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In our last blog we explained some of the basic Search Engine Optimisation techniques available to webmasters who want to get more visitors to their website.

One of the main criteria for improving the ranking of your online presence is to source a plethora of inbound links from quality, relevant websites, but in order to complete this task successfully you will need to develop and maintain a definitive, long-term link building campaign.

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Most Link Building efforts in the SEO world are generally undertaken as a way to improve a website’s search engine rankings and increase the traffic to a web site. Links are like votes, which essentially build trust and are seen as a mark of influence.

On-page Search Engine Optimisation is fairly easy for a website owner (or their SEO specialist) to manipulate, so understandably, Search Engines such as Google don’t base their technology on these factors alone. Successful SEO therefore, goes hand-in-hand with link building, and this in itself can be a daunting task for anyone encountering it for the first time.

Luckily, gathering inbound links for your website needn’t be something you should rush into, quite the contrary in fact. Getting hundreds of inbound links in one hit can give Google and the search engines reasons to be suspicious, so it’s worth taking your time and allowing for just a few new links per week. The simple rule to follow is that Quality will always trump Quantity, and this isn’t something you can rush.


Another important factor of Link Building is the fact that human visitors see your links too, and hopefully click on those to be directed to your page and improve traffic. Of course, there’s a method to this however, and the links should be both relevant to the content being browsed, and of a certain quality. For instance, ‘Spammy’ links that direct you to worthless pages, or spammy pages that contain a link are not generally considered to be trustworthy.

Just as importantly, humans passively analyse page quality when assessing link value! Search engines are ultimately trying to reproduce these results. As such, you will get a higher volume, and a better quality of direct traffic from pages that are not only popular and highly trafficked, but also relevant to your content.


If we’re being honest, then Link-Building for your website will be a hard, complicated process, and it certainly won't be great a deal of fun to implement. But, luckily there are a number of publicly available guidelines which will help the inexperienced link-builder in their quest, some of which we’ll be highlighting here.

The truth is, if you are prepared to devote some time to the process and approach it in an organised manner, you’ll soon be gaining quality links without lifting a finger.

1) Look for websites with high Google Page Rank...

Using the Google Toolbar search out websites which have a page rank of 3 or higher. This should be fairly easy to achieve, and because these websites are already deemed valuable by Google, targeting these sites should be at the top of your link-building agenda.

2) Search out links with authority from within your market niche...

The best type of links come from websites which are of a sufficient age, and that already have plenty of their own inbound links and a good ranking. This is known as authority, and when you get links from these kinds of websites they automatically pass on some of that authority to your site.

3) Look for variety of inbound links...

So you’ve got yourself some inbound links from a handful of pages on one particular domain. That’s great, however it’s not as good as having lots of links coming from a multitude of domains. It’s therefore important to keep at it and not rest on your laurels.

To ensure this is happening for you, try leaving links in forum posts and blog comments (where it’s suitable to the conversation obviously), on news sites or via Social Media platforms.

4) Choose target keywords for anchor text...

Having an inbound link from another website is fantastic, however if it doesn’t have the relevant keywords associated with it, the relevancy of this isn’t quite as good as you might think. Make sure any links that are coming into your pages have a searchable SEO quality (i.e. keywords!) to them, and if they don’t, contact the website administrators.


These are generally seen as the main principals for successfully searching out a good variety of quality inbound links for your site.

In Part Two of this SEO Link Building article we’ll be looking more closely at some of the various options available to a webmaster for seeking out authoritative inbound links that will push a website up the rankings and help it to perform better in search.

If you require further information on this, or would like an SEO consultation for your own website, please get in touch with us.

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