SEO backlinks & link building services

White Chalk Road has over 20 years’ experience in providing natural link building services, helping you rank in organic search results. Our experienced team have worked with hundreds of clients, in a variety of industries, creating bespoke link building strategies, which get results.

Internal linking & topic clusters

Internal links are hyperlinks within your website, which point to other pages on your site. Internal links are hugely important for your website, with some of the main benefits including:

  • User experience: helps visitors navigate around your site;
  • Site structure: help Google understand and index your site by showing a clear site structure;
  • Link equity: spreads out your link power across the site;
  • Topic Clusters: helping users and Google understand your area of expertise by internally linking between similar pieces of content.

Ideally, you want to make your site as easy as possible for Google to crawl, so all your web pages turn up in the index. A good topic cluster with internal link building efforts will create pillar pages (main topic) and then several other pages related to this pillar page (blog pages on related topics).

By organising your site content into topic clusters, you allow Google to easily understand your site and rank it higher. It’s also a great way to help users navigate your site and easily find additional relevant information.

To optimise your internal links and build topic clusters that have search volume and will convert, you need to put together a solid content strategy.

Inbound link building (backlinks)

Quality links are essential for a successful SEO strategy. Inbound links or ‘backlinks’ are hyperlinks on another website, which point back to your site.

Google sees this as a ‘vote of confidence’ for your website, and the more backlinks you have, the more authority your website has.

If you think about it like a reputation builder, the more people pointing at you the better.

Building inbound links is an ongoing process, which should continue throughout the life of your SEO strategy, especially if you’re focusing on SEO in a competitive industry.

Google will see and notice that you have good quality websites continuing to link to your website, which builds up the reputation of your website over time.

It is important that you only receive links from good quality websites. If you start to receive ‘bad’ links, they can have a detrimental effect on the health of your site.

Google will view spammy links as a negative ranking factor and potentially penalise your site.

A good SEO provider will run regular backlink checks on your site to ensure you do not receive any detrimental links.

External and inbound link building services

Our Search Marketing Managers are skilled in the latest and best link building services and techniques, to keep you ahead of your competition. Not all strategies work across all industries, so we will create a tailored approach, which works for your business.

Some of the many link building strategies used by our team include:

Internal linking audits & strategy

Internal linking is important in your SEO strategy, as it helps Google understand and index your site, while also sharing your link equity evenly across your website. You can use the pages on your website, which have several external links (quite often your homepage) to push authority to your service pages.

If you have a lot of external links to a particular page, make sure you use these pages to link out to other relevant pages of your site. A few things to keep in mind with internal links:

Anchor text All anchor text (the clickable text housing the link) should be relevant, natural and not keyword stuffed.
Target page Needs to make sense. For example: on our ‘Search Engine Optimisation’ page we link to our ‘Technical SEO Audit’ page, as they relate to each other.
No broken links It goes without saying really, broken link building is bad for users and therefore can negatively impact user experience and SEO.

How White Chalk Road can help

White Chalk Road will put together an internal link strategy to ensure you get the best out of all the pages on your website. We use several industry tools to audit your website’s internal links and regularly check for broken internal links, to ensure you do not create a bad user experience (by a user hitting a 404 page).

Link building frequently asked questions

Read our most commonly asked questions about our link building packages.

More questions? Get in touch and we will be more than happy to answer them for you.

If it makes sense to link to other websites then yes you should.

A good example of this is if you write an article or service page and use a statistic or fact from an external source. To prove the legitimacy of this fact or statistic to Google and users alike, you should link that statistic to its source.

However, outbound links should be used in moderation and only where appropriate.

If you’re linking out to a non-relevant website with the only intention to pass rank value and influence search results, this goes against Google’s Webmaster Guidelines and could result in your website being viewed as less-trustworthy by Google and users.

Dofollow and nofollow links are important attributes to keep in mind when creating a link building strategy. Reason being is when crawling websites and deciding how to pass link value, Google uses the dofollow and nofollow attributes to assess whether it should or should not pass ‘link juice’. A dofollow attribute is used by website owners to show Google that the source is reputable and should be passed the link value.

A nofollow link is used as a hint by Google but does not directly influence search results. These are used by website owners when they want to link out to a website for additional information or as a reference but are unsure about the legitimacy or trustworthiness of that website.

Google also introduced two new link attributes that can be used by website owners to make up the content. These links will be treated by Google as ‘hints’ when assessing their impact on search engine rankings:

  • rel=”sponsored”: the sponsored attribute marks up the link to tell google that the link on the website was created through some type of sponsorship, paid advertising or similar.
  • rel=”ugc”: the ugc (user-generated content) tag lets Google know that the content was contributed by someone outside of the website. This is often used to highlight content such as forum posts, blog comments or product reviews.

Internal link building is extremely important for SEO as it helps to pass link value throughout your website, while also helping Google understand the website structure and key pages on your website. Therefore, internal links are essential to boost the organic performance of your website, especially for larger websites.

Your internal links should be structured and mapped out before building your website. However, if your website is already live and showing in Googles SERPs, we recommend having a technical SEO audit completed on your website.

As part of your SEO audit with White Chalk Road, we will conduct a review of your internal and external links, creating a report and strategy to effectively link between pages on your website.

If over 20+ years in the industry has taught our experienced team anything, it’s that link building, both internal and inbound, are essential to boost online rankings – especially in more competitive industries.

Unfortunately, there are many ‘SEO professionals’ out there that use outdated tactics or tactics that go against Google Webmaster Guidelines. The team at White Chalk Road have been expertly trained on white-hat tactics and backlinks that not only boost your website performance but also do it in a way that follows Google Guidelines and best-practice – providing long-term SEO benefits.

Speak to an online marketing specialist

As one of the premier SEO agencies in Perth, we can offer a lot more than other link building companies thanks to our myriad of other services. Whether it is search engine optimisation, Google Ads, social media management or any of our other services, find out how we can help.