It is called in many ways – external link, BL, back link, incoming link… – but the backlink is simply defined as a link to a page from an external site. It is usually obtained using a link exchange. But what is the real importance of the backlink in terms of SEO and how to develop an effective and profitable backlink campaign?

Importance of backlinks

Search engines place considerable importance on the presence and nature of backlinks. Backlinks are decisive in the indexing and ranking of sites in search engine results. In the field of natural reference, they constitute undeniable popularity indicators (Pagerank) and have the effect of a vote that would be made in favor of the publisher of a website.

Backlinks are also very beneficial for increasing the number of direct visits and attracting traffic to a site. You should know, however, that the amount of incoming links is not the only element that affects the positioning of a site. Their quality also has a great influence.

Netlinking: Quantitative approach vs qualitative approach

Initially, it was rather the quantitative approach that was favored by search engines in terms of backlinks. At present, search engines increasingly tend to value the qualitative approach more (particularly with the modification of the Google algorithm called “Google Penguin”).

There are a large number of elements that are used to judge the value of a backlink:

  • Its presence on a high quality site.
  • Its presence on a site that discusses a similar topic to the target website.
  • His situation on a page.
  • The way it is coded (hard link is preferable).
  • The way it is written (anchor text and keyword integration).

These factors must be taken into account when setting up a netlinking campaign in order to ensure its full success.

The backlink campaign

Make a netlinking campaign, it is to establish partnerships between sites through the exchange of back links in order to increase the audience and to increase the popularity index of its site. To do this, preparation is essential. It goes through a phase of identification and analysis of qualified sites (good popularity and complementary theme), a phase of contacting and relaunching targeted potential partners, then setting up the exchange of links.

Listing in directories, forums, writing press releases, posting on Social Media… are also part of the sources of links to include in a netlinking strategy.

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