What is link building for websites and SEO?

Link building is an integral part of SEO and so we wanted to take a few minutes to go over some of the basics and some important aspects that you can keep in mind when building and designing your own website.

What we will cover:

  • Internal vs external links

  • What is link building?

  • How to do it

  • What makes a good link?

Internal vs external links

External links: when you link from one page of your website to another page of a different website; and/or the process of acquiring links from other websites to yours

Internal links: when you link from one page of your website to another page of your website

Internal vs External link building example

External links:

External links are incredibly beneficial to your website and SEO because they signal to a search engine that your website is a useful resource (or that people like to link to it and/or use it as a reference).

Ideally, you want to have high-quality and credible websites link to your site.

Internal links:

Internal links are great for your website because they benefit both search engines and visitors to your website.

Visitors to your website use links to navigate through the site and find content that you direct (or link) them to. Whereas search engines use links to find content on your site to index and crawl that content to learn how to better categorize your site to fit relevant search results.

Internal links:

  • give people more things to engage with - which improves engagement signals

  • increase the time people spend on your website

  • increase satisfaction or experience for a person – as links give people something to do (or engage with)

For example: if someone reads an answer on the FAQ section and then they click on a link to a blog or article on your website that you link them to – they can now learn more about a topic they’re already interested in and now this helps:

  • enhance the customer journey

  • build credibility and reliability

  • show a search engine that you're concerned with enhancing UX

Overall, this all works together to enhance UX (user experience) and all are good things to improve SEO.

What is link building?

If a person lands on the home page of your website and scrolls down to the bottom of the page – you typically are not going to leave them with nothing to engage with. Instead you will link them to another page on your website using a button and/or call-to-action (CTA).

For example, your Shop or services page, a popular blog post, ‘about’ section; which ever page it is it will more than likely be an important page that you want a visitor to navigate to - to help enhance their journey and to reach the ultimate goal (for example, conversion).

The same goes for a robot; when you link to another page – often, the first pages that a search engine or robot is going to crawl and index are the links that you link to - as this indicates which pages on your website are the most important.

Some websites can see dramatic results from internal link building – as this helps to drive significant traffic - when done correctly.

How to do it / internal link example:

This graphic is an example of how to build internal links; and how even through email automations you can ensure to include links to drive customers/clients back to your website.

This is simply one example – but shows how you can get creative with an internal link building strategy for your own website.

Example of an internal link building strategy for a website.

When you build internal links within your website simultaneously you also do things like:

  • enhance the customer's journey by creating a seamless journey for them

  • go above and beyond by staying one step ahead of your customer (by giving them what they want before they know they want it)

  • increase engagement signals on the website

  • increase time spent on the website

= (again) all great for SEO

What makes a good link?

A good link is determined by many factors – however, in the most basic sense, the elements of a good link, (in our opinion) are:

  • trust

  • diversity

  • relevance


this means the credibility and/or trustworthiness of a link or website. For example, ask yourself, would you feel comfortable making a purchase and giving a website your credit card information?

ways to check if a website (or link) is trustworthy:

  • check if the website URL starts with https (not http)

  • check for the security seal

  • look for a Privacy Policy

  • check reviews/ testimonials

  • does the website itself look legitimate?

  • (are there blurry photos and/or grammatical errors throughout the site?)


this means getting links from various websites (domains) and not the same website or same type of website over and over again. The more that various (credible) websites link to or use your site as a reference - the more it helps enhance the credibility of your own website.


link relevance means that an alternate website that is linking to your site (aka a backlink) is related to your industry/business and/or closely connected. Basically, this means that the website linking to your site is relevant and it’s not some random spam website linking to yours which can be seen as a spammy SEO tactic.

To learn more about link building and other basics of SEO that you need to know to best optimize your website and begin to strategically build your online presence – check out our digital course SEO Made Simple here.

Adriana Leos; CCO

written by:

Adriana Leos

Chief Creative Officer


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