As anybody who has ever managed a website will know, Google reigns supreme. While it isn’t the only search engine out there, it is favored by the vast majority of internet users, so it has a lot of influence and power over online content. Ultimately, if you want to rank high on search results pages, you’ve got to convince Google that you deserve it.

There are all kinds of different ways to increase the value of your content; everything from keyword optimization to good website design, engaging narratives, and the use of social sharing buttons. You should also be focusing on backlinks because they have the potential to send a company website right to the top of the search rankings.

This guide to effective backlinking will help you get started and ensure that your content always gets a thumbs up from Google.

What Is a Backlink?

Backlinking is a very simple concept. If an external website contains a link to your content, it is called a ‘backlink.’ Google treats these online connections as a vote of approval and a sign that the content must be valuable. The assumption is that no independent host would willingly include poor quality information on their own website, so the backlink shows that you have something to offer.

The more you have, the higher up you go on the search rankings. However, there are many different ways to get backlinks and some are deemed to be more worthy than others. For instance, it is easy to buy quality SEO backlinks. Websites like Links Management, Black Hat Links, Fiverr, and SEOClerks.com are just a few examples of online vendors who deal in SEO backlinks.

Many companies choose to create their backlinks in this way, because it is virtually impossible for Google to distinguish them from organic ones, especially when you consider how many millions of links it indexes every day. However, you are advised to buy in small amounts and stick to links which are thematically related to your own content. That way, you’ll please the search algorithm and see your ranking increase.

The Best Ways to Create Backlinks

Broken Links

The broken link method is a very clever method of helping other webmasters in a way which also benefits your own website. Using a link checking tool such as ‘Check My Link,’ you can index websites that are relevant to your company such as blogs, news platforms, and listicle websites (not rivals).

The tool will bring up a list of websites which contain broken links. This happens when the origin content is taken offline and no longer exists. Broken links are bad; they decrease value and search engine rankings. So, identifying them, on behalf of another webmaster, and then suggesting that they add your own in its place, is an inspired idea which benefits both parties.

Guest Blogging

This is probably the most popular method of backlinking because Google is very fond of entertaining, engaging content. Guest blogging simply involves publishing an article or blog on another website. So, for example, if you are a company which sells gardening supplies, you could take advantage of the myriad home and gardening blogs on the web.

As a commercial expert, you’ve got the knowledge and expertise that an audience wants. You’ve just got to find that audience. The downside to guest blogging is that it can take more work to establish this kind of relationship with another webmaster. Then again, something as simple as a link exchange (you post one of theirs and they post an article of yours) is usually enough to get people interested.

Buying Links

It is very common for money to change hands in exchange for backlinks, even though this isn’t technically how you’re supposed to do things. Webmasters do it because it’s easy to buy quality SEO quality backlinks. If they’re of a high enough quality, they’ll produce the same results as any others. Nevertheless, the precise impact of purchased backlinks will depend on what you buy, where you buy them from, and how they link back to your content.

The trick is to avoid actions which look brazenly artificial, as opposed to natural and organically generated. The more you can make your purchased SEO backlinks look like ones which have been created in the conventional way, the more positive their impact will be.

Google knows that backlinks usually appear gradually, so it favours content which ticks all the right boxes. So, where possible, try to emulate the organic process. Buy them in small amounts or individually (not in big batches from dodgy webmasters), keep them relevant to your content, and combine them with organically generated backlinks.

Build Internal Links

It isn’t all about external links. You can increase the value of your website by adding internal ones too. While they don’t have as much impact as true backlinks, they form a necessary part of website design and development. Placing internal links on relevant pages helps visitors to navigate your website and it shows Google that you’re putting time and effort into your content.

Try to resist the temptation to go overboard with this technique. The aim should be to enhance the website, not stuff it with unnecessary connections. One carefully positioned link is more valuable than ten awkward ones. Also, if possible, insert them manually (rather than with an automated tool), because you end up with a more natural fit.