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Website Link Building Essentials for Your Firm

By Brian Swanson

Link building is an essential component of any search engine optimization (SEO) program. In order to rank well in Google and other search engines, it’s important to have a high number of links from other websites. While back links don’t have the same importance as they once had (Google currently has over 200 ranking factors), it doesn’t mean that marketers should not focus on link building as part of their program. In fact, a study featured in Search Engine Journal clearly highlights the importance that quality back links play in helping websites achieve a top ranking on search engine result pages (SERPs). It’s obvious that quality content is a necessity in order to be a dominant force in SEO, but without a robust number of back links it is difficult to reach the top.


The challenge many face is figuring out how to build their back link profile. In a perfect world, other webmasters and industry influencers would be knocking down your door asking to feature your latest blog post on their site and on social media the minute you publish the content. Unfortunately, that’s just not how it works. The reality is that creating quality content is the first step in the process. Once it’s live on your site, then comes the hard part of finding ways to generate back links.


The how of back link building is a broad subject and a practice that times time, repetition, and skills to master.  However, this doesn’t mean you need to condemn yourself to repeating the mistakes that others have made. In fact, there are literally dozens of free resources available that can walk you through useful information in the form of guides and how-to articles . This doesn’t even include the various free and paid tools available to help you along the journey.


Whether you are new to link building or an experienced pro, I am confident you will find some useful information in this blog.


Link Building Guides


If you are like me, then you want to skip past the high-level, 600-word blog posts that scratch the surface and instead go right for the deep dive. There are several detailed guides that will satisfy your appetite for more information.


  • Link Building for SEO (The Definitive Guide) – This free guide provides a heap of information on the importance of link building, explains how Google uses links in its ranking algorithm, outlines various link building strategies, and gives tips on what should be avoided as you commence link building. What’s even better is that it was updated for 2019 so the information provided is current and relevant to the latest Google updates.

  • Advanced Guide to Link Building – This 12-chapter guide provides useful information not only on the importance of link building and how to get started but also onvarious link building strategies including relationship based, broken link, and image link building.

  • Your Link Building Guide for 2018 – Published by Razor Social, this guide covers the essentials of link building starting with the basics and working up to more advanced strategies. Many tactics are explored that will appeal to professional service organizations (law firms, accounting firms, etc.) such as guest blogging and interviews. This guide also addresses content repurposing and syndication.

  • Link Building Strategy – The Ultimate Guide to Link Building – This is a collection of items from Word Stream that covers virtually every aspect of link building, starting with why it’s important and moving to advanced techniques for attracting high quality links to your website. There is so much information here that it will be impossible to absorb it in a single read.

Link Building Strategies


These resources are for those who want to cut through the explanations and jump right into strategy.


  • 3 White Hat Link Building Techniques that go Far Beyond Links – This is an excellent resource written by a former black hat (oh, that’s not good) SEO professional. He provides detailed information and examples on how to implement proven strategies to build links to your website.

  • The Crazy Egg Guide to White Hat Link Building -This detailed explanation of different link building strategies offers the added bonus of examples, tools, and an explanation of the essential hows and whys of each process.

  • Noob Guide to Link Building – In this guide, Moz provides readers with a comprehensive explanation of link building that covers virtually every aspect of the topic, including terms and concepts. What makes this a useful read is that there is even a link building plan that you can download, customize, and use for your company.

  • 10 Small Business Link Building Hacks – This is a great read for small business marketers that are looking to get their link building efforts going. It provides actionable steps with explanations on where to get started and how to use competition information to fuel  link building strategies.

  • 8 Unusual Link Building Strategies that will Catapult Your Rankings – From the mind of Neil Patel, these are very funny but effective ways at building links that you may not have otherwise considered. Patel offers a creative approach to link building not covered in other places.

  • 42 White Hat Backlinks for an Online Business in 2019 – This article is straightforward, simple, and right to the point. Although written in 2017, the information is relevant and covers the essentials such as round ups, gamification, and the giveaway.

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