link building for beginners complete guide to get with timestamps YoutubeScribe.com

[0:00] Link building is arguably the most challenging
part of SEO.
[0:03] It's a part that requires technical prowess,
a creative approach, and just straight up
[0:07] grit and grind.
[0:08] Now, if you're a beginner to link building
or you've tried building links without much
[0:12] success, then today's link building tutorial
is going to help you get backlinks efficiently
[0:17] so you can rank your pages higher on Google.
[0:19] Stay tuned.
[0:19] [music]
[0:24] Link building has built all sorts of reputations.
[0:27] But there are generally two dominant views.
[0:29] There's one party of SEOs that live and die by it.
[0:32] And then there's the opposition, that considers
it to be a spammy tactic.
[0:36] Now, in order to come to a conclusion,
we need to define what link building is.
[0:41] By definition, link building is the process
of getting other websites to link to a page
[0:46] on your website.
[0:47] And these hyperlinks are called backlinks.
[0:49] Now, while the end result might make sense
conceptually and seem simple, the part that
[0:54] people don't understand and can't seem
to get right is this part: The Process.
[1:00] And this ultimately boils down to execution.
[1:03] Now, the reason why execution is tough is
because people just focus on the end result:
[1:08] getting backlinks to their pages.
[1:10] But the process is actually very relational.
[1:13] And relationships are built by humans, not "borrowed" 
templates from videos and blog posts.
[1:18] So let's redefine link building and set
the tone for the rest of this tutorial.
[1:22] Link building is the process of building relationships
with other relevant site owners who want and will link
[1:28] to your content because it enhances theirs.
[1:32] So this definition isn't just about you getting something.
[1:35] It includes relationships, relevance, and
a value exchange.
[1:39] All things we'll touch on later.
[1:41] Now, since effective link building is tough, you
need to understand why it's worth the effort.
[1:46] In short, backlinks are used by search engines
like Google to help rank web pages.
[1:51] And it's been this way since 1998 when Google
created PageRank.
[1:55] PageRank is a mathematical formula that judges
the "value of a page" by looking at the quantity and
[2:01] quality of other pages that link to it.
[2:04] And Google confirms the importance of backlinks
on their "How search works" page.
[2:08] Under their "Ranking useful pages" heading, they state:
[2:11] "If other prominent websites on the subject
link to the page, that's a good sign that
[2:16] the information is of high quality."
[2:20] We also found a clear correlation between
organic traffic and backlinks from unique
[2:24] websites in our study of over one billion web pages.
[2:28] So while getting backlinks may be harder than
let's say, creating a blog post, they're absolutely
[2:33] critical if you want to rank for competitive phrases.
[2:37] Now, you might be thinking...well, so and so
said not to focus on link building because
[2:41] high-quality content always attracts links.
[2:44] Well, how do you get that content in front
of people in the first place?
[2:48] Unfortunately, the concept of "if you build
it and they will come" is just pure fantasy.
[2:54] Or you might have heard other people say
[2:56] "I get tons of traffic without building backlinks,
so no need to go through the struggle."
[3:01] Yes, it's possible to rank pages without backlinks,
but let me say this one more time.
[3:06] Backlinks are absolutely critical, if you
want to rank for competitive phrases.
[3:11] And competitive phrases are usually the ones
that'll drive the most traffic and revenue
[3:15] for your business.
[3:17] For example, queries related to SEO are extremely
competitive, but they're also very lucrative.
[3:22] And if you take a look at our blog's backlink
growth in Ahrefs' Site Explorer, you'll see that
[3:27] the growth curve almost mirrors that
of our organic traffic.
[3:30] They're rising together.
[3:32] So how do you get backlinks?
[3:34] Well, there are three ways to get them.
[3:36] You can create them, buy them, or earn them.
[3:38] Let's go through each method.
[3:40] Creating backlinks means to manually add
links to your site.
[3:43] This can be done by adding your website to
directories, leaving comments on blogs, or
[3:48] adding a website to your social media profile.
[3:50] Anyone can do this with minimal effort, so
they're not that effective from an SEO and
[3:55] ranking perspective.
[3:56] Buying backlinks is exactly as it sounds.
[3:59] You pay webmasters or authors a fee and in
return, they'll link back to a page on your site.
[4:04] Now, this is against Google's Webmaster Guidelines
and can potentially result in a penalty.
[4:09] That could be anything from losing ranking
positions or even worse, getting your pages
[4:13] removed from Google's search index.
[4:16] Also, buying links isn't exactly cheap.
[4:19] We contacted 250 websites to ask if they sell links.
[4:22] And we found that the average cost of buying
one was nearly $353.
[4:28] And no, we didn't buy any.
[4:29] The final way to get backlinks is to earn them.
[4:32] And this is usually done by emailing other
website owners and editors and asking them
[4:36] to link to you.
[4:38] This is the hardest method of the three, but
generally speaking, the harder it is to obtain
[4:43] a link, the more valuable it'll be.
[4:45] And for that reason, we'll be focusing on
earning backlinks through email outreach.
[4:50] And I'll touch on a few tactics later.
[4:52] Now, not all links are created equal.
[4:54] Some will help propel your pages to the top of
Google, while others can actually hurt your site.
[4:59] So what makes a link actually good?
[5:01] To simplify it as much as possible, there are
two main categories you should look at.
[5:05] First is relevance.
[5:07] Ideally, you want to get backlinks from relevant
websites and pages.
[5:11] For example, let's say you have a page on
the best USB microphones.
[5:15] Getting a link from a page on the topic of video
conferencing would be much more relevant than
[5:20] a link on a page about gardening tips.
[5:22] And this also plays out at the website level.
[5:25] Getting a link from a tech site like Cnet
would likely carry more weight than one
[5:29] from a recipe site like All Recipes.
[5:33] The second category is authoritativeness.
[5:36] Now, if you're unfamiliar with "authority"
in the context of link building, it basically
[5:41] represents the so-called "link power" a web page has.
[5:44] And this relates to how PageRank works.
[5:47] As we discussed before, both the quantity
and quality of links matter.
[5:51] So the more quality links a page gets,
the more PageRank it earns.
[5:56] Now, PageRank doesn't appear out of thin air.
[5:58] It comes from other pages.
[6:00] This means that pages with authority, can
pass it to other pages through hyperlinks.
[6:06] So the more PageRank a linking page has,
the more it can pass to those outbound links.
[6:11] For example, let's say page C has two links: 
one from page A and one from page B.
[6:17] Page A is stronger than page B and also has
fewer outgoing links.
[6:22] Feed this information into the PageRank algorithm,
and you get the PageRank of page C.
[6:28] Now, this is obviously a simplified version of
how PageRank works, but the key point here
[6:33] is that you want to get links from high-authority
pages because they'll likely have the greatest
[6:38] impact on your rankings.
[6:39] Now, while Google doesn't provide PageRank
or website authority scores, we have two metrics
[6:44] at Ahrefs that try to quantify it.
[6:47] Domain Rating is our website authority metric
and it represents the overall strength of
[6:51] a website's backlink profile.
[6:53] And URL rating is our page-level authority
metric, which represents the overall strength
[6:58] of a Page's backlink profile.
[7:00] We have a full video on assessing high-quality
backlinks, so I'll link that up for you in the description.
[7:05] Alright, so at this point, we've covered what link
building is, why it's important, three methods to
[7:10] get them, and some attributes of good-quality links.
[7:13] What we haven't talked about yet,
is the actual link itself.
[7:17] So let's break down the anatomy of a hyperlink
and the impact each part has on SEO.
[7:23] Here's what a link looks like to your website visitors.
[7:26] And if we look at the HTML code, then it
would look like this.
[7:30] Now, there are three basic parts to a link
that matter in SEO.
[7:33] The destination URL, anchor text,
and the "rel" attribute or lack of one.
[7:39] The destination URL is simply the URL the
person will visit when the link is clicked.
[7:44] The second part of a link is the anchor text.
[7:47] The anchor text is the clickable word, phrase,
or image attached to the link.
[7:51] So in our example, Site Explorer is the anchor
text, which is the name of our competitor
[7:56] analysis tool.
[7:57] Google uses anchor texts to better understand
what a page is about and what terms it should
[8:02] rank for.
[8:03] But building lots of links with keyword-rich
anchors is classified as a link scheme, and
[8:09] may result in a Google penalty as it looks unnatural.
[8:12] For example, if you had a post on the best
wireless headphones and had a hundred links
[8:16] pointing to it where the anchor texts were
all "best wireless headphones," then it would
[8:20] look quite unnatural.
[8:22] People often use anchors such as the company's
brand name, the title of the page, the URL, or
[8:28] phrases like "click here."
[8:30] And here's some proof.
[8:31] If we look at the anchors of backlinks pointing
to our data study on featured snippets, you'll see
[8:36] varying anchor texts like "old studies," "ahrefs,"
"research," and even specific stats like "99.58%,"
[8:44] "8.6% of all clicks," and so on.
[8:47] In fact, there are only 14 websites that have linked
to us using the anchor text "featured snippet."
[8:53] With most earned links, you have very
little or no control over the anchor text,
[8:58] so over-optimization isn't something
you really need to worry about.
[9:02] And the last part is the "rel" attribute.
[9:04] Some links contain a "rel" attribute, which
is intended to tell crawlers the relationship
[9:09] between the linking page and the linked page.
[9:12] And the three "rel" values that you should know
about when it comes to link building are "nofollow,"
[9:17] "UGC," and "sponsored."
[9:20] Historically, nofollow links told Google that
the linking page would rather not associate
[9:24] themselves with the linked page.
[9:26] And for that reason, Google didn't transfer
"authority" through those links.
[9:30] But then Google added a couple other "rel" values:
"UGC," which stands for "user-generated content,"
[9:36] and "sponsored," which signifies a paid link.
[9:39] They also announced that going forward, they
would look at these link attributes as "hints,"
[9:43] meaning, they may pass value through them
at their discretion.
[9:47] Now, if a link doesn't have any of these "rel"
values, then it would be called a "followed" link.
[9:51] Meaning, the link can pass PageRank and help
boost your rankings.
[9:55] Seeing as this is still relatively new, I'd recommend focusing on building "followed" links,
[10:00] although that's only partially within your control.
[10:03] One other thing I want to touch on is link placement.
[10:06] Prominent links are more likely to be clicked,
and it's believed that Google takes this into
[10:10] account when determining how much
authority a link transfers.
[10:14] For instance, an editorial link is more likely
to be clicked than a link in the footer.
[10:19] So, all else being equal, the former would
be better than the latter.
[10:24] Alright, so by now, you should have a general
overview of the more technical things that
[10:27] are involved in link building.
[10:29] But as I mentioned, there's also a creative
part that's required.
[10:33] And by creative, I'm talking about the content
creative as well as getting creative with
[10:37] your email pitch.
[10:39] Now, with enough willpower and determination,
it's possible to build links to any kind of page.
[10:45] But life is a lot easier when you have something
that people actually want to link to.
[10:50] So let's talk about the content side of things first.
[10:53] There are a couple of key attributes that
linkable content has.
[10:57] First, it's usually non-commercial.
[10:59] Commercial content, like product pages from
an ecommerce store or sales pages, are tougher
[11:04] to get links to.
[11:05] Why?
[11:06] Because no one wants to contribute to your
bank account without some kind of compensation
[11:10] or at the very least, having first-hand experience
with your products or services.
[11:15] So by creating non-commercial content, with
high utility, you're creating something that's
[11:20] more deserving of a link.
[11:22] That leads us into the second attribute.
[11:24] Linkable content is helpful.
[11:27] People want to link to helpful content because
it directs their audience to resources that
[11:31] complement their own.
[11:32] And helpful content can be in all different forms.
[11:35] For instance, well-written blog posts with
factual information can get lots of links.
[11:40] Healthline is a great example of this.
[11:43] Their blog posts are usually concise and as
far as I understand, many of their articles
[11:48] are vetted by medical professionals.
[11:50] As a result, all of their top linked-to pages are
informational blog posts, which individually
[11:56] have thousands of referring domains pointing at them.
[11:59] Calculators and tools can also act as link magnets.
[12:02] In fact, our free backlink checker has gotten
over 2,000 links from unique websites.
[12:08] Nerdwallet's retirement calculator has gotten
over 800 links from unique websites.
[12:13] And Bank Rate's mortgage calculator has over
3,500 links from unique websites.
[12:17] Data-studies and case studies are also
a great type of content that attracts links.
[12:22] For example, our study on featured snippets
has earned over 1,200 referring domains.
[12:27] And it doesn't even need to be your own data.
[12:29] This page has gotten 570 referring domains
and it's just a curated list of stats on coffee.
[12:36] Bottomline, if your content is a helpful resource
for their audience or it supports arguments
[12:41] they're making like a stat or fact, then your
chances of earning backlinks increases.
[12:46] Now, the second part to link building where
creativity is required is the pitch.
[12:51] Building links means you need to reach out to
authors and editors and ask them to link to you.
[12:56] Just like in sales, these people are called "prospects."
[12:59] Now, it's called a "pitch" for a reason.
[13:01] You can't just ask people to link to you without
a good reason.
[13:05] Let me put this into perspective.
[13:07] Imagine someone showed up at your door
and they asked you for money.
[13:10] That's it.
[13:11] You'd probably be speechless and just shut the door.
[13:14] Now, if they told you that they were raising
money for a good cause in your community,
[13:18] you might consider listening to them.
[13:20] And that brings us to the first part of the pitch.
[13:22] You need to have a good reason to contact people.
[13:26] Generally speaking, the better the reason,
the higher your chance of achieving your goal.
[13:31] So in that door knocker scenario, they might
say something like…
[13:34] "Hi Bobby, my name is Samantha and I'm a part
of the Ahrefs' Tigers soccer team.
[13:38] The reason I'm here is because our team recently
lost funding so I'm trying to raise money to help
[13:42] our team get new uniforms.
[13:45] Since your daughter Felicity played on our
team a few years ago, I thought you might
[13:48] like to help."
[13:49] I'm wondering if you'd like to donate $10, which
will pay for half of one of the Tiger's uniforms?"
[13:55] Now, if you were Bobby, would you give Samantha $10?
[13:58] Maybe.
[13:59] But another key point to note is that the
pitch is personalized, which can also help
[14:04] improve your link conversion rates.
[14:06] Now, how do we take this pitch from
a "maybe" to a "probably?"
[14:10] Let's add on to Samantha's pitch.
[14:12] "Since we're registered as a charitable organization,
we'd be happy to provide a tax receipt for any
[14:17] donations above $10."
[14:20] Now the pitch has just gotten stronger and
could even lead to higher valued donations.
[14:25] And this brings us to the final part of
the pitch and that's the value exchange.
[14:30] Yes, some people will likely link to you if you
have a good reason for contact and your
[14:35] content matches the criteria we went through before.
[14:38] But if they're getting something of value in
exchange for a link, whether that be a resource
[14:43] that adds value to their blog or free content
from a guest post, then your chances of
[14:47] getting a link increases.
[14:49] But remember, things like exchanging links
for money or doing excessive link exchanges
[14:54] is against Google's Webmaster Guidelines.
[14:56] The same goes for sending products to
a person in exchange for a backlink.
[15:01] So you'd need to get creative here to stay
in line with the rules.
[15:04] And I won't expand on this because it's just
so highly situational based on the page you're
[15:08] trying to build links to.
[15:10] But we have a full video on using negotiation
and persuasion for link building, so I'll link that
[15:15] video up in the description.
[15:16] Now, as you can see, link building is both
an art and a science.
[15:21] Pitches are also highly situational and
will vary from person to person.
[15:25] But there are quite a few link building strategies
that are streamlined and have been proven
[15:29] to work time and time again.
[15:32] So let's go through some of these strategies
and I'll explain what it is, why it works, and
[15:36] how you can do them.
[15:37] The first link building strategy is guest blogging.
[15:40] Guest blogging is when you create content
for another website.
[15:44] And the reason why this strategy works is
because there's a clear value exchange.
[15:48] They get great content for free, and almost
always, you should be able to get a link back
[15:53] to your site; whether that be within
the content or in the author bio.
[15:58] So the way guest blogging works is to find
other blogs in your industry, pitch and agree
[16:02] on a relevant topic, and then you would
write a post for them.
[16:06] One way to find other industry blogs is with
Ahrefs' Content Explorer.
[16:10] Just search for a topic related to your niche.
[16:13] Next, set the One page per domain filter since you
don't need to pitch the same site multiple times.
[16:20] You can then set a Domain Rating filter to
something like 40-60 to find websites that
[16:25] have decent website authority.
[16:27] Export the results and start pitching.
[16:31] The next link building tactic is called resource
page link building.
[16:34] This is where you get backlinks from web
pages that curate and link out to useful
[16:38] industry resources.
[16:40] Now, this strategy works because the sole
purpose of the pages' existence is to link
[16:45] out to helpful and useful resources.
[16:47] So if your content is great and you bring
it to their attention, you're actually helping
[16:52] them fulfill the page's purpose.
[16:54] The basic process is simple.
[16:56] First, you find industry resource pages,
then you reach out to them and suggest
[17:00] your resource for inclusion.
[17:02] The easiest way to find relevant pages is
to search in Google with a query like
[17:06] intitle:resources inurl:resources.html and
then a phrase related to your topic.
[17:14] Visit the pages and see if they're actually resource
[17:16] pages that link out to other external pages.
[17:19] Then it's just a matter of reaching out to
the ones you want to be mentioned on.
[17:23] You can also use Ahrefs' SEO toolbar, which
will show you important SEO metrics like Domain
[17:28] Rating, URL rating, as well as both page and
domain level search traffic estimations right
[17:34] within the SERP.
[17:36] The next link building strategy is broken
link building.
[17:39] Broken link building is a tactic where you
find a dead link on a page, create your own
[17:43] page on that topic, then ask everyone linking to
the dead resource to link to your page instead.
[17:49] The reason why it works is because webmasters
who care about their site don't want to lead
[17:53] their visitors to broken pages.
[17:55] So oftentimes, they'll replace the dead link with yours.
[17:58] Now, there are quite a few ways to find dead
pages with backlinks.
[18:02] The quickest way is to search for a topic
in Ahrefs' Content Explorer, then filter for
[18:07] broken pages.
[18:08] Finally, set a referring domains filter with
a minimum value of 10, which will show
[18:12] pages with backlinks from at least 10 unique websites.
[18:16] Now, after you've found a page, just click
the caret, and then view it on archive.org.
[18:21] This should show you the content that used
to be on the dead page, which can help you
[18:25] define your page's content angle.
[18:27] Finally, click the caret, and go to the Backlinks
report, where you can see all of the linking
[18:31] pages to reach out to.
[18:34] The next link building strategy is to use HARO.
[18:37] HARO is a website that connects journalists
with sources and sources with journalists.
[18:42] Basically you'll get emails where journalists
from media outlets are requesting information
[18:46] on a specific topic.
[18:48] Just filter through the topics and if you
find something where you can add value,
[18:52] respond to the journalist with your expert opinion.
[18:55] And if they use you as a source, they'll
usually link back to your site.
[18:59] The value exchange here is simple.
[19:01] You're exchanging your knowledge for a mention
and usually a link from an authoritative site.
[19:06] And there's no shortage of requests from mega
publications like The Huffington Post, Forbes,
[19:11] Inc, Entrepreneur, Reader's Digest, and the list goes on.
[19:15] Now, I've only given you an overview of these
tactics so I recommend watching some of
[19:19] the tutorials in our link building playlist which
will walk you through these tactics step-by-step.
[19:24] And if you enjoyed this tutorial, make sure to like,
share and subscribe for more actionable SEO and
[19:29] marketing tutorials.
[19:30] I'll see you in the next one.

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