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What is backlink in SEO

Backlinks in SEO

A backlink for a particular Web resource is a link from another Web site to that Web resource. A Web resource can be a Web site, a Web page, or a Web directory.

Different Types of Links

What are natural links and how to acquire them The best types of links are those you don't have to create, the natural links you get simply because you are amazing. These natural links are harder to get, especially if you are just beginning to practice SEO.

If no one knows your website or blog, you won't get any of these natural links; no one has any idea that you have amazing content. However, if you put a lot of effort into building your brand and creating amazing content, you're much more likely to be on the radar of influential websites and blogs.

Most of the time you have to do what we call outreach link building. As with natural linking, you need amazing content, but manual reach to make it accessible to a wider audience. You will manually contact bloggers and website owners and explain why you believe their users would benefit from your amazing content.

Which site-damaging link-building techniques you should avoid

You should also be aware of the old link-building tactics that have fallen out of favor. In the past, people used various methods to create non-editorial links, but with the development of Google's algorithm, these tactics have become outdated and can now lead to penalties in many cases.

The simple concept is you want links that other people give you, not links that you can get yourself. If you can fill out a form or click on a button to get a link, it is not a link you want to buy.

Again, these are tactics you should not use, but since you need to be able to diagnose links that could damage your visibility or even cause a penalty, let us run through a shortlist:

  • Press Release Link is the place where you post press releases that link to your site just to allow publication on other sites. Remove links in blog comments or forum posts.

  • The worst case is to place links on Forum Posts.

  • Article rotation was a popular tactic, but it ended up with poorly written, sometimes unreadable post links.

  • Widget insertion was another popular tactic. Marketers would create an embeddable widget or infographic with embedded cut-and-paste code.

  • Spam directories were also common - it was easy to go to many sites and fill in a simple form to get a link.

On the simplest level, you want to get the links you deserve because you have something amazing to share. If you are known enough to get natural links, you are right. You are still in good shape when you need to link to expose your website to people you might not know. If you need to get the link yourself, it is probably not worth it.

Follow and nofollow links: the difference between them with examples

It is also important to understand the difference between the follow links and no follow links. A default backlink forwards the value from the original page to the page it refers to, such as the idea of popular voting.

Nofollow is a link attribute that is added to the link code that instructs Google's algorithm not to pass values to the landing page. These nofollow links are common on websites that have no control over the links that appear on their pages.

Social media is a perfect example. If someone shares a link to your site on Facebook, that link comes from the user and not Facebook; therefore, all shared links are configured as nofollow links. It is also common for advertisers to use nofollow links in ads. For example, if you pay for a banner ad that appears on a popular site on the Google ad network, you actually do not have a link from that page; you pay for your ad to appear, so it makes sense that this link is a nofollow link.

When you are working on creating links or analyzing your backlink profile, it is important to understand that nofollow links are not as beneficial as the following links. Of course, you can still receive recommendation traffic from nofollow links, but since they do not transfer value to your website, you typically want to focus on acquiring the following links.

Link Building Features for Local SEO

If you run local SEO, that's no big deal. Google's local algorithm analyzes links differently, and nofollow links can still benefit your site. So if you're working on building links for a business with a physical location or serving clients in a particular geographic area, be sure to check out the local SEO course for more information.

Best practices for anchor text

Since we are talking about link types, it is also important to talk about anchor text. The anchor text for a link is clickable text on the source site that users click on and then visit the destination site.

When creating links, it is best to allow sites to link to you as they choose. You don't need to avoid exact match anchor text if it occurs naturally, you just don't want to try to get it on purpose.

Competitive Link Analysis

It's an easy tactic, especially if you're just starting out with SEO, but don't want to get bogged down just going to competing links.

Remember that Google rewards unique links, so you want links that your competitors don't have. BUT - chasing your competitors "links is a good entry strategy.

In general, it is probably easy for you to get a link from the same page when a page links to one of your competitors. Sure, it's not just for you, but it will no longer be exclusive to your competitor, meaning you're on a more even playing field.

This is where the backlink gap analysis tool really shines. If you use other shortcut tools, you need to extract the various link profiles and save them all in Excel and try to visually find the possibilities.

Not a big deal when you work with a page with only a few hundred links and the competition is smaller, but when you work with larger pages with thousands, tens of thousands, or even hundreds of thousands of links, the visual analysis becomes incredibly difficult and tedious. Semrush's back link gap analysis tool makes it easy. Even if you know how to analyze competitors manually, the tool saves you a lot of time.

If you find links missing from your website, look at the metrics; remember, higher values mean that the links are more valuable. If you work with a local company, do not skip the sites with low authority; check the actual site to see if it is another local site. Smaller local sites often have low authority values, but because they are local sites, they have more weight in the local algorithm.

You want to segment unique links from unique websites; it is much better to get a link from 10 websites than 10 links from a website. Getting links from multiple IP addresses is also beneficial - if many of your links come from the same IP address, it is a detectable pattern that seems invented.

When compiling your list of backlink options, click through each page for a quick analysis - is it relevant to your business or vertical? Is it a page you want to link to?

Pay particular attention to links with branded anchor texts. You will often find these pages as directories, resource pages, field reports, case studies or guest posts... all opportunities you can take advantage of.

I like to check all links that do NOT link to a competitor's home page. As most of your links go to your home page, all other linked pages tend to be the most popular and high-quality pages on your site. So do your competitors, so if you look for links other than the home page, you can see the content that works best for your competitors.

Now you have a solid overview of the type of content that reaches your potential audience while helping to build your brand authority.

And remember that competition research is not a one-off process. Your competitors get links, just like you. Even if they are not active SEO, there are natural signals that lead to new links. You should always check which new links your competitors have acquired.

You're ready to dive into your link building strategies and get some fantastic links... but before we move on to the next lesson, I have one more tip I'd like to share.

Don't get caught in your competitive bubble. This is a big mistake that most SEOs make, and most don't even realize they're making it.

Remember, Google likes unique backlinks. You want to get links that none of your competitors has. If you're just exploring your own website and your nearest competitors, you're stuck in a link bubble.

If you are a local business, do similar business in other big cities, even on the other side of the country. If you are all digital, look for similar verticals or even try to attract local businesses near you. It's about researching other websites you're not competing with; you might find amazing ideas for links that you can use.

Penalty Recovery

It's every SEO's and site owners "worst nightmare - your ranking drops out of nowhere and your site's traffic drops significantly, and with traffic, your revenue drops. You've been hit by a dreaded Google penalty.

There are two types of penalties:

  1. Manual

  2. Algorithmic

Google refers to a manual penalty as a "manual measure" - that is, someone on Google's webspam team has manually tagged your site for violating Google's policies. A manual penalty can demote your site or remove it from search results altogether.

Manual penalties are much rarer than they used to be. As Google's algorithm has evolved, they're just not that necessary. Google is getting better at ignoring "bad" links algorithmically, and the sites that it has seen receive manual penalties lately are those that buy links on a large scale or were heavily involved in widget link systems.

It is easy to see if you have received a manual penalty - there is a special section in the Google search console.

Step 1: log in to Google Search Console with your own verified account

Step 2:click the Security & Manual Actions button on the left

Step 3: then click Manual Actions.

Algorithmic penalties are much more common, but technically there are no penalties. When Google updates its algorithm and a website is adversely affected, it is generally referred to as an algorithmic penalty. There is no human Googler who assigns a penalty that can be overturned - your website has just been caught for an algorithm update.

Nevertheless, websites that are subject to an algorithmic penalty can still see massive traffic drops. Unfortunately, it is harder to see that you have been hit because there is no notification from Google. Sometimes you can find out if you have been hit by Google Analytics.

  • Click Acquisition

  • Click All Traffic

  • Click Source / Medium

  • Click Google Organic Traffic in your traffic sources list.

If you see a significant and obvious decline, especially if the decline continues over time, this could be a sign that you have been hit by an algorithmic penalty. If the date matches a known or suspected algorithm update, you are even safer. SEMrush has a helpful list of updates from Google in the Notes section of your account.

But those of you who don't want to see - you need to log in to SEMrush and extract your link profile. Immerse yourself deeply and really study the patterns; you can be punished for links you bought in the past that you are not familiar with. Look for sites with low PS and TS values; these are low authority sites that could be part of the problem. Check when the links were discovered and if a sudden lower connection speed might be your problem.

Once you have identified the risky sites, you should try to remove the links. Instead of contacting to request a link, you should contact the sites to ask them to remove the link to your site.

Once you have removed the bad links that you can remove, you want to dismiss the other bad links that you could not get rid of. At this point, SEMrush's linking tool is useful - you can click on the big button to the right of each link and have SEMrush create your refusal list.

If it is a manual penalty, you can request a re-review and notify Google that you have done your due diligence and cleaned up any bad links. To increase your chances of having the penalty overturned, be honest in your re-review request. If the penalty was the result of suspicious work by a previous authority or if it is your own fault, tell Google. Also, create a Google document to share what you have done to remove and disable bad links. Share your full name and contact information to make it fully transparent. You can submit your request for re-examination

Google has said that it is no longer necessary to disavow links, that their algorithm is advanced enough to ignore bad links instead of penalizing you for them ... Now, I don't want to go the conspiracy theory path here, because this video would get really long and really weird. Let's say disavowing bad links is still a good idea.

Link Building Strategies

Link Building strategies

You have researched your links and analyzed your competitors, and now is the time to get those links, if only it were that simple.

Relevant and profound content, presented in a unique way, is a great help. An in-depth research is also popular. Those who do not have the ability or have no idea what to investigate can present a new perspective on the old data.

You can also rededicate content that has been well done in the past. Do you have a really popular blog post? Why not turn it into an infographic or record a video? Discover creative new ways to share successful old content.

But the reality is different from Field of Dreams. If you build them, they won't always come. You need to inform people about your amazing content.

Interviews are another great linking tactic. SEOs usually call this tactic "ego bait," but I don't like that phrase. If you know someone relevant to your niche, someone half-famous or famous, or even influencers you don't know, interviews are a great way to share someone else's voice on your platform.

The big advantage is that they almost always link to your content so they can share the interview with their own friends and followers.

Websites are like things that live and breathe, and they evolve over time, and therefore the structures of websites change. It is inevitable that you lose the links to your website.

There are two tactics to take advantage of this idea:

First, you can recover the broken links to your website, find the backlinks that link to 404 pages of your website and set up a redirect, or contact the source page and provide an updated link.

Second idea of link recovery goes in the opposite direction: your page is still there, but the source page has been updated and there is no link to your page anymore, so the page you linked to before is usually easy to contact and link back.

Another successful, but often overlooked tactic is to find unlinked mentions. It is quite common for other sites to mention your brand without linking it to their website. Use monitoring tools to capture these mentions and then access the site, thank them for mentioning it and ask if they would be willing to add a link.

As I mentioned earlier, websites change. Link recovery tactics fix incoming links that link to pages on your website that do not exist. By breaking link building, you look for links that link to pages on other websites that do not exist.

Find these broken links and create similar content on your own website. Go to the source page and point out that your link directs your users to a page that no longer exists. Show them the alternative content that is available on your website; most webmasters take the opportunity to correct errors on their own page, and you have just made it much easier to fix the problem.

If you're creative, building broken connections can help you get those really high-level connections that you could never get.

Resource pages are another old school tactic that still works well. Resource pages are a collection of links to big content on a particular topic... so they are pages that exist to link to other pages.

Newsjacking has been another popular tactic in recent years, but it's not for the faint-hearted. If you want to try to hijack news, you need to have a nimble team that's able to put content together quickly. You're trying to capitalize on the fleeting spirit of a popular or current news story. You need to take the news - create content that includes a single shot, new information, or even a funny reference.

Sponsorships are another great link-building tactic. Sure, Google doesn't like it when you buy links, but it's totally cool that you buy a sponsorship that leads to a link. Any event, charity, or organization that has sponsors lists their sponsors on their website. Don't exaggerate with this tactic, but some strategic endorsements can give you some really authoritative links.

If you're a local business, getting involved in the local community makes it easy. You'll find multiple links for things you're already doing.

Compile your keyword list and combine it with tactics. Search for resource pages, charities, sponsorships, or even your own brand.

Learn to use search operators.

f you've never heard of them, search operators are basically filters that affect Google search results.

If you are using the inurl: operator, tell Google that you want results that use the specific keyword phrase in the URLs of the page. For example, if you are looking for local sponsorship opportunities, look for Chicago inurl: Sponsoring, which returns a list of sites in or related to Chicago, but specifically pages on those sites that contain the word sponsorship in the URL.

You should also use the SEMrush linkbuilding tool It analyzes your key keywords and your top competitors to find link opportunities. If you add it to these other tactics, you will often find new opportunities that you would not otherwise have thought of.

Link Building Campaign

You start with your link profile, add your link research and competitive research, add them to your link building tactics, and when you mix them all up with a little or a lot of effort, you end up with some amazing links!

You need to make sure you set goals - you can build bonds forever and really go the rabbit trail. If you set a goal, it's much easier to feel like you've accomplished something; Not only will you have a sense of completion, you will have something measurable.

Note that I am not talking about a simple goal like creating 20 links; Remember, backlinks affect your visibility in searches, and visibility in searches affects sales, and your ultimate goal is to increase sales. But, as we all know, SEO takes time. Adding quality links won't improve your ranking overnight; sometimes it can take weeks to see the results of your efforts.

You spend the first half of the campaign researching, discovering new opportunities for potential links. Once you've compiled your list, you (or your boss or your client) decide what opportunities to look for; more on this in a minute. Once you know what links you are looking for, do your reach and go looking for them. After the campaign is over, you delete your opportunity list, remove the links you acquired, and those that are no longer opportunities, and then start your next campaign with the updated list.

During each campaign, you measure the performance of the previous campaign. So for example, if you are on a 2-month cycle, during your second backlink campaign, you are also measuring the results of the first campaign. And during the third, you are measuring the second, and so on.

I suggest creating a spreadsheet to keep track of backlink opportunities. SEMrush's link building tool allows you to keep track of opportunities and even send emails through the system, but I like to keep more data on each opportunity, and the ability to sort the opportunities makes it easier to decide on. links and conduct outreach activities.

Save time finding the right person during the investigation phase; That way, when you're ready to get the link, you already know exactly who to call or email, and it's much easier to quickly block the link.

You'll also need to organize your list based on the tactics you'll use to acquire backlinks. If you have awesome content that already exists, Otherwise, once the research phase is done and you have your spreadsheet ready to go, or if you are using the SEMrush tool, you have your list of potential links ready, it is time to decide which link you want to go after. .

If you have carte blanche to make decisions, you can look for the links that you think will be the most beneficial. If you are in the company and need the approval of someone higher, or if you are in an agency and need the approval of the client, you will need to present your list of prospects and explain the benefits and expenses of each possibility, whether it is time, assets or money. When you get the go-ahead, you can move on to the outreach phase of your campaign.

When conducting outreach activities, it is important to remember that you are communicating with a real person. In many cases, that person may have no idea what is happening with the website, or even what a link is or why it is important.

Don't send a short canned message just asking for a link. Be a real person. Write your email like you would talk to that person in real life or if you are calling, be genuine. Jumping directly to ask for a link will turn people off.

Don't sell them for a link, sell them for the value you are providing to your users. They don't care about links, but they do care about their audience or their customers. If you show them that you are genuine and don't like all the spammers they constantly hear about, AND show them the value that you are providing them, you are much more likely to get the backlink.

If they are not web savvy, be prepared to guide them through the link setup process, or help them understand what they need to say to your web assistant.

You'll probably have to follow up, even when you know the right person to talk to, she's probably busy. A polite follow-up goes a long way: it helps to show that you are a real person and not an automated spammer. Keep track of when you email or call each contact, so you know when you need to follow up or when you've blocked the link and no additional contacts are necessary.

Don't let one stop you. Use a negative answer as an opportunity to build a relationship. They didn't like what you had to offer this time, but is there anything you can do in the future that they would like? Ask for feedback - what they didn't like, what could have been better, what would be more interesting to them in the future.

Once again, you are showing that you are a real person who cares, and that is very helpful.

Once you've been through all the opportunities and got all the links you can get, it's time to clean up your list. If you received the link, please remove it from your list. If you received a no, remove the opportunity from your list, but make a note of any comments you received from that contact; you can adjust your strategy in the next campaign. If you never received a response, please leave the opportunity on the list, unless there is another factor that makes it no longer an opportunity (such as a sponsorship that is no longer available).

Now you should have a list that includes the opportunities you missed, the opportunities you received no response to, and the opportunities you were told no but provided feedback. Use this as your base list in your next backlink campaign, adding more in your research phase.

And then it's just rinsing and repeating. When one campaign ends, another begins.

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