Michel Bernard on the Importance of Link Building

Any search engine optimization expert knows that beyond keywords and meta descriptions, effective link building is critical to moving your webpage up in the rankings on Google. Adding links, both internal and external, to your website will add value, improving the search visibility of your site and getting you more traffic. Michel Bernard of Gatineau, Quebec, is an expert in all things related to search engine optimization. He discusses the importance of link building, as well as the difference between internal and external links.

Internal Links

To understand link building, we must first distinguish between the two types: internal and external links. Internal linking refers to hyperlinks that direct the reader to another webpage on your own website. One of the greatest benefits of internal linking is that it may help users stay on your website longer, which counts as engagement and engagement ranks highly with search engines like Google. In addition, having a user spend more time on your website may encourage them to sign up for your newsletter, follow your social media accounts, or even buy your product or service. However, digital marketing expert Michel Bernard warns against adding tons of internal links all over your webpages. Instead, do it sparingly and strategically. In addition, think carefully about which specific words you hyperlink. You don’t want to mislead anyone, so make sure the word or words that you’re hyperlinking accurately depict the content on the webpage you’re linking to. 

External Links

The opposite of internal links, while still being incredibly important to SEO, an external link is a hyperlink that directs the reader to a webpage not on your own website, but on a third-party website. While this may seem counterintuitive, Michel Bernard claims that linking to trustworthy or reputable websites actually gives you more authority in the eyes of Google. In turn, this can boost your website’s ranking. That said, Bernard notes that the websites you choose to link to are extremely important. As mentioned, linking to reputable websites can increase your search engine ranking, but linking to spam or poor quality websites can actually hurt your site, pushing it down in the ranks. If you’re unsure whether a website is trustworthy, do some research in advance. A website that is highly ranked and that relates to the content on your own website is usually a safe bet. Further, external linking is a beneficial search engine optimization practice because it helps give your website authority. If you link to someone else’s site, it is possible that they will link back to yours. This recognition between websites is extremely important to search engines. The more a third-party website links to one of your webpages, the more credible you look, and the higher you will rise in the rankings.

Michel Bernard Explains Why Link Building is So Important

Now that you know a little about what link building is and the differences between internal links and external links, Michel Bernard of Gatineau, Quebec, wants to delve into why this search engine optimization practice is so important. According to Bernard, studies have repeatedly shown that link building is the single most important practice for attaining a high search engine ranking. External links in particular are critical to moving up in rankings. Michel Bernard, and other digital marketing experts like him, all believe that this is because external links are one of the hardest practices to manipulate. This makes external links one of the best measures of credibility and popularity in the eyes of a search engine. Overall, link building in the form of both external and internal links is an integral part of any search engine optimization strategy and should be treated as such. Although it may take some time to master the art of link building and move your website up in the ranks, it will certainly be worth the effort, not only for sales but also for brand awareness and reputation.