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.

Gone are the days of buying hundreds of dodgy backlinks.

If you want to rank, say hello to quality, natural backlinks, which convert into increased organic traffic.

We know from years in the industry, you need quality, organic links, within relevant websites online, to increase your web traffic and generate more leads and sales for your business. Our Search Marketing professionals keep up to date with all changes to search algorithms, to ensure our strategies stay relevant and get results for our clients.

Talk to one of our Search Marketing experts about creating a tailored link building strategy that will work for your business.


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Our SEO Link Building Strategy

Link building is one of the most important steps in a successful SEO Strategy. It is also one of the most labour intensive and requires a long-term approach.

Link building is the process of building links within your website and external websites, to build up the authority of your site, in the eyes of search engines.

Backlinks are hyperlinks from third party websites, referencing your business website. This is like a "vote of confidence" from one site to another.

These backlinks are signal to Google that other websites trust your site, so in general, Google knows they can trust your website too. This will lead to your site gaining more ‘authority’ and ultimately ranking higher in organic search results.

Search Marketing Specialists

Internal linking is the same concept about using hyperlinks to push value and trust but occurs within your website.

Internal links are important for SEO as they help Google understand and crawl your website structure, along with helping to spread the link equity of your entire site.

White Chalk Road will create a tailored SEO link building strategy to improve your website authority and get you more leads and sales.

Get in touch today to find out more.

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 internal link building strategy 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)

Inbound 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. 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.

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Understanding the Importance of Link Building

Link building is an important factor in the way Google ranks websites. So of course, it needs to be factored into your SEO strategy.

Beyond Google, link building is also a useful tool in increasing your brand awareness, bring in additional traffic and helping potential customers understand your products and services.

Links Help Google:

  • Find all the web pages on your site
  • Index important pages
  • Understand the content on your site
  • Determine how to rank your web pages

Links Help Users:

  • Discover your website via referral traffic
  • Navigate your site
  • Find important information on your products and services

While we do not know the full details of the algorithm Google uses to rank websites (no one does – except Google themselves), we do know that both internal and inbound links can have a significant impact on search results.

How To Build Links For SEO

Like most SEO strategies, link building takes time and patience. You need to invest long term, for this strategy to pay off.

There are several ways to build up contextual inbound links to your website. Some include:


Guest Posting

Writing quality articles for relevant websites, with a backlink to your site.



Creating useful information that is likely to be shared by your target audience.


Business Directories

Listing your business on key business directories in your local area.



Become a source for journalists & writers in your niche, so you may be quoted in offsite articles.

There are so many innovative strategies to gain quality inbound links. At White Chalk Road, we use the latest link building practices to ensure you get the most value from your content.

External/Inbound Link Building Services

Our Search Marketing Managers are skilled in the latest link building 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:

Guest Posting on Niche Websites

Guest posting is when you write a piece of content for another website, as a ‘guest author’.

Guest posts are a great way to expand your reach to your target audience, by selecting websites catering to their interests. It may also generate a backlink to your website, either in your guest posts bio or within the article, if the website owner deems your website as a helpful source of information.

It is important to keep in mind Google’s Guidelines for guest posts.

Google essentially wants to ensure all content created is unique and valuable to the reader. You may have heard of the Google E-A-T concept.

E-A-T stands for Expertise, Authoritativeness & Trustworthiness.

So one factor Google uses to rate your content is based on the knowledge of the author. You want to use your Guest Posting author bio to build up your profile in your industry niche, to make sure you demonstrate a high level of expertise in your industry. This will help your content rank.

Business Directories for Local SEO

Local SEO is important for businesses with a physical location, as it helps you increase visibility in local search results and appear in areas including the map pack.

Part of your local SEO strategy is building up your listings in relevant business directories, such as the Yelp or Visit Perth directories. Or, if you're looking to boost your local Melbourne SEO performance, build directory listings on Melbourne directory websites.

Your business directories listings must have consistent NAPW, which simply stands for:

  • N – Name
  • A – Address
  • P – Phone
  • W - Website

Trust is hugely important to Google, which is why it’s so important to have accurate and consistent data. If they display a local listing, and then this listing is wrong / doesn’t exist / not open - it’s bad user experience.

Google don’t want their users going elsewhere, so they want to see accurate NAPW data across the web, pointing back to your local listing, to give them confidence in your information (and rank you appropriately).

Google will collect the data about your business from different sources such as business directories, your Google My Business listing, Facebook and website, then check the accuracy of the NAPW data.

By adding your business to these relevant business directories, you may also receive a valuable backlink to your website, which will increase your website’s authority.

Outreach and Public Relation Services

Outreach is a proven strategy to increase your domain authority and reach.

Content outreach has been used by Public Relations and SEO professionals for several years. It involves producing quality content and having it published or an excerpt published on other websites, with a link back to your website.

Content outreach takes time, as you need to build relationships with publishers who will be publishing your work. You do this by providing quality content that is useful and relevant to their readers.

When the content is relevant, useful and written by a credible author, you can build up your network of website publishers willing to publish and promote your work.

There are several benefits to content outreach, including:

  • Link Building - The more links you can receive, from high authority, relevant websites, the better your website authority (and improve your chances of appearing higher in search results).
  • Growing Your Industry Relationships - By reaching out to other websites, you can build long-term relationships with key influencers in your industry, and these relationships can mean that your business becomes highly regarded and trusted.
  • Referral Traffic - A good link from a highly-visited website can lead to an increase in traffic to your website.
  • Brand Authority - Good content can help build your brand and establish you as an authority in your industry.

Our qualified SEO copywriters will create content that provides high-quality and relevant information to your target audience.

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

Should be relevant 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.


Page position

The higher up the link, the more weight it has. Therefore, when possible try to put your most important links at the top.


No broken links

It goes without saying really, broken links are bad for users and therefore can negatively impact user experience and SEO.

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).

Tiered Internal Link Structure

As mentioned earlier, arranging your website architecture into a ‘silo’ structure is the best way to optimise it for search engines. When you have arranged your website correctly, the internal linking should match this silo structure.

As an example, if your website is arranged as Home > SEO > Local SEO Services, then your internal links should follow a similar structure. You are grouping related information topics together, which helps Google understand your website is relevant to that topic.

Google’s mission is to organize the world's information and make it universally accessible and useful. You are helping them achieve this, by providing an easy way for them to categorise the information on your website, and in return, they reward you with providing your website with qualified traffic.

Topic Clusters Creation & Strategy

In line with the above, creating a pillar page, followed up several other pages within the same topic, you can create a ‘topic cluster’ of information. This provides a signal to Google that this information is all part of your same keyword topic and will help you rank for this entire topic group of keywords in search results.

White Chalk Road recommends creating topic clusters and pillar content as part of your SEO blog strategy. We work with you to identify:

  • What topics do you currently rank for?
  • What topics should you rank for?
  • How does your target audience search for the content you provide (keyword search queries)?
  • What are your competitors ranking for and how can we outrank them?
  • How can we implement these topics into logical topic clusters with pillar page content?

Once we have put together a strategy that works, we will create engaging blog content which aligns with the strategy, to ensure you get the most from your blogs and overall site content.

Authority Building with Onsite Content

Another strategy for building your website authority is writing shareable onsite content, intending to get your target audience to naturally share your article.

Some good examples of shareable content include:

  • List articles – such as the ‘Top 10 Cafes in Perth’. If your target audience is people interested in cafes around Perth, this is a great list-style article which your users will naturally share to their peers and across social media channels, such as Facebook. Other content creators may also link to your article from their website as a source of great information.
  • How-to articles and videos – short ‘How to’ style videos, or longer how-to articles which help answer questions for users. As an example, ‘How to Unblock a Drain’ or ‘How to Change a Tyre’ are common questions, so you can create a video or a long informative article that users will then share with their peers.
  • Checklists – identify a topic or process that is relevant to your audience, then make an easy to understand checklist to help them solve it. Eg. new Mum’s will benefit from a ‘Hospital Bag Checklist’. Brides love a checklist of what they need to book and when, for their wedding.

These are only a couple of examples of great shareable content.

The aim is to look at what will work for your industry and audience. At White Chalk Road, our team will research your industry and competitors to create quality, shareable content useful to your target audience.

Get a Free Online Marketing Consultation

Link Building FAQs

How important is link building to an effective SEO strategy?

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.

Should I link out to other websites from my website?

If it makes sense, 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.

What are the differences between dofollow and nofollow links?

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.

Is there other link attributes outside do-follow and no-follow?

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.
Is the internal link structure important for SEO?

Internal links help 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.

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