Inbound links are complex but a very crucial aspect of search engine optimization.
Pages that rank at the top have 3.8 times more backlinks compared to pages in positions 2-10.
Hence, to gain organic traffic by ranking higher in SERP, you need valuable links from trusted domains and niche-specific content.
Let’s understand what inbound links are and how they influence organic marketing.
What is an Inbound Link?
An inbound link is a hyperlink acquired from domains other than your own.
Also, known as backlinks, these external incoming links are used by search engines to measure the reputation of a domain.
High quantity and better quality of backlinks correlate with improved organic rankings to boost your inbound marketing strategy.
An Example of an Inbound Link
Here is an example of an inbound link given by Search Engine Journal to Outreach Labs.
As you can see, the link to Outreach Labs is completely natural with the hyperlink text “anchor text suggestion” tool.
How Many Types Can An Inbound Link Be?
Inbound links are of the following types:
- Natural or Editorial Links: When you publish high-quality content on your site or your brand shares some exciting news that gets viral, you gain natural inbound backlinks. These are also known as editorial links since you don’t pay for them. You have a higher chance of acquiring content-based links when you publish original research, tools, or trending news that naturally attracts user attention.
- Manual Links: Acquired through deliberate efforts, manual backlinks are gained when you take the help of link acquisition tactics like guest blogging, broken link building, or linked mentions. For the maximum impact, you should always build relevant links from credible sites.
- Sponsored Links: Link building is always challenging. Hence, new businesses and startups buy sponsored backlinks to get that initial traction. These are also known as paid links and have a nofollow attribute. Sponsored inbound links signals search engines that the link is not acquired naturally and should be treated as such. Therefore, sponsored links are good for acquiring referral traffic and getting your brand before the eyes of your target audience. However, they do not directly have an impact on SEO rankings or domain authority.
Why Do You Need Inbound Links?
Quality external backlinks offer the following benefits:
Boosts Search Engine Rankings
Perhaps the biggest advantage of incoming links from authoritative domains is that they help to increase organic search rankings.
A study published on Search Engine Land revealed that more than 96% of websites that rank in Google's top 10 have over 1,000 backlinks from distinct domains. Here are the results of the findings:
The table strongly indicates that backlinks help a website rank high in Google.
Higher rankings on your primary target keywords lead to more qualified traffic on your site, which results in higher organic conversions.
Enhances Site Authority
Site authority is a measure of how important a domain is in the eyes of major search engines.
Google's ranking systems use a special score called PageRank to determine site authority. This score is based on the quality and quantity of organic links.
Earlier, Google used to publicly display this score to site owners. Here is how it looked in the Google Toolbar.
However, this score is now a secret but is still used to evaluate the EEAT factors.
As a replacement of PageRank, now we have Domain Authority, developed by Moz, that measures the strength of a domain on a scale of 0-10, with 0 being the lowest and 100, the highest.
Acquiring high-quality backlinks from relevant and non-spammy domains naturally leads to a higher site authority score.
Improves Trust and Branding
Businesses that rank at the top of Google SERP are trusted by the searchers.
Top-ranked companies, whether in local Maps or in regular search, earn a high reputation and people easily trust their services.
Hence, apart from rankings, inbound links also help you gain the goodwill of your customers.
Which Are The Best Ways To Create Quality Inbound Links From Reputed And Relevant Domains?
Here are the best methods to gain more inbound links to your domain:
Create Well-Written and Original Content
High-quality and valuable content naturally attracts inbound backlinks.
The Content Marketing Institute did a survey to understand the types of content that attracted the most backlinks.
The results?
- 70% of SEOs agree that stats, data, and research-based content are the best to build a natural link profile.
- Videos and infographics are ranked 2nd and 3rd with 66% and 61% shares, respectively.
- 60% voted for great cornerstone content like whitepapers, while 56% said webinars are good for solidifying your natural backlink profile.
Hence, writing and publishing well-researched, EEAT-friendly, fact-checked, and helpful content that is original and offers a unique angle to the topic with the best content presentation helps to attract good backlinks.
Here is a quick guide to create linkable assets and grow your link profile by acquiring links from high-quality websites.
Publish Expert Roundups
Expert roundups are the least common but most effective content formats for acquiring publicity and engagement.
30% of bloggers find roundups effective compared to 23% for how-to articles, while 76% focus
on creating how-to articles, and just 24% create roundups.
However, many fail to stand out due to their generic approach.
To create an impactful roundup, focus on curating high-quality insights rather than just collecting answers.
Enhance value by inviting experts with diverse viewpoints, adding your own analysis, and using engaging formats like videos or images.
Engage in Guest Posting
Yes, guest posting does help with SEO and backlink building.
More than 43% of search engine optimizers use guest blogging to acquire relevant inbound external links to websites.
However, you should not post guest content just for link acquisition. The goal should be to provide value to the audience's of authoritative blogs you are looking to contribute for.
Pick high-quality, authoritative, and relevant sites for guest posting.
Also, make sure you follow their content guidelines and prepare an absolutely high-quality guest post that most of their readers will love.
You should not publish guest blogs on PBNs and low-quality domains that link to bad neighborhoods or have poor-quality content. Acquiring spammy links or participating in irrelevant link schemes is bad for your digital marketing strategy and can even penalize your webste.
Find Unlinked Mentions
You might not be aware that people mention your brand but don’t link to your website.
By finding such unlinked mentions and sending outreach emails to webmasters, you can boost your link profile.
Use the Broken Link Building Method
A link is broken or dead when it points to a URL that returns a 404 error.
Broken links are bad for SEO and also lead to poor user experience.
The broken link building method is a successful inbound link strategy where you find broken links on other high-authority websites, approach their admins and tell them that a link on their site is broken, and suggest your website page (of course a relevant one) as a replacement for that link.
To find broken links on a page, use the Check My Tools links checker on Google Chrome. It automatically crawls all the links on a page and detects the 404 ones.
After you detect a broken link on a relevant website, simply put that link in a link analysis tool like SEMrush, and you will get a list of domains linked to that page.
You can approach all these authoritative sites to build broken links.
The TLDR in 2024
Inbound linking is a vital off-page SEO tactic for enhancing your website's visibility and trust score.
To secure these authoritative backlinks and elevate your off-page SEO, a well-defined link building strategy is essential.
Sign up for our inbound link building services to grow your backlink profile from average to excellent.
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