Link building is easier to get right when you understand why links matter in the first place. This guide covers the SEO basics for link building: how links help, which link types exist, how to choose anchor text and how to tell whether your work is paying off.
It is written for beginners, but it is also a useful refresher if you have bought a few links and want to make better choices.
SEO basics for link building: how links help rankings
Search engines use links to discover pages and to judge how trusted they are. A link from one site to another works a bit like a recommendation. Pages with more good recommendations tend to rank higher, all else being equal.
Not every link counts the same. A link from a trusted, relevant site that real people read carries far more weight than a link from a spammy directory. Google has said it ignores many low-quality links, so a pile of weak links often does nothing at all.
Links also bring visitors. A well-placed link on a popular article can send referral traffic for years, which is useful even before rankings move.
Relevance: the first thing to check
A good link comes from a site and a page that relate to your topic. A link from a gardening blog to a seed shop makes sense to readers and to search engines.
When you assess a site, look at its recent articles, its main topics and the page your link would sit on. For a full checklist, read what makes a high-quality backlink.
Anchor text basics
Anchor text is the clickable text of a link. It tells readers and search engines what the linked page is about.
| Anchor type | Example | When to use it |
|---|---|---|
| Branded | “Acme Tools” | Most of your links. Safe and natural. |
| Naked URL | “acmetools.com” | Resource lists and citations. |
| Generic | “this guide”, “read more” | Occasionally, where it reads naturally. |
| Partial match | “guide to choosing garden tools” | A good share of topical links. |
| Exact match | “garden tools” | Sparingly. Too many look manipulative. |
The safest approach is variety. If most of your links use the same keyword anchor, that pattern can look unnatural.
Dofollow, nofollow and sponsored links
Links can carry a rel attribute that tells search engines how to treat them:
- Dofollow (no attribute): a normal link. It can pass ranking signals.
- rel=”nofollow”: asks search engines not to treat the link as an endorsement. Google now treats it as a hint rather than a strict rule.
- rel=”sponsored”: marks paid or advertising links.
- rel=”ugc”: marks user-generated content such as comments and forum posts.
Google’s guidance says paid links should use rel=”sponsored” or nofollow. Many SEOs still buy dofollow placements and accept the risk, so make that decision with your eyes open. To check a link yourself, see how to check if a link is dofollow or nofollow.
Nofollow links are not worthless. They can send traffic, build brand awareness and make your link profile look natural.
Internal links matter too
Internal links connect pages within your own site. They help search engines find your pages and understand which ones matter most.
Spread the value of new backlinks
When you earn a backlink to one page, internal links from that page pass some of its value to related pages. Link from your strongest pages to the ones you want to rank.
Use descriptive anchors
Internal anchors can be more descriptive than external ones, because you control them. “Our guide to pruning roses” is better than “click here”.
Fix orphan pages
A page with no internal links pointing to it is hard for search engines to find. Make sure every important page is linked from somewhere.
Spam patterns to avoid
Some link patterns attract the wrong kind of attention or simply waste money. Avoid these:
- Large numbers of links from unrelated sites in a short time.
- Sites that exist only to sell links, with thin articles on every topic.
- Repeating the same exact-match anchor across many links.
- Private blog networks and link farms.
- Footer and sidebar links across thousands of pages.
- Paying for “packages” of hundreds of links at very low prices.
If you already have spammy links pointing to your site, do not panic. Read should you disavow toxic links before you take action.
Measuring link building results
Links take time to show an effect, often several weeks or months. Track a few simple things:
- Is the link live and indexed? Check that it exists, that it has the attributes you agreed and that the page is in Google’s index.
- Rankings for the target page. Watch the keywords the linked page targets, not your whole site.
- Organic traffic to the target page. Rankings that rise without traffic gains may be for low-value keywords.
- Referral traffic. Your analytics show visits from each linking site.
- Cost per link. Keep a record of what you paid, so you can see which sites gave the best return.
Links can also disappear or change after you pay for them. Our guide on tracking bought backlinks shows how to keep an eye on them.
When you start buying, compare prices before you commit. The same site often costs different amounts on different marketplaces, and a free backlink price checker shows the offers side by side.
FAQ
How many backlinks do I need to rank?
There is no fixed number. It depends on your competitors, your keyword and the quality of your links. Look at what the pages ranking above you have, and aim for relevant links rather than a target count.
Are nofollow links useful for SEO?
They can be. Google treats nofollow as a hint, and these links can still send traffic and make your profile look natural.
How long does link building take to work?
Usually weeks to months. New links need to be found and processed, and results depend on how competitive your keywords are.
With these SEO basics in place, your link building decisions get simpler and your budget goes further. LinkAcquire can help with the buying side by showing you prices across marketplaces in one search.