Link Building: Why All Links Aren’t Created Equal

Link building is an important aspect of Search Engine Optimization. More links drive more traffic and more traffic means more conversions. Some may think adding links to your site is as easy as hyperlinking text to other pages but there is so much more to it. Let’s take a dive into what kinds of links are better for your site and how they can help you rank better over time.

Links From Popular Pages

Not all links are equal. Some have more weight than others and one of the fundamental link building tips is to have links to other popular pages. Let’s say you have Page A and Page B. Page A has 5 different pages linked to and Page B has 2. Page A would have a better page rank since it has more links attached to it. Now let’s say you have two more pages, Page C and Page D. Page C is linked to Page A and Page D is linked to page B. Which page would have a better page rank, C or D? The answer is D since it is linked to a page that has a lot of quality links.
To simplify, the more inbound links a page has the better. This leads to that specific page having a better page rank and when it is linked to a different page as an outbound link (like page A to page C) it can have a greater effect than any ordinary link.

The Placement of Links

The positioning of your links can have an effect on how they help you rank. The term “boilerplate” is commonly used to describe the area around the outside of your site that is set and stone and might even be found on multiple pages. This includes headers, footers, and sidebars. Links that are found in the boilerplate area tend to have less value than links found within the main content of the page.

The Placement of Links Within Text

Just because you have a plethora of links within your text doesn’t mean the link building optimization is done yet! If I gave you two options place a link in the first paragraph of your content or the last, which do you think would carry more value? The obvious answer is the first paragraph. Since there is no guarantee that users will scroll through all the content on your page, having links in an optimal position to be clicked on can have added value.

The Names of Links

Just because you throw a link on a word doesn’t mean your work is done. Having your anchor text match up with what the link will result in a more accurate depiction of what the link leads to as well as gives the links more value (Anchor text says “Poodles” versus “Click Here” with a link that brings you to a page about poodles).


Link building is an important part of SEO and should not be brushed under the rug when trying to optimize a website. The more value your links carry, the more Google will give weight to them and help you vault up Google Search Rankings. For more information on link building and SEO, turn to Boston Web Marketing. Give us a call at 857.526.0096.

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