What are the Basics of Link Building?

Link Building

Link building can be a difficult process, especially if you and your clients are new to the task. However, the process is becoming increasingly important to companies’ SEO efforts.

Let’s start off with the basics. What is link building? According to Moz, it’s, “the process of acquiring hyperlinks from other websites to your own.” So, when your client’s website is linked to another, possibly more established site, it gives your client’s company a greater chance of being discovered by new customers. Additionally, “Search engines use links to crawl (the discovery process in which search engines send out a team of robots (known as crawlers or spiders) to find new and updated content) the web; they will crawl the links between the individual pages on your website, and they will crawl the links between entire websites.”

It's a good thing when your client’s links are looked over in this way by search engines. It can help your client’s webpages rank higher for specific keywords. “Generally speaking, the more high-​quality websites that link to you, the more likely you are to rank well in search results,” says Moz. So, link building benefits both the site being linked to and the site doing the linking.

Today, let’s focus on choosing webpages that you should be linking your client’s sites to. Kevin Rowe, the Founder and CEO of PureLinq, recently discussed the topic of link building during a Search Engine Land webinar. He says that there are four types of webpages you can consider linking to:

  1. Homepages
  2. Category/​Groupings
  3. Individual Items
  4. Educational/​Informational

There are two that Rowe considers more useful than the others.


Rowe suggests link building on homepages when you’re trying to boost your client’s rating for a top keyword in their industry. “Homepages have a tendency to rank a lot easier than internal pages for highly competitive keywords,” says Rowe. Additionally, linking to another site’s homepage can also help newer companies establish themselves in the industry. This is because they’re now associated with an established company in their industry and their site gets more attention from potential customers.


Category pages are pages that list a company’s locations, brands, products, etc. They may not seem important for link building based on the description, but Rowe disagrees. “I think these are the hardest to get, but the most impactful because you’re typically going to have the highest search/​find keywords,” he says. “I like to link to the category page if the client is really focused on short-​term, quarterly goals and growth. Yes, there’s long-​term there too, but typically linking to category pages is the fastest way to generate revenue.” Category pages are basically a list of keywords, many of which your clients are interested in. Why not link with something easily findable like that?

Your client may think that they’re doing just fine on the SEO front. But are they really? Run a Digital Audit (available on AdMall by SalesFuel) on them to see how their online presence is faring. Chances are, they’ll need a little help that link building can provide.

Rachel Cagle

Rachel Cagle

Rachel is a Research Analyst, specializing in audience intelligence, at SalesFuel. She also helps to maintain the major accounts and co-​op intelligence databases. As the holder of a Bachelors degree in English from The Ohio State University, Rachel helps the rest of the SalesFuel team with their writing needs.