Ever since the late 1990s, search engines have used links to determine a website’s ranking. Although the algorithms have evolved and link building techniques have changed, links remain an essential component of SEO. Because links are such an important off-page signal for search engine rankings, strategic link acquisition should be part of your overall SEO strategy. Building authoritative links is the primary method of ranking higher in the search engines, but why are they are so important and how does this all work?

What Is Link Building?

Before we delve deeper into the importance of authoritative links, let’s briefly explain what it’s all about. Link building is the process of acquiring links from other websites to your own site. Links are how users navigate between pages on the web. Search engines use links to crawl the internet: they crawl between individual pages on a website and they crawl between entire websites.

Authoritative Links Improve Rankings

Link building is so important because it’s how search engines see you as a reputable and authoritative site. Search engines use links to discover new websites and to decide how well a site should rank. When they are crawling a website, search engines not only look at the content of a page but also look at the number of links directing to that page from external websites and the quality of those websites. In general, the more high-quality websites that link to your site, the higher your chance of ranking well in search engines. Link building increases the authority and relevancy of your site, which is what search engines use to determine your ranking.

Links Signal the Quality of a Website

Links have become a signal for determining the quality of a website. This is based on the idea that if a website is linking to you, they are essentially saying that you are a good resource. A link from a relevant website signals to the search engines that there is something worthwhile on your site. In essence, high-quality links are a vote of confidence for a website and search engines love them.

The Quality of Links Matter

Not all links are created equal. Years ago, it was the quantity of links that search engines took into account, but as the algorithms evolved, the quality and relevance of links have become more important than the quantity. There are certain link building techniques that can actually hurt your rankings. With updated algorithms like Google Penguin, search engines can pick out websites that manipulate search results through over-optimization link building techniques, such as submitting a site to web directories in return for a link. Search engines have become masters at filtering out low-quality or spammy links. Thus, the key to improving your rankings is to build authoritative, high-quality links.

LoSoMo: SEO Done Right

Building authoritative links takes time and effort, but because of its importance to search engine rankings, it’s worth it. If you’re too busy running your business, let LoSoMo’s experienced team take care of all your SEO needs. We stay up-to-date with the latest link building techniques to help your business reach the top of the search results.

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