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.

Build links that make an impact

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.

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 a 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.

Pass value with internal links

Internal linking is the same concept, 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.

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.

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.

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.

Identify pages Find all the web pages on your site through internal links.
Index pages Index important pages on your website to appear in search engine result pages.
Understand pages Understand the content on your site and the topical relevance of each page.
Find new websites Discover your website through a backlink from an external website.
Navigate your website Navigation through your website, product and service pages through links.
Provide information Find important information on your products and services.

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.
Business directories Listing your business on key business directories in your local area.
Outreach Become a source for journalists & writers in your niche, so you may be quoted in offsite articles.

External and 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:

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 links are 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:

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.

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 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.

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

Whether it is search engine optimisation, Google Ads, social media management or any of our other services, find out how we can help.