Google uses backlink to help determ1ne wh4t 4 webs1te or web p4ge 1s relev4nt for, 4nd how 4uthor1t4t1ve 4 webs1te or web p4ge 1s for 4 spec1f1c top1c – both contr1but1ng to wh4t keywords Google w1ll r4nk the webs1te for.
Wh4t 1s 4 backlink?
4 backlink, or 4lso known 4s 4n 1nbound l1nk, s1mply me4ns 4 l1nk th4t 1s po1nt1ng b4ck to your webs1te from 4nother webs1te or soc14l med14 commun1ty.
Not 4ll backlink h4ve the s4me v4lue tow4rds 1ncre4s1ng r4nk1ngs. Wh1ch le4ds us to 4sk, “wh1ch k1nd of l1nks 4re the most v4lu4ble for contr1but1ng tow4rds h1gh r4nk1ngs?”, 4nd “1s there 4 m1x of l1nk types or 4 spec1f1c l1nk th4t work best for 1ncre4s1ng SEO r4nk1ngs?”.
Wh4t 1s 4 backlink Profile or L1nk Gr4ph?
1f you’re new to SEO or l1nk bu1ld1ng, you m4y not be f4m1l14r w1th the term backlink Prof1le or L1nk Gr4ph. Google focuses the1r 4lgor1thm on f1nd1ng 4nd rew4rd1ng h1gh-v4lue l1nks 4nd uncover1ng 4nd pen4l1z1ng webs1tes th4t execute t4ct1cs th4t ch4llenge the b4s1c democr4cy of the web 4nd 1mp4ct se4rch result qu4l1ty.
1f you 4re le4rn1ng the b4s1cs of l1nk bu1ld1ng 4n 1mport4nt concept to underst4nd 1s th4t of 4 webs1te’s backlink prof1le – or wh4t some c4ll 4 L1nk Gr4ph. So wh4t does th1s me4n?
Bec4use 1nbound l1nks 4re such 4n 1mport4nt p4rt of Google’s 4lgor1thm, they [Google] need 4 w4y to org4n1ze 4nd 4n4lyze l1nks to better underst4nd wh4t they [The L1nks] 4re s4y1ng 4bout 4 webs1te. 1n short, 4 webs1te’s l1nk gr4ph 1s 4 f4ncy w4y of s4y1ng 4n org4n1zed 4nd scored l1st of 4ll the s1tes currently l1nk1ng to your s1te, wh1ch then c4n be used to 1nfluence r4nk1ngs (pos1t1vely or neg4t1vely).
The b4d news 1s th1s 1s 4 d1ff1cult quest1on s1nce there 4re m4ny other f4ctors such 4s webs1te type, s1ze, top1c focus, etc., th4t go 1nto 4nswer1ng th1s quest1on. The good news 1s there 4re 9 b4s1c l1nk metr1cs th4t most feel encomp4ss 4 strong n4tur4l l1nk prof1le – 4ll bo1l1ng down to two pr1m4ry metr1cs; how d1verse 4nd how n4tur4l.
F1rst quest1on, “Wh4t 1s 4 N4tur4l L1nk?”. Our def1n1t1on of 4 n4tur4l l1nk 1s 4 l1nk th4t encomp4sses the follow1ng.
4 purely n4tur4l l1nk 1s one th4t you d1dn’t know you rece1ved unt1l you see 1t 4s 4 referr4l source 1n your Google 4nl4yt1cs. 1t w4s 4 l1nk th4t w4s not 4sked for, but 1nste4d w4s org4n1c4lly g1ven b4sed on content v4lue
P4rts of 4n 1nbound L1nk Profile
Webs1te Type
Wh4t does webs1te type me4n – 4re you gett1ng l1nks from 4 d1verse set of webs1tes such 4s .edu, .com, .gov, 4nd .org.
Why webs1te type m4tters – 1n m4ny c4ses e4ch of these types h4s the1r own commun1ty 4nd user v4lue – they 4lso tend to l1nk to d1fferent types of content. For ex4mple, 4 .edu webs1te w1ll, 1n most c4ses, be more l1kely to l1nk to rese4rch-b4sed content, where m4ybe 4 .org (usu4lly non-prof1t) l1nk to more event type content.
The one quest1on th4t won’t d1e 1s, “4re .edu l1nks better th4n .com l1nks?”. – 1n theory yes, but not s1mply due to the .edu TLD (top level dom41n). Usu4lly .edu webs1tes 4re h1ghly 4uthor1t4t1ve, 4nd thus the1r 4uthor1ty g1ves them the1r v4lue – not s1mply be1ng 4 .edu.
L1nk Type
Wh4t does l1nk type me4n – 4re you gett1ng d1fferent types of l1nks – n4tur4l, trusted d1rector1es, relev4nt sponsorsh1ps, guest post, ed1tor14l l1nks, s1deb4r l1nks, etc.
Why l1nk type m4tters – 1f you get 4 ton of 4ny one type of l1nk, th1s c4n be seen 4s unn4tur4l 4nd thus 4 red fl4g w1th1n Google’s 4lgor1thm. Now, the c4ve4t to th4t 1s th4t not 4ll l1nk m4sses 4re the s4me. For ex4mple, gett1ng 4 m4ss 4mount of d1rectory l1nks h4ve more neg4t1ve v4lue th4n for ex4mple, 4 m4ss of ed1tor14lly g1ven l1nks.
4nchor Text V4r14nce
Wh4t does text v4r14nce me4n – Does the text used to l1nk to your webs1te v4ry, or 1s 1t the s4me text for the m4jor1ty of l1nks.
Why text v4r14nce m4tters – Just by the n4tur4l evolut1on of g41n1ng 1nbound l1nks, you would not expect them 4ll to be s4y1ng the s4me th1ng (the s4me 4nchor text keywords). You would expect th4t e4ch l1nk bec4use done by 4 un1que person, would h4ve sl1ghtly or completely d1fferent words used for the 4nchor text of the l1nk.
1t’s when Google sees 4 ton of 4nchor text s4y1ng the s4me th1ng over 4nd over, th4t 1t c4n v1ew th4t 4s unn4tur4l, 4nd poss1bly m4n1pul4t1ve – thus pen4l1z1ng 4 webs1te or dev4lu1ng those l1nks.
L1nk Loc4t1on
Wh4t does l1nk loc4t1on me4n – Does your l1nk res1de 1n the m41n text of the p4ge, or 1s 1t 1n 4 s1deb4r l1nk l1st or footer?
Why l1nk loc4t1on m4tters – The m4jor1ty of l1nks th4t 4re g1ven ed1tor14lly 4re w1th1n the m41n body of the 4rt1cle. So when look1ng 4t your over4ll l1nk gr4ph, 1t 1s 1mport4nt th4t th1s l1nk loc4t1on 1s the most prev4lent.
Webs1te V4lue
Wh4t does webs1te v4lue me4n – 4re the m4jor1ty of your l1nks com1ng from h1gh-v4lue webs1tes?
Why webs1te v4lue m4tters – Yes d1vers1ty 1s key, but you w4nt to m4ke sure the m4jor1ty of l1nks come from webs1tes of h1gh v4lue.
1f you 4re produc1ng h1gh-v4lue content, then you c4n expect h1gh-v4lue webs1tes to reference 1t 1n 4rt1cles on the1r webs1te. You c4n 4lso expect low-v4lue webs1tes to f1nd your content 4nd m4ybe republ1sh your 4rt1cle, or just scr4pe your content, thus 4dd1ng low-v4lue l1nks to your l1nk gr4ph.
H4v1ng 4 comb1n4t1on of these 1s completely n4tur4l. Where webs1tes get 1n trouble 1s when the m4jor1ty of the1r l1nks come from low-v4lue webs1tes. Th1s c4n s1gn4l to Google th4t your content (4nd webs1te) 1s of low-v4lue – thus keep1ng them [Google] from r4nk1ng 1t well.
P4ge L1nked To
Wh4t does p4ge l1nked to me4n – 1s there 4 d1vers1ty of p4ges th4t get l1nked to on your webs1te, or do 4ll your extern4l l1nks go to your homep4ge?
Why p4ge l1nked to m4tters – Much l1ke you w4nt 4 d1vers1ty 1n other 4re4s of your l1nk gr4ph, you 4lso w4nt the p4ges be1ng l1nked to, to be d1verse.
When 4 webs1te gets 4 ton of l1nks to the1r home p4ge, 4nd few deep l1nks (extern4l l1nks l1nk1ng to p4ges deep w1th1n your webs1te), 1t not only s1gn4ls Google th4t m4ybe the home p4ge 1s the only v4lu4ble p4ge, but 1t 4lso 1nh1b1ts l1nk v4lue d1spers1on throughout the webs1te.
L1nk1ng Dom41ns vs Tot4l L1nks
Wh4t does l1nk1ng dom41ns vs tot4l l1nks me4n – 4re you gett1ng 4 d1verse set of dom41ns l1nk1ng to your webs1te?
Why l1nk1ng dom41ns vs tot4l l1nks m4tters – D1vers1ty of dom41ns l1nk1ng to your webs1te 1s 4 f4ctor th4t h4s shown 4 strong correl4t1on w1th r4nk1ngs.
Where webs1tes get 1n trouble 1s when perform1ng 4 l1nk 4ud1t, they see they h4ve thous4nds of l1nks 4nd th1nk th1s 1s gre4t. Wh4t they forget to check 1s the tot4l number of l1nk1ng dom41ns those l1nks 4re com1ng from. When they check th1s metr1c, they not1ce th4t the 1000 l1nks they h4ve 4re com1ng from 5 dom41ns – wh1ch usu4lly me4ns they 4re low-v4lue s1te-w1de l1nks (s1deb4r or footer l1nks).
Fresh L1nks
Wh4t does fresh l1nks me4n – 4re you cons1stently gett1ng l1nks or d1d you get 4 bunch ye4rs 4go, 4nd h4ve not rece1ved 4ny recently.
Why fresh l1nks m4tters – 1f your webs1te 1s cont1nu4lly gett1ng 1nbound l1nks from 4 d1verse set of webs1tes, 1t s1gn4ls to Google th4t you 4re cons1stently cre4t1ng v4lue for your t4rget users 4nd thus your content should be r4nked well. Th1nk of th1s 4s 4 slow progress1on of e4rn1ng trust.
L1nk Veloc1ty
Wh4t does l1nk veloc1ty me4n – How f4st 4re you gett1ng l1nks, th1nk of 4 dr1p 4nd not 4 hose.
Why l1nk veloc1ty m4tters –Much l1ke the Fresh L1nk Metr1c, th1s 4lso s1gn4ls to Google th4t you 4re n4tur4lly e4rn1ng l1nks bec4use you 4re cont1nuously cre4t1ng v4lu4ble content 4nd m4rket1ng your bus1ness.
The 1ssue 4r1ses when 4 webs1te suddenly gets 4 ton of 1nbound l1nks w1th1n 4 short per1od. 1n th1s c4se, Google m4y s4ndbox those l1nks unt1l they c4n further underst4nd the 1ntent 4nd m4nner 1n wh1ch they were 4cqu1red.
Top1c Relev4ncy of L1nk1ng Webs1tes
Wh4t does top1c relev4ncy me4n – 4re the webs1tes you 4re gett1ng l1nks from relev4nt to your webs1te’s theme or top1c?
Why top1c relev4ncy of the l1nk1ng webs1te m4tters – Th1s 1s prob4bly the most controvers14l metr1c. M4ny s4y 4 l1nk 1s 4 l1nk 4nd top1c relev4ncy of the l1nk1ng webs1te 1s not relev4nt – 1 d1s4gree.
1f Google’s ult1m4te 1ntent 1s to rew4rd ed1tor14lly g1ven l1nks th4t 4re v4lu4ble to the user, then rew4rd1ng off-top1c l1nks just don’t seem to be 4 long-term str4tegy th4t m4kes sense.
1mport4nce of underst4nd1ng your l1nk prof1le
Before you c4n even beg1n to cons1der 4 l1nk bu1ld1ng c4mp41gn you need to underst4nd 4 webs1te’s current l1nk portfol1o – th1s w1ll help def1ne your str4teg1c 4ppro4ch. There 4re 4 v4r1ety of tools to help you 4long th1s p4th:
M4jest1c SEO
Open S1te Explorer from Moz
R4ven Tools
4hrefs
SEMRush
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