Inbound links are crucial to ensuring the authority and trustworthiness of a website making it more prominent in Google’s eyes. The higher a websites authority, the higher it is going to rank. A higher rank means more impressions which leads to more traffic and ultimately brand awareness.
However, it’s not all about the number of links to a website as it is also the quality of these links. Google puts in place a few safeguards that ensure no spam links get through to high ranks. Those that try to manipulate the rankings will often receive a penalty from Google.
Google evaluates links through its algorithm using seven main factors. It is important than an SEO service is aware of these factors as they can be followed when getting links directed to your site.
This is one of the easier factors to get right and gain authority from. In general, sites that have a high domain authority are likely to pass that on in their links meaning that if a high authority site has a link directed to your page, it’s going to improve your ranking.
High authority sites are those that are well established and gain a high number of readers per day. These sites are often harder to gain an inbound link from so it is important to balance between those that are available and those that are more rewarding.
The nofollow tag provides an exception to the authority rule. Certain links can be tagged using HTML code ‘rel=nofollow’ and Google will not follow or crawl this link when searching for authority.
This is a simple one for an SEO service to use and eliminates the risk of any potentially damaging links to the sites authority.
It is important to use relevant sources of information for you links. Using an information source that is of no relevance to the pages topic of information can be damaging to the pages authority.
Links should be helpful to readers who are engaging in the content by leading to additional information around the subject. For instance, an article explaining how to make the best hamburger should not be containing links to an SEO service. Including a link to a page explaining how to find the freshest ingredients on the other hand, is beneficial and relevant.
The content that surrounds the link should also be directly relevant to the topic of the link. It is important that the sentences surrounding the link lead into it well and provide a reason for the links inclusion.
This will help Google to understand why it has been included and ensure that the link is seen as a necessary inclusion by Google.
The page to which the link is going must be relevant to the information on the page that it is coming from. The best links will go to pages that provide additional and beneficial information for the readers coming from the previous page.
Google will gauge the relevance of the page to the link and examine the title and body of the content to determine its quality. Links add authority to both the overall domain and a couple of the website core pages so an SEO service should funnel links to one or two key pages to improve rank.
Having a wide variety of sources for which the website has inbound links is important. Google places weight on the diversity with which the inbound links come from as it increases value knowing that multiple sites see benefit from using the link.
It is important to note that having too many links from lots of different sources can make them seem unnatural.