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Linkbuilding | Types of Links You Can Build

Types of Links | Linkbuilding

If you are considering linkbuilding then it is a good idea to understand the types of links you can build.

In part 2 of our Link Building for Beginners series we will be looking at the types of links that are out there and you can use to improve your website ranking.

No Follow Links

You may have come across the term ‘no follow’ links and wondered what the heck they are? I know I did.

If it is added to the link you will notice no difference at all if you are a user, however, if you look at the code in the link it will look slightly different.

<a href=”” rel=”nofollow”>Example</a>

The Wikipedia definition of no-follow is the following:

“nofollow is a value that can be assigned to the rel attribute of an HTML an element to instruct some search engines that a hyperlink should not influence the link target’s ranking in the search engine’s index.”

This tells Google or any search engine not to pass any page rank across this link to its target URL.

In plain English, you are telling Google not to trust this link and to discount it from any consideration.
You may be wondering why you would use this?

Let’s say you have a forum site where anyone can post comments and include a link. In other words, you do not have total control over the links that are added to its pages.

In other words, you are warning Google that the votes given are not to be trusted.

If you think about a forum site users can freely add links and because of the size of the site, it isn’t possible to moderate every single link.

So in order to deter link spammers, these sites can opt to use ‘no follow’ to all links.

Paid Advertising

The area where ‘no follow’ links are used is in paid advertising.

Paid links are links that appear on blogs because someone has paid to put them there.

If you think about it, you know a websites search ranking is partially based on the sites that link to it.
Google does not want paid links affecting its ranking factors. Google wants to rank sites because other sites linking to it believe the content is of high quality and relevant to its customers.

Google, therefore, allows links to be paid for as long as they are ‘no follow’ links.

More recently Google has included any optimized links in press releases, article directories, and adverts.

So how does this affect you and your website?

To ensure you do not hurt your search engine rankings you should ‘no follow’ all affiliate links and any ad banners.

How To Make Affiliate Links ‘No Follow’

no follow link

Here is the affiliate link on your WordPress site using the visual editor

no follow

no follow link


After all, that though the purpose of link building is that you want most of your links followed and therefore counted by the search engines, though don’t be afraid of ‘no follow’ they do have a purpose.

Quality, Quality, Quality

I once heard an English politician use the phrase “education, education, education” as the panacea to the ills of the economy.

Well, the answer to the ills of your website climbing up the rankings is quality, quality, quality.

We have already talked a lot about quality but it is more important than ever that you concentrate on quality content and quality link building.

Google has begun penalizing sites that produce poor quality content and use spammy links to try and affect page rank.

So what ‘quality’ links should you be building?

Natural Links

These links are so precious – why? Because these are links that you didn’t even have to ask for. They are created because another website likes your content and wants to be associated with it.

This is a much more efficient way of link building rather than having to ask someone via a guest post to link to you.

These type of links are highly valued by Google and other search engines and they will more than likely stand the test of time.

Outreach Link Building

I will come back to this topic in further posts but this is probably the most common type of link building you will perform.

The basis is that you contact other website owners and bloggers and ask them to link to you.
Two things here. Firstly, you need to ensure your content is of high quality and secondly that it is relevant to the people you are reaching out too.

Black Hat Link Building

This is probably now known as the ‘dark side’ of link building.



It is known as ‘black hat’ because you are trying to fool the search engines into thinking that the content is important and relevant which it isn’t

You need to exercise great caution if you are thinking of using black hat link building of which some examples are:

Unmoderated Blog Comments
Article directories
Forum signatures
Unmoderated directories

As a general rule, I would avoid the ‘black hat’ link building. You should focus on creating quality content and securing good quality editorial links. There will be future posts on ‘blackhat link building’ and how to avoid google penguin penalties.

So to conclude, when thinking about link building you need to consider the types of links mentioned in this post.

In the next post in the Beginner’s series, we will be looking at how to construct a link building campaign, what type of links to build and finding linking targets.


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