There are many techniques that exist in the digital marketing world to improve the organic positioning of a website, and linkbuidling is one of the most popular. A linkbuilding strategy consists of the construction of links pointing to a web page. This technique is one of the most important factors to improve web positioning. There are 2 types of Linkbuilding, the internal (SEO On Page) and the external (SEO Off Page).
Google and the rest of search engines like the order and having things clear. With a good internal linkbuilding strategy you can show the different search engines all the levels of your web page. What we do with this strategy is to give a hierarchy of content. The most normal thing is that it is the home of the web, here I put a link to my main website (where I speak of my experience as a digital marketing consultant), the one that receives the most internal links, followed by the categories, and after these the subcategories.
There is an expression that defines perfectly this, the Link Juice. The Link Juice is a technique to perform a transfer of authority internally. In the image shown below you can see perfectly the importance of the hierarchy on a web page, the home being the most “juice” has.
In addition, an internal linbuilding strategy will help you position the new pages or articles of your blog. If there is not a link to a page, the search engines will take much longer to find it, and therefore to position it.
In the following photo you can see the internal links section of Google Search Console. As you can see, my internal linkbuilding strategy aims above all at home.
There are many people who do not pay attention to this web positioning strategy, thinking that it is not useful, totally wrong. Especially at the beginning, it is fundamental.
An external link is that link from a third-party website, outside of ours, is pointing directly to us. There would be several ways to get those external links to point to your website:
In a natural way: people link you to your website because they consider the content of your website interesting.
With collaborations: if you have a blog and some authority, it is normal for several people to offer to exchange a couple of links, win win.
Artificially: when you are starting in positioning it is difficult to get a link with any of the forms indicated above, and therefore resort to do it manually. From creating different profiles on social networks, such as Linkedin, that point to your website. Until the development of articles in free publishers, but this can have negative consequences.
A good strategy of external linkbuilding will make us position ourselves in more keywords than we have on the web. After all, the keywords of a web page may be limited, but from the outside we can point to our website with a word that interests us.
As you will understand, it is not the same as linking a page like “El Mundo”, to the page of the store on the corner. Google scores the links that depend on several factors.
Authority of the page: the higher the PA (Page Authority) the more weight the link will have.
Authority of the domain: the same as the previous point, the higher the DA (Domain Authority) the more value that external link will have.
Topic: it is suspicious that you are a law firm and have several links from a rare sports company. Google can understand that those links are purchased, and can penalize you. For this reason it is important to check which links are pointing to our website, to avoid problems of these topics.
There are 2 types of external links, the NoFollow and the DoFollow. DoFollow links are designed so that when Google robots go through them, they follow them to their destination. In this way they are transferring authority to the web that is directed, they are really valuable links. On the other hand, NoFollow links indicate to Google robots that you do not want them to go to that destination. This is done in cases where the destination is a page that is not related to us or our industry, and we do not want Google to think that we are selling links. It is a way to cover yourself.
In the image shown below I show the Google Search Console page where you can observe and control the external links. One of my clients is a law firm, and as you can see, it has some external links coming from specialized portals in the sector.
Can Google sanction me?
Yes, obviously. When Google sees that there is something wrong, it usually acts. In the first instance, all it will do is give you a warning. If the situation does not change in a while, it will give you a manual penalty. That is, you will lose positions for a time in your ranking. If after these two warnings you are still the same, they will give you a sanction based on algorithms, that is, very complicated, if not impossible, to recover. The algorithm that is responsible for doing this, is Penguin, intended to sanction aggressive linkbulding.
If you ask this, it means that you have not read the entire text. The answer is a very resounding YES. You should not be overwhelmed, especially at the beginning, for not having external links, focus on the internal to properly organize your website. Do not go crazy looking for external links to increase the relevance of your website if you do not want a penalty. And above all, do a good job of both content and services offered and the links will arrive little by little. Plan your linkbulding strategy to improve your web positioning.
I trust that you have found an interesting article, and if you still do not have a linkbuilding strategy, start planning it now.
See you in the next aticle!