Link Building: What It Is, What It Does, And How It Works [GUIDE 2021]

By reading the ReputationUP Coach guide on link building, you will find out what it is, what it does, how it works and the best strategy [GUIDE 2021].

What is link building?

Link building is an SEO positioning strategy that aims to get you to the top of Google’s organic positions.

To properly grasp this technique, we should introduce the link concept.

It means according to the Cambridge Dictionary:

“A connection between documents on the internet”.

Link building, then, refers to including external links to digital content. This technique is known as an off-page strategy.

That is, attaching to our web content external links from official or high-quality pages, so that the Google search engine places us in the first positions.

As a result, a strong SEO positioning makes use of these links to inform Google that your content is accurate and true.

Internal link building

The term internal link building refers to links that point to your website.

For example, let’s suppose that your website is about world travel.

If you need to integrate your content or you want to cover a large topic, you may refer to previous publications and have the reader access it with only one click.

Internal link building. ReputationUP Coach

What is link juice?

The amount of power external and/ or internal sources passed onto your website is referred to as link juice in SEO.

In a nutshell, it is the value that a user derives by linking some information from your page to their own site or page.

There are two ways for gaining link juice and sharing or creating backlinks: direct or indirect.

  • Direct: through network marketing, press releases etc.;
  • Indirect: by releasing official content, such as actual infographics, and encouraging users to share it, in order to rank Google top positions.

To further appreciate the role of link juice, consider the following example.

Consider the two sites: A and B. If site A has a link and site B does not, Google search engine is likely to favor site A.

A good Google ranking isn’t only about having keywords, but also internal and external links.

That is, we must prioritize external links, so we advise you to select official sources that add value to your website.

Abusing them, on the other hand, might not be a smart idea, as it could lead to saturation.

This is illustrated in detail in the following infographic below.

The grey arrows reflect repetitive and of little value information that will  result in a loss of link juice, whereas the black arrows represent official and relevant external information.

What is link juice. ReputationUP Coach

How does link building work?

Link building, as the name suggests, is the process of creating links to improve one’s search engine ranking.

As previously stated, the primary goal of link building is to obtain links from other web pages to increase the value of your own.

We have also covered the difference between internal and external link building.

Link building exists and is always governed by Google’s search algorithms:

Google ranking systems are designed to do just that: sort through hundreds of billions of webpages in our Search index to find the most relevant, useful results in a fraction of a second, and present them in a way that helps you find what you’re looking for.”

Because those who generate spam or obtain links through online payments, will not be ranked first by Google.

Therefore, link building takes time, because it affects the quality of your content.

Its functioning depends on the strategy, but in most circumstances, it strives to be a potential client’s first choice.

The goal is to create quality content that encourages readers to link to it.

Instead of others who do not have them, the search engine will give more weight to all of the links you have on your page.

The more high-quality links you have, the higher your ranking.

When another website requests a quote from you, it is preferable for a high-quality site to do so rather than a low-quality site.

What is the most effective link building strategy?

Technology has progressed to the point where we may easily obtain everything we desire.

Link building is no exception, as many people pay to create unnatural links, to get to the top of Google’s search results.

On its link schemes page Google states:

“They may be considered part of a link scheme and a violation of Google’s Webmaster Guidelines. This includes any behavior that manipulates links to your site or outgoing links from your site.

Additionally, creating links that weren’t editorially placed or vouched for by the site’s owner on a page.”

As a result, the best strategy to position your website is to create original content.

If you want your long-term result to be effective, we recommend you create 100% organic links.

To achieve so, use the following tactics:

  • The content must be relevant and, above all, beneficial to anyone who reads or accesses it, so this will generate more links and traffic;
  • Official external links are usually a good feature for SEO positioning;
  • Press releases can also be part of an important strategy, as long as they are written and published by you;
  • And, the most important strategy is to have SEO professionals like ReputationUP Coach, who will improve organic positioning after accurate analysis.

Link building examples

Although there are several link building examples, we will highlight the ones most commonly used by the most successful digital businesses.

  • You must remember that your top aim is to attract new users from any angle.
  • For this reason, managing a digital PR strategy and having the press name you on their websites can be quite beneficial;
  • Social media means having accounts like Facebook and Instagram. Thousands of them are free and allow you to share information and generate more traffic;  
  • The indirect links better known as link baiting, allow you draw the attention of users. We will explain this term later;
  • The issue of SEO positioning is not something that anyone can tackle. For this reason, some professionals can help you develop an effective link building strategy.

ReputationUP Coach shows you how to use precise positioning management to direct traffic from search engines to your website.

Link building and link baiting 

Now that you’ve learned what link building is and why it’s so vital, it’s time to learn about link baiting.

This word refers to an SEO technique that aims to obtain organic external links.

That is the key aspect of link bait is that it causes various users to spontaneously connect information from other web pages.

The distinction between link building and link baiting is straightforward.

The first is to create relevant  content that will be linked to from other external websites.

Link baiting, on the other hand, is based on the content’s virality, but only in a natural way, that is, when authors from other pages freely link to your site from their content.

Benefits of link building

As explained throughout this article, link building is an SEO positioning technique to rank in the search engine’s top results.

Thus, we may say that link building is connecting information from other websites.

The more high-quality links you have, the more visitors and sales you’ll get.

Link building organically attracts valuable traffic to your website, allowing to reach Google top positions.

On the other side, it lends authority to your page by highlighting that your content is genuine and interesting.

Furthermore, it allows you to form relationships with people or professionals who are interested in sharing or purchasing your product or service.

Users frequently pay for link building in order to appear on the top positions of Google search results.

It is, in fact, a simple way to do so, but they direct you to low-quality and even non-thematic websites.

Google quality guidelines state that:

“These quality guidelines cover the most common forms of deceptive or manipulative behavior, but Google may respond negatively to other misleading practices not listed here.”

Do backlinks matter in 2021?

To increase the quality of search results, Google has introduced new technologies and upgraded others in recent years.

Backlinks are still one of the most significant techniques to achieve successful SEO positioning.

Although the Google algorithm has evolved innumerable times, backlinks will always be the most important factor.

The quantity and quality of outbound links are referred to as backlinks.

On the other hand, the quality of link building is far more important than the quantity.

However, you must pay close attention to duplicate URLs in Google, so that your ranking is not harmed.

Remind yourself that external links help your company better rank in search engines, but they also give it prestige.

For example, consider the online pages with the most links in the world, either because they are reliable and reputable sources, or because they have high-quality content.

As a result, the goal is to attract important web pages to link to our material in order to improve our SEO positioning and gain the trust of new users.

Do backlinks matter in 2021. ReputationUP Coach

If you want to be successful in the digital world, you’ll need to work with professionals who can help you reach your objectives.

ReputationUP Coach performs an analysis to determine if there are any errors on the pages and then carries out a series of activities to improve the site’s positioning.


Link building is an SEO positioning strategy that aids in organically ranking in the first Google positions.

This link building guide may lead you to the following conclusions:

  • Link building entails adding external links to your web content from official or quality pages, to improve your ranking;
  • Internal link building consists of links that lead you to your website;
  • A Link juice is the power that is passed on a page from external and/or internal sources;
  • Link building main feature is to get links from other web pages to increase the value of our site;
  • Link baiting is based on organically creating viral content;
  • Backlinks are still one of the most prominent techniques for successful SEO positioning.

Starting from the objectives and focusing on how to achieve it, ReputationUP Coach provides you with an efficient positioning service.

That is, analyzing what kind of economic and human resources are accessible and what activities are required to obtain them.

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