The easiest way to understand the power of link building is to first understand that the web is a vast network of connected "neighborhoods." When a website first goes live, it can be viewed as an island, isolated from other sites on the web.
Over time, if that website contains valuable content, it will begin to establish some connections with other websites. These connections are in the form of links, and links can go in two directions: outbound or inbound.
Links on the web serve two very important purposes for the search engines:
#2 is very important when it comes to search engine rankings. The search engines believe in democracy, at least to an extent. When they find a link going from Site A to Site B, they view this as Site A casting a vote, or making an endorsement, for Site B. Using this logic, the search engines can deduce that the websites which have the most links pointing toward them are most likely to have the best content. Why would so many websites vote for another site if it didn't contain valuable content?
For this reason, it's critical that your site establish itself as part of an online community, and that authority sites in your "neighborhood" send a link your way. Offsite factors such as link popularity are becoming increasingly important in the algorithms of the major search engines and the number of quality, relevant backlinks pointing to your website will strongly influence your search engine rankings. As in the real world, the more connected you are, the more successful your business will be.
ThoughtProcess creates custom Link Building campaigns that are designed to enhance search engine rankings and drive qualified to your website. Give us a call and we'll discuss your online marketing goals, and then design a Link Building program that is customized to your business.