The page authority vs. link authority
In the paragraph about domain authority, we already talked about page authority and link authority. These are also evaluated by Google and scaled from 0 to 100. However, page and link authority do not mean the same as domain authority. Page authority means that it is the value of that one page. Google also indexes specific pages.
Link authority (also called link value) is the value that a link has and that the link gets from the page where the link is. Links can therefore take the value from other websites to your website.
What are backlinks?
Basically, backlinks are the links that point from one website to another. A well-known example is an online news article, which contains a reference (backlink) to the news source. Backlinks are therefore external links, as these links point to another website. There are also internal links, these refer to another page on the same website. An example of this is the links that Wikipedia uses to refer to another explanation.
The external links form the link profile. This link profile depends on several factors, but mainly on the ratio between dofollow and nofollow links and the anchor texts.
What is the difference between nofollow and dofollow?
The standard form of a hyperlink is dofollow. In short, this means that a dofollow link passes a certain value to Google. A nofollow link, on the other hand, does not give any value. The bots that visit your website will recognise the nofollow link and not follow it to the web page the link refers to.
What is an anchor text?
An anchor text is a valuable addition during the link building process. It is a clickable text, a hyperlink, which can contain an internal or external link. Good anchor texts are very important for the online findability of your website. But what exactly is a good anchor text? It is especially important that the anchor text contains clear language. An example of an unclear anchor text is "click here". The visitor of your website doesn't know where he or she is directed to. Also, an unclear anchor text does not pass on any information to Google. Examples of good and clear anchor texts are as follows:
- Branded anchortext
The text in the link refers to the name of the company, brand or person. A branded link to this website is for example: Digital Newsgroup bv or Pieter Schippers
- URL anchortext
This is an anchor text with the complete url where you want to link to. This is often used for links. An example is: https://www.digitalnewsgroup.com
- Exact Match anchortext
This is the anchor text where the anchor text is the same as the keyword you use in your text. An example of this text would be: linkbuilding or anchor text
- Partial Match anchortext
This means that your anchor text partially matches the keyword. An example would be: link building for advanced users or creating anchor texts
- Synonymous anchortext
As the word synonym suggests. This is an anchor text that is a synonym for your keyword. An example would be: link building - off page optimisation
- Related anchortext
The anchor text is not exact or partial, but this will be an anchor text that is topic related. An example is: link building - linking with websites
- Random anchortext
These are anchor texts that contain words, terms or phrases that have nothing to do with the subject. For example: go to or read more
- Image anchortext
A slightly different way than we are used to with link building, but it works too. Normally you will find an image next to a piece of text.
The alt text was created for the visually impaired or blind who cannot read the text. The alt text gives an explanation of the image. The alt text can also be filled with the url to your website. This will then act as the anchor text.
The title of your website or article is used as anchor text.
All 9 of the above mentioned anchor texts can be used as anchor text, however, you will have to be careful what you use when. It is quite strange when you are reading an entire article and suddenly come across a URL anchor text. So pay attention to where and when you use which anchor text.
Reasons to start link building
It may be that you're not entirely convinced why you need link building for your business. Here are 3 reasons to convince you to start link building as soon as possible!
- You have a new page online which contains a current topic, therefore you want to receive as much traffic on this webpage. Link building can help you to get this specific page higher in Google.
- See results quickly. Depending on how many backlinks are placed, you can see results within a week or two.
- Setting up a link building strategy is also good for creating more brand awareness.
Ways and tricks of linkbuilding?
There are a lot of techniques for link building and to cash in on strong backlinks. In the past, people mainly used 3 ways: outreach, broken link building and guest blogging, we will explain them further on the page. Nowadays, you mainly see links on the website with a partner page (friends, links or something like that is also possible) or links embedded in a blog.
You are ranked lower than your competitors in Google and of course you want to improve this and climb the Google ranking ladder. You have heard from people around you that links to your website help well. You should have as many as possible, but where is the balance between quantity and quality?
We recommend always going for quality, because quality links are always worth more. Think about it: you have a website about motorbike clothing and you are looking for links as they say. There are links from other motorbike clothing related websites, which means quality, but there are also links from a shop that specialises in dishwashers. You can already guess that this is not a qualitative link and that is what Google sees. Google sees that as inferior quality, because the people of the specialised dishwasher website are sent to a website about motorbike clothing. That's not right and Google will not reward you 100% for that, of course.
- Be seen as an expert in Google
- Receive traffic from other websites and be rewarded by Google
- Create and share content
- Increase the authority of your website
- Get that top spot in Google.
Link building and outreach
Link building is an umbrella term for focusing on quality backlinks, as you would find it annoying if you were sent from one website to a completely different one. Outreach is a certain way of link building, as you have already read.
Outreach is basically the same, but with this method you focus on reaching people rather than web pages. So with outreach you try to reach the right people in the right places to get links and clicks to your website. This is essential for the authority that your website builds.
There are many ways to use outreach. The only thing that is really important for outreach is that it should be quality content. For example, if you create a very high quality blog, several things can happen:
- People share your article or webpage on their own social media platforms
- Others link to your content because it is high quality content that fits their industry
- You will share your content with interested people. That way you hope that people will pick it up and link to your page.
Broken link building
Another way of link building is broken link building. With broken link building you locate the dead links on the internet. These can be outgoing links to websites or they can be internal links that point to a 404 page on the website itself. Map all these links, because when you have done this you can replace these links for your own content. These links don't work anymore anyway so they can be replaced by you.
How do I do broken link building?
When you have mapped these broken links, you can make sure that you serve replacement content (your own content) to the concerning webmaster. The webmaster benefits from this, because he wants to minimise and remove his broken links on the website as much as possible, and you benefit from it. A win-win situation actually! This way of link building is very time-consuming but generally has a high conversion ratio.
How do I find broken links?
The three most used ways to find broken links are:
- Keywords: Search for keywords relevant to your website and then see if these relevant websites have broken links on the pages that are attractive for you to link to.
- Authoritative links: In every industry, there are always those big independent parties. For example, consider the tax authority for financial websites. Check out the outgoing links to other websites and look for broken links.
- Targeted search: Ask yourself which website is extremely interesting for you to get links from. Imagine you have a webshop in motorbike clothing then you look for a website that also sells motorbike clothing. Again, look for the broken links.