Inbound links are one of the most powerful assets in the world of online marketing. Every link to your website transfers authority to your website, making Google more authoritative and trustworthy. The higher the perceived authority of your website, the higher the search ranking, which means more brand traffic and visibility.


Fortunately, Google has implemented security measures to ensure that all links are not treated the same. That’s good because you can not send spam over the network to handle notes without getting a Google penalty. Most of us can quickly judge whether a link is “natural” or spam, but Google’s evaluation process is more nuanced than this.


So how, exactly, does Google evaluate links in its ranking algorithm? There are seven main factors:


1. Source Authority

In general, the more authoritative the source domain of the link is, the more important the link to the site to which it is linked. For example, if a newly created site does not have many readers and does not have many links, it will be a low-authority site; Any link you get will, at best, have a marginal advantage.

But if you can get a link from a well-known online publication, like The Huffington Post, you get a lot more benefits from the connection. Of course, the more authoritative the link is, the harder it will be to acquire, so you should balance your efforts between the most rewarding and those that are truly accessible to you.


2. Nofollow


There is a special exception to the authority rule: the nofollow tag. Google allows you to flag certain links in the HTML code as “rel = nofollow” to indicate that they should not be tracked, tracked or used as a means to authorize permissions.

Editors mainly use it to ensure that their authority is not damaged by outbound links leading to questionable sources; After all, the connections are a kind of two-way street. You can also tag your own links with a nofollow tag if you want the link to exist without granting permission to other pages.

If a link is tagged with a nofollow tag, Google is assumed to be ignored. However, several studies have suggested that NoFollow links are not always ignored by Google and that having good NoFollow links can be crucial to good SEO.


3. Source Relevance


There is also evidence that the relevance of your link source is also important to Google’s rating. If you’re writing on a blog about making good biryani and linking to a fashion website, it’s better that there’s a good reason to do so. When you connect to a website to find out how to get the best ingredients for your restaurant, this may be more logical.

Publishers who publish articles on a variety of topics often have category pages that segment these topics. In this case, it is important that the link on a page is in the correct subject category. The general rule here is to make sure the link makes sense for your readers.


4. Contextual Relevance


The content around your link is also important. Text before and after a link serves as a contextual relevance to the landing page of the link. This allows Google to determine how the link relates to the content in which it is placed. This effect is most important in the sentence in which the link is located, followed by the paragraph in which it is located, followed by the main part of the entire article in which it is located.


5. Anchor Text


The anchor text of your link will also be considered. This is the selectable text that “hosts” your link. A few years ago, before Google’s launch of Penguin Algorithm, it was considered a good practice to use a delimiter text that accurately reflected the keyword for which you wanted to rank the linked page in the search results.

Today, the anchor text still plays a role in determining the relevance of the linked page, but it is also the simplest signal used to detect adulteration by using rich anchorage to anyone who uses a text. beyond keywords.

It is less important to use anchor text that is rich in keywords and more important to ensure that the link-text link is natural and journalistic. Do not use the anchor text to determine the relevancy of your linked page, but trust the context and source relevance.

6. Link Destination


When evaluating links, Google also sees the landing page, the page to which the link points. First, it must be strong content that adds value to the readers of the original article.

Google reviews the title and body of the target and evaluates the benefit based on relevance and other factors that indicate quality. Links convey authority both to their general domain and to the individual pages they refer to. As a result, redirecting links to one or two main pages may result in a higher ranking of those pages over time.


7. Diversity


Finally, Google rates the diversity of your incoming link profile. It is well documented that one of the important factors Google is looking for is the variety of domains. This is the number of unique domains from which your website contains inbound links. Because of this, it’s generally more useful to get links from five different publishers than to get five links from a publisher.

Obtaining multiple links to the same landing page will certainly increase the authority of your page and is necessary if you are trying to increase a particular page of your site in the rankings, but if you do too much, your website may look artificial and manipulated, Because of this, the diversity of each aspect (anchor text, link source, destination URL, etc.) is very important when it comes to creating links.


Think Beyond Google


I’d also like to mention that while much of this blog has discussed links in the context of what they can do for their Google search rankings, this is only a small part of their overall value. Link building, especially in important publications, also has the potential to send reference traffic to your website; In other words, people who find your link and click on it to read its content.

Your link building strategy should strike a balance with Google to build a network of reference traffic and do the best for your readers and users. It’s a balance that you need to carefully attack, but the results are worth it.