The world wide web is all about links. For example, if we were recommending that you should visit the Wikipedia page about search engine optimization, we would give you a link to click on, like this:
You could click on the link and be taken to the page, where you can check it out for yourself. So it’s no exaggeration to say that links power the Internet. There are billions of links between websites, all designed to help people find the content they need.
It didn’t take the search engines long to figure out that all these links could be very useful to them. Google, for example, considers a link to a webpage to be a vote of confidence for that page. If lots of people link to that page, it’s a signal that the page is important. And the keywords used in these links tell the search engines what the page is about.
These two signals (among many others) help the search engines determine which web pages to rank in the search results for any query. So having lots of links (also known as backlinks) from other websites helps you show up in the search results more often.
So if you want your reviews to rank in the search engines, you need to work on getting links from other websites. Quite simply, the more links you have, the more likely you are to rank well. And if those links are from high-quality websites, that’s a big plus. Search engines consider these ‘authority’ links to be more important, so they give them more weight.
To get the links you need, you must work on link building. This is the craft of persuading other websites to link to your pages. Link building is a huge topic, so we’ll look at that next.
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