Google’s SGE and its Impact on SEO

Google’s Search Generative Engine (SGE) , now AI Overviews, is an innovative development that generates an AI answer to a search query on Google.

Unlike the conventional search we are all used to that generates 10 blue links, SGE is not confined to pre-programmed algorithms; it leverages the prowess of generative AI to dynamically formulate search results. This transformative technology marks a paradigm shift in SEO, redefining how websites are ranked and content is discovered.

SGE goes beyond keyword matching, utilizing advanced natural language processing to understand user intent and context, providing more nuanced and relevant results. In this era of ever-evolving user expectations, digital marketers need to adapt to the new ways search will work, providing more “visual, snackable, personal, and human” (and may I add, straightforward) content in order to stay competitive on the SERPs.

In this article, we will explain what Google’s SGE is, how it works, and how to join Search labs to use it. Also, we will explain how the introduction of AI in SERPs generation will affect website rankings, and suggest how SEO professionals can adapt their efforts to these changes.

Without further ado, let’s get to the bottom of this!

What is Google’s SGE?

Undoubtedly, generative AI has caused major chaos amongst the SEOs, from the emergence of ChatGPT to this day. It for sure dictates the future of search experience and is not going anywhere.

Google SGE was launched in May 2023 as a test product from Google’s Search labs. It is a gen AI technology that generates an AI box with a straightforward, concise answer to search queries where appropriate. The aim of SGE was to organize information in a simple, easy-to-understand format for the user. Now called AI Overviews, it functions similarly to Google’s Knowledge Graph. And yes, it lists the sources used to generate the answer underneath.

I’ll demonstrate with an example. For the sake of this exercise, I will use a search query that isa question (and I searched for this morning): “why is drinking coffee on an empty stomach bad” .

Here is the SERP I was presented with when I had Search labs disabled:

What is Google's SGE1

As you can see, Google picked one source that answers the query as closely as possible and in a bite size format, and highlighted the text. Below, you see the traditional People Also Ask feature, followed by the blue links we all know and love.

And here is the difference with AI Overview:

What is Google’s SGE

When I’ve activated Search labs and typed the same query, Google first generates a straightforward, to-the-point answer that matches my question and does not contain any excess information. Below the excerpt, you can see not one, but multiple sources gen AI used to come up with one spot-on, comprehensive answer.

User queries are evolving. Younger generations tend to have short attention span and are leaning towards compact, visual content that gives them answers without unnecessary fluff. Therefore, Google’s SGE doesn’t rely solely on predetermined algorithms; instead, it continuously learns and refines its understanding based on user interactions. This dynamic approach ensures that search results are not static but are influenced by the ever-changing user behaviors, helpful content and language patterns.

The Google’s SGE vs SEOs Debate

As a marketer, you may be shocked at the way AI is pushing all your hard work down the drain and sending your website where it won’t get seen on SERPs, and you are not alone.

However, search engines have been using AI ever since they existed. So, in a way, nothing is really that different now! One of Google’s earliest applications of machine learning was the spelling correction system introduced in 2001, which improved the speed and relevance of search results by addressing spelling mistakes and typos.

In recent years, advancements in AI have significantly enhanced Search capabilities. In 2019, Google integrated Bidirectional Encoder Representations from Transformers (BERT) into Search ranking. BERT marked a major improvement in search quality by understanding words in their contextual usage, enabling users to make longer, more conversational queries and receive more pertinent results.

Building on this progress, Google has incorporated even more advanced large language models (LLMs) into Search, such as the Multitask Unified Model (MUM). MUM, which is 1,000 times more powerful than BERT and trained across 75 languages and various tasks, is also multimodal. This model has been implemented in numerous Search features to enhance quality and improve information understanding and organization. For instance, MUM helps users discover related topics in videos, even when those topics are not explicitly mentioned.

How Does SGE Work?

Google’s Search Generative Engine operates on a sophisticated interplay of advanced gn AI technologies, setting it apart from conventional search engine algorithms we are used to. At its core, SGE is designed to not only recognize keywords but to understand user queries in depth through the lens of natural language processing and machine learning.

When a user initiates a search query, SGE dynamically generates results by comprehending the semantics, context, user history and search intent behind the words. Unlike traditional engines that rely heavily on exact keyword matches, SGE goes beyond, grasping the nuances of language and user expectations.

The mechanics of SGE involve a continuous learning process. The engine adapts and refines its understanding based on user interactions, evolving alongside shifting search trends and linguistic patterns. This adaptability enables SGE to provide more accurate and contextually relevant results over time.

SGE’s generative capabilities are especially pronounced in understanding conversational queries. It doesn’t merely dissect individual words but interprets the query in its entirety, considering the relationships between words and the overall context. This approach allows SGE to decipher user intent more accurately, delivering results that align with what the user is seeking.

Moreover, SGE’s learning mechanism ensures that it stays attuned to evolving language trends and user behaviors. This adaptability is crucial in an era where user queries are becoming increasingly conversational and context-dependent. By constantly learning and updating its understanding, SGE ensures that its results are not only relevant but also anticipate the evolving nature of user search patterns.

How To Use SGE

How To Use Google's SGE_Manual

  1. Check if Search labs are available in your country.
  2. If not, use the Chrome extension FreeVPN.
  3. Open a new tab in Chrome.
  4. Press the Search lab icon on the top right.
  5. Navigate to AI Overviews and click “Turn on”.
  6. Experiment away!

SGE, now AI Overviews, is still a new technology that is being refined and tested. That’s why it is not available in all countries yet.

As I spent a minute wondering why I didn’t see the Search labs icon anywhere, make sure you check if they’ve been released in your country yet:

How to use SGE1

If your location is not on the list, add the FreeVPN Chrome extention and pick a country where Search labs are available:

How to use SGE2

How to use SGE3

Then, open a new tab in Chrome (make sure you’ve signed in your Gmail account and that you have Incognito mode turned off).

How to use SGE4

Now, click on the Search lab icon on the top right. You’ll be taken to the Search labs Home screen:

How to use SGE5

Navigate to AI Overviews and turn it on:
.How to use SGE6

That’s it! Now give it a go with a few searches!

How Will SGE Change SEO?

In a way, there is really not that much of a change – you still need to optimize your content for the right keywords and make it helpful for the user. However, now that you compete for position Zero on the SERPs, you need to make an effort to be among the few sources AI is using to generate its answers.

In order to succeed, try to be original and do not simply repeat what your competitors for this title have covered in their articles. Add value.

This can be as simple as including a few examples and explanatory screenshots. Use graphics to make your content more easy to comprehend and engage with. Choose topics that users want to know about – read comments under influencer’s videos, they are a great inspiration!

It is still too early to make drastic changes in your digital marketing strategy so stay tuned and think of ways to be unique.

11 SGE Best Practices

11 SGE Best Practices

  1. Produce High-Quality and Relevant Content
  2. Leverage Natural Language Processing Techniques
  3. Provide a Seamless User Experience
  4. Structured Data Markup
  5. Optimize for Featured Snippets
  6. Monitor User Intent Shifts
  7. Leverage Multimedia Content
  8. Invest in Page Speed Optimization
  9. User-Generated Content
  10. Regularly Update and Refresh Content
  11. Diversify Anchor Text Strategy

Google’s SGE introduces a paradigm shift in the world of SEO, necessitating a strategic approach to align with its dynamic capabilities. Here are essential best practices for optimizing websites for SGE:

1. Produce High-Quality and Relevant Content

In the SGE era, content reigns supreme. Focus on producing high-quality, relevant content that caters to user intent. SGE prioritizes content that satisfies user queries effectively. Invest in comprehensive, well-researched content that adds genuine value to users.

2. Leverage Natural Language Processing Techniques

Harness the power of natural language processing (NLP) to resonate with SGE’s understanding of conversational queries. Use language that mirrors how users articulate questions, incorporating long-tail keywords and semantic variations. Optimize content for voice search, as SGE heavily relies on NLP for understanding spoken language.

3. Provide a Seamless User Experience

SGE prioritizes user-centric results, and a seamless user experience is integral to achieving this. Ensure your website is mobile-friendly, with fast loading times and easy navigation. A positive user experience contributes to higher rankings as SGE places emphasis on user satisfaction.

4. Structured Data Markup

Implement structured data markup to provide additional context to SGE. This assists the engine in understanding the content’s relationships, enhancing the chances of being prominently featured in search results. Structured data markup is especially beneficial for rich snippets, making your content more visible and clickable.

5. Optimize for Featured Snippets

With SGE’s inclination towards providing direct answers, optimizing for featured snippets is crucial. Identify common user queries within your niche and structure content to provide clear and concise answers. This not only improves visibility but also enhances your website’s authority in SGE’s eyes.

6. Monitor User Intent Shifts

Keep a vigilant eye on shifts in user intent. User behavior evolves, and so should your content strategy. Regularly analyze search trends and update your content to align with emerging patterns. This ensures your website stays relevant and maintains its position in SGE’s dynamic search landscape.

7. Leverage Multimedia Content

SGE values diversity in content types. Integrate multimedia elements like images, videos, and infographics into your content. These not only enhance user engagement but also provide SGE with additional context, making your content more appealing to the generative engine.

8. Invest in Page Speed Optimization

Page speed is a crucial factor for SGE. Optimize your website’s loading times to ensure a fast and seamless user experience. Faster-loading pages contribute to improved user satisfaction and, consequently, better visibility in SGE’s search results.

9. User-Generated Content

Encourage user-generated content, such as reviews, comments, and testimonials. SGE values authentic interactions, and user-generated content adds credibility to your website. Engage with your audience and foster a sense of community to enhance the overall user experience.

10. Regularly Update and Refresh Content

SGE prioritizes fresh and relevant content. Regularly update existing content and create new pieces to align with current trends. This not only signals to SGE that your website is actively maintained but also provides users with up-to-date information.

11. Diversify Anchor Text Strategy

Diversify your anchor text strategy to include a mix of branded, generic, and long-tail anchor texts. This not only aligns with SGE’s preference for diverse linking patterns but also contributes to a more natural and user-friendly link profile.

Limitations of Generative AI

While the advent of Generative AI, a product by Google’s SGE, has propelled search technology into new frontiers, we need to discuss its limitations.

One notable concern revolves around the potential risk of producing low-quality or inaccurate content. Generative AI operates based on patterns from vast datasets, and if these datasets contain biases or inaccuracies, there is a risk that the generated content may perpetuate and amplify these issues. The machine-driven nature of generative AI can inadvertently replicate and propagate misinformation, posing challenges for content reliability.

Moreover, the dynamic nature of language and context poses a continual challenge for generative AI. While SGE excels in understanding user intent, it may still grapple with the complexities of queries or evolving language trends. This can result in instances where the engine produces content that, while technically accurate, may lack the depth or nuance that a human creator might infuse.

Another critical limitation involves the potential for over-reliance on AI to replace human creativity and judgment. Generative AI systems operate within the boundaries set by their training data and algorithms, lacking the intuitive creativity and contextual understanding that human creators bring to the table. Over-reliance on AI could stifle the diversity and richness of content that emerges from genuine human insights, experiences, and creativity.

The risk of inadvertently promoting biased perspectives is also a concern. If not carefully monitored, generative AI systems may perpetuate and reinforce societal biases present in training data, inadvertently contributing to a lack of diversity and inclusivity in search results.

Furthermore, the user experience can change if there is an overemphasis on generative AI. While the technology excels in understanding user intent, it may not fully grasp the emotional nuances or specific cultural contexts that can significantly impact user satisfaction. Human intuition and empathy in content creation may be challenging for generative AI to replicate comprehensively.


Google’s Search Generative Engine (SGE) is changing SEO by using AI to improve how search results are generated. To succeed, websites should focus on high-quality content, natural language, and a smooth user experience. However, it’s important to be aware of AI’s potential limitations, like biased content, and value human creativity. Balancing innovation with caution is essential in this new era of search engines.


What Is Anchor Text Analysis?

In the world of SEO, anchor text plays a crucial role in connecting website rankings and user experience. Anchor text is the clickable part of a hyperlink, quietly directing both users and search engines to the most relevant content. Its importance in SEO comes from its ability to signal what the linked-to pages are about to search algorithms and readers. Thus, ongoing anchor text analysis is crucial for content that ranks well.

For marketers, anchor text is a great way to reflect their site structure and make sites more crawlable. It is a key component in digital marketing strategies. As users browse the web, on-point, descriptive yet concise anchor text not only boosts SEO but also ensures a smooth and engaging user experience.

By focusing on anchor text, we can enhance visibility and engagement in the online landscape, highlighting the interconnected dynamics of how users find and interact with content.

In this article, we will explore what anchor text is, its types, and its crucial role in SEO and user experience. We will also cover best practices for analyzing and optimizing anchor text to boost your website’s visibility.

What Is Anchor Text?

Anchor text is the clickable text within a hyperlink. It helps both users and search engines understand the linked content.

What Is Anchor Text

The main purpose of anchor text is to provide a clear and relevant description of the destination page. Unlike regular text, it acts as a guide, directing users to specific information and informing search engines about the content.

There are various types of anchor text, each with its role. Generic anchor text uses general phrases, branded anchor text includes the brand name, exact-match mirrors targeted keywords, and partial-match uses a variation of the keywords. Each type uniquely impacts SEO and user perception.

Why Is Anchor Text Important?

Anchor text helps your web pages be more logically related to each other, and easier to navigate across.

It may be taken for granted that anchor text analysis is that important for rankings but not optimizing it carefully can mean missing out on great results from your hard work. Here are the benefits of a good anchor text:

  • Provides context to both users and search engines.
  • Indicates what a user will see on the linked page.
  • Helps search engines index and rank web pages.
  • Ensures content relevancy, improving user experience.
  • Prevents loss of website visitors due to irrelevant content.
  • Improves website ranking by adding value for users.
  • Increases trust in your brand and website content.
  • Boosts SEO efforts by signaling the right information to search engines.

Anchor Text and SEO

Anchor text is a ranking factor for Google. As stated in Google’s SEO Starter guide, it needs to provide essential context for both users and search engine crawlers. When users encounter a hyperlink with descriptive anchor text, they can anticipate the content they will find upon clicking the link.

For search engines, anchor text aids in indexing and ranking pages by indicating the topic and relevance of the linked content. This dual functionality makes anchor text an indispensable tool for enhancing user experience and optimizing search engine performance.

Characteristics of Effective Anchor Text

Effective anchor text is clear, concise, and directly related to the content of the linked page. It should provide an accurate description that informs users and search engines about what to expect.

For instance, using “SEO scams” as anchor text for a page detailing common SEO scams ensures that users clicking the link understand the content they will encounter. This relevance and clarity help build trust with readers and improve the page’s SEO performance.

Conversely, ineffective anchor text is often misleading or vague, leading to a poor user experience and potential penalties from search engines.

For example, anchor text like “click here to win a MacBook Pro” that links to an unrelated page can confuse users and is considered spammy by search engines. Such practices can result in penalties that negatively affect a site’s ranking.

Let’s look at a few more examples:

Characteristics of Effective Anchor Text1

Here, the author has placed a link on the anchor text “SEO”. With a link on a word, or in this case, an abbreviation of a term, we’d expect the destination to be a page with a definition – answering the question, “What is SEO?”. And that’s right – the link lands on an article that explains just that:

Characteristics of Effective Anchor Text2

However, in the next example, we can’t really assume anything about the link destination based on the anchor text –

Characteristics of Effective Anchor Text3

Here, we can find relevance in the context surrounding the link, not in the anchor itself.

As anchor text needs to be as short as possible – ideally, up to five words long – you need to make sure it naturally fits within the paragraph.

In this case, the link goes to a blog page outlining the history of Google Algorithms – a perfect match!

Characteristics of Ineffective Anchor Text

Mind you, Google views overly optimized anchors as spammy, something that became evident from the Google Leaks.

The leaked code, named GoogleApi.ContentWarehouse.V1.Model.IndexingDocjoinerAnchorPhraseSpamInfo, suggests a sophisticated system for detecting spammy anchor text practices.

Key Metrics for Anchor Text Spam Detection

phraseAnchorSpamCount: Tracks the frequency of potentially spammy anchor phrases across different websites linking to a specific page. A high count may signal unnatural linking patterns.
phraseAnchorSpamDays: Measures the timeframe over which spammy anchor phrases are used, with a rapid increase indicating manipulative ranking attempts.

If these metrics are part of Google’s algorithm, this emphasizes the need for diverse anchor text phrases to avoid triggering spam filters. Over-reliance on exact-match keywords could harm a website’s visibility in search results.

Time-Based Spam Signals

The leaked code also suggests Google monitors the timing of link-building activities:

phraseAnchorSpamStart: Pinpoints when a spike in spammy anchor text usage began.
phraseAnchorSpamEnd: Indicates when the suspected spam activity ended.

These signals imply that Google is concerned with both the quantity and the speed of appearance of spammy anchor text. A rapid influx of similar anchor texts could trigger manual reviews or algorithmic penalties.

Spam Ratios and Penalties

The leak includes metrics assessing the severity of spammy anchor text for a webpage:

phraseAnchorSpamFraq: Calculates the proportion of spammy anchor phrases relative to all anchors pointing to a document.
phraseAnchorSpamRate: Measures the average daily rate of discovered spammy anchor phrases.
phraseAnchorSpamProcessed: Tracks the total number of anchors analyzed for spam.

Google appears to be looking at both the proportion and the emergence rate of spammy anchors. Even a few manipulative anchors appearing abruptly could prompt closer examination, stressing the need for a balanced and natural anchor text profile.

So, make sure you mix and match the types you use within your website.

Google’s Recommendations for Anchor Text Optimization

To maximize the benefits of anchor text, Google recommends avoiding generic terms like “click here” or “read more.” Instead, anchor text should be concise and descriptive, providing a clear indication of the linked content. Overusing exact-match keywords should also be avoided to prevent keyword stuffing, which can trigger penalties.

Google’s Penguin algorithm update in 2012 significantly changed the way SEO professionals approach anchor text. Penguin penalized websites for over-optimization, particularly those with manipulative link schemes and excessive exact-match anchor text. This update emphasized the importance of natural, diverse, and contextually relevant anchor text, pushing SEO experts to refine their strategies to avoid penalties.

Applying these best practices to both internal and external links is crucial. Internally, linking related pages with appropriate anchor text helps search engines understand the structure and content of a website, improving overall SEO. For external links, ensuring that backlinks use relevant and diverse anchor text can enhance a site’s authority and relevance in search engine results.

Internal Linking and SEO

Internal linking remains a vital aspect of SEO, helping search engines determine the importance and relationship of various pages on a site. By using explicit anchor text for internal links, site owners can guide search engines and users through their content more effectively. Tools like AIOSEO’s Link Assistant can streamline this process by suggesting relevant internal links and anchor text, ensuring a comprehensive and user-friendly linking strategy.

Risks of Poor Link Building Practices

While anchor text is a powerful SEO tool, it can also pose risks if misused. Unnatural linking patterns, such as repeatedly using the same anchor text across multiple sites, can alert search engines to potential spam. Additionally, placing links on low-quality or irrelevant sites can harm SEO. The 2012 Penguin update underscored the need for a natural, diverse link profile and highlighted the dangers of manipulative link building practices.

Types of Anchor Text

Diversity in anchor text is essential for a strong SEO strategy, helping to improve link building and content relevance. Understanding the different types of anchor text and how to use them can optimize your website’s visibility. Here are the key types and examples:

Generic Anchor Text

Generic anchor text uses general phrases without specific keywords, such as “click here” or “read more.” This type of anchor text is ideal for creating a natural, diverse link profile and enhancing the overall user experience without appearing overly promotional. It provides a straightforward way to guide users without emphasizing specific keywords, which can help maintain a balanced and organic link structure.

Branded Anchor Text

Branded anchor text incorporates the brand name within the link, such as “Visit OpenAI” or “Explore Google’s services.” This type of anchor text is beneficial for building brand recognition and trust. By including the brand name, businesses can reinforce their identity and establish a strong online presence. It is particularly useful for companies looking to enhance their brand visibility and credibility in the digital space.

Branded Anchor Text

Exact-Match Anchor Text

Exact-match anchor text precisely mirrors the targeted keyword. For example, if the targeted keyword is “best smartphones,” the anchor text would be “best smartphones.” This type of anchor text directly associates with the targeted keywords, potentially boosting SEO for those specific terms. However, it is crucial to use exact-match anchor text cautiously to avoid over-optimization, which can lead to penalties from search engines.

Partial-Match Anchor Text

Partial-match anchor text includes a variation of the targeted keyword. For instance, for the keyword “healthy recipes,” the anchor text could be “easy and healthy recipes.” This approach strikes a balance between keyword optimization and natural language, providing a more diverse and user-friendly link profile. It helps in maintaining relevance while avoiding the pitfalls of over-optimization.

LSI Anchor Text

LSI (Latent Semantic Indexing) anchor text utilizes terms related to the targeted keyword. Instead of using “smartphones,” one might use “mobile devices” or “cell phones.” This type of anchor text enhances content relevance by signaling to search engines the broader context of the linked content, contributing to a more comprehensive understanding of the page’s theme.

Naked URLs

Naked URLs use the full web address as the anchor text, such as “” or simply “” This approach is direct and straightforward, especially when promoting a specific webpage or guiding users to a branded domain. Naked URLs are particularly useful when the goal is to clearly display the link destination without additional descriptive text.

Image-Based Anchor Text

Image-based anchor text uses images as clickable elements, like a logo linking to the homepage. This type of anchor text is ideal for visual branding, providing an additional layer of engagement. It is important to optimize the alt text for images with relevant keywords to ensure that search engines can understand the context of the link, thereby enhancing SEO effectiveness.

How To Perform Anchor Text Analysis: 7 Best Practices

How To Perform Anchor Text Analysis 7 Best Practices

  1. Diversify Anchor Text
  2. Utilize Analysis Tools
  3. Contextual Relevance Matters
  4. Monitor Competitor Strategies
  5. Regular Audits are Essential
  6. Avoid Keyword Stuffing
  7. Emphasize Link Quality

Conducting meticulous anchor text analysis is essential for effective SEO. It involves scrutinizing the distribution, relevance, and diversity of anchor texts to optimize a website’s visibility. Here are seven best practices, including tools and techniques, to enhance your anchor text analysis:

Diversify Anchor Text

Ensuring a diverse mix of anchor text types is crucial for maintaining a natural link profile. Relying too heavily on a single type, such as exact-match anchor text, can trigger algorithmic red flags from search engines like Google. Diversification mitigates the risk of over-optimization and aligns with the dynamic nature of organic linking. This includes using generic, branded, exact-match, partial-match, LSI, and naked URLs to create a balanced and varied link profile.

Utilize Analysis Tools

Leveraging SEO tools like Ahrefs, Moz, and SEMrush for in-depth anchor text analysis provides comprehensive insights into anchor text distribution, highlighting the frequency of specific keywords. These tools help identify potential issues such as overused anchor texts or sudden changes in link patterns. These insights are critical for making data-driven decisions to optimize your anchor text strategy and avoid penalties.

Contextual Relevance Matters

Prioritizing anchor text that aligns contextually with the linked content is essential. Search engines increasingly emphasize the importance of context in anchor text. Relevant anchor text helps algorithms understand the content and enhances the user experience by providing coherent navigation. This practice ensures that users find what they expect when clicking a link, which can reduce bounce rates and improve site engagement.

Monitor Competitor Strategies

Analyzing competitor anchor text strategies to identify opportunities and gaps provides valuable insights into what works in your industry and where competitors might be lacking. This competitive intelligence helps you identify successful patterns and areas for improvement in your own anchor text strategy, giving you an edge in optimizing your site for better search engine rankings.

Regular Audits are Essential

Performing regular anchor text audits is necessary to adapt to evolving SEO algorithms. SEO is a dynamic field, and strategies that work today may not be effective tomorrow. Regular audits help in identifying and addressing issues promptly, ensuring sustained optimization. By periodically reviewing your anchor text profile, you can adjust to changes in search engine algorithms and maintain a healthy, compliant SEO strategy.

Avoid Keyword Stuffing

Maintaining a natural flow in anchor text usage is vital to avoid keyword stuffing. Excessive use of exact-match anchor text solely for SEO purposes can lead to penalties. Focus on providing value and clarity to users, and let the keywords naturally integrate into the content. This approach prevents search engines from viewing your anchor text as manipulative and helps maintain the credibility and readability of your content.

Emphasize Link Quality

Ensuring the quality of linked content enhances the credibility of anchor text. The relevance and authority of the destination page significantly contribute to the effectiveness of anchor text. High-quality links reflect positively on the anchor text, strengthening its impact on search engine rankings. Linking to authoritative, relevant content helps build trust with users and search engines, enhancing your site’s overall SEO performance.

Key Takeaways

In SEO, anchor text analysis is crucial for enhancing website visibility and user experience. Strategic examination of anchor text types and distribution impacts search engine rankings and clarifies content for users. A well-crafted anchor text strategy guides algorithms and provides seamless navigation, improving both visibility and user experience, ultimately strengthening a business’s digital presence.


What Is A Link Building Agency?

A link building agency stands as a digital architect, shaping the online presence of businesses through a strategic orchestration of backlinks. At its essence, it serves as a catalyst for boosting a website’s visibility and ascending the ranks of search engine results. In digital marketing, link building emerges as a fundamental partner, weaving a tapestry of connections that enhance a website’s authority. In fact, 67.5% of SEOs acknowledge the significant role of link building on search rankings.

The agency’s role extends beyond mere visibility—it crafts a narrative of credibility and relevance in the vast expanse of the internet. By cultivating high-quality links, a link building agency becomes a reliable business partner to help you claim your position at the forefront of online prominence.

In this article, we explore what a link building agency does, the question that every startup owner wonders – to DIY or outsource, the 11 white hat link building services you can expect, and some guidance on how to choose the right provider.

Let’s get the party started.

What Does A Link Building Agency Do?

A link building agency serves as the strategic guardian of a website’s digital standing, undertaking a multifaceted approach to enhance online visibility. At its core, the agency delves into meticulous keyword research, identifying the precise terms that resonate within the client’s industry. This foundational step lays the groundwork for crafting a strategy that aligns with search engine algorithms and user intent.

The agency’s primary mission revolves around building backlinks—digital endorsements that signify a website’s credibility and authority. By establishing connections with relevant and high-quality websites, the agency elevates the client’s profile in the digital realm. This process extends beyond mere quantity, emphasizing the quality and relevance of each link to ensure compliance with search engine guidelines.

Should You DIY or Outsource Link Building?

Hiring a professional link builder can be a more cost-effective option in the long run compared to doing it yourself. 

Professional link builders have years of experience and know what they’re doing. They also have access to paid subscription tools and resources that are not available to the average person, which can greatly enhance their ability to research and identify quality backlink opportunities.

In addition, outsourcing link building can free up your time and resources to focus on other aspects of your business, such as content creation or product development. This can ultimately result in higher productivity and more efficient use of your time.

Furthermore, professional link builders are constantly updated on the latest trends and techniques in link building, which can help ensure that your backlink strategy is up-to-date and effective.

11 White Hat Link Building Services

In digital marketing, link building stands as a formidable strategy to enhance a website’s authority, search engine rankings, and organic traffic. Link building agencies, committed to adhering to ethical practices, employ a range of white hat techniques to cultivate high-quality backlinks.

Here, we delve into the diverse array of services offered by these agencies, each designed to fortify a website’s digital presence while maintaining integrity within search engine guidelines.

1. Guest Blogging

One of the cornerstones of white hat link building, guest blogging involves creating valuable content for external websites in exchange for a link back to the client’s site. This symbiotic relationship fosters credibility and expands the digital footprint.

2. Niche Edits

Niche edits are a quite common and easy way to acquire valuable backlinks. It involves finding relevant articles in your niche where none of your competitors have placed a link yet. It is important to check the metrics of the website domain – make sure it has a solid DA, trust flow: citation flow ratio as well as steady organic search traffic. 

Also, have a look at the date of publication (sometimes it is not visible and you have to look it up in the source code by pressing Ctrl+U). If it is more than two years ago, it is highly unnatural to place a new link there just now, and this way, you risk search engines suspecting spammy practices.

Although you have to make a number of checks with this method, it is a highly effective way to nail a link on a page that has already gained some traffic over time, unlike guest articles that are fresh. Always aim for the above the fold paragraphs and if needed, write up additional text to make it more seamless and flowing naturally.

3. Broken Link Building

A strategic approach to link acquisition, broken link building involves identifying broken links on external sites and proposing relevant, high-quality content as a replacement. This process not only aids in link acquisition. It also contributes to the improvement of the internet’s overall user experience.

4. Resource Page Link Building

Leveraging a website’s valuable resources, link building agencies secure placements on resource pages within the client’s niche. By positioning the client as a valuable resource, these links provide not only visibility but also establish authority within the industry.

5. Skyscraper Technique

Coined by Brian Dean in 2015, the Skyscraper Technique involves creating superior content to existing pieces within the industry. The agency reaches out to sites linking to the inferior content, suggesting an upgrade to the client’s more comprehensive and valuable resource.

6. Infographic Outreach

Visual content is a powerful tool for link building. Agencies create compelling infographics and collaborate with relevant websites to feature these visual assets, earning high-quality backlinks while providing valuable information in a digestible format.

7. Influencer Collaboration

In the age of social media, influencer collaboration is a potent link building strategy. Link building agencies engage with influencers in the industry, facilitating partnerships that result in credible endorsements and backlinks, amplifying the client’s reach within their target audience.

8. Local Link Building

For businesses with a local focus, link building agencies navigate local directories, industry-specific platforms, and community engagement to secure links that enhance local search visibility.

9. Social Media Profile Optimization

Optimizing social media profiles is a nuanced strategy employed by link building agencies. By aligning the client’s social presence with their website’s goals and leveraging platforms for quality link acquisition, these agencies contribute to a holistic digital strategy.

10. Forum and Community Engagement

Participating in industry forums and online communities allows link building agencies to establish the client as an authoritative voice. Therefore, contribute valuable insights and content. These engagements naturally lead to the acquisition of relevant and high-quality backlinks.

11. Content Syndication

Link building agencies employ content syndication to disseminate valuable content across various platforms. This not only expands the reach of the client’s content but also attracts backlinks from diverse sources.

Bear in mind that in order to prevent duplicate content issues, you need to explicitly ask the website that agreed to syndicate two things. First, they need to place a statement like “This article was originally published on [original URL]”. Also, they need to insert a canonical tag under the <head> tag into the backend of their version of the article:

<link rel=”canonical” href=”original URL” />

How To Choose The Right Link Building Agency?

If we managed to convince you that outsourcing link building to a professional is the way, then great! However, keep in mind that not all providers out there are the same and follow Google’s guidelines for quality.

Therefore, it’s best to do some research first.


Start by looking up some online lists of the best link building agencies out there and take a note on what they do and how they present themselves. Then, zoom in your area and see if there are any local link building services with good reviews and overall online presence. Reputation is a big factor here so do not restrict yourself to a single search query. Check their website – does it look like it is maintained, are there case studies, do they have a blog, how often do they publish a new article?

Then, you can make your way to their socials. Check if the link building agency and its founder have any online presence beyond the website. This way you can find social signals that will help you decide on whether the agency is legit, or not.

Backlink Profile

Once you do these reputation checks, have a look at the backlink profile of the agency. See if they have secured links on any high-authority websites. Check if the guest articles they’ve published show expertise, or are just AI content that lack effort. Also, investigate the agency’s most prominent clients (if you can get hold of that info) – this will give you a clue on whether working with them is worth it.


Another big concern when choosing a link building agency is the price. Every business has a limited SEO budget. Fortunately, there are professionals out there that suit all pockets. Sometimes you can make a call on how much they charge based on the size of their clients. It is not uncommon to find a dedicated page on their website with descriptions of their packages. If you can’t find either, just reach out – you never know, this may be your dream link building superhero!

Bottom Line

In the digital world, a link building agency emerges as the linchpin for businesses who want to win at SEO. By meticulously conducting keyword research, building backlinks from reputable sources, and vigilant performance monitoring, these agencies become architects of credibility and authority. Through white hat services like guest blogging, broken link building, and influencer collaboration, they not only enhance search engine rankings but also contribute ethically to the digital ecosystem.

How To Optimize Videos On Your WordPress Site

Nowadays, we are constantly bombarded with information from a myriad of different sources. After all, this is a natural consequence of the Internet permeating every aspect of our society.

With desktop systems, laptops, tablets, smartphones, smartwatches, and the emerging IoT (Internet-of-Things) devices, the time we spend online is only going up. Thus, it’s important to optimize videos on your WordPress website to get the most of them

One potential side-effect of having so many different stimuli at our fingertips is a significant decrease in attention span. Science is still inconclusive on the topic.

However, studies have shown that the average human attention span went from 12 seconds all the way down to 7 seconds in the period between 2000 and 2016. That leaves you with less time to pique the interest of your site’s visitors. Also, it makes it difficult to retain it until you get your point across.

One successful approach is to use several different media formats to keep your content varied enough. It may sound a bit simplistic. However, colorful images and graphics do work, and so does including videos on your site and as part of your marketing toolkit.

A short but concise video can be far more impactful when it comes to convincing users to buy a certain product This is because it provides an experience closer to the real world. Additional benefits include improving conversion rates and the likelihood of generating incoming links rather than text pages.

If you plan to introduce videos to your WordPress site, you must make sure that you are getting the absolute maximum of what they can offer. This involves incorporating suitable techniques that optimize videos for SEO. SEO or Search Engine Optimization cannot be neglected when it comes to pushing your site forward and attracting visitors.

Where To Host And Optimize Videos

Let’s say that you have produced a high-quality video with a lot of potential. The next step is to decide where to upload it, and the choice may have great repercussions. The first option is to host the clip directly on your WordPress site, where it will be on display automatically in an HTML 5 player. This is NOT recommended as it could put massive pressure on your bandwidth. If you allow visitors to further embed the video on their own sites, the impact on your site’s bandwidth will be multiplied each time the embedded video launches.

Furthermore, to manage your video uploads and ensure that the clips are displayed properly, you may need to add plugins, leading to increased server load. On a shared web hosting service, it could result in incurring additional fees for extra bandwidth. If the situation is severe enough, the site may even get suspended or temporarily taken down.

You should never jeopardize the speed of your site. Slow loading pages could be detrimental when it comes to attracting visitors and generating engagement. In fact, having a site that is well-optimized for speed and performance is crucial for success.

Use Third-Party Hosts

Instead of trying to host the videos yourself, take advantage of the benefits offered by third-party video sites. Take YouTube, for example; it is both the world’s second-largest search engine and the second most visited website.

By uploading your videos there, you can easily embed them in your WordPress site without having to deal with any of the associated issues. It will also facilitate easy sharing, and the video could potentially go viral.

Having a presence on video-sharing platforms is important for creating visibility and attracting traffic. The service will attempt to determine the quality and speed of the viewer’s Internet connection and adjust the video’s resolution accordingly.

Other benefits may include the automatic generation of captions to boost accessibility, potential revenue from advertising, valuable analytical data about the viewers, and more.

Pick The Right Keywords

Although videos are a graphical medium, many aspects of their publication are entirely dependent on text. These include the title, description, and tags. Start your research by seeing which keywords are trending or popular among your targeted userbase. While it may sound complicated, you don’t need a specialized research service to do this. You can achieve sufficient results via the Google Ads keyword planning tool.

When deciding on the exact keywords to use, pay attention to the way they sound in tandem with the surrounding text, especially in the title and description. You would want a natural and organic flow. If it fits, try to include the main keyphrase at the start of the title. At the same time, avoid being overindulgent and filling the texts with repeated keywords.

Further Optimization

Exactly like Google, YouTube also has a set of criteria for its internal algorithms. It is vital to know the factors you should look out for. Some are obvious, such as the number of views, positive or negative reactions, number of comments, the number of subscribers of the creator, etc. Others can be a bit more subtle.

The total average watch time measures the average point at which viewers stop the video, how often the video is added to users’ list, the number of times it has been embedded in other pages, and more.

The title is among the first things that people see, so spending an adequate amount of time on it is going to be worth it. Make it catchy but try to avoid going into clickbait territory. As we said earlier, you should also try to include your main keyphrase at the start, or the end as a second choice, of the title. If it doesn’t work, however, don’t stress too much over it.

As for the description, you can afford to be a bit more creative here. The goal is once again to include the chosen keywords, but that should not come at the expense of the main purpose of this field – to adequately describe the video itself.

Adding a transcript may be a good choice. It allows all necessary keywords to include in an organic manner while also helping viewers. A transcript is particularly suitable for shorter videos that cover complex or confusing topics.

Optimizing Your WordPress Video Gallery

Do you plan to create a dedicated video gallery on your WordPress site? In that case, you have to consider two crucial requirements when it comes to SEO – optimize videos so they are readable by the search engine’s bots, and they must be indexable.

In practical terms, this means that the bots need to be able to see the videos without actually playing them and that each video has to be on a unique URL that it can be associated with.

You can meet the first requirement by using asynchronous loading. Doing so loads all of the scripts on the page simultaneously, preventing any potential slowdowns. The video will load automatically, so it is ready to play whenever the user hits the button while also being accessible for the bots.

The technique used to create your video gallery will be vital when it comes to determining how indexable it is. There are multiple approaches that offer a different degree of indexing. The execution that provides the best result when it comes to this particular goal involves creating a new page for each video.

Each page then loads when the user selects it. Unfortunately, this method has a noticeable drawback affecting the user experience as loading a whole new page just for another video can lead to a less visually appealing presentation. A site with good SEO, however, can largely mitigate this problem by having sufficient page load speeds.

It is very important to optimize videos as they are becoming the most popular medium for consuming content, and adopting this trend as part of your WordPress site could be extremely beneficial. Couple it with SEO video optimization, and you could start enjoying a healthy growth in visitors and potential customers.

How To Use Google Tag Manager for WordPress

The online environment has evolved to a point where having timely access to accurate, precise, and concrete data is vital for the decision-making process. This is equally true, no matter if we are talking about a big e-commerce platform, a small blog page, or a business enterprise somewhere in between. This is where Google Tag Manager enters the picture.

Continue reading “How To Use Google Tag Manager for WordPress”

How To Create A Wikipedia Page to Boost Your SEO

Wikipedia – something we all have spotted at some point of our online journey. We all know that this is the most popular source of information nowadays. But have you ever thought of it as a great way to boost your SEO? And if so, are you looking for ways how to do it? Then let’s get started.

Continue reading “How To Create A Wikipedia Page to Boost Your SEO”

UX Fundamentals And Leading Design Trends in 2021

Let’s admit it – 2020 changed UX design perceptions and, well, the course of people’s lives in many ways. Now the amount of time spent online is far more than before and that is why user experience is so important. 

Here we want to present you the leading trends in UI/UX design to create the best experience for your customers.Continue reading “UX Fundamentals And Leading Design Trends in 2021”

How To Get More Useful LinkedIn Connections

Source: Pixabay

Social media has been around for more than two decades now. The proto-social media site first saw the light of day way back in 1997 and heralded the dawn of a new era. Since then, many social media brands such as Facebook and LinkedIn have grown into tech-behemoths with tremendous reach.

Continue reading “How To Get More Useful LinkedIn Connections”

How to Become An SEO Freelancer In 2021

Becoming a freelancer has always had its perks, but its popularity truly exploded in 2020. Freelance work offers income opportunities, as well as the potential for more freedom and a better work-life balance than a 9-5 job for many people – which is why its popularity is still growing in 2021.Continue reading “How to Become An SEO Freelancer In 2021”