This post aims to demystify SEO for newcomers and those dipping their toes into the digital waters. Understanding different backlink types is crucial — they're like secret ingredients in the recipe for great SEO.
But with countless sellers in the Link building Marketplace pushing their wares, many folks are wasting money on links that don't deliver.
But here's the kicker — it's not the links' fault! The key lies in understanding what you're buying, why, and how it'll impact your site. Each type of backlink serves a purpose. But not every link fits your budget or goals perfectly.
Let's dive into each major type of backlink. We'll cover the basics — what they are, their benefits, and crucial tidbits you need to know.
Let's get started!
Exploring different backlink types
- Guest posts
Simply put, a guest post is an article you write and publish on someone else's website. Usually, these articles include a link back to your own site, either in your author bio or embedded in the content.
Why are guest posts valuable?
Think about what makes a great backlink in Google's eyes. While there are several criteria, three things stand out:
- It must come from a trustworthy, active, and clean site;
- The link should be in well-written content that adds value and is directly relevant to your page;
- It should feel natural — like a helpful addition to the reader's experience.
Guest posts tick all these boxes in one go!
Plus, they give you control over the content linking back to your site and where that link comes from.
What are the downsides?
Remember, links labeled as guest posts fall under "User-Generated Content." Google's wary of these links influencing search rankings. However, when done right, they're among the most valuable assets in your SEO toolbox.
They can also be pricey. Most reputable sites charge upwards of $50 per guest post. But with strategic networking, you can cut costs — sometimes down to zero.
Common mistakes to avoid:
- Pitching to irrelevant sites without vetting them first;
- Falling for PBNs masquerading as genuine guest posts;
- Targeting sites from public "guest post lists" without proper scrutiny;
- Ignoring the number of outbound links on a potential guest blog;
- Pursuing links labeled as UGC or sponsored content — best to steer clear.
- Niche edits / curated links
Can't splurge on multiple guest posts? Or not keen on the editorial back-and-forth? Enter niche edits! These are links inserted into existing, relevant articles on established, traffic-generating sites.
Why are niche edits effective? They're robust content links that, when placed correctly, seamlessly blend with your site's content. Choose the right sites, and you're hitting that sweet spot in SEO — strong, trusted domains already favored by Google.
What are the downsides?
The main hitch with niche edits boils down to Google's sharp eye. When you add one of these links, all you're really doing is dropping in a link with a new anchor text into an existing page. And that makes it super easy for Google to spot and deal with.
Occasionally, you might even risk getting penalized for unnatural links. But most of the time, flagged links end up being disregarded.
However, there's a simple way to tackle this. Google loves it when you update content with relevant additions, so adding a brief paragraph or two that enhances the topic and includes your link as a helpful resource can be a smart move.
What are the common mistakes with niche edits?
- Not every site is a winner — make sure to thoroughly check the site's link profile before reaching out to ensure it aligns with your goals;
- Don't expect a flood of traffic from the link alone. If traffic matters to you, ensure the page already attracts visitors before seeking to add your link;
- And whatever you do, avoid just inserting a link and anchor without providing any additional context — it's a missed opportunity.
3. PBNs — private blog networks
To understand what they are, imagine a web of websites set up on old or expired domains pretending to be real, active sites by inheriting links from their domain history and boosting their stats.
Usually, these sites are then packed with all sorts of content aimed at generating contextual links back to your own pages, leveraging the PBN site's Domain Authority (DA) and Trust Flow (TF).
What are PBNs good for?
Simply put, they're like content links — similar to guest posts and niche edits. However, not everyone can afford those options.
PBNs offer a chance to snag fairly relevant and potentially powerful backlinks at a low cost. Plus, you might have control over what's posted and where your links end up, which is pretty valuable.
What are the downsides?
As with anything good, there are some caveats when dealing with PBNs.
First off, many of these domains are flooded with all sorts of unrelated content.
Depending on what you pay, the content provided might be spun, low-quality junk, or worse — completely irrelevant to your needs.
And remember, PBNs are like actors playing a role — they aren't really active sites. They hide from search engines and exist mainly to boost numbers. That's why they're often seen as shady, and we all know shady tactics have a shelf life!
What mistakes do people make with PBNs?
- Some go overboard with identical anchors or variants, messing up their site's SEO and landing pages in obscurity;
- Others go for the cheapest option, forgetting the "you get what you pay for" rule. Cheap PBNs often mean poor results and are best left to the sites that don't matter;
- And outbound links (OBL)? They're crucial. Most sellers are missing the whole "Private Network" part of "Private Blog Network." If these networks are open, they'll flood your site with links, crushing any hope of real success.
4. Diversity links — file sharing, web2.0s, profile, forum, comment
Now that we've covered the main types of links you should know about, let's delve into the rest of the pack. There are so many varieties under this category that it makes sense to group them together — they all serve a similar purpose, after all.
Compared to beefy links from authoritative sites that offer valuable content and rankings, diversity links usually come from decent domains that are open enough to let you drop your link in without much hassle.
But as they say, easy doesn't always mean valuable. Yet, that doesn't mean diversity links are worthless either.
What are diversity links good for?
As the name suggests, they're great for adding variety. What does that mean exactly?
If you're focusing on specific links like Guest Posts, Niche Edits, or PBNs to boost your keywords, there's a limit to how many of those you can use before your SEO starts looking like a swap meet.
That's where diversity links come in handy. They provide a mix of generic anchors to balance out your profile. They lay down a solid foundation for your site before you start building those powerhouse links.
And when your options are limited, they can still help you target key phrases in less competitive niches.
What are the downsides?
Usually, about 9 times out of 10, these links are just spam. They don't stick around long, they don't bring much value, and they rarely make a real impact.
Now, I'm sure some of you might jump in and say, "But you can rank a site with Web2.0s!" And you'd be right. Almost anything can work if you know how.
But here's the thing — these links are super easy to get. To convince Google they're worth indexing takes extra effort. Plus, you've got to convince Google they pass along some authority to your own link profile.
What mistakes do people make with diversity links?
With so many ways to mess up your site, let's focus on a few big mistakes I've seen over the years.
- Building links on platforms overloaded with spam. If everyone's linking there, bots included, Google's smart enough to ignore them most of the time;
- Throwing links without any real context. The web's full of content — videos, texts, images, sounds. If your link doesn't add to that, it's probably not worth much;
- Ignoring the need to tier your links under diversity ones. Alone, they're weak. Boost them with Tier 2 or 3 links — parasites, high-stat diversity links, even cheap PBNs;
- Stuffing random links only to your homepage. Even with diversity, content should link to content. Thin links? They can go almost anywhere, but not where they're needed.
5. Business directory citations / NAP links:
If you're into anything location-specific, listen up. Before you start flooding your site with comment links, random stuff, or PBNs to boost your main keywords, consider laying down a solid foundation with business citations.
Basically, these are links from major business directories like Yellowpages, Yelp, Better Business Bureau, and others. They include three key details—your business's Name, Address, and Phone Number — which Google uses to rank you locally.
What are business citations good for?
These links are essential for local businesses aiming to attract customers through Google in specific areas.
They're pretty solid without any real downsides. But remember, all the usual rules of building links apply here too.
What mistakes do people typically make with business citations?
- Not building enough if they've got their address listed publicly;
- Having different or outdated info across multiple directory listings;
- Forgetting to cover all the big directories in their area before moving on to the less important ones.
6. Social media links
Exactly as it sounds — these are links coming from the big names in social media: Facebook, Twitter, Instagram, and more.
But hold up, aren't these the same as social signals?
Not quite. Social signals are all about the total shares and likes your site's pages get. When users spread your content around, that's when a backlink from a social media site pops up.
What are social media backlinks good for?
Most of today's popular social platforms are like gated communities. Your link might be behind logins and profiles that search engines can't always access right away.
Still, Google notices that link. While it might not add much context, and the stats behind it often get ignored, these links show Google how active your site is. People buzzing about your content counts for something.
What are the downsides to social media backlinks?
As I just mentioned, these links don't carry much weight in terms of authority or context. They're more like a signal that says, "Hey, this site exists and people are talking about it."
What mistakes do people typically make with social media links?
Thinking these links will magically boost their rankings overnight. They're not that powerful alone. But they can definitely complement your strategy by showing Google your site's getting attention.
How to choose what links to build
Now that we've explored the different types of links available, let's delve into how one might approach link building for their own sites and decide when to use each type:
- Content links (Niche edits, Guest posts): These are often reserved as a "power boost" for main keywords. Depending on budget, it might be wise to include some with generic anchors like the naked URL to strengthen domain stats before targeting main keywords. These links can be effective right from the start, making them a priority if resources allow.
- PBNs: Cheap PBNs can do more harm than good. If opting for PBNs, it's crucial to invest in quality ones rather than risking damage. They serve as a middle-ground when content links are too costly but one wants to avoid filling the site with low-quality links. Typically used similarly to content links, they're employed to solidify keywords that haven't quite reached the top despite other efforts.
- Diversity links: Thin links lacking contextual value are avoided. When the budget is tight, occasional content sharing like PPTs, PDFs, or infographics can be worthwhile and budget-friendly. Maintaining content quality is key here. Web2.0s can be cumbersome unless one invests significant effort in tiered link-building. For highly accessible keyword targets, basic diversity links may suffice initially, with the option to add PBN links if needed. Core keywords are rarely used here; instead, the focus is on enhancing domain velocity with generic anchors.
- Social signals: While direct links from social media lack significant value, the social signals generated are invaluable. Starting with drip-fed social signals can gauge content performance before committing to more costly links. It's essential that the content is well-optimized. For low-competition keywords, natural social sharing as traffic grows can suffice without heavily relying on social signals.
- Business citations: Often overlooked yet crucial for local SEO, business citations should be a priority. Starting with essential citations for the area, expanding to include others can significantly boost local keyword rankings in most cases. For tougher competition, stronger links like content or quality PBNs may be necessary.
Conclusion
If you've made it this far, you're a true champ. This isn't an exhaustive guide to mastering backlinks, and some complexities have been simplified for accessibility. It's aimed to be approachable for those less familiar with SEO, offering a starting point to navigate the world of link building effectively.
Each type, from guest posts to business citations, has its unique benefits and uses. By knowing which links to choose and how to use them, you can maximize your site's performance and avoid common pitfalls. Remember, the key is not just buying links but knowing their purpose and how they fit into your overall strategy. Happy link building!
