Link Building: how to improve your website position in search engines

Currently, the presence of companies on the Internet is essential for their growth. In recent years, a large number of companies have decided to create a corporate website aiming to make themselves known and offer their services or sell their products. However, it is not usually enough for search engines to position their websites optimally. It is insufficient to just make the website: it is necessary to carry out additional actions such as optimising the images used, using the appropiate keywords ... in short, carrying out strategies to promote organic positioning or SEO (Search Engine Optimization). 

If you have heard of the latter, you may also be familiar with the terms link building or backlinks. If you are not sure, in this article we explain what they are and how they could help you improve the position of your website.

What is link building?

It is a practice encompassed within the SEO Off Site (optimisation of the position in the ranking, but outside the website) that consists of forming a network of links, also called backlinks, that lead to your website from other sites. The main objective is to achieve that the search engines consider that your website has quality and to increase your domain authority, positioning it favorably in the search results. In this way, you manage to generate traffic to your website and increase the number of potential customers.

For example, a backlink is when a website creates a link to your website or if you share your domain on social networks, even if they are yours, since it is technically an external site.

Why create a backlink?

Search engines, such as Google or Bing, look at the quality and quantity of backlinks. In this way, if quality sites create a link to your website, such as universities, newspapers or well-known bloggers, it is understood that your content has quality and must have visibility.

The authority that the search engine gives you by positioning your website favorably can also give you the opportunity to gain visibility, traffic and recognition.


4 ways to get backlinks

The quality of the backlinks is more important than the quantity, so it is better to have few, but from sites that have authority. We must be careful with the websites that link to us: if they are not related to our sector or they make the link in an inappropriate way, we could suffer a penalty.  

So that you will get the best results, we propose four ways to get backlinks:

  • Guest Blogging: consists of generating content as a guest on other websites or blogs related to your sector, so that they get valuable content and you create a link to your website, in addition to attracting potential customers.

  • Directories: they may be an opportunity to put this strategy into practice, since they allow the company to add different kinds of information and contact details, including the company's website.  

  • Press articles: with the rise of digital newspapers, you can establish contacts with journalists who, by quoting you in their article, link to your site.

  • Reciprocal links: as its name suggests, it is about creating collaborations with companies that have synergy with your business. In this way, each one links to the other's website and they both get a backlink. It is not advisable to abuse this system, since Google might consider them fraudulent and even penalise us, reducing our position in the ranking. 

Steps to create a backlink strategy

Now that you know the importance of backlinks and some ways to get them, you are probably thinking about starting to use them to position your website. 

First of all, make sure that your website is attractive enough that others will want to share it, taking into account both the look and the content you provide. 

On the other hand, you must remember that, like any SEO strategy, starting to see results is a matter of time (they are far from immediate). However, they will be better and last longer. 

Secondly, to start developing a backlink strategy, it is advisable that you determine certain aspects:

    1. Establish your objetives

Before starting to generate backlinks, it is essential that you know your objectives. These can be very varied, for example:

  • Strengthen the brand image and get more authority for your domain.

  • Generate traffic on your website and gain visibility and recognition.

  • Improve the ranking of specific pages, such as your blog or your services.

In this way, depending on what we want to achieve, we will determine what type of backlinks we will use.

    2. Identify your value proposition

What do you offer? In order for someone to give you a backlink, it is essential to provide something that they perceive as valuable. It can be whatever you deem convenient: your content, your products, your services or your prestige. 

Therefore, you must know how to identify your strengths and give it the correct value, in this way you can get the most out of it.

    3. Get good collaborators

The quality of your link building strategy depends largely on the authority that your allies have, so the best thing is that they belong to the same sector as you and that you have common goals you can reach by working together. Sometimes, you may not belong to the same sector, but a synergy is created between you two that can add value to both and to customers: take advantage of it.


Now that you know what is a link building strategy and the key points to keep in mind, remember that developing and implementing it takes time. Besides, you must be constant so that the long-term results are adequate. You will also have to remember that a strategy of these characteristics is not enough by itself, it is necessary to develop additional ones to have a complete search engine optimisation strategy.

If you do not know exactly where to start, do not worry: at Bakata we analyse your situation and advise you based on your needs.Contact us!


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