A clickable element (text, image, or button) that connects one webpage to another.
Why a Link Matters
Links are the building blocks of the web. They are a direct signal of a page’s relevance and authority. Without them, your content is essentially an isolated document that is difficult for both users and search engines to find. Links help:
- Users Navigate: They allow users to move from one page to another, which improves user experience and can reduce a website’s bounce rate.
- Search Engines Crawl: A link is a roadmap for a search engine’s crawler. It helps a crawler find and index all the important pages on your site.
- Establish Authority: A link from a high-quality, relevant website is a vote of confidence that signals to search engines that your content is valuable and trustworthy.
A well-executed link strategy is a key part of any successful SEO campaign.
Across Different CMS Platforms
The management of links is a content and technical SEO strategy that can be applied to any CMS.
WordPress
WordPress is ideal for links because a good SEO plugin like Yoast SEO or Rank Math can help you analyze your content and ensure you are using your target keywords effectively in your titles, meta descriptions, and body content.
Shopify
On Shopify, links are essential for your product descriptions and blog posts. You can use a keyword research tool to find the terms your customers are using and then use them in your product titles, descriptions, and collections to improve your visibility in search results.
Wix
Wix has a streamlined, user-friendly system, but you can still optimize for links. The platform’s built-in SEO tools make it easy to manage your titles, meta descriptions, and on-page content.
Webflow
Webflow gives you granular control over your website’s design and code, which is perfect for a sophisticated link strategy. You can use it to create a perfectly structured page that is optimized for a specific keyword or set of keywords.
Custom CMS
With a custom CMS, you have the most control but also the most responsibility. You can build a system that automatically tracks and analyzes your link performance and provides your content creators with data-driven insights.
Across Different Industries
The way you use links will depend on your industry and your goals.
E-commerce
E-commerce sites can use links to attract a wide range of customers. A site that sells running shoes can use links like “running shoes,” “men’s running shoes,” and “running shoes for flat feet.”
Local Businesses
Local businesses can use links to attract local customers. A plumber in Dubai, for example, can use links like “plumber Dubai,” “emergency plumber Dubai,” and “plumbing repair Dubai.”
SaaS Companies
SaaS companies can use links to attract a wide range of customers. A company that sells project management software can use links like “project management,” “project management software,” and “project management tool.”
Blogs
Blogs can use links to attract a wide range of readers. A blog about cooking can use links like “sourdough bread,” “how to bake sourdough bread,” and “sourdough bread recipe.”
Do’s and Don’ts of a Link
Do’s
- Do use descriptive anchor text. The anchor text is the visible, clickable text. It should be relevant and descriptive of the page you are linking to.
- Do use a variety of link building tactics. A good link building strategy includes a mix of guest posting, broken link building, and a backlink from a news site.
- Do use a link building tool. A tool like SEMrush or Ahrefs is a must.
Don’ts
- Don’t use vague anchor text. Avoid using generic phrases like “click here” or “read more.”
- Don’t use a black hat link building tactic. This can lead to a severe penalty.
- Don’t use a link exchange with a low-quality website. This can harm your SEO.
Common Mistakes to Avoid
- Failing to do keyword research: This is a basic but critical step. You cannot improve what you do not measure.
- Ignoring a user’s intent: A link should be used with a user’s intent in mind.
- Focusing on short-tail keywords alone: Long-tail keywords are often easier to rank for and can be a great source of organic traffic.
FAQs
What is the difference between an internal link and an external link?
An internal link connects one page of your website to another page on the same site. An external link points from your website to a page on a different domain. Both are important for SEO.
How do links affect search rankings?
Links are a major ranking factor. Search engines use them as a “vote of confidence.” A high number of high-quality links from authoritative websites signals that your content is valuable and trustworthy.
What is the difference between a dofollow and nofollow link?
A dofollow link is the default link type and allows search engines to follow it and pass link authority. A nofollow link has a rel=”nofollow” attribute that tells search engines not to pass authority.
Can a broken link harm my SEO?
Yes. A broken link, or a link to a non-existent page, can harm your SEO. It creates a poor user experience and can lead to a wasted crawl budget.
What is the difference between a backlink and an internal link?
A backlink is a link from an external website to your website. An internal link is a link from one page on your website to another page on the same website.
