Links are one of the top-two criteria considered in Google’s page ranking algorithm. In fact, 41 percent of SEO experts believe link building to be the most difficult aspect of search optimization. If you’re not currently using or determining how to strategically build a network of valuable content hyperlinks on your website, you’re missing out on a fundamental part of SEO and actively engaging with your target audiences.

What is Link Building?

Link building is an essential component of search engine optimization and customer experience. When it comes to SEO, links help search engines index your website via an algorithm that a search engine’s bot can crawl across. Your site’s ranking is determined once its content is indexed and processed through the algorithm. Search engine bots imitate the way a reader might consume information. Valuable and relevant links help your website show up in search engine results. Links also provide a clear network of useful information to a reader or a viable prospect. The number of valuable links impacts both SEO and a website user’s ability to easily navigate your website. Link building is the active process of providing an easy-to-navigate network of links so both a crawler and a visitor can browse your website.

Seven Questions to Shape Your Content Link Building Strategy

There are many methods to link building and some best practices to keep in mind. Here are seven questions to consider when building or maintaining a strong link building strategy:

1. Does every page on your site have a navigable menu? The site navigation or menu bar is the most central set of links on your website. This bar should be present on each page and allows users to navigate to various web pages with ease. The main menu leads website visitors to the most vital information about your company, services or products. Use design functions that make content easy to parse through as well as usability, which includes accessibility from mobile devices and page load speed. Smaller menus or bottom-bar navigation also can route readers toward more related information or allow them to return to previous pages.

2. Does content include internal, textual links? Your website’s content provides many internal link building opportunities that allow readers and search engine bots to connect to relevant, related content on your website. Incorporate links within your written content such as blogs or white papers, or through written supplemental material to videos or podcasts. Vital links guide readers to similar topics or provide additional information. Consider that 51 percent of SEO experts suggest including two to three internal links in a blog post while 36 percent say to include three to five links. Aim to strike a balance.

3. Does content include outbound links? Outbound links, also known as external links, direct traffic away from your website to a different one. Use these links to refer to associated or suggested content. They also can cite reference materials, research, studies, images or quotes. Create a network of outbound links to become a credible resource and position your content as part of a broader conversation. When used correctly, outbound links have a positive effect on SEO. SEO expert Bruce Clay advises, “If the two pages (the webpage on your site and the webpage you are linking to) are not on a related topic, the link may appear unnatural to search engines and this could impact your ability to rank. It will not only confuse readers but can look like spam. These are the types of outbound links that can harm your SEO.”

4. Does your company receive inbound links? In addition to your own website, build links on other websites to boost SEO and inbound website traffic. Distribute content across multiple platforms, such as social media, other publications or shared content sites such as Medium. Be proactive about link building and contact other firms or content resources about opportunities for guest blogging or mutual links. Creating a network of inbound links can increase exposure to new audiences on top of paving another path for SEO. It also allows you to engage meaningfully with other experts aligned with your industry and thought leadership.

5. Does your content include a call-to-action link? It’s good practice for content of all kinds to provide a call-to-action link. This link might prompt a website visitor to download a resource, send a message, make a call, request a quote, or engage in other ways that guides them through the sales funnel. A call to action may also simply link a reader to continue reading similar material that is relevant to their needs. It helps readers answer a question, discover more information, or stay tuned with company news and updates.

6. Is content organized in logical topic clusters? A term coined by Hubspot, topic clusters are a method of organizing content based around similar subject material for ease of educating readers about that topic. The cluster centers around a pillar page of overarching subject material that then divides into smaller, more defined and in-depth topics. Think of topic clusters like a map from the central, foundational material, branched outward into more specific topics. This structure keeps content easy to find for readers and creates a network of links for search engine bots.

7. Are the links in old content regularly checked and updated? It’s easy to get caught up in the act of creating new content—sometimes forgetting about existing content. Yet old articles, blogs, news, white papers and other resources are equally valuable to a successful content strategy. Continually review and update previously written content to remain relevant and incorporated in your website’s network of links. This helps content continue to build views over time. Ongoing review can result in evergreen content and can establish your firm as a known resource to search engines and readers alike. Remove broken and incomplete links and replace with them up-to-date resources.

Be a Part of the Conversation

Including hyperlinks in your content might seem like a simple task, but it takes time and effort. When done strategically, it frames your content as part of a broader conversation between other experts, companies, resources and search engines. Interacting with and leveraging links keep the conversation going. Link building engages your readers, positioning you as a credible, connected, informed and findable thought leader. Just in case you were wondering, this blog includes 12 links to internal and external sources. How many are you including in your content?