Link Building – What is it? And Why is it Essential?

1st March 2021 | | Blog, Branding, Marketing, Search Engine Optimisation, Web design

The landscape for SEO work and link building is forever evolving and it is hard to keep track of what is good practice and what could be damaging to your online reputation. However, one thing remains constant and that is the importance of link building. So, what is link building? And why is it so important?

What is Link Building?

Link building is the process of earning links from other websites to your own. Earned, natural links directly improve the reputation of a website and where it ranks in Google and other search engines. These links are a means for internet users to navigate between pages. Search engines also crawl the links between the pages of your website and between entire websites. I like to think of it as a map of the London underground. Search engines are crawling along the underground lines and those lines with more stations (links) have more authority and credence, which means they are trustworthy sources of information.

Why is Link Building Important?

Search engines like Google amass data about each business. If what they encounter is accurate, the search engine trusts the validity of the data, which is believed to strengthen the business’ chance of ranking well. However, if the data encountered is inconsistent, this trust is eroded, lessening ranking opportunities.

Once a website has been designed by Dental Design Marketing and if the client brings their website on to our SEO packages, then we complete link building work for them on an ongoing basis to improve the authority of their website and to build up its ranking on Google and other search engines.

The links need to be of good quality and on trustworthy and authoritative websites if the website is to move up the online organic rankings. We are aiming to get them to first place on a Google search for specific keywords, for example, “Dentist Bristol” or a treatment such as “Dental Implants Bristol.”

Google rewards high-quality links and actively aims to ignore lower quality links and can penalise spammy links. At Dental Design, over the past 20 years, we have gained knowledge of high-quality websites and sources, which we complete link building with, which in turn gives the dental blog more authority. It is good to bear in mind: E-A-T, which stands for Expertise, Authoritativeness, Trustworthiness, and a large part of link building is getting mentions and links on authoritative sites.

Other Benefits of Link Building

Link building shouldn’t be just seen as a means of gaining links, it is also much more. It is a chance for you to establish your brand and promote yourself as an authority in your industry. It gives your practice the opportunity to reach out to other establishments within dentistry. This can help you to build long-term relationships with industry leaders. These relationships can in turn build trust for your brand by consumers and this is invaluable.

Is Your Website Worth Linking To?

This is a question you need to ask yourself. Before building the links, make sure your website or content is worth linking to. The links will usually point towards the home page of your website, but you could also include a blog section. These blogs can showcase your knowledge and expertise in your field. If you have something decent to share, then link building is going to be an easier exercise.

Content Link Building

The content for link building doesn’t have to be solely your website. You could gain links to a video, image gallery, an infographic, a how-to guide, etc. These are all tools we offer at Dental Design. We can assess your site, design a new site worth linking to, create an infographic or video or start link building to get your site working properly for you; Feel free to contact our friendly team on 01202 677277 and they can discuss the best options, tailored specifically for you.

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