Why is Link Building so Important

In the realm of digital marketing and search engine optimisation (SEO), link building stands as a foundation strategy for enhancing a website’s visibility and authority. Link building involves acquiring hyperlinks from other websites to your own, highlighting to search engines the relevance and trustworthiness of your site.  

Here is our 5 steps as to why link building is so important and explore how guest posting can significantly contribute to its success.

1. Enhance Search Engines

Search engines like Google prioritise websites with a strong backlink profile when ranking search results. Quality backlinks serve as a “vote of confidence” from other sites, indicating to search algorithms that your content is valuable and deserving of higher visibility. Consequently, a well-executed link building strategy can boost your website in search engine results pages (SERPs), driving more organic traffic.

2. Increased Website Authority and Trustworthiness

Backlinks from reputable and authoritative websites not only boost your search engine rankings but also bolster your website’s perceived authority and trustworthiness. Using guest posting opportunities on websites that are not only relevant to your industry or niche but also possess a strong domain authority and a substantial readership. Targeting authoritative sites enhances the value of backlinks obtained through guest posts, boosting their impact on your SEO efforts.

3. Build Relationships with Site Owners and Editors

Building backlinks, particularly through guest posting creates genuine relationships with website owners, editors, and contributors within your industry through personalised outreach and consistent engagement. Establishing rapport with key companies not only helps grow guest post opportunities but also mutual collaboration and support in future link building.

4. Long-term Sustainability and Growth

Unlike certain SEO tactics that may offer short-lived gains, such as keyword stuffing or questionable link schemes, a robust link building strategy, particularly through guest posting, encourages sustainable growth. By consistently producing high-quality content and earning legitimate backlinks from reputable sources, you can enhance your success in the competitive digital landscape.

5. Established Content

When creating backlinks it helps to think about guest post ideas to prospective websites and create good quality content that provides genuine value to their audience. Tailor your articles to address prevalent topics, offer actionable insights, or present unique perspectives that resonate with readers. By delivering exceptional content, you increase the likelihood of securing guest post placements and earning valuable backlinks.

Do Follow vs. No Follow Links

Do Follow and No Follow are the terms associated with hyperlink attributes, and they have different implications for SEO and website rankings. This is what we think are the positives and negatives of Do

Do Follow Links:


SEO Value: Do Follow links pass link juice, contributing to the authority and SEO value of the linked page.

Search Engine Rankings: They can positively impact the search engine rankings of the linked page by passing on the authority and relevance.

Traffic Generation: Do Follow links from reputable sites can drive targeted traffic to the linked page, which can be done through guest posting.


Spam and Manipulation: They can be abused for spamming purposes, and search engines might penalise websites for unnatural link-building practices.

Risk of Penalties: If the linked page contains low-quality content or engages in black-hat SEO tactics, it might lead to penalties for both the linking and linked sites.

No Follow Links:


Control over Link Juice: No Follow links don’t pass link juice, which can be useful when you want to link to a page without endorsing it or passing authority.

Avoiding Penalties: They provide a way to link to user-generated content, comments, or sponsored content without risking penalties for unnatural linking.

User Trust: By using No Follow links, websites can signal to users that the link is for reference and not necessarily an endorsement.


Limited SEO Value: No Follow links don’t directly contribute to the linked page’s SEO strength or search engine rankings.

Missed Opportunities: If used excessively, it might lead to missed opportunities to pass valuable link juice to authoritative content.

Reduced Traffic: No Follow links are less likely to drive direct traffic since search engines may not consider them in ranking algorithms.


The choice between Do Follow and No Follow links depends on the specific goals and circumstances of a website. A balanced approach, incorporating both types of links, is often recommended for a natural and effective link-building strategy. It’s important to prioritise quality over quantity and to ensure that links are relevant and add value to the user experience.