While the search engines have changed considerably over recent years, link building remains a critical factor in the process of ranking a site. Gaining links is actually a fairly easy process, but most links will have little to no impact. The type of backlinks you require for ranking are relevant and authoritative, which inevitably makes it harder to acquire them. However, this means most of your competitors won’t put in the work to gain these backlinks. With an effective research and outreach plan, building links to your site becomes achievable and much easier to replicate the strategy. So how do you begin assessing the quality of a backlink, and that all important question of what makes a quality backlink arises.
Domain Authority
Domain authority looks at the power of the entire site. Even though you will probably only receive a link from a single page, the overall domain authority contributes to the value. You could, for example, receive a link from a popular news or blog site with a high domain authority score. By promoting the individual page on such as site, it will be easier to increase the page authority. Tools like Ahrefs, Majestic, and Moz can be used to analyse domain authority.
Page Authority
Page authority looks at the power of the individual page your link is placed on. This is one of the most important metrics to focus on, playing a key role in your ranking position. Gaining numerous backlinks from low authority pages can be outdone by a single high authority page link, so analyzing each page can save a great deal of time. Ahrefs, Majestic, and Moz, along with various other tools, can also provide this page data.
Site Relevancy
Before various algorithm updates, links from any authority page would be beneficial. However, relevancy has become increasingly important to the power of a backlink. Try to gain links from properties that have a broad relevance to your own niche, with Google being able to work out any discrepancies in content. Large sites might carry a broad range of content, so focus on the relevance of the page and category.
Surrounding Text
Along with the general content of the page, surrounding text is believed to play a part in the overall authority. Google does not reveal too much detail about its algorithm, but many SEO experts point to the added importance of words and phrases close to the anchor text. If you can control the content that surrounds your anchor text, try to ensure it naturally discusses the topic of the page you are linking to.
Content Links
The location of a link placement also has an impact on the overall quality. Links within the main content are desirable as they are regarded as editorial, being placed there as a recommendation or citation. Links in the sidebar or footer are generally considered less valuable, though, as they do not have any surrounding context and can often be purchased.
Anchor Text
Anchor text is used to describe the content of the page being linked to. Therefore, if quality sites are linking to your page with relevant anchor text, ranking for associated keywords becomes extremely likely. The abundance of spammy links has altered the way anchor text is thought about today, though, with excessive use of the same terms potentially leading to penalties. Ideally, sites will link to you naturally, making use of various anchor text combinations, domain names, and generic terms. If you have the option of choosing your own anchor text, research your link profile and be cautious about focusing on a limited selection of keywords.
DoFollow or NoFollow
There has been debate about the benefits of gaining NoFollow links for many years within the SEO world. While there is never a consensus regarding search engine optimisation, it is generally agreed that DoFollow links are ideal. However, a natural link profile would include a mix of both DoFollow and NoFollow, so don’t fixate on just one type of link. For your most powerful links, though, try to gain DoFollow links that pass authority to your own page.
Analysing these factors can streamline the entire link building process. Rather than spending time gaining links that could have little value, it is possible to focus attention on the sites and pages that will actually play a role in your search ranking. Link building opportunities will quickly present themselves, while existing links can also be promoted if you find they meet the criteria of an authority link. Attempting to gain backlinks can sometimes be a frustrating process, but understanding exactly what you are looking for will allow you to focus your attention in the right places.
