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Struggling to get noticed on Google even after writing great content? You’re not alone. A big reason might be poor or missing links on your site.
Link building is one of the most important parts of SEO, but it’s also where most people get stuck. If you are also facing challenges in getting backlinks from high-authority sites, working with an expert in link building will help you maintain an excellent backlink profile.
Being a leading SEO services company, our experts have a vast experience of building backlinks for clients from different industries. But before you get into building links, you must get a basic understanding of how it works and the importance of keywords in link building. So, we have created this comprehensive guide based on insights of our link building experts.
Here, we will explain the importance of anchor text and keywords, ways to create effective backlinks, and so much more. Let’s start with the basics and move to practical strategies.
Why is Link Building Important?
If you’re not familiar with the basics, it’s a good idea to start by understanding what link building is and how it fits into your SEO strategy.
In simple terms, link building helps your website become more visible in search results. When other trusted websites link to your pages, it tells search engines that your content is useful and reliable.
Link building doesn’t guarantee top rankings, but it can improve your chances of getting noticed, especially when the links come from websites that are already trusted in your niche.
Different Types of Links
There are different types of links, and each type sends a different signal to search engines. Understanding how they work and how to get them can help you build a stronger link profile. Below are the four main types of backlinks:
1. Dofollow Backlinks
These are standard links that search engines follow. They pass authority (also known as link juice) to the page they point to. Most valuable backlinks are Dofollow by default.
When to Use:
Use Dofollow links when you’re linking to helpful content you trust, or creating internal links between your own pages.
Popular Strategies to Build Dofollow Links:
| Tactic | How to do it |
|---|---|
| Guest Posting | Write for other sites and include a Dofollow link in your author bio or within the content. |
| Editorial Mentions | Earn natural links when someone references your content or brand. |
| Resource Page Links | Get listed on popular pages that link to helpful tools or guides. |
| Testimonial Links | Provide a review or testimonial in exchange for a backlink. |
| Infographics | Create useful visuals that others want to embed and link to. |
| 301 Redirect Backlinks | Redirect old URLs with existing Dofollow links to relevant new content. |
2. Nofollow Backlinks
Nofollow links include a rel=”nofollow” tag, which tells search engines not to pass link authority. They don’t directly help with rankings, but they can still drive traffic and build awareness.
When to Use:
When linking to sites you don’t want to fully promote or trust, such as competitors or sponsored content.
Popular Strategies to Build Nofollow Links:
| Tactic | How to do it |
|---|---|
| Blog Comments | Leave thoughtful comments on blog posts (usually Nofollow by default). |
| Forum Commenting | Participate in niche forums with relevant input and links. |
| Social Bookmarking | Submit your content on platforms like Reddit. |
| Directory Submissions | Get listed in niche or local directories. Most links are Nofollow. |
3. Sponsored Backlinks
Sponsored backlinks include a rel=”sponsored” tag and are used for paid or affiliate links. Google expects these to be marked clearly, as they’re not earned naturally.
When to Use:
When you’re linking to or receiving links in return for money, products, or other compensation.
Popular Strategies to Build Sponsored Links:
| Tactic | How to do it |
|---|---|
| Paid Placements | Pay for a link spot in a blog post or article. Must be tagged as sponsored. |
| Affiliate Links | Link to a product using an affiliate code. Add rel=”sponsored”. |
| Sponsored Guest Posts | Contribute content in exchange for a fee, often with links included. |
| Press Release Links | Some PR platforms allow paid distribution with sponsored tags. |
4. UGC Backlinks (User-Generated Content)
UGC stands for User-Generated Content. These links are marked with rel=”ugc” and typically come from areas where users (not site owners) add content.
When to Use:
On platforms that allow user content (like blogs or forums) where you don’t want to vouch for the link.
Popular Strategies to Build UGC Links:
| Tactic | How to do it |
|---|---|
| Forum Profiles | Add a link to your site in your forum bio or signature. |
| Blog Comments | Comment sections that support rel=”ugc”. |
| User Reviews | Leave reviews on product or service sites that allow website links. |
| Community Platforms | Share helpful tips on platforms like Quora or niche groups. |
How to Evaluate a Backlink’s Value?
Not every backlink is helpful. Some do nothing for your website, and others, especially those from spammy or low-quality sources, can actually hurt your SEO.
So, how do you know if a backlink is valuable? Here are the main things to look at:
1. Authority of the Linking Site
Links from trusted and well-known websites usually carry more value. For example, a backlink from bbc.com will likely be much stronger than one from a new blog site.
SEO Tools like Ahrefs, Semrush and Moz give each site an Authority Score (on a scale from 1 to 100). This authority’s score is usually based on:
- The number and quality of links pointing to the site
- How much organic traffic the site gets
- How “natural” and spam-free the site’s link profile looks
That said, don’t ignore small sites. A natural backlink profile includes a mix of both high and low-authority links.
2. Relevance
The more relevant the site is to your niche, the better. For example, if you run a sportswear store, a backlink from a sports blog is far more valuable than one from a gardening site.
Let’s say you sell basketball shoes:
- A backlink from a gardening blog = not helpful
- A backlink from a fitness blog = somewhat helpful
- A backlink from a sports blog reviewing basketball shoes = very helpful
Google values links that make sense and are placed in content closely related to your niche.
3. Link Placement on the Page
Where the link appears in the content also matters. Here’s how:
- Links placed inside the main content of a page are more valuable
- Links hidden in the footer or sidebar usually carry less weight
- If a link appears early in the content, it might have a stronger impact
Think of it this way: if a real person is likely to click the link, search engines may find it more useful too.
4. Anchor Text
Anchor text is the clickable part of a link. It tells both users and search engines what the linked page is about.
Here’s an example:
Option 1: Check out our top picks for basketball shoes = Good
Option 2: Click here = Not-so-helpful
Try to use anchor text that describes the page naturally. Avoid stuffing it with keywords – it can look spammy and might hurt your SEO.
5. Link Attributes (Follow, Nofollow, Sponsored, UGC)
Some links include tags that tell search engines not to pass SEO value. These include:
- rel=”nofollow” = Tells search engines not to follow the link
- rel=”sponsored” = Indicates a paid or affiliate link
- rel=”ugc” = Used for user-generated content (like blog comments or forum posts)
Links without these tags are called Dofollow (or “follow”) links, and they’re the ones that usually help with rankings.
That said, Nofollow and UGC links can still bring value in the form of traffic and visibility, just not direct SEO impact.
Importance of Anchor Text and Keywords in Link Building
When it comes to link building, keywords and anchor text play a big role in helping search engines understand your content and who it’s for. When used in the right way, they can improve your site’s visibility and help you earn better backlinks.
The Role of Keywords in Link Building
Before you build links, you need to know which keywords matter to your audience. These are the words or phrases people use when searching for information online.
When you use the right keywords:
- You create content that’s more likely to get found
- Other websites are more likely to link to it
- Your links become more relevant to your niche
Example:
If your website is about hiking gear, targeting keywords like “best hiking boots” or “backpacking checklist” can attract backlinks from outdoor blogs, forums, and review sites. So, good keyword research = better chances of earning backlinks.
The Power of Anchor Text
Anchor text is the clickable text in a link. It tells both users and search engines what the linked page is about. There are a few types of anchor text:
- Exact match: Uses your main keyword (e.g., SEO tools)
- Partial match: Includes a variation (e.g., best tools for SEO)
- Branded: Uses your brand name (e.g., Semrush)
- Naked link: Just the URL (e.g., https://example.com)
- Generic: Common phrases (e.g., click here, read more)
When done right, anchor text:
- Adds meaning to your backlinks
- Helps Google understand your content better
- Passes SEO value naturally to your pages
But be careful – overusing exact match anchor text can backfire.
How Google Sees Anchor Text
Google wants backlinks to happen naturally. That means people should link to you because your content is helpful, not because you forced keywords into the link.
In the past, many sites used exact match anchor text repeatedly, like always linking to their “SEO tools” page using only the words SEO tools. Google caught on.
After Google’s Penguin update, Google started penalizing websites that had too many backlinks using the same keyword as anchor text because it looked unnatural or spammy.
What to do instead:
- Use a mix of anchor text types
- Focus on natural and descriptive wording
- Don’t over-optimize with the same keyword again and again
This helps keep your link profile balanced and safe from penalties.
How to Create an Effective Anchor Link?
Anchor links can be powerful, but only when they’re done right. The way you write and use anchor text (the clickable words in a link) tells search engines what your page is about. But if overdone or misused, it can backfire.
Here’s how to create anchor links that actually help your SEO without crossing the line.
1. Use Different Types of Anchor Text
Don’t use the same keyword as anchor text over and over again. Google sees this as a red flag and may treat it as unnatural or spammy.
Instead, mix it up:
- Use exact match keywords only when it truly makes sense
- Try branded, partial match, or even generic phrases like learn more or this guide
- Use descriptive phrases that sound natural in the sentence
A variety of anchor text types looks more natural to search engines and keeps you safe from penalties.
2. Use Exact Match Keywords Sparingly
Exact match anchor text (like linking the words best SEO tools to a page targeting that keyword) can be powerful but risky if overused.
Use it:
- Inside the main content of a guest post or blog
- Only when it fits naturally in the sentence
- Occasionally, not on every backlink
Avoid using exact match anchor text in places like:
- Guest post bios
- Blog comments
- Forum signatures
Google pays close attention to these areas, and too many keyword-rich links from them can hurt more than help.
3. Monitor Your Anchor Text Regularly
Once you start building links, don’t forget to check your backlink profile. There are free and paid SEO tools (like SEOptimer or Ahrefs) that show:
- Where your backlinks come from
- What anchor text was used
- Whether any links might be harmful or spammy
This helps you stay on top of your link strategy and fix any issues early.
4. Use Caution with Internal Links Too
Anchor text isn’t just for backlinks from other sites. It also matters when you link between pages on your own website.
Google is okay with internal links using keywords, but if every internal link uses the same exact phrase, it may look spammy. So, just like with backlinks, keep your internal anchor text diverse and natural.
5. Relevance Matters More Than Keywords
Even if your anchor text is perfect, it won’t help much if the linking page is completely unrelated to your content.
For example, a backlink about car repair tips linking to your page on email marketing makes no sense to users or to Google.
Make sure the link, the content around it, and the page it’s pointing to are all related. Relevance is just as important as the anchor text itself.
FAQs on Keywords in Link Building
How to use keywords in backlinks?
Use keywords naturally within the anchor text—the clickable part of a backlink. Instead of always using exact keywords (like best SEO tools), mix things up with partial matches, branded terms, or descriptive phrases. The key is to keep it relevant, readable, and not over-optimized.
How to get high-quality backlinks?
Focus on creating valuable, useful content that people want to reference. You can also write guest posts, get featured in industry roundups, earn links from trusted directories, or share expert insights. Building real relationships and offering helpful resources is the best way to earn strong, high-quality links.
Do Facebook links count as backlinks?
Links from platforms like Facebook and other social media platforms are considered no-follow, which means they don’t directly boost your site’s authority. However, they can still drive traffic, increase your content’s reach, and help others discover and link to your content in ways that do count.
Final Thoughts
Link building isn’t about shortcuts; it’s about building credibility, one meaningful connection at a time. A strong backlink profile takes planning, consistency, and a clear understanding of what actually works. As Google’s algorithms evolve, so should your strategy. That means prioritizing relevance, anchor text diversity, and content that’s genuinely worth linking to.
Don’t chase every backlink. Instead, focus on earning links from websites that make sense for your niche and audience. A few high-quality links from trusted sources will always outweigh a long list of low-value ones. At WPWeb Infotech, we help businesses build high-authority link strategies that drive real results. Whether you need help with backlink audits, anchor text optimization, or full-scale outreach, our team is here to support your growth. Contact us today to get started.
Editor’s Note:
Before starting your next campaign, take the time to review your existing backlink profile. Clean up harmful links, identify anchor text patterns, and set clear goals for the types of links you want to earn moving forward. This small step can save you from big problems later.
Start by auditing your backlinks, adjusting your anchor text strategy, and aiming to build relationships in your industry, not just links. If you’re unsure where to begin or feel stuck, it might be time to hire an SEO agency that can guide your efforts and help you stay on the right track.
