Types of Links: Good and Bad

Good and Bad Links

Welcome to our last chapter in The Ultimate Guide to Link Building!

In this chapter we talk about what types of links you should build.

If you haven’t seen our other chapters, find them here:

  1. Intro
  2. How to Start a Link Building Campaign
  3. Types of Links: Good and Bad

I mentioned in the intro how the quality of links are much more important than the quantity of links, as Google will penalize your site and lower your rankings.

good vs bad links

Back in the day, SEOs could flirt around the Google guidelines when it came to link building.

Link building techniques like submitting websites to directories were often used by SEO agencies, because it was a technique that worked and was widely practised. But in SEO today, these techniques just don’t work. Updates like the Penguin will hurt websites that continue to pursue these techniques.

Carry on reading if you want to know, what types of links to build and what to avoid.

Natural Links

Natural links are the end goal.

It’s the best way to get links.

These links are links that you don’t even have to try to get. Website owners naturally link to your site, because they like your site and the content you produce. These types of links are very efficient, as it saves time prospecting and outreaching for a link.

If you want to get these natural links, you need to give people a reason to do so.

The best way to do this is by producing amazing, useful content.

If you have great content that influencers in your niche like and spread, inevitably you will naturally get regular bloggers link back to your site.

Trying to get natural links unfortunately takes time.

White hat link building takes a while, but the results are worthwhile.

Every blogger should have this as a long-term goal.

Google also uses these types of link as examples of what webmasters should try to aim for, as these links will last forever.

Outreachingoutreaching is key in link building

This is the best type of link building.

All SEOs will have to outreach to gain links, especially amongst small businesses that are just starting out.

Outreaching involves manually contacting bloggers in the same niche as you, and asking them to link out to you.

When you outreach, you need to give them a good reason for them to link to you.  Again, great content is the best way for this.

Self-created links


Black Hat SEO



Self-create links are links you want to avoid.

Self-created links are the ones you make yourself, normally by using black-hat practices .

The aim is to trick the search engines into thinking a piece of content is relevant, when actually it’s anything but. Google devalues and targets these types of links, as they are not following Google’s guidelines.

If caught, websites WILL be penalized.

Because these links are not given by website owners who like your blog, they carry less weight in comparison to natural links.

Black-hat SEO techniques were heavily used a decade ago, and are even used to this day.

Nonetheless, you should be made aware of these techniques and learn to spot and avoid them.

A few examples may be:

Article directories

Press releases which have over-optimized anchor text

Spammy Blog comments

Forum signatures

Guest post signatures

Embeddable widgets and Infographic embeds

User profile pages

Directories that are not moderated

At all costs, you should avoid these links and only aim to try and gain links via outreach, the white hat way.

That’s it in our ultimate guide to link building. Now you know how to link build, go forth and … well, link build.

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Tahir Miah

Tahir Miah is an entrepreneur, digital marketer and SEO enthusiast. He is the founder of Serpjump, a Bedford link building agency. Tahir currently advises companies on the best way to increase revenue and brand awareness through SEO, content marketing and link building. He can be found on @serpjump

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