Backlink Strategies

Backlink Strategies

The topic of today’s part is “Link Strategies”.

It is not so much about how to get backlinks (I’ve already written a detailed article on backlinks), but rather how those backlinks should look like, what a natural link structure is, what mistakes to avoid etc.

Since backlinks are still an essential factor for your position in the Google search results, it is important to know how much backlinks should look like and how Google perceives them. It’s also about the “right” attitude to linking.

Backlinks and their meaning

I’ve tried many times on the blog to explain why backlinks are so important.

Google’s automatic creation of search engine results pages is undoubtedly based on a lot of factors. But last but not least, the backlinks contribute a great deal to a proper placement.

It is not just about the number of backlinks but also about quality, and this can be interpreted differently again.

Especially for new bloggers, it is essential to know that backlinks are a vital success factor (also by direct visitors who click on backlinks) and you should pay attention to a lot.

Tips for optimal backlinks

Below I would like to give some tips for good backlinks. It’s all about the look of the backlinks, the composition of all backlinks, Google facts and more.

Backlinks are such a thing. You only have partial control over how the backlinks look like. Of course, this is not optimal, but it can not be avoided. Nevertheless, you can and should do a lot to get optimal backlinks.

Link Exchange

I keep hearing about “Link exchange”. This means that bloggers and website owners barely link to others. That may be partly true. After all, there have been some trends in recent years that have encouraged that. So there was the theory of the link juice. By this, it is meant that links from other websites and to other websites convey a specific “power”. The higher the authority, the greater the juice that is passed on when linking.

That’s right. However, there was also the view that too many links to other websites/blogs drain too much link juice and weaken their own PageRank and their own standing on Google.

And so, for many years, I have been a great advocate of “Link love”. I link a lot and like. Of course, you should not link to everything. Google does not necessarily like linking to spam and malware sites. But otherwise, an excellent link to the outside is also very positive in the eyes of Google.


From an SEO point of view, backlinks are worth a look, of course. And especially the anchor texts play an important role.

Often blogs are linked to the URL as anchor text. This is not optimal, especially if the domain does not contain a relevant keyword. It is much better if the backlink contains the principal key phrase of the landing page — for example, blog tips.

This should be considered if you can influence backlinks (entries in directories, guest articles, link purchase, etc.)

It is also essential that the anchor texts vary. So if you buy, e.g. backlinks, then you should not always use the same backlink with the same anchor text. Changes the anchor texts, so Google does not recognize a system.

Natural link structure

This “natural link structure” is essential, and the lack of it often leads to Google’s punishment.

What is meant by a natural link structure? There are several factors:

  • If you only have backlinks, but almost no links to other websites, you will also notice. At the beginning of a blog, the proportion of out-links (links from one’s blog to other websites) usually prevails. Over time, the proportion of backlinks outweighs. At some point, then very clearly.
  • A course link distribution usually also means that only a part of the backlinks goes to the start page. Very many backlinks are then distributed on subpages.
  • The above-mentioned variants are also important. If 90% of the backlinks have the same anchor text, that’s not very inconspicuous.
  • Not least, the topic of relevance plays a role. Again, there are no fixed quotas, but who links only to non-external sites, which suspends the suspected of selling links. If selling links, then to pages that fit thematically.

This may not be all factors for a “natural link structure”, but in my opinion, certainly the most important.

The first link counts

It’s also important to know that the first link counts for Google. So if there are several backlinks to a page on one page, then Google will only score the first one. There should then be the optimal anchor text etc.

This should be considered, for example, in guest articles or given interviews.


One should not forget, however, that backlinks should also appeal to users. An engaging anchor text can make many users click on it.

The art is usually to reconcile these different factors in order to serve both Google and users optimally.

Avoid errors

There are also some mistakes that should be avoided when linking.

So one should not link as possible in a bad neighbourhood. If you link to pages that contain spam, malware, viruses, etc., you usually harm yourself.

It is less problematic if you get backlinks from such sites. Google is aware that you can not control backlinks often and does not punish you if you get “bad” backlinks. But if a blog gets 90% backlinks from a bad neighbourhood, it can have negative consequences.

Likewise, when buying links (a quite common “marketing tool” of professional websites and blogs), you should make sure that everything looks natural.

And do not forget to always link to the outside. If you do not link yourself, do not be surprised if there are no backlinks.


Often in connection with backlinks only talk about how to get as many as possible. This article should show that it depends as much on how these backlinks should look like and what the overall picture is.

If you keep that in mind, you should not have any problems with Google.