Link Building – The Importance Of Link Diversity
If you want your site to rank well in the search engines, you need to fully understand how link building works. Most marketers and webmasters do SEO, but really don’t have a clue why or what they’re actually doing.
Obtaining an understanding of link building and general SEO is essential.
First and foremost, your link profile needs diversity and that’s what I’m going to talk about throughout this article. By diversity I mean links from a diverse range of different sites and IP addresses. You need links from different types of sites and sources. For example, one site type are web2.0’s.
Web2.0’s like Hubpages, Blogger, Typepad and WordPress. Web2.0’s are one type of site just like article directories, social media sites, press release sites, bookmarking sites and blogs. You also need links from different sources; i.e. different web2.0’s.
Instead of submitting 100 articles to Blogger, you could submit 10 articles to 10 different web2.0 sites for better link diversity. Google wants to see a diverse range of links, it’s part of the algorithm. A few years ago link diversity didn’t matter nearly as much as link quantity.
A technique that was popular a few years ago was site wide backlinks. Sticking a link to your site in the sidebar of a 1000+ page site would literally get you top search engine rankings. Google soon caught on to site wide links so they implemented the IP address factor.
The IP address factor now means that many links from the same IP will be “valued” far less than many or even a few links from multiple IP addresses. The more the better. It only takes common sense to realize why. The more IP addresses, the more people “voting” for your site.
Generally each hosting account has one IP address. There are exceptions where certain hosting packages will give you multiple IP’s, but that’s the general rule of thumb.
So getting links from a variety of sites and IP addresses is mandatory. Submitting one article to 500 sites will yield drastically better results than submitting ten or even one hundred articles to a few sites.
Link diversity is also the perfect hedge against Google updates. Google tends to turn the hobs up and down for certain link building strategies. If Google sees a sudden increase in the manipulation of a certain link building strategy; Google will decrease the value of the links.
It’s happened countless times in the past and will continue to happen in the future. Blog comments for example, a long time ago you could rank for some seriously competitive keywords using blog comments alone. Blog comments can be manipulated more easily than any other link type.
There are tools that can scrape and post comments on millions of blogs per day. As these tools emerged, Google almost switched off the hob completely rendering blog commenting useless. Fortunately they just lowered the power blog comments have to influence rankings.
The same thing happened with forum profiles. In fact just last year in 2011 I was able to rank for insanely competitive keywords using the forum profiles alone.
Google seriously turned down the hobs on the value of forum profiles. I still build them like I build every other link type in the hope that Google will one day increase their value.
Every link type has a specific base value. Blog comments have the least value followed by forum profiles, bookmarks, article directories, web2.0’s, social media, press releases and blog networks.
But – you can increase the value of your links quite easily. By bookmarking them, submitting their RSS feeds and just building more links to them.
Google favors certain links over others and that’s just the way it is. Google changes the value certain links have as they get manipulated. Generally the links that are easily obtained are valued less than links that are difficult to obtain.
That’s why getting links from high traffic and Page Rank sites will give you an incredible boost in rankings and traffic. The higher the authority of the sites that link to you the better.
For example… It’s more difficult to obtain a contextual backlink from a high quality article than a stupid forum profile. Contextual backlinks are backlinks within content. Contextual links are the best kind of backlinks overall. Non contextual backlinks are as the name suggests; non contextual like forum profiles and blog comments.
Non contextual links are great for link diversity and more importantly; anchor text diversity.
So what’s the conclusion on link diversity?
Don’t put all your eggs in one basket! If you only focus on one link building strategy like many people do, you’ll be screwed is Google suddenly devalues it. Build every kind of backlinks you can and get a crap load of links. That way you can comfortably ride every Google update without blinking an eye.
P.S. Leave me your thoughts, comments and questions below. Also opt-in to the form on the right for more cool SEO tips, tricks and secrets.