Your backlink profile couldn’t be more important when it comes to SEO. In addition to focusing on the referring domains, the destination of your backlinks on your website is crucial, as it influences how valuable they are.
One of the most important factors in the value of backlinks is their diversity. This doesn’t merely apply to the referring domains, but it is also relevant to the backlinks that exist on your own website. Frequently, backlinks are directed to a site’s home page, which is helpful when you’re initially building your site’s SEO presence. However, as your profile increases and your site becomes more established, it’s vital to build on the diversity of your links.
Instead of having all of your backlinks pointing to your homepage, the goal should be to have links pointing to different blog articles, products, and landing pages. Of course, this depends on what the goal of your website is and will vary whether you’re sharing information or retailing a product. But regardless, you still need to aim for diversity when it comes to the destination of your backlinks. You should also be mindful that some pages might not be suitable for backlinking, so it’s important to understand the setup and objectives of your website before putting your SEO strategy together.
How relevant are your backlinks?
It’s crucial for there to be a relationship between the destination of your backlink and your anchor text. The anchor is the text that is hyperlinked on the referring domain and needs to be carefully worded to ensure that it’s relevant to your audience and the destination of the link. Search engines pay close attention to the relevancy of your anchor text to the target page, and they will use this as a determining factor when assessing the quality of a backlink.
In an ideal world, there should be a direct link between the anchor text and the content that is live on the destination page. For instance, setting up a backlink to your homepage from an anchor text referring to a product will not be as impactful as linking it to a specific product page on your site. You also need to think carefully about the keywords that are present in your anchor text. Generic anchor text – such as ‘click here’ – won’t be anywhere near as effective as those that utilise keywords relevant to the search enquiry.
What’s more, effective backlinks will drive traffic to your website, so you want users to come across a relevant page when they follow a hyperlink to your site. This is important, as you don’t want new visitors to have to navigate through your website to find what they’re looking for – you should do the hard work for them. Therefore, ensuring that your backlink destinations are relevant to your anchor texts will help users when they visit your site and show Google that the backlink is relevant and helpful. As a result, it should reduce your bounce rate.
Ultimately, the key to successful backlinks is ensuring that your profile is diverse and relevant. It’s not enough to adopt a scattergun approach to building backlinks; you need to be much more considered with your approach to this crucial aspect of SEO. Find out how Footprint can help you build relevant backlinks to your site to increase your website’s search engine presence.