Link building

A secure, stable, and fully diversified profile of strong external links that sustainably raises your domain's authority in search engines. High-quality, topical links give you a competitive advantage by driving traffic and AI recommendations.

Each collaboration begins with an audit of the current situation
Valuable articles published on reputable business portals
Keyword optimization and clear recommendations to increase sales
Activities carried out in stages, ensuring natural growth
Ongoing monitoring of results and ready-made recommendations for next steps

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Link building in a nutshell

Link building is the process of acquiring external links from valuable websites, online forums, social media, and other sources to improve a website's search engine rankings . A large number of high-quality links pointing to your website signals to Google that the site is useful to users, worth citing, and recommended to other internet users. However, not all links are created equal, and low-quality links not only fail to increase a website's visibility but can actually harm its SEO. Therefore, link building involves building a strong link profile—a collection of hyperlinks from domains that are highly rated by search engine algorithms and already have a strong online presence.

Why Do You Need External Links? – The Benefits of Link Building

SEO, or increasing a website's visibility online, is based on two types of activities: on-site SEO and off-site SEO. The former, as the name suggests, encompasses everything that can be done on the website itself: technical optimization, content creation, building internal linking, eliminating errors, and so on. The latter, off-site SEO, involves acquiring backlinks (also known as external links) from other websites. This is essential for building a website's authority and convincing search engine algorithms that your website is worth ranking among the top search results. Link building and the overall link profile indicate to Google which pages are worth directing traffic to.

Only a combination of on-site and off-site SEO ensures effective SEO and allows you to gain a competitive advantage that will help you join the leaders in your industry . Therefore, link building is one of the key marketing activities if you want to grow your brand online.

With a valuable external link profile:

you increase the authority of your domain,
Your website appears high in search results for phrases that are important to you,
you attract valuable traffic to your website,
you use external websites to reach new potential customers,
you increase your advantage over your competitors online,
you gain long-term marketing benefits – once you earn a position in search engines, it bears fruit for a long time – unlike, for example, paid campaigns.

Naturally acquired links are not enough

For most websites, external links begin to appear naturally – on social media, on the websites of friendly brands, or in comments from users recommending a product or service. However, in an era of intense online competition, such links are not enough. Industry leaders utilize professional link building services, which actively acquire links to the best places online. As a result, they acquire many times more links, thus gaining a competitive advantage.

Additionally, if you leave linking to users and therefore somewhat random, you have no control over the quality of your link profile. Some sites that link to your site may have low algorithmic ratings and be considered spammy. The more such low-quality hyperlinks there are, the more suspicious the algorithms will be of your site's quality.

So if you want to be sure that you are acquiring high-quality links that increase the authority of your domain, the solution is link building carried out by professionals.

Where do we get links from?

One of the key principles of link building is ensuring that the links you acquire bring real value to your website. This means selecting sites for linking that are relevant to your website's topic or industry, and that also receive high rankings from search engine algorithms.

Equally important in link building is diversifying your link profile, meaning ensuring you acquire links from various places online. Such links can come from, among others:

publicly accessible places on the Internet, e.g. forums or SEO directories,
industry websites, blogs and other thematically related websites – here you can most often gain links through guest posting, i.e. publishing guest articles, or by purchasing sponsored articles or by creating high-quality content that is later shared by others,
social media – e.g. links to blog articles in Facebook or LinkedIn posts,
back-office pages, which are created specifically for the purpose of link placement. However, it's crucial that these backends are of high quality and have a good algorithmic reputation. SEO agencies most often use their own backend sites, where they place hyperlinks to the websites of many of their clients. More expensive packages also allow for the creation of dedicated backends, which are created for a specific client and become their property. The client can use them even after the contract with the agency is terminated.

Link building must be a process

When building a valuable external link profile, it's crucial that it closely resembles the natural process of acquiring hyperlinks. This means that linking should be spread out over time, and subsequent links acquired gradually, not in bulk. This is crucial because algorithms are very suspicious of sites that suddenly acquire several hundred links overnight. This signals to them that Dofollow links have been purchased, not generated naturally. In the short term, such link building can result in good rankings, but in the long term, it's very risky. Link building based on this "blast" formula has repeatedly resulted in a filter or ban from Google. At best, such action will have no impact on the site's ranking; at worst, the site will be penalized by Google for unfair practices.

Dofollow and nofollow links

The role of a link building specialist is also to ensure that acquired links can be tracked by algorithms, meaning they are marked with the "dofollow" parameter. There are two types of links: "nofollow" and "dofollow." How do they differ? Nofollow links send information to search engine algorithms that, even though the link appears on a page, it should not be considered when evaluated by Google bots. This serves as a safeguard for website owners who, for example, are legally required to place a link on their website but don't want it to impact the value of the linked page. This parameter might be used, for example, by links to the agency that created the page's design in the footer, or by links to image banks in photo captions. Some online forums may also use nofollow links by default if their administrators don't want them to become a link-building platform.

Nofollow links generally do not affect the website's positioning, so if we acquire hyperlinks for our website, we should always make sure that they have the "dofollow" parameter, which means that they allow search engine algorithms to follow the link.

The right anchor - that's what counts!

Using appropriate anchors is also crucial to building a strong backlink profile. An anchor, or anchor text, is—simply put—the text that a specific link on a page is attached to. Search engine algorithms favor diverse anchors whose content reflects the link's subject matter. Let's use an example.

If we link to an article explaining what local SEO is, we use a general anchor like:

"Detailed information on this topic can be found HERE ."

There's a good chance the algorithm will consider the link to be of little value. Much greater effectiveness can be achieved by using a more specific anchor, e.g.

"For detailed information on this topic, please see the article LOCAL POSITIONING ."

Basic types of anchors

Anchor zero match – an anchor that does not contain any keyword associated with the link and usually only informs the user where the hyperlink is located, e.g. HERE, HERE, LINK, CLICK. Such content does not tell the algorithm much, so it should be used with caution,
Anchor URL – the anchor is the link itself copied from the browser window, e.g., https://verseo.pl/oferta/google-ads/. This type of anchor is the least user-friendly, so it's best to avoid it,
Anchor exact match – Anchor text is the main keyword for which the page is positioned, provided in its uninflected form. This is a useful type of anchor, but we shouldn't use it too often, as the algorithm may consider it an attempt to manipulate search results,
Anchor partial match – contains the keyword, but in a different way, often combined with clarifying terms, e.g., instead of "Google Ads" – "article about Google Ads campaigns." This is a very good type of anchor that can be frequently used in linking,
Brand Anchor – the brand name is included in the content. This type of anchor works well for building brand recognition.

When acquiring external links, it's worth using different types of anchors to ensure your entire link profile is diverse and classified as natural by search engine algorithms. Link acquisition should therefore be systematic, not incremental.

Finally, it's worth noting that internal links are just as important as links obtained from other sites. They structure our site in the eyes of crawlers and indicate which subpages within the site are important and which are merely supporting. Internal links therefore also deserve separate and serious consideration and influence our ranking in search results.

Choose professional link building with the best!

Building a valuable link profile can be done to some extent on your own, for example, by leveraging industry connections to publish guest posts on other websites. However, it's worth remembering that link profiles are a crucial ranking factor in Google, which is why most brands that appear at the top of search results enlist the help of a professional agency to build them. This specialist then develops a client-specific linking strategy, determining the methods and frequency of link acquisition, keywords, and many other aspects to maximize the potential of this ranking factor. Professional SEO specialists also monitor algorithm updates and continually modify their activities to maximize benefits for their clients.

So if you want to fight for top positions in Google rankings, get expert help. Fill out the contact form and get a link building quote for your website!

You are now reading:

Link building

Link building in a nutshell
Where do we get links from?
The right anchor - that's what counts!
Choose professional link building with the best!

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Link building

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Link building in a nutshell

Why Do You Need External Links? – The Benefits of Link Building

With a valuable external link profile:

Naturally acquired links are not enough

Where do we get links from?

Link building must be a process

Dofollow and nofollow links

The right anchor - that's what counts!

Basic types of anchors

Choose professional link building with the best!