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  • Link Building: tecniche e strategie per la generazione di backlink

      Mirco Cilli

Link Building: Techniques and Strategies to Generate Backlinks

When it comes to SEO, On-site and On-page optimisations are often not enough to place a website in the first pages of a web search engine.
Quite unfrequently, websites with a good navigation framework and well-optimised quality contents can be found indeed, but they do not receive good positioning and consequently the web traffic they aim at, in spite of continuous gimmicks and changes.
In these cases, it is very likely that the main need is that of considering or intensifying all the techniques related to an
Off-site optimisation, linked to factors external to the website itself.
Above all techniques, Link Building pops up on the double as one of the most important ones.

Content Index

  • What Is Link Building?
  • What Role Do Backlinks Play?
  • Google At “War”
  • How To Create Link Building
  • The Link Building Main Stages
  • Link Building Strategies

What is Link Building?

Link building is the series of strategies and techniques aiming at increasing the number of backlinks addressing a specific website and its pages, with the goal of increasing its ranking on web search engines.
The creation of top quality contents is the very base to start from. These contents have the chance of being more appreciated by other users and other websites on the web, and so being linked accordingly.
The main goal is to create a network of links, coming from external websites, that turns out to be as wide as possible.
This is definitely one of the most relevant and used activities to try positioning a website in the first results of web search engines, most of all in very competitive and niche sectors.

What Role Do Backlinks Play?

The main principle SEO and Link Building are based upon is that links are paramount for the positioning on web search engines.
Crawlers use them in order to find out how web pages are linked between each other and evaluate quantity and quality to define the so-called PageRank, i.e. how to classify pages in web search engine results.
An aspect always to be taken into consideration is that, differently from what used to happen in the past, Google evaluates external links both from the quantity and the quality point of view, focussing more on content and on the value of links.
This leads to a redefinition of backlinks, both in their meaning and role. Not every link is as relevant as another. For a website it is important to receive numerous links, which however need to be relevant as well.

A website getting a higher number of relevant links is more relevant indeed, according to web search engines. The higher the Authority rate, the higher the positioning in web search results.

Google At “War”

The emphasis on quality aspects by web search engine algorithms comes from the will of avoiding the so-called “ranking manipulation” as much as possible.
“Any link aiming at manipulating the Pagerank or a website positioning in web search results violates Google guidelines, according to Google webmasters.”
In other words, in the last few years Google has been developing its algorithms in order to fight all the possible predicaments caused by forced ranking increase attempts by websites, based simply on a higher number of backlinks.
This is not enough anymore!
Therefore, the principle Link Building is based upon is that the increase in the Authority rate of a website has to be “spontaneous”, developing itself “naturally”.
So, the term Link Earning is more and more frequently used to refer to the condition a content is linked by other websites just because it is considered very relevant when it comes to quality and authority.

How To Create Link Building

In order to be developed correctly, Link Building needs to be based on the achievement of different balance stages, regarding:

  • Different link types
  • Quantity and Quality
  • Pertinence
  • Distribution

Balancing these aspects leads to enhancing the ranking of various website contents according to different queries, and to prevent this from possible manual corrections by the AntiSpam staff and Google’s automatic Penguin inspections.

Link Types

On the web several types of links are available. Here is a list of the main ones:

- Branded Links
Links whose anchor text includes a brand name,
e.g. <a href=”https://www.blubit.com/”>
Blubit</a>

- Manipulative Links
Links whose anchor text includes the very keyword the target page is meant to be positioned accordingly
e.g. <a href=”https://www.blubit.com/”>seo</a>

- Navigation Links
Links whose anchor text includes both a keyword (manipulative link) and a brand (branded link)
e.g. <a href=”https://www.blubit.com/”>notizie seo blubit</a>

- Naked Links

- Links whose anchor text is formed by the full name of a specific domain
e.g. <a href=”https://www.blubit.com/”>www.blubit.com</a>


- Image Links
Website images including links to other websites are considered backlinks too, enhancing the quantity trust rate from the origin website to the landing website.
In this case images need to be optimised, above all to allow the Tag ALT operations to take place.

Quantity and Quality

As described above, a correct link building campaign needs to focus not only on the generation of a high number of backlinks, but on its proper value too.
In terms of quality, the Authority rate is the relevance and trust rate Google evaluates every website accordingly.
The higher the Authority rate, the higher the consideration of web search engines in terms of trust and reliability of a website when it comes to specific topics. For example:

Pertinence

Before starting the link building activity it is necessary to understand whether a website and its backlinks are really pertinent, i.e. pertinent to the topic a specific website is about.
This is important because the higher the pertinence rate between a website and its backlinks, the higher its value and the lower the chances Google gets “suspicious” and could “wage war” on them.
Example:

Distribution

Backlinks can include two guidelines for web search engines:

  • Dofollow Links: they increase the page value (Pagerank) in the passage from the origin page to the target page
  • Nofollow Links: they do not affect the page value (Pagerank) in the passage from the origin page to the target page

Aside from balancing Dofollow and Nofollow links, it is important to create a linking network being as wide as possible, including all the main pages of a website.
For this reason, backlinks do not have to redirect to the homepage only.
Even if, in general, the homepage is the page receiving more links than any other page of a website, it could be seen as quite strange that numerous in-links redirect to one very page only.
This does not apply to homepages only. Linking any other website page excessively can seem quite “unnatural” in time.

The Link Building Main Stages

Link building is an activity that needs to be developed constantly in time, and that requires resources in every one of its different stages.
The operational stage can be split into different steps. Professional tools such as Seozoom, Semrush, Ahrefs and so on are extremely useful for it.

Goal Setting
The link building aim is to increase the Authority rate and so the Pagerank according to the queries wanted.
In this stage it is necessary to identify what pages need to be ranked and what keywords are crucial to be used in order to gain position in the web search engines ranking.

Context Analysis
Defining the field to operate in is fundamental to get a grip on the “tolerance” level Google allows other websites doing link building in the same sector.
Put in a nutshell, this means to analyse the backlink profile of competitors and so to evaluate approximately what and how many backlinks they use in the homepage, in the internal pages and so on…

Research and Evaluation
The research of links coming from other websites can happen after following different procedures: searching the web search engine for interest queries, aiming at finding reliable websites, analysing the links obtained by competitors or using SEO professional tools.
After collecting a set of potential target websites, an evaluation of the most relevant aspects can be set in motion: authority, traffic trends, linked websites and so on…

Monitoring
This stage is about the analysis of the potential results brought by in-links in terms of authority and traffic.
It is advisable to check that backlinks received are not marked as “nofollow” links, and do not get lost or cancelled.

Link Building Strategies

Once goals are defined, the context analysed and the possible partner links found, it is time for every true SEO specialist to face the true challenge.
The real question is: how to obtain backlinks for real?
Undoubtedly a good link building campaign takes benefits when it comes to growth, but it is also true that such a complex activity requires a lot of time.
It can often be very hard to get in-links towards a website directly from reliable “sources”, particularly when it comes to less-known sectors or websites that do not have good positioning, and then are “invisible” when it comes to web search results.
In these cases specific Link building strategies that help getting backlinks are available.
Before starting, it is always good to analyse carefully if the strategy chosen is really the right one. Above all, it is paramount not to exploit it in order to reduce penalty risks from Google.

Guest Post
The guest post technique requires publishing a column on an external website directly, allegedly with a good authority level, in exchange of adding a link to a specific website.
This technique was particularly exploited in the past, by websites trying to manipulate algorithms. For this reason it is highly recommendable to use this technique wisely.

Infographics
Creating attractive and impactful infographics in a blog can be a good solution to convince external websites to share, quote and link a specific website in their contents.
This means how to get a link in a total “natural” way!

Portals and Directories
The chance to add a link towards a specific website in topic-dedicated Portals or Web Directories can be a good strategy only if they are considered reliable and with a good authority rate.
For this reason it is important to consider if so-called spam links are present, and to see if they lose relevance in time. For example, they can trigger off a constant decline in the authority rate.
It is important to highlight that a backlink coming from a portal or a directory does not have the same relevance of a link placed in a content.
In other words, rather seldom does this strategy bring remarkable benefits.

Link Exchange
It was frequently used in the past, eventually becoming quite dangerous: exchanging links between two different websites. The massive use of this technique, both of in-links and out-links, can drive the Google “Control Department” to get suspicious, causing consequent penalties and a remarkable traffic loss.

Pay-Links
The purchase of backlinks is undoubtedly the technique that most of all violates Google guidelines, being one of the most risky link building activities.
Websites willing to implement and invest on this technique need to act carefully and precisely. Purchasing a high number of links from websites with a low authority rate, or with a low pertinence level turns into a penalty and a loss of position in the SERP hierarchy.

Conclusions
Dealing with Link building is not an easy task at all.
It needs time, knowledge, resources and much patience to reach good results both in the mid and long terms.
The basic rule is: the harder to get a link, the higher its relevance and value.
The creation of quality contents is fundamental in order to make this process work properly.
Getting a high number of relevant in-links towards a specific website is definitely not an easy path to walk on, but at the same time it turns out to be a winning strategy to enhance the positioning of a website on web search engines.

Mirco

Link Building: tecniche e strategie per la generazione di backlink

Nel mondo della SEO le sole ottimizzazioni On Site e On Page spesso non bastano a posizionare un sito web tra le prime pagine dei motori di ricerca.

Non è raro, infatti, trovare siti web con una buona struttura di navigazione e contenuti di qualità ben ottimizzati ma che, nonostante continui accorgimenti, non ricevano il meritato posizionamento e dunque il traffico sperato.

In questi casi, molto probabilmente, è da considerare o da intensificare tutte quelle tecniche che riguardano l’ottimizzazione Off Site, legata quindi a fattori esterni al sito. 

In particolare l’attività di Link Building.

 


Che cos’è la Link Building? 

La link building è l’insieme delle strategie e tecniche volte ad incrementare il numero di backlink che puntano ad un sito e alle sue pagine, con l’obiettivo di incrementare il ranking sui motori di ricerca. 

La base su cui partire è la creazione di contenuti di qualità. Questi ultimi avranno la possibilità di essere maggiormente apprezzati da altri utenti e da altri siti presenti nel web e dunque essere linkati.

L’obiettivo pertanto è riuscire a creare una rete più ampia possibile di collegamenti (link) provenienti da siti esterni verso il proprio sito.  

Questa rappresenta una delle attività più importanti e più utilizzate, soprattutto in settori molto competitivi o di nicchia, per cercare di posizionare un sito nei primi risultati dei motori di ricerca.

 

Il ruolo dei Backlink

Il principio alla base della SEO e dunque anche della link building è che i link sono fondamentali per il posizionamento nei motori di ricerca.

I crawler se ne nutrono per scoprire come e in quale modo le pagine presenti nel web sono collegate tra loro e ne valutano la quantità e la qualità per determinare il cosiddetto PageRank, ovvero per classificare le pagine nei risultati del motore di ricerca.

Un aspetto da tenere sempre in considerazione è che rispetto al passato Google valuta non solo quantitativamente i link provenienti dall’esterno ma anche qualitativamente, dando una maggiore “attenzione” al contenuto e al valore dei link ottenuti.

Questo principio porta a ridefinire il significato e il ruolo dei backlink. Non tutti i link hanno la stessa rilevanza (autorevolezza); per un sito non solo è importante ricevere un alto numero di backlink, questi devono essere anche autorevoli.

Un sito che ottiene un numero maggiore di link rilevanti è più autorevole agli occhi del motore di ricerca. Maggiore sarà l’autorevolezza (Authority), più alto sarà il posizionamento nei risultati di ricerca.

 

La “guerra” di Google

La valutazione degli aspetti qualitativi da parte degli algoritmi dei motori di ricerca sta nel fatto che si vuole evitare il può possibile quella che viene solitamente considerata a tutti gli effetti una “manipolazione del ranking”.

<<Qualsiasi link mirato a manipolare il Pagerank o il posizionamento di un sito nei risultati di ricerca costituisce una violazione delle istruzioni per i webmaster di Google>>

In altre parole, da diversi anni Google con l’evoluzione dei propri algoritmi, “combatte” tutte quelle situazioni per cui un sito web tenta di scalare forzatamente le classifiche del motore di ricerca solo ed esclusivamente perché riceve un numero più alto di backlink.
Questo non basta più!

Da qui ne consegue che il principio alla base della Link Building stabilisce che la crescita in termini di autorevolezza da parte di un sito deve essere “naturale”.
In questo senso si parla sempre più spesso di Link Earning per indicare la condizione secondo cui un un contenuto viene linkato da altri siti semplicemente perché ritenuto di qualità e autorevole.

 

Come fare Link Building?

Per essere svolta correttamente la link building deve basarsi sul raggiungimento di diversi equilibri, che riguardano:

●  Differenti tipologie di link.
●  Quantità e qualità.
●  Pertinenza.
●  Distribuzione.

Il bilanciamento di questi aspetti porta a migliorare il ranking di diversi contenuti del sito per differenti query e a proteggersi dalle possibili revisioni manuali del team AntiSpam e da quelle automatiche di Penguin (Google).

Tipologie di Link

Nel web è possibile identificare numerose tipologie di link. Tra i principali si elencano:

 Link Branded

Sono link la cui anchor text è composta dal nome del brand.

Esempio:

<a href=”https://www.blubit.com/”>Blubit</a>

Link Manipolativi

Sono link la cui anchor text riporta la parola chiave per cui si cerca di posizionare la pagina target.

Esempio:

<a href=”https://www.blubit.com/”>seo</a> 

Link Navigazionali

Sono link la cui anchor text riporta sia una parola chiave (link manipolativo) e sia un brand (link brand).

Esempio:

<a href=”https://www.blubit.com/”>notizie seo blubit</a> 

Link Naked

Sono link la cui anchor text è formata dal nome del dominio per esteso.

Esempio:

<a href=”https://www.blubit.com/”>www.blubit.com</a> 

Link da Immagini

Anche le Immagini contenenti un link che da un sito esterno puntano ad un altro sito, sono considerate backlink.

Forniscono il passaggio di un valore quantitativo di trust, dal sito di partenza a quello di arrivo.

In questo caso dunque le immagini devono essere ottimizzate, soprattutto per il Tag ALT.

Quantità e qualità

Come abbiamo accennato in precedenza, una corretta campagna di link building deve focalizzarsi non solo alla generazione di un numero elevato di backlink, ma anche a quello che è il proprio valore. 

In termini di qualità l’authority rappresenta il livello di autorevolezza che Google attribuisce ad ogni sito.

Maggiore è l’authority, più alta è la considerazione in termini di fiducia e di affidabilità del sito per determinati topic agli occhi del motore di ricerca. Esempio:

  • Settore abbigliamento -> www.zalando.it 
  • Settore food -> www.giallozafferano.it 
  • Settore viaggi -> www.booking.com

Pertinenza

Prima di iniziare l’attività di link building è bene determinare se un sito con il suo backlink è effettivamente in topic (pertinente) con il nostro sito.

è importante perché maggiore sarà il grado di pertinenza che esiste tra backlink e sito, più alto sarà il suo valore e minore sarà la probabilità che Google si “insospettisca”.

Esempio:

  • Blog di cucina -> link a tema da www.giallozafferano.it 
  • Blog automobilistico -> link a tema da www.quattroruote.it 

Distribuzione

I Backlink possono contenere due direttive per il motore di ricerca:

●  I Link Dofollow: trasmettono valore (Pagerank) dalla pagina di provenienza alla pagina target.
●  Il Link Nofollow: non trasmettono valore (Pagerank) dalla pagina di provenienza alla pagina target.

Oltre a bilanciare i link ricevuti con attributo Dofollow e Nofollow, è importante riuscire a creare una rete di collegamenti quanto più ampia possibile che vada a comprendere tutte le principali pagine del sito.

Per questo motivo, I backlink non devono puntare solamente in homepage.
Anche se generalmente questa pagina riceve più link di qualsiasi altra pagina del sito, potrebbe risultare innaturale che un aumento di link in entrata puntino unicamente verso la stessa pagina.

Questo concetto non si applica solo alla homepage. Linkare eccessivamente una qualsiasi altra pagina del sito può, nel lungo termine, risultare innaturale.

 

Le principali fasi della Link building

La link building è un’attività che deve essere svolta con continuità nel corso del tempo e che richiede l’impiego di risorse nelle diverse fasi che la caratterizzano. 

La fase operativa può essere divisa in diversi step. Per ognuno è bene affidarsi a tool professionali come: Seozoom, Semrush, Ahrefs, ecc.

Definizione degli obiettivi

L’obiettivo della link building è quello di aumentare l’autorevolezza e di conseguenza il ranking delle pagine per le query di interesse.

In fase iniziale pertanto sarà necessario identificare quali pagine si interessa rankare e quali keyword si ha intenzione di spingere maggiormente nelle classifiche dei motori di ricerca.

Analisi del contesto

Delineare il campo d’azione entro cui muoversi è fondamentale per comprendere il livello di “tolleranza” che Google mette a disposizione nei confronti degli altri siti che fanno link building nello stesso settore di competenza.

In altre parole questo significa analizzare il profilo backlink dei competitor e valutare indicativamente quanti e quali backlink sfruttano, quanti nella home e nelle pagine interne, ecc.

Ricerca e Valutazione

La fase di ricerca dei link provenienti da altri siti può avvenire in diversi modi: interrogando il motore di ricerca per query di interesse al fine di trovare siti autorevoli, analizzando i link ottenuti dai competitor, oppure utilizzando tool professionali per la SEO.

Una volta raccolto il set dei potenziali siti in target, si può procedere alla valutazione degli aspetti più rilevanti: authority, andamento del traffico, siti linkati, ecc.

Monitoraggio

In questa fase si valuta se i link in ingresso verso il proprio sito stanno portando dei risultati in termini di authority e di traffico.

Qui è bene verificare che i backlink ricevuti non vengano contrassegnati con l’attributo “nofollow” e che non vadano persi o eliminati.

 

Strategie di Link Building

Una volta definiti gli obiettivi, analizzato il contesto e trovati i possibili link partner comincia la vera sfida per ogni SEO specialist.

La vera domanda allora è: come ottenere concretamente backlink?

Nonostante sia indubbio il valore in termini di crescita che apporta una buona campagna di link building, è altresì vero che si tratta di un’attività complessa che richiede molto tempo. 

Spesso infatti può risultare molto difficile riuscire a guadagnare link in ingresso al proprio sito in maniera del tutto naturale da “fonti” autorevoli, in particolare per quei settori poco conosciuti o per quei siti che non hanno un buon posizionamento e che dunque risultano “invisibili” nei risultati di ricerca.

In questi casi esistono però delle strategie di Link building che possono aiutare a ricevere backlink. 

Prima di cominciare è sempre buona cosa valutare attentamente la reale fattibilità della strategia che si vuole adottare e, soprattutto, è importante non abusarne per non correre rischi di penalizzazioni da parte di Google.

Guest post

La tecnica del guest post prevede la richiesta di pubblicazione di un articolo direttamente su un sito esterno, presumibilmente con un buon livello di autorevolezza, in cambio dell’inserimento di un link con rimando al proprio sito web.

L’utilizzo di questa tecnica in realtà è stata particolarmente abusata in passato da parte di siti che tentavano di manipolare gli algoritmi. Per questo motivo bisogna fare molta attenzione a non esagerare.

Infografiche

Creare infografiche d’impatto e accattivanti all’interno del proprio blog può essere una buona soluzione per convincere siti esterni a condividere, citare e linkare nei loro contenuti il nostro sito.

Questo significa acquisire un link del tutto naturale!

Portali e Directory

La possibilità di inserire un link verso il proprio sito all’interno di Portali tematici o di Web Directory può risultare una buona tecnica solo ed esclusivamente se questi sono ritenuti affidabili e con un buon punteggio di authority. 

Per questo motivo è molto importante valutare la presenza dei cosiddetti link spam e comprendere se a lungo andare questi link perdono valore. Un esempio che si può verificare è un costante declino del livello di autorevolezza.

È bene sottolineare che un backlink proveniente da un portale o da una directory non ha lo stesso valore di un link presente all’interno di un contenuto.
In altre parole in casi piuttosto rari questa strategia apporta dei notevoli benefici.

Scambio di Link

Un’azione decisamente sfruttata in passato, diventata ormai molto pericolosa, è lo scambio di link tra due siti web.

L’abuso di questa pratica, sia in entrata che in uscita, può comportare l’accensione di un campanello di allarme da parte dei “controllori Google” e provocare la conseguente penalizzazione che si traduce in una consistente perdita di traffico.

Link a pagamento

L’acquisto di backlink a pagamento è con tutta probabilità la tecnica che più di tutte viola le linee guida di Google, pertanto rappresenta una delle attività di link building che espone a maggiori rischi.

I siti web che decidono di investire e di intraprendere questa pratica, devono agire in maniera oculata e ben precisa. Aacquistare un numero elevato di link da siti con scarsa autorevolezza o poco pertinenti significa subire quasi sicuramente una penalizzazione e perdere posizioni nelle SERP.

Conclusione

Approcciarsi all’attività di Link building dunque non è affatto facile.

Richiede tempo, competenze, risorse e una buona dose di pazienza per raggiungere buoni risultati nel medio e nel lungo periodo.

Il principio alla base è che più è difficile ottenere un link, più alto sarà il suo valore.
Per far si che tutto il processo funzioni è necessario creare sempre contenuti di qualità.

Riuscire ad ottenere un numero elevato di link autorevoli in ingresso al proprio sito rappresenta una strada tortuosa ma che allo stesso tempo risulterà vincente per poter migliorare il posizionamento sui motori di ricerca.
 

Mirco 

      Mirco Cilli

 Link Building: Techniques and Strategies to Generate Backlinks

When it comes to SEO, On-site and On-page optimisations are often not enough to place a website in the first pages of a web search engine.
Quite unfrequently, websites with a good navigation framework and well-optimised quality contents can be found indeed, but they do not receive good positioning and consequently the web traffic they aim at, in spite of continuous gimmicks and changes.
In these cases, it is very likely that the main need is that of considering or intensifying all the techniques related to an 
Off-site optimisation, linked to factors external to the website itself.
Above all techniques, Link Building pops up on the double as one of the most important ones.

Content Index

  • What Is Link Building?
  • What Role Do Backlinks Play?
  • Google At “War”
  • How To Create Link Building
  • The Link Building Main Stages
  • Link Building Strategies

What is Link Building?

Link building is the series of strategies and techniques aiming at increasing the number of backlinks addressing a specific website and its pages, with the goal of increasing its ranking on web search engines.
The creation of top quality contents is the very base to start from. These contents have the chance of being more appreciated by other users and other websites on the web, and so being linked accordingly.
The main goal is to create a network of links, coming from external websites, that turns out to be as wide as possible.
This is definitely one of the most relevant and used activities to try positioning a website in the first results of web search engines, most of all in very competitive and niche sectors.

What Role Do Backlinks Play?

The main principle SEO and Link Building are based upon is that links are paramount for the positioning on web search engines.
Crawlers use them in order to find out how web pages are linked between each other and evaluate quantity and quality to define the so-called PageRank, i.e. how to classify pages in web search engine results.
An aspect always to be taken into consideration is that, differently from what used to happen in the past, Google evaluates external links both from the quantity and the quality point of view, focussing more on content and on the value of links.
This leads to a redefinition of backlinks, both in their meaning and role. Not every link is as relevant as another. For a website it is important to receive numerous links, which however need to be relevant as well.

A website getting a higher number of relevant links is more relevant indeed, according to web search engines. The higher the Authority rate, the higher the positioning in web search results.

Google At “War”

The emphasis on quality aspects by web search engine algorithms comes from the will of avoiding the so-called “ranking manipulation” as much as possible.
“Any link aiming at manipulating the Pagerank or a website positioning in web search results violates Google guidelines, according to Google webmasters.”
In other words, in the last few years Google has been developing its algorithms in order to fight all the possible predicaments caused by forced ranking increase attempts by websites, based simply on a higher number of backlinks.
This is not enough anymore!
Therefore, the principle Link Building is based upon is that the increase in the Authority rate of a website has to be “spontaneous”, developing itself “naturally”.
So, the term Link Earning is more and more frequently used to refer to the condition a content is linked by other websites just because it is considered very relevant when it comes to quality and authority.

How To Create Link Building

In order to be developed correctly, Link Building needs to be based on the achievement of different balance stages, regarding:

  • Different link types
  • Quantity and Quality
  • Pertinence
  • Distribution

Balancing these aspects leads to enhancing the ranking of various website contents according to different queries, and to prevent this from possible manual corrections by the AntiSpam staff and Google’s automatic Penguin inspections.

Link Types

On the web several types of links are available. Here is a list of the main ones:

- Branded Links
Links whose anchor text includes a brand name,
e.g. <a href=”https://www.blubit.com/”>
Blubit</a>

- Manipulative Links
Links whose anchor text includes the very keyword the target page is meant to be positioned accordingly
e.g. <a href=”https://www.blubit.com/”>seo</a>

- Navigation Links
Links whose anchor text includes both a keyword (manipulative link) and a brand (branded link)
e.g. <a href=”https://www.blubit.com/”>notizie seo blubit</a>

- Naked Links

- Links whose anchor text is formed by the full name of a specific domain
e.g. <a href=”https://www.blubit.com/”>www.blubit.com</a>


- Image Links
Website images including links to other websites are considered backlinks too, enhancing the quantity trust rate from the origin website to the landing website.
In this case images need to be optimised, above all to allow the Tag ALT operations to take place.

Quantity and Quality

As described above, a correct link building campaign needs to focus not only on the generation of a high number of backlinks, but on its proper value too.
In terms of quality, the Authority rate is the relevance and trust rate Google evaluates every website accordingly.
The higher the Authority rate, the higher the consideration of web search engines in terms of trust and reliability of a website when it comes to specific topics. For example:

Pertinence

Before starting the link building activity it is necessary to understand whether a website and its backlinks are really pertinent, i.e. pertinent to the topic a specific website is about.
This is important because the higher the pertinence rate between a website and its backlinks, the higher its value and the lower the chances Google gets “suspicious” and could “wage war” on them.
Example:

Distribution

Backlinks can include two guidelines for web search engines:

  • Dofollow Links: they increase the page value (Pagerank) in the passage from the origin page to the target page
  • Nofollow Links: they do not affect the page value (Pagerank) in the passage from the origin page to the target page

Aside from balancing Dofollow and Nofollow links, it is important to create a linking network being as wide as possible, including all the main pages of a website.
For this reason, backlinks do not have to redirect to the homepage only.
Even if, in general, the homepage is the page receiving more links than any other page of a website, it could be seen as quite strange that numerous in-links redirect to one very page only.
This does not apply to homepages only. Linking any other website page excessively can seem quite “unnatural” in time.

The Link Building Main Stages

Link building is an activity that needs to be developed constantly in time, and that requires resources in every one of its different stages.
The operational stage can be split into different steps. Professional tools such as Seozoom, Semrush, Ahrefs and so on are extremely useful for it.

Goal Setting
The link building aim is to increase the Authority rate and so the Pagerank according to the queries wanted.
In this stage it is necessary to identify what pages need to be ranked and what keywords are crucial to be used in order to gain position in the web search engines ranking.

Context Analysis
Defining the field to operate in is fundamental to get a grip on the “tolerance” level Google allows other websites doing link building in the same sector.
Put in a nutshell, this means to analyse the backlink profile of competitors and so to evaluate approximately what and how many backlinks they use in the homepage, in the internal pages and so on…

Research and Evaluation
The research of links coming from other websites can happen after following different procedures: searching the web search engine for interest queries, aiming at finding reliable websites, analysing the links obtained by competitors or using SEO professional tools.
After collecting a set of potential target websites, an evaluation of the most relevant aspects can be set in motion: authority, traffic trends, linked websites and so on…

Monitoring
This stage is about the analysis of the potential results brought by in-links in terms of authority and traffic.
It is advisable to check that backlinks received are not marked as “nofollow” links, and do not get lost or cancelled.

Link Building Strategies

Once goals are defined, the context analysed and the possible partner links found, it is time for every true SEO specialist to face the true challenge.
The real question is: how to obtain backlinks for real?
Undoubtedly a good link building campaign takes benefits when it comes to growth, but it is also true that such a complex activity requires a lot of time.
It can often be very hard to get in-links towards a website directly from reliable “sources”, particularly when it comes to less-known sectors or websites that do not have good positioning, and then are “invisible” when it comes to web search results.
In these cases specific Link building strategies that help getting backlinks are available.
Before starting, it is always good to analyse carefully if the strategy chosen is really the right one. Above all, it is paramount not to exploit it in order to reduce penalty risks from Google.

Guest Post
The guest post technique requires publishing a column on an external website directly, allegedly with a good authority level, in exchange of adding a link to a specific website.
This technique was particularly exploited in the past, by websites trying to manipulate algorithms. For this reason it is highly recommendable to use this technique wisely.

Infographics
Creating attractive and impactful infographics in a blog can be a good solution to convince external websites to share, quote and link a specific website in their contents.
This means how to get a link in a total “natural” way!

Portals and Directories
The chance to add a link towards a specific website in topic-dedicated Portals or Web Directories can be a good strategy only if they are considered reliable and with a good authority rate.
For this reason it is important to consider if so-called spam links are present, and to see if they lose relevance in time. For example, they can trigger off a constant decline in the authority rate.
It is important to highlight that a backlink coming from a portal or a directory does not have the same relevance of a link placed in a content.
In other words, rather seldom does this strategy bring remarkable benefits.

Link Exchange
It was frequently used in the past, eventually becoming quite dangerous: exchanging links between two different websites. The massive use of this technique, both of in-links and out-links, can drive the Google “Control Department” to get suspicious, causing consequent penalties and a remarkable traffic loss.

Pay-Links
The purchase of backlinks is undoubtedly the technique that most of all violates Google guidelines, being one of the most risky link building activities.
Websites willing to implement and invest on this technique need to act carefully and precisely. Purchasing a high number of links from websites with a low authority rate, or with a low pertinence level turns into a penalty and a loss of position in the SERP hierarchy.

Conclusions
Dealing with Link building is not an easy task at all.
It needs time, knowledge, resources and much patience to reach good results both in the mid and long terms.
The basic rule is: the harder to get a link, the higher its relevance and value.
The creation of quality contents is fundamental in order to make this process work properly.
Getting a high number of relevant in-links towards a specific website is definitely not an easy path to walk on, but at the same time it turns out to be a winning strategy to enhance the positioning of a website on web search engines.

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