Link Building – The Right Way to do It

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Link building has and will continue to be a ranking factor for search engine. This is a metric which can directly show a search engine the popularity of a certain website and is therefore used for results rankings. There is a right and a wrong way to build links.

Link Building

Gone are the days of buying thousands of links for your website and shooting up to the first position, let’s look at the factors that play a role:

1.Domain and Page Authority

After Google stopped publicly showing their Page Rank systems some SEO companies have created their own tools to measure the value of a website and specific pages within that website. Moz, previously Moz SEO is ne such company. They have developed a measuring system call Domain Authority (known as DA) and Page Authority (known as PA). The DA gives a score for the entire website whereas PA is scores for specific pages.

DA and PA is measured in a score out of 100. The higher the score the better, this is all achieved through good link building strategies. So why is this important when link-building? Well, it has become very important to get links from good quality pages. The DA is important to some extent but the PA of the page where your link is displayed is the most important. So before asking a webmaster to link to you check the PA of the page that your link will be placed on.

2. Number of Links per Page

Link Juice refers to the amount of authority passed from a link to your website, click here for more info. The number of links on a page affects the link juice. The more links on a page the weaker the link juice. The less links the better. If your backlink is the only link on the page then you will get maximum link juice from that page. This is often an aspect that is ignored by marketers but is super important for ranking.

3. Topical Links

It is also important to get links from sites in your industry. If you are getting a lot of links from websites that sell golf equipment and you have a fidget spinner e-commerce store, then it will look suspect to search engines and the links may hurt you more than help you. It does not have to be links in your specific niche but it should at least be from the same broad industry.

4. Anchor Text

Anchor text is the text that contains the link to your website. In the past people would just add the keywords they wanted to rank for in the anchor text. This has become a penalizable strategy in search engines and is a dangerous over-optimization. Use mostly random phrases eg: “more info” or “click here” and for the sites with super high metrics you can include your keyword every now and again just for Google to know what your site is about.

Here is a distribution you can use for Anchor Text : 70% Random Text , 5% Keywords, 5% Brand and 20% Naked URL. Keep your anchor text the same as if you would link to someone else in your articles. Don’t overuse keywords when link building or you will be penalized.


Timo van Deventer is a SEO Expert in Johannesburg. He owns major ecommerce websites and businesses across the world in various industries. In 2016 TImo helped over 200 business rank on the first page of Google.

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