This week’s installment provides context around the mechanics of link building, as well as defining link tiers. Read the first installment of Strategic Link Building from SMTrends 108.
The Mechanics of Link Building
As much as link development relies on relationships, analytical process is necessary to define a site’s link building objectives. Useful strategies can be gleaned from analysis of site conditions and appraisal of target site and competitor backlinks.
At the most basic, an ideal page for link placement will have relatively high trust metrics (PageRank or crawl frequency) and a low number of outbound links. This ensures that page not only has value to search engines but also will provide a significant boost to the target page. A page must also not contain “noindex” or “nofollow” tags that may affect outbound links, and its domain must either have no Robots.txt file associated with it or, at least, a Robots.txt file that does not place restrictions on the site section where the target link may be included. The best placement for the target link is within relevant body copy, and ideally should contain strong keyword anchor text. These are, of course, rather simplified qualifications for a link, but they warrant mention as a proper starting point in a discussion of advanced link analysis.
Avenue A | Razorfish assesses links according to a loose system of link tiers. These link tiers span the timeline from site establishment to maturation and include:
• Formational links
• Brokered links
• Community links
• Authoritative links
• Naturally generated links
These link tiers cover the terrain of directories, link advertising, blogs, social media, relationship-based linking, and naturally occurring links. One may notice some tier overlap at times due to the integrated nature of the online landscape, and strategies can and should be designed to address this. A website must be evaluated as to where it fits into the spectrum in order to determine the starting point for strategy. This helps determine what types of links will aid natural backlink growth and what ones will hinder or have little effect based on the conditions of the site.
Link Tiers Defined
The following are explanations of Avenue A | Razorfish’s five link classifications. They range in order from formational to naturally generated links and encompass the maturation process of a website. A website continuously acquires links throughout its lifespan and needs to secure different types of links as it grows. Link tiers indicate the next level of links needed to thrive in the maturation process in regard to authority and link popularity. No link tier should be viewed as separate from or greater than any other classification, as tactics tend to overlap and aid websites in different ways.
Formational Links are the initial set of links one should pursue in establishing a new website. These links are sometimes overlooked during site launch and can be addressed up until the point that a website achieves a moderate level of backlinks or measured trust. This is subjective to the site and must be judged by the type and quality of backlinks observed. Formational links include links from directories, easily placed links and relevant niche links.
Brokered Links are secured through negotiation or agreement and can often produce moderate to high authority links. Brokered links often come about as a result of direct analysis of opportunities found through backlink research. They can involve a good deal of individual negotiation and must be addressed on a site by site basis, which may be time consuming. Many brokered link opportunities are bartered arrangements between sites that, if done correctly, can elevate a site out of obscurity.
The more controversial side of the brokered link tier is link buying. Several services offer bulk link placement as a method to increase the number of search-friendly backlinks for specific keywords. Google does penalize for explicit link buys, and the risk associated with this tactic is significant. If one is looking to attempt link buying, it is best to do so sparingly and slowly. Link buys boost search visibility in the short-term but will require the use of other tactics to sustain ranking.
Community Links reflect much of the Web 2.0 landscape, referring to blogs, social media, and user generated media. These links may be gained by engaging participants in the community on their terms through link bait, relevant content and social opportunity. These links can snowball if done correctly, generating a nature stream of backlinks. Tactics such as link baiting may result in a traffic spike that raises the search visibility of a page, but direct community involvement can foster long-term benefits.
Authoritative Links are high value inbound links from trusted online sources. These sites have high trust metrics and transfer the most link popularity per link. Authoritative sites include trusted news sites, .edu pages, and other sites regarded highly by search engines. A site should examine its backlinks and existing offline relationships to determine any opportunity for high quality linking. While these links are the most likely to remain active, the one downside of authoritative links is that they commonly link to the domain of the target site and not individual pages. The effects of this may be balanced by savvy internal linking.
Naturally Generated Links refers to any links secured without direct pursuit. In reference to link building, these links can be news articles referring to the target site, scrapers of quality “nofollow” sites such as Wikipedia, links from press release circulation and links for sites monitoring RSS feeds. Naturally generated links are the end goal of a link development campaign as they reflect continued link stability. A healthy influx of naturally generated links will help keep a website fresh and competitive indefinitely. Link seeding strategies are needed to make this link tier effective for client campaigns.
Article by Ron Sansone