What Is Website Backlink Building?

Website backlink building is the process of creating referral links from external pages that lead back to your site. Your business site’s rankings are influenced by how much website backlink building you’ve done and, more importantly, the quality of those backlinks – especially from established and credible sites. At Scepter Marketing, we can help you figure how to best use website backlink building to its full advantage.

The Advantages of Building a Network of Quality Backlinks

It helps your business build authority

Links directed to your site’s content usually convey trust in your content. It shows users visiting from an external page that you have a useful website. If the external page talks about a topic and mentions your site’s content out of relevance, a backlink may be created for the reader to see another source of reference.

If your web pages contain credible content and more backlinks are generated toward them, this creates an impression of authority for search engine crawlers. Because search engines only want to improve user experience in searching for relevant and useful information, they naturally favor credible sites over sites that produce poor content that no one links to.

It increases your popularity

Backlinks can increase your visibility outside organic searches from search engines. Popularity usually follows after building credibility for your pages. Once more people know about your site and its amazing content, you can even get organic social links, which affect your SERP rankings.

It creates a snowball effect

Continuously working on building backlinks to your site can further improve your ranking and popularity. In turn, this makes your site more credible and appealing for other websites to link to. Your site’s rise in popularity and credibility compels more external pages to use your content as a reference.

The Cons of Website Backlink Building

It takes a long time to see results

Website backlink building is difficult because the backlinks need to be natural and relevant to the external page’s purpose. If your content does not provide value for the external page’s content, then there is no sense to link back to your page. Furthermore, a few backlinks do not necessarily guarantee you a surge of traffic.

Online users have short attention spans. If the external page has already provided the bulk of what users need, there is a lower chance that they will click the link to your page. However, this should not deter you from trying anyway. Website backlink building is your other source of traffic besides search engines, and it comes at no cost compared to paid searches.

Long-term relationship maintenance

Long-term relationships with external pages are necessary to keep this steady source of traffic. Besides considering the other party’s view about any changes to your content, you also have to think about returning the favor by linking to the external page in your own content. This creates an exit portal from your site, which most businesses are ambivalent to do.

But linking to outside web pages is actually a good SEO practice. Websites that rank high on Google’s search engine results contain a plethora of internal and external links. This is in congruence with Google’s objective to create a web atmosphere where information is easily accessible.


Creating exit portals to your business site can indirectly improve your rankings. However, this should be done carefully and coupled with marketing analytics. At Scepter Marketing, we can help you identify what kind of backlinks can serve your site better. For example, some considerations include the external site’s Domain Authority or even its physical business address. We can devise and implement a backlink plan as part of an overall effective SEO strategy. Contact us today for a free consultation.