlinks using five examples:
1. editorial links vs. purchased links
Good
Editorial links are those that are placed voluntarily by journalists or bloggers, for example, because they consider the content to be valuable or relevant for their readers.
These are highly valued backlinks as they are acquired organically and based on the quality of the content.
Bad
Purchased links, on the other hand, are only placed against payment.
They can often be easily identified by search engines because they appear unnatural and sometimes do not fit thematically with the link target.
Such links can lead to penalties.
2. thematically relevant links vs. off-topic links
Good
Thematically relevant links come from websites that specialize in a similar topic or are active in a related field.
Such links show that experts in a field consider the content to be valuable.
Bad
Off-topic links have no thematic relevance to the linked page.
They often appear random and can send the signal that the link was not placed naturally but manipulatively.
3. links from authority sites vs. links from low-quality sites
Good
Backlinks from authority sites (sites with high domain authority) are considered particularly valuable.
They radiate trust and credibility and can provide a considerable boost.
Bad
Backlinks from low-quality sites that have thin content, are flooded with ads or are known for spam can be harmful and affect a site's credibility.
4. natural anchor text vs. over-optimized anchor text
Good
A natural anchor text usually describes the content of the linked page in an unobtrusive way and without the constant repetition of keywords.
Bad
An over-optimized anchor text repeats certain keywords unnaturally often and appears forced.
This can be an indicator of manipulative link building.
5. diversified link sources vs. same IP addresses
Good
Backlinks that come from a variety of different domains and IP addresses show that a website is widely recognized and trusted in different areas of the Internet.
Bad
An excess of links from websites with the same IP addresses may indicate that the backlinks were created artificially, e.g. by a network of your own websites.
Such tactics can be considered manipulative by search engines.
The following graphic illustrates the five examples mentioned in direct comparison:
Which link building strategies lead to more backlinks?
Within link building, there are various strategies that can be used to achieve more backlinks.
I will now explain the most important ones in more detail:
"Stealing" links from the competition
The idea of "stealing" links from the competition refers to imitating and improving competitors' link building strategies.
By investigating where your competitors get their backlinks from, you can identify potential link sources.
The key here is to offer better or more relevant content so that the same platforms may want to link to your content.
Tools such as Ahrefs or SEMrush can be used to browse the backlink profiles of competitors and identify potential link sources.
Receive backlinks from partner companies, suppliers or customers
Companies with which you regularly do business - whether as a supplier, customer or partner - are potential sources of backlinks.
Links on their website that lead to your website are a natural way to generate backlinks and contribute to a better ranking.
However, such links are not always created automatically.
In many cases, it is necessary for you to proactively approach companies, suppliers, customers or partners in order to initiate a link.
The aim should be to convince the other party of the mutual benefit of such a link.
I will now give you an email template that you can use as a basis to approach partner companies for a potential link:
Hello [name]
I hope you are doing well.
I wanted to ask you if you would be interested in exchanging links between our two websites.
A link exchange could help us both to achieve a better Google ranking in the search results and thus attract more visitors to the website.
If you are interested, here would be my suggestion for how to proceed:
1. we give each other the page we want to link to.
2. we give each other the link text (anchor text) that we would like to use.
3. we will place the link on one of our subpages. We will link you under [insert URL].
Let me know if you are interested / Let me know if you are interested.
If you have any further questions or comments, please do not hesitate to contact me.
I look forward to hearing from you!
Freundliche Grüsse,
[Dein Name]
This template is of course only a suggestion and should be individually adapted to the specific business relationship and the respective context.
International link exchange (in bulk)
An international link exchange can help to expand your online presence in different countries and language regions.
This is particularly useful because there is little to no direct competition across national borders.
This increases the chances of successful linking.
At the same time, international links offer the potential to create synergies that benefit everyone involved.
Find backlinks from the competition that you don't have
With tools like SEMrush or Ahrefs, you can not only see where your competitors have links, but also which links you are missing.
This gives you a clear overview of which pages or platforms you should approach.
Find out which high-quality backlinks your competitors have and which strategies they use, and adapt them to your own needs.
Launch your own podcast
Having your own podcast can not only strengthen your brand and expand your audience, but can also be a valuable source of backlinks.
Each podcast episode offers the opportunity to publish transcripts or accompanying blog posts on your website.
Guests of your podcast are more likely to link to it, which leads to more natural backlinks.
You can also host your podcast on platforms such as Apple Podcasts, Spotify and others that offer additional backlink opportunities.
Frequently asked questions about link building
Finally, in this section I will answer the most frequently asked questions about link building.
Should I start with active or passive link building?
The question of whether to start with active or passive link building depends on various factors, including the type of business, available resources, goals and current position on the web.
I will therefore show you once again the advantages and disadvantages of both strategies and then give you a recommendation:
1. passive link building
Advantages
1. sustainability
Content that is linked to organically because it offers added value is often considered to have a more sustainable and longer-lasting effect.
2. authenticity
Naturally gained links through high quality content or due to a good service are often considered more authentic and relevant by search engines.
3. lower risk
As you do not actively search for or acquire links with passive link building, there is a lower risk of receiving penalties from search engines.
Disadvantages
1. time consuming
It can take time for quality content to be created, shared and noticed by others.
2. unpredictable
There is no guarantee that your content will be linked to, no matter how good it is.
2. active link building
Advantages
1. control
You can use targeted strategies and tactics to get links from specific sites or in specific niches.
2. faster results
Through the targeted use of active tactics, you can often build links faster than through passive link building.
Disadvantages
1. higher risk
Certain techniques of active link building, such as buying links or excessive link exchange, can lead to penalties from search engines.
2. labor intensive
It requires active efforts to establish contacts, write content for guest posts or implement other link building strategies.
Recommendation
In my opinion, it makes sense to start with passive link building, especially if you are new to SEO.
The initial focus should be on creating high-quality, unique content that is inherently link-worthy.
This strategy ensures that your website has a solid foundation on which you can build.
Once you have a strong content base and some organic links, you can consider implementing active link building strategies to accelerate link building.
However, you should always pay attention to the search engine guidelines in order to avoid potential penalties.
In practice, both approaches are often combined, depending on the situation and objectives.
How does Google assess whether a link profile has been generated from high-quality backlinks?
Google's algorithm is complex and takes hundreds of factors into account when it comes to evaluating the quality of backlinks and the overall link profile of a website.
While Google doesn't reveal all the specific details about how it ranks websites, there are still some clear clues about how Google evaluates the quality of backlinks.
I will explain the most important aspects in the following section:
1. relevance of the linking content
A link from a page that is thematically relevant to your website or the specific content of your page is often considered more valuable than a link from an unrelated page.
2. authority and trustworthiness of the linking site
Google uses metrics such as PageRank to measure the authority of websites.
High authority pages that link to your website can help your ranking.
3. anchor text
The visible text of a link (anchor text) gives Google information about the content of the linked page.
Well-chosen anchor texts have a positive effect on search engine rankings.
4. natural link growth
A sudden increase in backlinks, especially of low quality, can be considered unnatural.
Organic, gradual growth of backlinks, on the other hand, is often seen as a positive indicator.
5. diversity of link sources
Backlinks from a large number of different domains and IPs are often more valuable than many links from one and the same domain.
6. position of the link on the page
Links that are embedded in the main content of a page and not in the footer or sidebar are usually considered more valuable.
7. dofollow vs. nofollow
While "dofollow" links can directly pass on the PageRank, "nofollow" links cannot.
However, a natural ratio of "dofollow" and "nofollow" links is seen as a sign of a healthy link profile and has a positive effect on the search engine ranking.
8. quality of the linking content
Links from well-researched, high-quality and trustworthy content can carry more weight than links from low-quality or thin content.
9. behavioral signals
If users arrive at your website from a link and then immediately return (bounce), this could be a signal that your content is not relevant or of low quality.
It is therefore important to offer good content and a good user experience.
10. purchased links and link exchange
Google actively tries to recognize and penalize bought links and unnatural link exchange, as these practices violate the Webmaster Guidelines.
The following graphic once again clearly shows which factors Google uses when it comes to evaluating the quality of backlinks and the overall link profile of a website:
Google is constantly working to find the best content for users, identifying and penalizing manipulative or artificial link building tactics.
It is therefore essential to focus on building a natural, high-quality link profile that offers users real added value.
How can I convert mentions into backlinks?
Converting mentions into backlinks is an effective strategy to increase the visibility and authority of a website.
A "mention" refers to any instance where your brand, product or content is mentioned on another website without an active link to your website.
The goal is to convert these mentions into actual backlinks.
I will now give you a step-by-step guide on how to find mentions and convert them into backlinks:
1. find mentions
Before you can start converting mentions into links, you must first identify these mentions.
Monitoring tools
Use tools such as Google Alerts, Mention or Ahrefs to monitor mentions of your brand or content on the web.
I will now show you the concrete steps in Ahrefs to find mentions (without links) and to write to the webmasters concerned:
1. go to Content Explorer, then to the brand name (in our case we enter "Beyondweb" in the search field and write -site:www.beyondweb.ch after it. The -site:www.beyondweb.ch is there to find all pages with the keyword "Beyondweb" outside the domain www.beyondweb.ch ).
2. then click on "Highlight unlinked" further down next to the "Filter" tab and insert the target domain (in our case www.beyondweb.ch).
3. then all mentions of your own brand outside your own domain that are not linked to your own page are displayed. You must download this list and go through it manually in Excel.
All mentions should be checked individually.
Caution is advised at this point!
There may be other companies internationally with the same brand name.
Here it makes no sense to write to these companies for a link.
In addition, care should be taken to ensure that no links from spam pages, pages with a very low domain rating or pages with no thematic relevance are linked.
Once you have found the appropriate pages with unlinked mentions of your brand, you need to write to their webmasters.
The best way to do this is via e-mail.
If no public e-mail is available directly via the website, you can find the corresponding e-mail of a domain at https://hunter.io/email-finder.
When you make contact with others, especially to strengthen your presence on the Internet, you should pay attention to the following:
1. be tactful
Ask yourself whether a mention without a link in an article is actually appropriate.
Is your site already linked everywhere else?
If so, then it's better not to push any further.
Choose who you contact carefully and avoid pushy behavior - it's not worth it.
2. link requests should be meaningful
Imagine your product is mentioned in a critical context, such as Coca Cola in an article about sugary drinks and their negative effects on teeth.
Would a link really offer added value in this context?
Probably not.
Therefore, you should not ask for links in such cases.
3. offer something
If you notice another error on the page you are hoping to get a link from - be it a typo, a grammatical error or a dead link - let the author know.
This is not only useful, but can also increase the willingness to include your link if the article is being revised anyway.
4. use your common sense
Don't blindly chase after every link opportunity.
Decide wisely which actions you pursue so as not to upset anyone.
I'll give you another example of a possible email that helped me turn an unlinked mention on storehacks.com into a backlink:
Hello [name]
Here is Ato from Beyondweb.
Ich nehme Kontakt auf im Namen der Beyondweb GmbH, die Sie in Ihrem Artikel erwähnt haben:
[URL einfügen]
Here is an excerpt from this section:
"Beyondweb, an SEO agency from Switzerland, sums it up best:"
I wonder if it would be possible to link the word "Beyondweb" in this sentence to www.beyondweb.ch? I think that would help visitors find Beyondweb.
Let me know if that would be feasible.
PS. Es könnte sich lohnen, die „12“ im Titel in „14“ zu ändern, da ich bemerkt habe, dass es jetzt 14 Tipps auf dieser Liste gibt? Nur als Idee. 🙂
Best regards
Ato
Are backlinks more important than internal links?
Backlinks and internal links are both important aspects of search engine optimization (SEO).
However, they have different functions and meanings in the overall context of a website's SEO strategy.
Backlinks
As already explained, a backlink is an inbound link from an external website to your website.
It offers the following advantages:
1. authority and credibility
Backlinks from high-quality and trustworthy sources can increase the authority and credibility of your website in the eyes of search engines.
2. increased visibility
Backlinks can improve your site's search engine rankings, which leads to more organic traffic.
3. referral traffic
Backlinks can also bring visitors to you directly from the linking websites.
In addition to the advantages mentioned, backlinks also have some disadvantages:
1. penalties
Bad or spam backlinks can lead to penalties from search engines.
2. difficult to acquire
It can be time-consuming and challenging to obtain high-quality backlinks.
3. dependence on third parties
The control over backlinks often lies with other website operators.
Changes to their pages can affect your own link structure and therefore your ranking.
Internal links
Internal links are links that lead from one page of your website to another page of your website.
Internal links have the following advantages:
1. user experience
They help users to find their way around your website and discover relevant content more easily.
2. distribution of the left shaft
They help to distribute the so-called "linkjuice" on your website so that important pages receive a boost.
3. context and relevance
Internal links help search engines to better understand the context and structure of your website.
4. reduced bounce rate
Eine sinnvolle interne Verlinkung kann die Verweildauer und Interaktion der Benutzer auf deiner Website erhöhen.
But internal links, just like backlinks, also have some disadvantages:
1. over-optimization
Too many internal links or the excessive use of keyword-rich anchor texts can be considered spam.
2. confusing navigation
An excess of internal links can impair user guidance by making it difficult for users to find the most important content or the desired path on the website.
3. broken links or outdated links
Interne Links erfordern Wartung.
Broken links or outdated links can impair the user experience and reduce the SEO value of a page.
Overall, it can be said that it's not really a question of "either/or".
Both backlinks and internal links are important in the SEO world.
While backlinks often serve as an indicator of a website's external credibility and authority, internal links provide a better user experience and help search engines understand the context and structure of the website.
A balanced ratio of high-quality backlinks and a well thought-out internal linking structure is therefore essential for a successful SEO strategy.
