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Before seeing how to do link building and related strategies, it is important to understand how this important activity works to position your site in the first results.. The Google search engine introduced the concept of EAT (Expert, Authoritative and Reliable). The sites that possess these characteristics are rewarded, the others are seen as sites of lower quality. How to evaluate the quality of a link? Google uses several parameters to evaluate the quality of a link:

  1. Popularity: indicates the number of sites linking to a web page.
  2. Relevance, understood as correspondence between what the user is looking for and how much the content of the site manages to satisfy him.
  3. Link age: Search engines prefer outdated links rather than newly created links.
  4. elevance: if the linking page and the linked page deal with the same topic, the value of the link will be high, when they deal with different topics it will have a lower value.
  5. Authority: if the backlink comes from a site considered authoritative, such as an industry newspaper, Google will also attach importance to your site.
  6. Social presence: a link from a site corresponding to a consistent presence on social networks also benefits the "receiving" site in terms of authority.
  7. Anchor text, without exaggerating! The text on the anchor, which is the clickable portion of the sentence that contains the link. It is important that the link is shown in blue, to be immediately identifiable. Furthermore, the content towards which the link points must be absolutely inherent to the portion of anchor text: the user must find content perfectly in line with the "anchors". It is also useful not to overdo the anchor text, but to make it short and concise. These tips apply to both internal and external links.
  8. Site trust: this is the trust that Google places on the site. It is a qualitative evaluation that the search engine makes for the entire website, not for individual pages.

How to do link building: strategies

After having seen what link building is and how it works, or what parameters Google uses to evaluate the quality of links, we can begin to see how to do link building effectively.

In recent years, the practice of link earning has become increasingly widespread. We have said that one of the most important prerequisites when you want to do link building is to obtain links in a natural way. Link earning aims to obtain links organically, creating high quality content. It seems trivial, but if the contents are of value they will be shared and will be considered authoritative sources. Infographics are becoming increasingly popular among quality content. Summarizing a topic in a graphic makes the use of the theme more user-friendly. Also not to be discarded are the guides that show users how to do something or how to solve a problem, even in the form of e-books.

An alternative may be to take advantage of guest posts, which is a post published on a relevant industry blog. The blogger would host specific and quality content and in return would allow the author to insert a backlink to the author's site. Always prefer a link contained within the article, rather than in the author's card or in a banner.

To position yourself in the top results of Google it is also important to give the right weight to internal links. The optimization of internal links serves to build the right architecture of the site, minimizing the bounce rate and helping the user to search for information in a simpler and faster way, but above all to do free link building. How to build the internal link network?
Search for the right keywords, meaning relevant and with a high search volume.

Position the keywords in a natural way, keeping the text flowing.

Take advantage of well-constructed anchor text: keywords that point to other topics on the site, to the home or to the services offered.

It is important to remember to apply the "nofollow" attribute to some links, to tell the search engine not to follow the link: links with this attribute, unlike "dofollow", do not contribute to indexing. This shows crawlers a more organic backlink profile - Google will love it!

Link building: risks and practices advised against

We have seen that compared to the past Google has become much more rigid in the evaluation of links and proceeds to penalties up to the risk of cancellation from the search engine for improper practices. A strategy to be absolutely avoided is that linked to the purchase of paid links: it is very risky. In the immediate future, Google may not notice, but within a few months you could incur a penalty. At the same time it is good to avoid the exchange of links: a simple agreement that the webmaster makes with another to "exchange" backlinks. At the same time, it is good to avoid the insertion of company files on thematic and sector portals, unless it has a high authority: in any case the benefits at SEO level will be small and in any case significantly lower than a link inserted in a content.