Not all backlinks have the same value. Some are more useful than others, while others are completely pointless and may even be detrimental. Which one is which, exactly?

At least 12 variables influence a backlink’s worth and the amount of trust it can impart (also known as “link juice”) on other pages. Everything you need to know about creating a strong hyperlink profile is outlined below.

1. Adhere to the PageRank algorithm

PageRank is founded on two principles that make it one of the earliest methods for determining page value. One, a page’s worth increases as more and more other pages connect to it. The second is that a page’s worth is proportional to the value it adds to other sites.
This means that, as link-builders, we need to give preference to connections from pages and websites that themselves have many inbound links. Pay close attention to the measure known as Domain InLink Rank, for instance, if you are using SEO SpyGlass to locate websites for link placement. 

2. Visit reputable online resources.

One of the factors that diminished PageRank’s significance was 2012’s Penguin upgrade. When SEOs began purchasing thousands of spammy backlinks to artificially manipulate search engine rankings, Google took notice and began evaluating both the quality and amount of links. Since then, you should only acquire connections from reputable sources when constructing your link profile. That means no private blog networks, no excessively optimised anchor text, no spun content, and no bad UX.

Google may take no action, demote your sites in search results, or even penalise your site for having spammy backlinks. Unfortunately, it may be difficult to identify the presence of low-quality inbound links because they can arise organically over time or as the result of a malicious attempt to harm your website’s search engine rankings. That’s why it’s important to perform regular audits of your connections and get rid of any questionable ones you find.

3. Find related online resources

There is a greater value in passing along information from similarly themed websites as opposed to completely unrelated websites. Which is entirely reasonable considering how Google values connections as testimonials. Furthermore, the credibility of the source making the suggestion increases its value.

It would make sense for a bike store, for instance, to have links from bike review sites, local bike groups, and equipment manufacturers. Those connections would be given priority. What about a connection from a florist’s page, though? Not really.

Finding websites that are related in subject matter is as simple as identifying the link sources that your rivals share. Sites that link to multiple rivals are good candidates for backlinks. To begin with, they most likely serve the same market segment as your business and those of your rivals.

4. Link to different pages on your site

The number of referring domains is just as significant as the total number of connections in your profile. There is some evidence to suggest that sites with a wider variety of link sources perform better in search engine rankings. This, too, makes complete sense. Which would you trust more, a group of people’s recommendations or the repetitive advice of one person? Likely the initial one.
This implies that you shouldn’t limit your link building to a select few sites. Although it’s tempting to keep writing for a known link source, you should weigh the benefits against the lost opportunities. When added to a fresh website, that material would be much more valuable.

5. Integrate connections into the body of the text

According to the reasonable surfer model, the value of a link changes depending on where on the website it appears. Links that receive prominent placement in the primary content and are highlighted with an appropriate anchor and contextually pertinent surrounding text are more likely to be clicked on and result in a positive user experience. Why else would they be highlighted in such a manner?
Contrarily, connections in the footer or sidebar are much less likely to be useful. Because they appear throughout the site, these connections are irrelevant to the content of any individual page. In addition, most sensible web users won’t bother reading the sidebar or footer.

6. Anchor books should be varied

Once upon a time in search engine optimisation (SEO), it was thought that your anchor text should be a direct translation of your focus term. You should have used “blueberry muffins” as the anchor text of all your backlinks if you wished to rank for that term. It was successful, too.

However, after the release of the Penguin update, Google began scanning pages for evidence of unnatural link construction. Overoptimized anchor text was one such warning indication. 

7. Don’t overwhelm your readers with links

Having too many links on one website is undesirable for a number of reasons. Each intermediate connection reduces the total amount of equity. This reduces the prominence of each particular link. The number of connections grows exponentially while the volume of visitors stays the same. Finally, it adds to a bad user experience by raising suspicions of spam and making it harder to find relevant information on sites with hundreds of links.

8. Putting editorial connections first

Google has a lot to say about what it values in backlinks, but the overarching principal is that they should be placed editorially. This implies that the website’s owner should put the link there on purpose, ideally of their own volition.


While there have been many improvements to search, none have been as significant as Google’s Penguin update and subsequent changes to the way it handles backlinks. Google has become so adept at identifying unnatural connections that it is nearly impossible to “build” them successfully. However, if you use the aforementioned suggestions, you may have some success.

Categories: SEO