Guide
Link building without the risk
How to earn links that help and avoid the ones that hurt: what works, what to refuse, how to check the links you already have, and when to ask for removal.
Links from other sites still help a site earn trust. They can also cause damage if they come from networks, paid schemes or hidden placements. This guide shows how to earn good ones and stay out of trouble.
What a good link is
A good link comes from a real site, on a page that is relevant to you, placed by someone who chose to link because it helps their readers. If you cannot explain why they linked, it is probably not a good one.
What works
- Useful research or resources that others want to cite
- Expert comments for journalists and writers who ask for them
- Resource pages and roundups where your page really belongs
- Mentions of your business that do not yet link, where a polite request is welcome
- Partner, supplier and community pages that you are genuinely part of
- Accurate listings on respected directories in your field
What to refuse
- Private blog networks and sites that exist to sell links
- Hidden or off-screen links
- Undisclosed paid links
- Large volumes of identical anchor text
- Automated comment and forum spam
- Any scheme that promises a number of links for a fee
Paid placements, done openly
Paid sponsorships can be legitimate when they are disclosed, marked up as sponsored and chosen for the audience, not the link. They should always be agreed with you first, and are not suitable in regulated fields.
Check the links you already have
- List the linking sites and look for patterns, such as networks and repeated anchor text
- Open a sample of pages and read them as a visitor
- Work out who placed anything suspicious
- Ask for removal before considering any other step
- Keep a record of what you found and what you did
Measure quality, not volume
Count the links that came from relevant, trusted sites, and the visits and mentions they brought. A handful of good links is worth far more than a long list of poor ones.
Common questions
How many links do I need?
There is no number. Look at the sites that rank above you and ask what they have that you do not: usually a few strong, relevant sources, not hundreds of weak ones.
Are directories worth it?
Respected ones in your field are. General directories that accept anyone are rarely worth the time.
What if a competitor builds bad links to my site?
Search engines say they are good at ignoring such links. Keep a record, and act only if you see a clear and damaging pattern.
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