Using Backlinks to Boost Your Website’s Ranking

  1. High-quality backlinks can help you increase your SEO visibility, sales and more. 
  2. Maintaining a strong interconnected internal link structure improves UX and helps crawlers navigate your site and index it on Google. 
  3. Guest-posting opportunities are excellent chances to get new links from reputable websites. 
  4. Identifying broken links can help you build your links while opening the door for new opportunities. 

If you’re a new business owner, chances are, you’ve heard other people talking about backlinks. You may even have a good understanding of how backlinks benefit your business by improving your organic SEO ranking, which leads to more sales and conversions. 

Consumers are building bonds with brands due to the technological advancements of the past couple of decades. They expect to shop with companies that are well known and mentioned by other brands that they know. Additionally, Google’s web crawlers now rely on links to determine where to rank websites based on specific keywords. This approach works better than paying for your position on Google namely because websites that rank organically get 94% of clicks when compared to paid results. 

We are going to take a look at several tips you can put into practice today that will help you master the art of building links and help you grow your new business. 

Maintain your internal link structure

Your internal link structure is one of the most critical aspects of your website. Consumers and crawlers depend on the links that you add to each page to navigate to their destination. Additionally, links keep disengaged visitors on your website by giving them access to posts that they might find more relevant than the one they are reading. 

When adding links to your posts, you have to think about the link you’re adding and the anchor text you’ll use. Both of these factors help readers (and Google) understand the intent of your piece of content and product if you’re operating an e-commerce storefront. 

Link relevancy helps you build a strong internal network of intertwined pieces of content. For example, if you want to build internal links to your marketing website, you’ll want to create separate clusters of links that focus around each subniche of marketing. In other words, if someone is reading your article on email marketing, they should be able to find links to other pieces of content on your website that discuss other areas of email marketing. 

Additionally, it’s vital that you keep track of how deep your links go on your website. As a general rule, the user should only be able to navigate three to four pages deep before they are presented with a lead magnet.

Look for guest posting opportunities 

Guest posting is when you post a piece of content, preferably one relevant to your niche, on a website other than your own. There are countless opportunities to write guest posts for other publications and companies, but you should always make sure you’re working with a reputable company with high domain authority. You can find both paid and free tools that let you learn about a publication before you craft a pitch.

Once you know that the site you want to write for is authoritative, relevant to your niche, and accepting guest posts, it’s time to sell your idea. We suggest keeping your pitch short and sweet, but make sure you let editors and business owners know why your piece of content will add value to your website. Create a premise and explain it in your pitch. 

If your pitch is approved, write a high-quality piece of content and add links to your website (per the guidelines) using the same practices we mentioned above. Specifically, your anchor text should match the keyword you want to rank for on your website. If you want to rank for email marketing, you would link one of your articles about the topic to the anchor text.

Another great way to get links is by offering to review products and services. There are plenty of business owners who reach out to other companies and offer to review their products and give them an honest testimonial. If you include a link to your website at the end of the review, for example, “John Doe, writer at Business,” you’ll land another link to your website from an authoritative source. 

All of your guest posts will likely get shared on social media. When you consider that the average consumer spends two hours and twenty-two minutes on social media each day and that 80% of internet users have at least one social media account, it’s easy to see the benefits of guest posting as it pertains to brand awareness and your link building strategy. 

Find broken links on other websites

Finally, you can build links on your new website by looking for relevant broken links on other business pages. Let’s revisit the example marketing website we mentioned earlier. If you go to a hosting site and notice that one of their links with an email marketing provider is bringing up a 404 error, you can email the webmaster and let them know that the link is broken and that you have a suggestion for a replacement link. 

The goal is to get the reputable site to remove the broken link, and, instead, insert your healthy link. If a website gets a ton of traffic and shares, there’s a good chance that this seemingly small decision can have a massive impact on the state of your link-building strategy. The more high-quality links you have to your website, the better odds you’ll have at reaching more consumers. 

Some marketers and business owners see this strategy as tedious, but, luckily, there’s another way to find broken links without manually reviewing every link you come across. Google Chrome offers a free plugin called Check My Links, which allows you to go to any website and see the results of each link in one comprehensive list. Once you find a site that you think might benefit from your link, scan the relevant pages with the plugin and look for 404 errors. If you get a hit on a link that’s related to your industry, reach out to the business owner or editor. 

In many cases, this type of outreach can result in new business opportunities. The business owner you contacted might be looking for a new guest post writer or someone to review their latest product. These are additional opportunities to grow your network and brand reach. 


Building links is necessary if you hope to have a successful website that gets a ton of traffic and sales. It’s important to note that cultivating excellent links for your website doesn’t happen overnight. You might restructure your internal links and submit guest posts and still not see a significant shift. If you’re following these practices and consistently building high-quality links, you will see a change in your position on Google and get more organic traffic to your website. 

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