The following series is pulled from a presentation I gave to a group of beauty bloggers hosted by L'Oreal in New York. Most of the presentation is geared toward how to make a blog more search engine and user-friendly, however I will expand many of the concepts here to include tips and strategies for sites selling products or services across all industries.

Building Links

Link building is Relationship Building

There are a lot of different approaches to building links. The different types of links discussed in the previous post in this series can gain you links in various degrees of goodness. But like most things, quick-fix solutions rarely ever provide excellent long-term value. That's not to say quick fix solutions aren't sometimes needed or warranted, but they rarely make a good long-term investment.

A link only has a certain amount of value, much like the value of a casual acquaintance. But like a true friendship, a link relationship goes much further and has a lot more potential.

The concept of building links is best when it's focused on building relationships. You've heard it said, "give a man a fish and he eats for a day. Teach a man to fish and he eats for a lifetime." In the same way, build a link and you get a link. Build a relationship and you get a lifetime of links.

There are a lot of ways to build relationships online that will translate into links. Social media sites like Twitter, Facebook, LinkedIn and others allow you to connect with people who have many of the same interests as you do.

Seek these people out and engage with them in conversation on the topic that you know and they love. Don't try to sell them. Don't ask for anything, just talk to them. It won't be long before business comes up. And if it doesn't, they'll likely research you and find out what it is you do. By not asking for anything, or even guiding the conversation in that direction, you find yourself with a convert and possibly even an evangelist.

The great thing about these forums is that you can build relationships with multiple people at once. But you have to take the time to also engage with people on an individual level as well.

The more relationships you build, the more people you will ultimately reach. The more people you reach the greater your ability to connect with them on a professional level. A friend is far more apt to drop a link for you than someone you just met. A friend--yes, even an online friend--is more likely to help promote you than someone you sent an email to out of the blue.

Leveraging these social media platforms wisely can bring you a lot of connections that you wouldn't be able to get with other forms of marketing.

Where to Find Links

Where to Find Links

Social media spaces are not the only place to go to build linking relationships. A little leg work may be in order. There are a few places you can perform research that give you a goldmine of information and sites to connect with that could become good link partners.


Web directories such as Yahoo, Best of the Web, and others are a great place to start. Directories provide lists of websites in similar and related categories to what you offer. Look through these categories to find websites that might benefit to providing a link to your site.

Typically, you'll want to avoid the sites in the same category as your own as they'll likely be competitors. Instead, find those that compliment your offerings and who's audiences will be benefited by such a link.


It's relatively easy to find blogs that write content on your subject. These blogs offer a great way to build relationships and get some links. Start by commenting on blog posts, adding your own insight and commentary. Don't drop links in your comments. Return and comment frequently, getting to know the poster and the other commenters.

As you continue to provide good feedback those reading the comments will begin to recognize your name and follow the link in your name back to your website. This might follow with a "natural" link to you.

You can also seek out guest-posting opportunities, once you have established yourself as being knowledgeable on the topic. These blog posts generally come with a bio that you can use to link back to your site or blog.

Log Files

Looking through your server logs can give you a wealth of information on the people who come and visit you. One of things you can look for is what websites people used to find you. Use this to find the websites that drive the most traffic and pursue similar websites for linking opportunities.

Search Engines

And finally, the most obvious way to find links, search engines. Use the engines to perform keyword searches using words that indicate willingness to link out. Words like directory, submit link, add link, and others help you quickly find sites looking to add your site to their list of important resources.

You can also uses search engines simply to find sites in related industries, much like you found sites in the directories. These results will provide additional sites not previously found that may make good opportunities to build relationships.

Links are one of the most crucial aspects to successful SEO but there isn't one-way to do it right. There are a lot of avenues that can be explored and a lot of linking opportunities waiting to be discovered.

Putting it all together

SEO isn't especially difficult to do, but it does take time and enough knowledge to help you get started down the path to learn as you go. Many small businesses will try to save money by doing SEO on their own and they can be successful to a point, so long as they have the time needed to not only gain the knowledge but to implement it as well.

This series covered only the most basic aspects of SEO but should be enough to give you a good shove in the right direction.

Missed a part of this series?
Part 1: Everything You Need To Know About SEO
Part 2: Everything You Need To Know About Title Tags
Part 3: Everything You Need To Know About Meta Description and Keyword Tags
Part 4: Everything You Need To Know About Heading Tags and Alt Attributes
Part 5: Everything You Need To Know About Domain Names
Part 6: Everything You Need To Know About Search Engine Friendly URLs & Broken Links
Part 7: Everything You Need To Know About Site Architecture and Internal Linking
Part 8: Everything You Need To Know About Keywords
Part 9: Everything You Need To Know About Keyword Core Terms
Part 10: Everything You Need To Know About Keyword Qualifiers
Part 11: Everything You Need To Know About SEO Copywriting
Part 12: Everything You Need To Know About Page Content
Part 13: Everything You Need To Know About Links
Part 14: Everything You Need To Know About Link Anatomy
Part 15: Everything You Need To Know About Linking

Stoney deGeyter is the President of Pole Position Marketing, a leading search engine optimization and marketing firm helping businesses grow since 1998. Stoney is a frequent speaker at website marketing conferences and has published hundreds of helpful SEO, SEM and small business articles.

If you'd like Stoney deGeyter to speak at your conference, seminar, workshop or provide in-house training to your team, contact him via his site or by phone at 866-685-3374.

Stoney pioneered the concept of Destination Search Engine Marketing which is the driving philosophy of how Pole Position Marketing helps clients expand their online presence and grow their businesses. Stoney is Associate Editor at Search Engine Guide and has written several SEO and SEM e-books including E-Marketing Performance; The Best Damn Web Marketing Checklist, Period!; Keyword Research and Selection, Destination Search Engine Marketing, and more.

Stoney has five wonderful children and spends his free time reviewing restaurants and other things to do in Canton, Ohio.


Stoney, Thanks so much for this informative, layman's-termed series. It has helped me out a lot and let me see what a master you are with this. It's great to have your expertise here on the web and I look forward to all the more you have to offer.


Is it possible to outline in very simpple steps how to perform an SEO on a website?

What I would like to see:

1st step: do this and that
2nd step: then this and that
3rd: then this one

Which thereafter, I will be able to perform SEO on my website on my on.

Thanks in Advance

@Alfred - Unfortunately SEO isn't that simplistic. But for a step 1, type checklist try this:

or this

I just found this post today, and your series of articles. I really like your approach. Is it possible to obtain the whole series without having to download each article one by one? I would love to have the whole series as an ebook.


Don McCobb

@Don - That is in the works. Hopefully it won't be too long. :)

great post.. yes i agree an ebook would be a great thing, what about social bookmarking , does anyone use this as a viable link building stratergy?

This is a great post. Link building is a lot of work for someone who is new to online stuff and do not have lot's of money to spend for advertisement.

But this post gives us, newbie, insight look at how the link should be build.

I just think great links comes from sites or blogs that has relevancy with our business topic.

Anyway, it is great topic and it has been great help for me.

I've signed up for the weekly news letter as there is some great stuff on here, thanks for the info and keep writing

Comments closed after 30 days to combat spam.

Search Engine Guide > Stoney deGeyter > SEO 101 - Part 16: Everything You Need to Know About Building Links