Search engine optimization or SEO as it is more commonly known is a digital marketing strategy that improves how visible a website is when searched for on a search engine, such as Google or Duck Duck Go. The aim of any business is to get onto the first page on a search engine or even to the very top of that page – this is because very few people actually click beyond the first page of results on a search engine.
In order to achieve this result, there are three main things that need to be performed and hiring a link building agency is one of the first steps to achieve that. This is because they will be able to help with off page SEO that sees links created from other websites to yours. The two other things that need to be done include on page SEO, such as improving the content that is on there, and technical SEO, such as improving the structure and the back end code on a website.
Sometimes also referred to as a hyperlink, a link represents a connection between two separate websites or pages on the Internet. A link allows for a reference to be made to people to a different object online, such as to a file, to a blog article, or to a page.
Search engines trawl the entire Internet looking for these links and then follow them to discover new pages or websites. This process is called crawling. Once a website has been crawled, the data that is collected is indexed and added to their servers. As part of this indexing process, websites are given a ranking based on a number of different factors, such as how many relevant keywords are featured on it. Another one of the factors that is considered during the ranking process is how many links exist on other websites that link to the website being ranked. The more of these links that there are, the better that the website will be ranked on the search engine.
Building links means gaining links from other websites on the Internet back to your own one. It has already been explained just why doing this is so important in improving the overall ranking of a website on search engines, such as Bing and Yahoo. If these links come from other websites that have high authority, such as LinkedIn or Wikipedia, then this can further improve the ranking of a website. An easy way to think of a link is as it being similar to an upvote and if that vote comes from a website that is well thought of, then that vote is worth even more.
However, spamming lots of low quality links should be avoided as this can, in fact, have the opposite effect and actually worsen the ranking of a website on search engines. This is why it is best to leave link building to the professionals.