Within the digital marketing strategies in the eternal battle to conquer the top positions of Google, one of the most important is the link building.

But do you know what link building is and what are the biggest myths that circulate there?

Well, in this publication we will clarify those doubts and show you a little of the concept and importance of this strategy for your positioning in search engines.

Shall we?

General Concept of the Link Building

Lets take a look at the distant past, when Google was still a masters test at Stanford University, and its general idea was to organize the relevance of pages according to the quantity and quality of references made to them. That is, backlinks that pointed back to these pages.

PageRank and the first notion of a search mechanism as we know it today emerged.

With PageRank and Googles analysis, came the link building, a practice that can be divided into 2 types:

  1. External link building
  2. Internal link building

Lets understand each of them better:

External link building

As discussed above, Google always seeks to deliver the best content searched for by users, and that is consistent with the keywords searched for.

Among several factors that influence the rankings of search engines, the relevance of your content is one of the most important.

As such, to better measure that relevance, Google looks at how many times it is cited by other good and reliable websites.

Therefore, it can be highly relevant content and should be better positioned in searches.

Strategies include everything from guest posts (guest articles) to actively searching for those competitors that link the most strategic keywords for their business, and then contacting them and trying to replace it with your content, generating a healthy external link.

To make that check, there are several tools like:

  • Monitor Backlinks
  • SEO Coach
  • AHRef

However, pay close attention!

The line to be considered black hat is very thin. Especially if you offer money in exchange for links, something totally reprehensible and punishable by Google. Since you must be the one who builds that authority by publishing high quality and really useful content for your person.

If you need help generating your person, you can count on our people generator!

Internal Link Building

The internal building link consists of placing on your site, links to internal content that complement the information you want to convey.

Building referrals to other pages within your site is a way to encourage user navigation and increase opportunities for engagement , interactions and even conversions.

If you have information that complements each other, the user will have a better experience and confirm more in your content to look for references in the future.

On top of that, if Google does not identify that the user clicked on the links and did not browse your site, your rejection rate will increase. Although it doesnt directly influence your ranking, is a metric that can tell you a lot about your site , as discussed here

Heres an example of internal link building!

The effect of a good link building

Link building is the heart of a successful SEO strategy.

Searching for links in a natural way and from good domains will make you conquer better positions in Google, reaching the first page and, in some cases, even the first organic position.

SEO strategies are sets of good practices both on-page and off-page, where every detail counts.

However, it is safe to say that without a good link building, you will hardly achieve the goals you want with them.

The Myths of the Link Building

With an importance of that size, it is natural that rumors and legends arise that, because they are repeated many times, end up being taken as “truth” by many professionals, but that do not go beyond being myths

Therefore, we will try to clarify the main myths of link building below:

1. “Never accept links from sites with a lower Domain Authority than your own”

The Domain Authority is a metric created by the worlds leading SEO specialists, Moz, to identify how strong a domain is compared to others.

For that, it evaluates a series of factors such as: Visitors, backlinks, time spent on the page, conversions and many others.

That, however, says nothing about the quality of the site itself, your rankings, links, relevance of content, quality of traffic and visitors.

Therefore, it is not enough to say that it is a terrible place to get links. Yes, its interesting to give a slight preference to sites with an DA above 80 and avoid those below 10, but nothing prevents an excellent site that is more recent, for example, from generating extremely high quality links for you.

2. “Dont accept directory links”

Directory” type websites are those that list other sites according to categories, becoming a sort of repository of links for different subjects.

Some follow exacting criteria and others less so.

Hence the myth:

Disorganized directories without a good selection of links, with the sole and exclusive purpose of SEO for other sites, are not really indicated to put a backlink for your site, and can generate Google penalties.

However, there are directories that are excellent sources of research for lists.

For example, if someone searches for “Bookstore in Belo Horizonte” and falls into a list with the best bookstores in Belo Horizonte in the Apontador, famous Brazilian directory, wouldnt you want to have a link to your bookstores site in Belo Horizonte there? Of course you would!

You must learn to select between a good directory of paid links and a directory with excellent sites and that works as a resource for the user.

Try to make a checklist of a few points before searching or accepting directory links. Look at things like:

  • Selection criteria for listed websites
  • Sensible organization of links
  • Division by categories and subcategories
  • Quality of the content of the links you disclose

Some directories work with “non-follow” links, that is, they do not directly affect your Google ranking, but they can still bring a good volume of traffic.

3. “Dont make external links to other sites, or youll lose authority, Pagerank, etc.”

Again, this is a link building myth based on some fact.

In the past, PageRank worked in such a way that, if a page put several links pointing away from it, then a portion of its PageRank would be passed on to them.

Those are extremely outdated rules of SEO. It doesnt represent todays reality!

PageRank is neither unique nor the most important factor analyzed by Googles algorithms for organic positioning.

You shouldnt worry about linking good external sites to yours!

A common feature on high ranking pages is external links and pages that do so generally stay ahead of their competitors who are afraid to do so.

Therefore, targeting other sites may be related to better positions.

Always remember one of the golden rules: make links that make sense and that the content of another page complements the readers experience and has a good quality.

Google cares about the user experience, so if an external link optimizes your readers experience, the search engine will welcome it.

4. “Dont get links too fast, otherwise youll be penalized”

The basis for this information is that if your site starts to gain links at an out of the ordinary speed, then you will be using tactics outside of Googles code of conduct and will be penalized.

Thats not true. What is true is that if a pattern of poor quality links or a spammer profile emerges in sequence, it can trigger Googles penalty.

And yes, if you are running a strategy of dubious ethics involving the purchase of links, private networks and the like, you will be subject to the suspicions and penalties of Googles mechanisms.

But if youre pursuing a healthy and legal link building strategy, theres no reason to worry about the speed at which you receive backlinks.

5. “Variations of your anchor text must be made in specific proportions and positioned millimetrically”

The idea here is that your anchor text should go against a set of defined and precise rules to increase the positioning of your page.

Some kind of “rules” that would be similar to:

  • Anchor text with your brand name = 22%
  • With reference to your brand = 31%
  • With the exact keyword = 16%
  • Random = 31%

No, there is no correlation with that precise numerical distribution with the results.

However, it is not difficult to repeat: If you are practicing techniques of a dubious nature, it is likely that Google will check your anchor texts and, if it perceives that many of them repeat the keyword and little variation, it may attract their attention and they may end up checking your site manually.

So, if you continue on the path of righteousness in the world of SEO and Link Building, also known as White Hat, there is no need to worry.

Keep your content memorable, with references that make sense, and you wont need to worry about this.

6. “Receiving more than one link from the same site is not useless”

It has been proven that pages that are cited by more unique sources and individual domains have better rankings than those with many local links.

However, you should never refuse a good link from a site that has already made other mentions of your content, simply because there is no harm done. On the contrary, there is a lot to gain from it.

The importance of link building goes beyond SEO and Google positioning.

Those links are going to bring you more traffic and qualified visitors. If you have backlinks from sites whose visitors identify with the problems you also help solve, at any level, thats traffic you must want badly!

This is the case, for example, when we are quoted by companies such as SEMRush, Resultados Digitales or many others.

7. “Never ask for a direct link, or you will be penalized”

Imagine the following scenario: your company was quoted by a respected media outlet, in a relevant and positive news item.

That portal, probably receives many daily visits and many of them may be curious to know more about you. Wouldnt you ask for a link? Of course I would! Dream about this link!

Or even better, a local magazine or guide published a list of new vegetarian restaurants in your city. Its no problem to send an e-mail saying that you have a new vegetarian restaurant and the link to the website.

But the existence of this myth is incomprehensible. Some companies make tactics like sending e-mails to their customers asking for links in exchange for discounts or special conditions. Or they send e-mails offering to buy the links, something totally reprehensible, because Google will always appeal to the user experience and the relevance of the citations to other content, and that is what should differentiate good sites from bad ones, not their purchasing power or barter.

Google may decide to take punitive action against those who practice manipulated and artificial link building, but as long as you dont get involved in this type of negotiation, you can rest assured.

8. “Having links from sites outside your marketing niche hinders your SEO”

Some people think that Google has a logic to evaluate the level of correlation between Site A and Site B, and then to state if it is fair to increase the rankings of that page due to that link.

Although it initially makes sense, this is not how it works in practice.

If that link is put in context, comes from a good site and doesnt seem to be forcing the sense to be there for only unique and exclusive SEO reasons, you can rest assured.

Accepting and searching for links from these sites is an optimal tactic.

Even creating content outside your niche can be a good idea.


At the end of the day, Googles biggest concern will always be the user experience.

He is an intention machine that always aims to improve his search mechanisms, based mainly on what the purpose of the search is and how satisfactory the answer was for the user.

The link building will help build your sites relevance to Google, because good sites pointing to others means that they are authorities on the issue and will be better positioned than those that are not cited by anyone.

We hope we have clarified many points involving link building strategies, their importance and some of the main myths surrounding them.

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