Linkkaukset

Linkkaukset, or link building in English, are a set of activities intended to acquire hyperlinks from other websites to one’s own site. The primary purpose is to improve visibility in search engines, increase referral traffic, and strengthen the perceived authority of the site. In Finnish digital marketing, linkkaukset are treated as a central component of SEO and digital PR.

Common methods include creating high-quality, link-worthy content; outreach to relevant publishers for guest posts or mentions; broken-link building; and digital PR campaigns designed to attract media coverage. Ethical practices emphasize relevance and value for users, whereas manipulative schemes—such as paid links or excessive link exchanges—are discouraged by search engines.

Link types vary: do-follow links pass page authority to the linked site, while no-follow links do not transfer authority but can still drive traffic and referrals. Quality is judged by relevance of the linking page, authority of the linking domain, anchor text variety, and natural linking velocity. A diverse, natural profile is preferred.

Impact and risks: Well-executed linkkaukset can improve search rankings and generate sustained traffic, but outcomes take time and depend on content quality and competitors. Conversely, manipulative practices or low-quality links can trigger penalties under search engine guidelines. Regular backlink auditing and, if necessary, disavowing harmful links are common maintenance steps.

Best practices emphasize user value, transparency, and adherence to guidelines. Marketers should aim for relevance, editorial integrity, and sustainable growth rather than quick wins. The term linkkaukset thus covers a broad spectrum from natural, earned links to strategically orchestrated campaigns, always within the boundaries of search engine policies.