Have you ever wondered why some websites consistently rank higher on Google while others struggle to gain traction? One major factor is external links. External links (also known as backlinks) are like digital votes of confidence from other websites. They signal to search engines that your website is credible and worth paying attention to.

Check out what external links are, why they’re important for your business, and, most importantly, how you can start getting them.

What are external links?

External links are hyperlinks from one website to another. Think of them as references or recommendations. When a reputable website links to your site, it’s like getting a thumbs-up from someone important. Search engines take note of these links and factor them into their rankings, which is why backlinks are such a powerful SEO tool.

For example, let’s say you’re a nutritionist who writes a blog post about “5 foods to improve gut health.” If a popular health blog links to your post as a trusted resource, that backlink can boost your credibility in the eyes of Google, helping your website rank higher for relevant search queries.

Why are external links so important?

External links are essential because they:

Boost trust and authority: When other websites link to yours, it signals to search engines that your site is reputable and trustworthy.
Drive traffic: If a popular website links to your content, visitors from that site might click through to yours, driving traffic that you wouldn’t have gotten otherwise.
Improve SEO rankings: Backlinks are one of the top ranking factors for search engines. The more high-quality external links you have, the more likely your website is to appear on the first page of search results.

Woman SEO optimizing her website — *External links signal to search engines that your website is credible and worth paying attention to.*

Types of External Links

Before we dive into strategies for gaining external links, it’s important to understand the types of backlinks you might encounter:

Natural links: These are links that other sites give to your content organically because they find it valuable. For instance, if you’re a psychotherapist and you write a blog about “Managing Anxiety During Stressful Times,” a mental health resource page might link to your article as a helpful resource.
Manual links: These are links you actively pursue, such as when you ask other websites to link to your content or engage in guest blogging.
Self-created links: These are links you place yourself, such as in forum comments or on business directories. Be cautious with these, as too many can look spammy and harm your SEO if not used correctly.

How to get external links? 7 practical strategies

Now that you know what external links are, how can you start getting them? Here are some actionable strategies:

1. Writing high-quality, shareable content

The first step to earning backlinks is to create content worth linking to. High-quality, informative, and engaging content is far more likely to get shared. Focus on solving problems, providing actionable tips, and offering unique insights.

For example, if you’re a life coach, you could write a blog post titled “5 ways to find your life’s purpose.” This type of content can attract attention from other bloggers or websites that might link to it as a resource.

2. Guest blogging

Guest blogging involves writing articles for other websites in exchange for a backlink to your site. This not only helps you build backlinks but also introduces your expertise to a broader audience. Just make sure to guest blog for reputable sites that are relevant to your industry. Quality matters more than quantity when it comes to backlinks.

For instance, if you’re a wedding planner, you could offer to write a guest post for a wedding blog about “Top trends for 2024 weddings,” and include a link to your services page in your author bio.

Woman writing up ideas on how to get external links — *There are a few ways to get more external links: guest blogging is one of the most popular.*

3. Use broken link building

This is a highly effective strategy where you find broken links on other websites (links that lead to dead pages) and offer your content as a replacement. It’s a win-win because you help the site owner fix their broken link while earning a backlink for your website. You can use tools like Ahrefs or Broken Link Checker to find broken links on websites in your niche.

Let’s say you’re a web designer, and you come across a broken link in an article about best website design tips. You can reach out to the site owner and suggest linking to your blog post on the same topic.

4. Collaborate with industry influencers

Building relationships with influencers or professionals in your field can lead to backlinks. For example, if you’re a dietitian, you could collaborate with a food blogger for a recipe roundup. If they feature one of your recipes, they’ll likely link to your website.

5. Submit your site to directories

Submitting your business to reputable directories (especially local directories) can help you gain backlinks. For example, a personal trainer might submit their site to fitness-related directories or a nutritionist could list their practice on health-focused directories. Just make sure you stick to high-quality directories that are relevant to your industry. Avoid spammy, low-authority directories, as these can hurt your SEO rather than help it.

6. Leverage Social Media and PR

Social media is a great way to promote your content and attract backlinks. If your post goes viral or gets noticed by the right people, other sites might link to it. You can also pursue PR opportunities by reaching out to journalists or bloggers in your industry. For example, a psychotherapist could share insights in a mental health article, leading to a backlink from the publication.

7. Offer testimonials

A simple but effective strategy is to offer testimonials for products or services you’ve used. Many companies showcase customer testimonials on their website and include a link back to your business as a thank you. For instance, a web designer might offer a testimonial for a software tool they use. In return, the software company links back to the designer’s website from their testimonial page.

Building a strong external link profile takes time, but it’s one of the most effective ways to boost your SEO, drive traffic, and establish authority in your industry. By consistently producing valuable content, collaborating with others, and using smart strategies like guest blogging and broken link building, you’ll see your website rise in the search rankings.

How to get external links? 7 tips to build authority and get more traffic