One of the common questions we get is how to build links for a new site. In our training site we offer our 12 week link building roadmap and a list of directories to submit to, but I also thought I should discuss link building in general. A good basic rule of thumb (though a bit conservative of one) is to build links in a manner where every month you build as many or more links than you built the prior month.

Graph of 3 Different Link Profiles

3 Common Link Building Strategies

  1. spiky. if the spikes are associated with news and viral marketing then that is not a big problem, but if they are sorta bought links, low quality links, etc. then this is sorta the worst way to do it.
  2. linear. not as bad as spiky…but not as good as logarithmic. this is where a webmaster tries to build the same number of links each month.
  3. logarithmic. this is where link building starts off slow, but then keeps getting better each month.
    • If a website is a real website that is generally a useful utility and did not do any viral marketing this would be the most natural profile of how to build links
    • The reason links keep building faster is that exposure breeds more exposure and if the site is genuinely useful and original some people will link to it even without you asking. This phenomenon can be described through understanding cumulative advantage and self-reinforcing authority.
    • Plus as you build a useful site and do some social networking it builds social capital that can be leveraged when doing future promotions of featured content.

Some Caveats…

  • While I try to do logarithmic when I can, sometimes we build links a bit spike because sometimes we do things in a rushed series or sometimes we do viral marketing.
    • The viral stuff is not harmful…if you do quality viral stuff you want big spikes of links from it because those will be very hard links for competitors to try to clone. But odds are that some of our links might only count partially when we build them in spikes and there is no viral story associated with it.
    • If we know we are going to be somewhat spiky then we try to spread it out and pace it a bit with a month to a month and a half in between each build effort (rather than do it all in the first week).
    • When launching linkbaits you can’t guarantee which ones will work and which ones will not. But the key is to launch them regularly. You wouldn’t want to do a couple of them that go viral in the first month, and then follow up by doing none for the next 6 months.
  • Brand new sites only get partial credit for links until their own site ages a bit and gets trusted more.
  • Older sites that are pretty well trusted with a strong foundation of links can be quite spiky with no problem at all.
    • BUT older sites that only have a few links and suddenly build a ton of links real fast can end up with ranking issues.
    • After sites are established enough they may not need to work on doing too much link building (especially if they are pulling in many organic links due to the exposure from their current rankings and/or other distribution channels like email and blogging). BUT if they do nothing and the competition keeps investing in link building then eventually they will catch up.

Link Anchor Text

It is also worth noting that you don’t want to use the exact same anchor text on every link. Using a variety of related phrases (seo blog, seo blogs, search engine optimization blog, etc.) would be far better than just using the exact same anchor text over and over again.

Many Types of Links

You can be successful by primarily building 1 type of link from a class of websites, but if you can get links from a variety of types of link sources that will make your site strong and rankings stable even if one class of links gets deweighted. Todd Malicoat’s Balancing the Link Equation is the canonical resource on that topic. And the more diverse your link profile is the harder it will be for a competitor to clone your work.

More: continued here