Home » A Brief Link-Building Crash Course

A Brief Link-Building Crash Course

If you own or operate a company, maybe you know a little about SEO, also called search engine optimization. Perhaps you don’t know the first thing about it. If you’re in this latter category, you should understand that SEO counts for a lot and that you need to hire someone to do it for your website.

Link building represents part of SEO, and you should think about getting link-building packages from a reputable entity that can work on your company’s website for you. We’ll talk about link building right now, so you’ll understand a little about how it works and why you need it so much.

Your Company’s Website

As a company operator, you probably understand that your business needs a website. That site introduces your company to the online world. 

Hardly any companies do not have websites anymore. Even the smallest mom-and-pop operation has one, and obviously, much larger and more complex companies have them as well. The bigger the company, then generally, the larger the website.

Your site needs to have essential elements, like a landing page with the company logo on it, some images and videos, an FAQ section, an “about us” section, and some product pages. It might need a company blog as well.

If you have a partial or total eCommerce business model, that makes your site even more crucial. Your website becomes like a storefront out of which potential customers look at your products and select them. However, even if a customer does not have the option to buy something through your website, you’ll still use that site to impress them and get them to visit your brick-and-mortar locations.


Search engine optimization is what you’ll use to get more people to come to your website. More people visiting brings you closer to conversions. In SEO parlance, a conversion means a customer buying something from you or otherwise interacting with your site the way you want.

SEO features many different elements, such as link building, keyword research, competitor website analysis, off-page SEO, and much more. You should have a full-time staff member handling your SEO, or else you might hire a company to do it for you. You could also get SEO help from a freelancer from time to time if you have a relatively simple site without that many elements comprising it.

SEO means getting your website to rank at the top of the SERPs, or the search engine ranking positions. Google is the preferred search engine the world over, but some people use others. You need to use fundamental SEO to get your site to show up at the top of the rankings when someone looks for a particular keyword or phrase having to do with your niche.

How Does Link Building Fit In?

As for link building, if you hire someone to run an SEO campaign to get your website to rank at the top of the SERPs, link building should be part of that. It should happen along with all of the other elements we mentioned.

The correct entity to do link building for your site should know about and have all the latest SEO tools. They should know all about the modern strategies having to do with SEO. New tools and techniques come out all the time, as SEO is an exact science.

Links connect your website to other sites. “Link” means hyperlink. Google and other search engines look for website complexity, and links make your site more attractive to them. Google will send your site up the rankings if you have a link system in place that it can read easily.

Inbound and Outbound Links

Ideally, you need both inbound and outbound links on your company’s website. Inbound links will send someone to another page within your site if they click on them. Outbound links will send them outside your site to a connected one.

You might think it’s strange to direct someone away from your site via an outbound link. You probably want that person to stay on your site for as long as possible, so they’re more likely to purchase something from you.

Google and other search engines want outbound links, though, so you need to include some. You would hope that if someone likes your site and the products and services you offer enough, they will come back to your site to convert.

Domain Authority

You should also know that Google and other search engine algorithms regard some sites as better than others. For instance, if you link to a site from a large company, like Amazon, Microsoft, or Walmart, you’re linking to a site that has good or even excellent domain authority. If you’re linking to a site for Joe’s Discount Tires in Scranton, that can hurt you from an SEO standpoint.

You should understand that you don’t have to guess regarding what sites have good domain authority and which ones don’t. Tools exist that can tell you that.

The SEO specialist who you hire to do your link building will run a site through a domain authority tool before they connect it to your site with a hyperlink. If they see that site has poor domain authority, they won’t use it.

You should know one other factor regarding link building as well. You need to have some selective inbound and outbound links on your company’s site, but not too many.

Say that you have a web page that’s part of your site, and it has thousands of links on it. That’s poor SEO. It’s similar to what digital marketers call keyword stuffing. That occurs when you find keywords you need to include on your company’s site, but then you jam them in, so the copy seems unnatural.

The SEO company or individual you hire should know how to use link building to help your site rank, but they should not overuse it. A few selective inbound and outbound links will help you while putting them everywhere indiscriminately will not.  

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