Most Backlinks Don’t Work

We Build Powerful Backlinks That Drive Search Rankings

The sad truth about search engine optimisation is that without good quality backlinks you will never achieve any decent rankings for any search term approaching reasonable traffic volumes.

There are thousands of online providers of backlink building and selling services… but most of them are relying on your ignorance to sell to you.

A backlink ( a link from another website to yours) can only pass the trust and authority metrics that your site needs if it is designed to do so.

Backlinks from some sources haven’t provided any positive effect for SEO for almost a decade. It is very cheap to buy bundles of low cost links from sites such as; Profile Pages, Web 2.0’s, Blog Comments, Social Bookmarks, etc. None of these will work for your website.

The only backlinks that work are difficult to build, require 14 vital criteria the lack of any one of which will stop the link from providing a ranking benefit and thus cost a bit more to create…. but they actually work… which is the whole point.

Your Website Backlink Profile

The range and variety of links that your site has, the pages they point to, the anchor text ratio etc. are all important factors. Blindly thumping large volumes of low quality, near worthless links from sites that don’t help you just clutters up your backlink profile and makes it harder to add the high value backlinks that you actually need.

Low quality links can soon screw up your anchor text keyword densities…… more likely to harm your rankings instead of helping them.

You need high value, authority backlinks from trusted website pages to link to you. Relevant pages, that have relevant authority metrics. Rarely passed by cheap, link building deals.

Metrics That Make Backlinks Work

Link Page Must Be In Google Index

Google doesn’t index every page of every site on the internet. It chooses to include or exclude pages or entire sites based on a list of quality criteria including; duplicate content, content quality, user engagement metrics, URL trust, page structure, load speed and many more.

In short, Google doesn’t index many of the pages that you might unwittingly buy a link on. Low quality Web 2.0’s, Profile pages on thousands of sites etc. none of which Google considers to have any value to be indexed.

If a page is not in Google index then it will not benefit your site for SEO purposes.

Topic & Theme Related

Google looks for relevance and congruence between your page and the page that links to you. Imagine you sell fertiliser for lawns. If a high quality lawn care website linked to one of your products contextually from within relevant content then the link stands a chance of providing a quality link to you. This link would look like a trusted recommendation from a site that Google likes and trusts.

Conversely, if you have a profile page link to your domain from a random, low quality, automatically generated site that isn’t actively managed then it will offer no benefit.

Link Categories

Additionally, every page that has links pointing to it inherits a percentage of the ‘link category’ from those link sites. Link category is an important factor in determining the power your link passes.

A page about lawn care can easily have an inappropriate link category such as “Health” or “Religion” or “Sport” for example (when you would ideally want “House and Home”, “Gardening” or “Horticulture” for focused links) if their backlinks are from unfocused, non relevant sites.

This link category will then be passed to your site, diluting the impact of the link.

This means that when you find a potentially suitable site for a link, you need to check the relevance of its backlinks before creating the link. You can use to analyse a sites backlinks.

Class C IP Addresses

Google is always on the look out for link networks and bad link neighbourhoods. For this reason, you need to make sure that each of your links is on a different server.(Most link networks use the same servers to save money).

An IP address looks like: 34.564.44.101…… in this instance, 34.564.44.101 the first 3 numbers identify the server, the last digit is for the partition within that server.

Google will only count one link from each Class C IP as a positive link for your ranking purposes….. BUT…. it will pay attention to all the links pointing at your pages and if it sees 34.564.44.101, 34.564.44.133, 34.564.44.152 and 34.564.44.239 it will know that all of these sites are on the sames server and will assume that they are part of a link network. (At which point you might find yourself being blacklisted by Google).

Contextual Backlinks

Links can be added to a page in different places. Links from sidebars, footers and lists of links are valued much lower than contextual links.

If your link appears without a relevant text passage then it will help your rankings much more than anywhere else on the page.

Orphan Pages

Backlinks work by linking a page to a page to a page…. in a giant ‘web’ of connected pages. The essence of the internet.

Google value orphan pages as useless or virtually useless for passing link juice.

A very powerful website that links to you from a page that has zero backlinks itself (an orphan page) will not pass any of the site link juice to you.

So… you convince someone with a great, relevant website that has good ranking metrics to add a page of content that you have written….. all good so far… BUT…. the page is an Orphan.

Until it has a backlink from an external source it will offer zero benefit to you.

Natural Anchor Text

Over optimisation used to be the way to great riches….. not any more. It is not natural to have 500 links pointing to your lawn fertiliser page all using the anchor text “Lawn Fertiliser”…… this just isn’t normal. Much more likely that you would have a wide variety of different links including some photos of the packet or box, some saying ‘click here’, ‘shop now’, ‘buy it here’… ‘read more’ etc. as well as a majority of links as variations of “Your Business Name” and “Your URL”…. only a few would be the exact search term that you want to rank for….. over optimisation will kill your rankings quicker than anything else.

Trust Score Ratio

Each site that links to you will pass a trust score. It is only natural that a normal, SME business website will have less high power links and a bigger ration of lower trust score sites linking to your pages. It’s important that you don’t just opt for high power links, but include a natural spread of links.

Brand Links

The majority of backlinks into your home pgae should be focused around your Brand and URL…… you can get more focused on product anchor text on your sub pages, but the home page needs a brand dominance.

Deep Linking

A deep link is a link to a page of your inner site, not your home page. It is important to create pages about specific topics, products or services and then to promote them with targeted deep links.

Longtail Backlinks

A longtail backlink is a link that uses a long anchor text, sometimes containing your core keyword target term, but not all the time.

Longtail anchor text is more generalised and less focused, while still being on topic. You might use a section of a sentence or even the whole sentence as your anchor text.

Image Links

Image backlinks are natural in any link profile. Either with or without anchor text. With empty alternate text, the image sows as a link but with no anchor text associated with it.

If you include alternate text as an image description, then that will be used as the anchor text so you need to be careful as th what you call images.

Link Networks

Google hate link networks which used to be used on a large scale to manipulate their search results. Identifying backlink networks designed to have an impact on SERPs is a large part of Googles work and sites that are then associated with those networks or that are trying to benefit from using them, face sever punishment.

Avoid link networks at all costs. If you can find a link network to use then Google can find it too. Be aware.

No Follow / UGC (User generated Content) / Do Follow

Backlinks are often given an attribute to inform search engines how to handle them. Blog comments, forum links etc are usually given the UGC tag so Google knows they are created by users, not the website owner. They are handled in much the same way as No Follow links and worth little for SEO.

That said, it is important that you do have a variety of backlink attributes in your link profile, because it looks natural.

One Way V Reciprocal Links

There are two core types of backlinks; one way, whereby they link to you and you don’t link back, and reciprocal links where you link to them and they link to you.

Reciprocal links appear to be a ‘deal’ done between the two sites so are worth far less than one way links.

Our Backlinks Work

Our links are different. They tick all these boxes, and really work for improving Google search rankings.

Not only that, but for a limited time, we are discounting our links to help UK businesses get back to work after the COVID-19 shutdown.

You have two options……

If you know what links you need you can order them straight away   …. just click here to get started


If you need to start your SEO at the beginning, request an SEO Audit for your website and take the first step to driving more targeted web traffic to your site today.