Link Building Evaluation Guide

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Link building is by far one of the most important and often misunderstood elements of optimizing a site for search. Search & Social deals with clients on a daily basis who understand the need for links in general, but do not understand why they are needed, and definitely not how to evaluate their value or obtain them. Because of this I have decided to write a series of guides to different aspects of link building. My hope is that these guides can serve as training documents for link builders, and help clear up confusion about link metrics and acquisition techniques.

Learning how to evaluate a possible, or previously built link, is the foundation to quality link building. Without that skill you will not be able to make heads or tails of a quality link bait campaign and any webmaster outreach will be useless.

All links have some type of value, and a healthy link portfolio is comprised of low to high quality links. This is because a quality link portfolio is a natural link portfolio. However, understanding differences in quality can help unlock effective link acquisition goals and campaigns.

A great piece of secondary reading for this post is Wiep’s Link Value Factors. It gives expert opinions on many of these metrics.

Anchor Text

Quick Tip: Make sure your highest quality links are passing a variation of your most valuable key terms.

When evaluating your link portfolio or thinking about how to acquire a link from a site it is imperative to ponder anchor text. Few metrics carry as much weight as the actual anchor text of a link, and the wrong anchor text can drastically change the value of a link.

For example, let’s say you were able to obtain a guest post on a highly valued blog in your market. You were able to get the owner to agree to one link placement and asked them to link to your site with the term “blue widget” in your bio. Instead the owner linked “visit the authors site” in your bio to your website. This link, while possibly having many of the characteristics of quality links we will discuss below, does not contain the anchor text for your most coveted keyword. It is not worthless, but it is not worth as much as it could be.

Keeping an active audit of your link portfolio and anchor text is a must. It allows you to notice any fluctuations in link gain/loss and respond accordingly.

Link Page Authority

Quick Tip: Use Yahoo’s Site Explorer to investigate the external links shooting to internal pages

Sadly this is one of the metrics I think many link builders look directly past.

New SEOs are often beat over the head with the concept of homepage PR being a metric of quality of any link on that site. Like a child in kindergarten, they run to their colleagues with the news, “I just got a link from a PR5 blog!”


Too bad the posts on the blog you got the link from usually move off of the homepage within an hour, and a majority of posts are not getting internal link equity. No internal links, and no visibility for linking, make for a pretty low quality link.

When evaluating the quality of a link always take into account page level link equity, or at least the pages ability to obtain links. For example, if you are doing a copious amount of blogger outreach you will not be looking for pages with high inbound links since they are new pages, but you will want to check earlier on the blogs to see if they are gaining links and internal equity.

This is an important part of the auditing process as well. Your higher quality links may become so after acquisition due to the page link equity.

Domain Authority

Quick Tip: Use SEOmoz’s free version of LinkScape to get an indication of domain authority.

No worries PR fans, this metric is for you.

Well kind of. Toolbar PR is a reflection of actual historical PR documented roughly ever quarter. PageRank, as we all know is “a numerical weighting to each element of a hyperlinked set of documents.” The weighting is based on several factors and largely boils down to quality of inbound links.

When evaluating a link, regardless of the page it is found, it is paramount to investigate the authority of the domain. This is especially true because it works both ways. A link from or to a site with a corrupted authority, no matter how desirable the page may look, can be a ticket to serious issues. We have seen cases in client work where a single link to a questionable domain put a site into a penalty situation; we have also seen the effects of “negative seo” as a competitive tool.

Links on a page

Quick Tip: Don’t chase a link on a page with more than 50 other links

A page only has so much link equity to spread. The more internal and outbound links a page has the less the link equity can spread to any single link. Think of a web page like a Dixie cup full of water that is being refilled by a pitcher. If you poke one hole in the cup a small trickle of water will begin to spill as you maintain the water level with your pitcher. If you add a second hole the flow of water will increase. If you continue to add holes the more rapidly you will need to fill the cup in order to keep it full.

The issue also arises that often times pages that have massive amounts of links carry little to no value. Engines can easily devalue “links” or “resources” pages, and a page with nothing but links may veer from useless to dangerous dependent on who else is setting up shop on that page.

Age of Domain

Quick Tip: Domain age is more of a quality metric than a metric you should base acquisition on.

Domain age is really several concepts boiled into one:

1) Search engines tend to put more trust into websites that have been around a while
2) The older the site, the longer it has been building links, thus building links from other trusted sites

When looking at sites to feed into your link building campaign you should utilize a tool like SEO Toolbar to scope out the age of the domain. This will help you rate and prioritize your link acquisition campaign.

Relevant Authority of the Link Page

Quick Tip: Don’t waste your time killing yourself getting links from your competitors. However, use their relevance and link portfolio as a roadmap.

This is one of the trickier link metrics because in the end if you only gauged links as valuable by their relevant authority then you would only be trying to get links from your competitors.

Relevant Authority is a theory that the value that a page holds in the SERPs is indicative of the authority it holds for link equity in that term.

While there is no direct evidence that this is the case, it makes sense that a page gathering quality inbound links, based around certain anchor text, and holding content relevant to the vertical would pass a good amount of value. The best way to use the SERPs as a tool however is as a roadmap to quality links, and not as a direct line.

Alexa Traffic Info for the Domain

Quick Tip: is just as good. The reality here is you are trying to correlate estimated value with actual visitor value. Is the site functioning or are you being duped?

Search engines do not take into account Alexa ranking and it does not make the link more valuable. This is an evaluation metric alone, NOT a value metric assigned by the engines to a link.

Alexa Ranking is a metric a lot of us hate. However, competitive traffic data has value in link evaluation. Often link partners will try to pass of networked pages as high quality link sources. They simply point a bunch of pages they own towards another page, up the link count, and offer a trade. One way to verify the quality of a page is competitive traffic data. If the site is actually getting a good amount of links it will have the traffic to back it up.

Is the Page Indexed?

Quick Tip: Check the index for the page. If you can’t find it check the robots.txt and the Meta robots tag for indications of exclusion.

The concept can be argued whether your link will ever be found and how much equity it can pass. For me time is money, and it is better spent on links that have 100% benefit and not theoretical benefit.

Are the links followed?

Quick Tip: Keep an eye on the “follow/nofollow” debate as it grows. Early results show little change in the way the engines are handling the attribute, but that could change.

Simply put, a link carrying the “nofollow” attribute is going to have little value in your portfolio beyond adding to its natural composition.

Hub Authority of Link Page

Quick Tip: In your competitive research you should be monitoring the similar links of your competition and obtaining said links. Use the Hubfinder as a tool when auditing your own links and your competition.

A hub is central point in a series of hyperlinked documents. Often times a quality document will link out to several resources. This document is prime real estate for a link.

However, the real power is harnessed in the sites getting links from multiple hubs in a vertical. These are “authority” sites in the Hub Authority concepts, and a link from one of these documents will give you relevance and page authority.

Link Placement

Quick Tip: Avoid areas that are universally known for link abuse such as “link” or “resource” pages and template footers.

Link placement, as Jordan Kasteler noted, is one of the most overlooked metrics in SEO. Where your link is placed can have huge impacts on its value. This is largely due to concepts such as block level segmentation, where the engines are able to divide a web page by its pieces, and devalue links in certain areas.

Early on in SEO reciprocal linking was abused via “links” and “resource” pages eventually rendering these tools almost useless to the link builder. It was easy for the engine to devalue any document with the name links.html or resource.php.

The same has happened within the page architecture of documents as the engines are now able to use block segmentation to find the much abused footer of template sites i.e. WordPress installs.


A solid approach to link building is to take these metrics and create a matrix of link quality for your campaigns. Different verticals are going to require different metrics, but if you are able to create your quality goals at the outset of your campaign, and verify they are being met via audits, you will assure a higher quality link portfolio, and better overall ranking results.

Use this worksheet to evaluate your link profile.

Additional Resources

Learn SEO Basics: Anchor Text of Inbound Links –
Understanding Link Authority and Trust –
Domain Authority and Misplaced Trust –
How Many Links Per Page? –
Domain Age: How Important is it for SEO? –
Page Segmentation and Link Building –
Themes in Content: Hub and Authority Sites –

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  • A great start to the series, Dave. So many forget link placement and numbers of links on a page and the pagerank of that page. … and the list goes on. Hopefully SEO clients will see this and give up on those ‘thousands of cheap links’ merchants.

  • “2) The older the site, the longer it has been building links, thus building links from other trusted sites”

    I think that really hits it on the nail, though I can imagine age on its own also being valuable since spam sites get caught, banned and the domain isn’t renewed, all typically in year 1.

    But what I really like is that you highlight that bottom line, this isn’t about the domain’s registration date. I’d even argue it’s not about the site age from launch, but from the date of its first link.

  • Good article. Thank you for resources you named in this article. I think this will help me to improve my rankings.

  • Hi,

    Good article. I think that guest posts can really make a difference. It’s kinda hard to get quality links just by asking or creating good content and waiting for a miracle to happen. People will still link to authority websites. No one will link to you if you’re virtually unknown and your traffic is low.

    In my opinion linking is in a tight correlation with your website authority and trust.


  • Solid post. All other things being equal, link placement is obviously growing in importance. Well done, sir.

  • Great write up! Much needed for those involved in link campaign specially for the newbies!

  • very informative.

  • Well done. This article was posted in our company a as review. Good job keep going.

  • Superb! Thank You 🙂

  • I thoroughly enjoyed your piece, David…especially the little known “HUB” item…will digest same and the addition of the worksheet will help many who haven’t made their own too!



  • this post is like gold dust. Thanks!

  • and here’s one with a gravatar, just to comply with Loren’s wishes and to celebrate the new design. Well done SEJ team.

  • Excellent Post David! You covered so many bases with this post! Looking forward to more…

  • I like your recomendation of using Yahoo site explorer to uncover external links shooting to internal pages. Currently, I maintain three Blogger blogs and use Google Analytics to track them and do a lot of the keyowrd research. For some reason, with blogs operated by Blogger, GA misses A LOT of the inbound links to your Blogger Blog, but Yahoo Site Explorer catches most of them ( I think there will always be some the are missed. skipped over etc.).

  • All good points but I believe the use of anchor texts are being so heavily abused, they will soon be discounted…watch this space.

  • Nice nice nice… do you have suggestions for link placements ?

  • Great article. Link building is probably the most important off site seo activity you can engage in. Finding links isn’t so hard, finding quality links is sometimes a little more challenging.

  • As with all of life, be cautious with absolutes. This article is a solid set of ***guidelines*** however, over time guidelines often sadly become fixed rules. This is where the danger is. Anchor text for example. If people only pursue links from sites where they get to control anchor text, they destroy their chance for earning the most powerful links of all. Pages of true authority are edited by people who would NEVER give over control of anchor text. Same with the 50 link rule. Matt mentions it casually and it’s now a rule? Wow, what a huge mistake it would be to NOT pursue a link just because the target page already had 72 links on it. What if a PhD with subject expertise on a given subject (like this ) has put together a list of the most useful sites in that subject? In such a case, to NOT be included among the links would be to have the exact opposite effect. You’d be conspicuous by your link’s absense. This is but one example. Don’t get me wrong, great article, but the reality here is if you follow these guidelines to the letter, you just blew your link building potential.


  • Very good article. I think the position on the page is very important. I get much more linkjuice from higher positions.

  • To be honest with you I have always been a little hesitant of link building. I have always gone on the premise that with oodles of good content that consumers will keep coming back to my sites. I have focused on this angle for years and lately have been a little frustrated. I know there are lots of variables but my sites second and third tier key terms do great but the big A tier terms ( in my industry) seems to filled with sites that are riddled with 20-100 traded links, which as a consumer I feel really takes away from the purpose of the site. I really appreciate the article and trying to figure out a way to build links without ruining the visual integrity of my sites.

    Ian Marshall

  • “New SEOs are often beat over the head with the concept of homepage PR being a metric of quality of any link on that site. Like a child in kindergarten, they run to their colleagues with the news, ‘I just got a link from a PR5 blog!'”

    Hilarious, and true. I think the mainstream SEO community is finally starting to understand that link equity has very little to do with domain PR.

  • Nice post. There are great tips in here. One question about not posting a link if there are already 50 links or more on that page. Is this true to even directories?



  • This is a good guide for starters and pro’s who is in the process of llink buidling their sites.

    Your guides are definitely a must follow.

    I will use this guide for my site.

    Thanks so much for sharing.

  • Excellent article, everything briefly discussed. A complete resource for webmasters starting out their link building campaign.

  • This was a great write up for those looking to start building links or those trying to get a better understanding of how they fit into the entire SEO picture. You can definitely tell that Link Building is critical in any type of Search Engine strategy.



  • Wonderful post! Lots of clearly written, useful information. Thanks!

  • this is a very helpful read. reminds me of the Thomas Friedman’s The World is Flat. free information everyone!

  • It will definitely take a while for me to absorb everything written here but I sense so much golden nuggets of information in this post. I’m really just learning this science right now and your post really reinforces a lot of the things I have been learning. Thank you!

  • Thank you for the article David. I like what you said about building a ‘healthy’ link portfolio of ‘high quality’ links and ‘low quality’ links.

    What is your opinion on link networks that provide thousands of backlinks from article sites and blog sites. Is that dangerous or does that depend how cleverly the network owner has arranged the blogs / article directories?

  • good post, realy useful information, i will translate this post into russian, and will give you link from trust blog)

  • This is good advice. From what I have seen many companies simply bombard their clients / prospects with sales pitches, without adding any value to the relationship.

  • How do deleted web pages (that have search engine links) and directories change search engine rankings provided there is a 404 redirect page?

    Also, do deleted pages increase the google crawl rate since changes are being made?

  • I will try to use these techniques to our main search engine

  • This a nice foundation to start with. i think with link building if website owners take a natural proactive online branding approach the links often times will come naturally.

  • thanks for good information, but there so much soft that can optimiza all this stuff

  • wow! thanks!

    i hope this can help my blog somehow.. well.. i’m a newbie after all..

    God Bless!

  • Thanks for the great information…I’m a newbie and I found your article very helpful. Thanks so much!

  • Solid post Gab. Don’t forget to sign up to the One Stop!

  • Great article! Thanks for the links to the link building resources. There are a couple that I’ve never seen before. I’m using now to check out my competition.

  • I see all the time from the results of my toolset that the sheer volume of links is not near important as the quality. Meaning links on higher PR pages that have relatively low number of outbound links. A page with thousands of inbound low-quality in-links can easily be out-ranked by a page with a few hundred quality inbound links

  • I see all the time from the results of my toolset that the sheer volume of links is not near important as the quality. Meaning links on higher PR pages that have relatively low number of outbound links. A page with thousands of inbound low-quality in-links can easily be out-ranked by a page with a few hundred quality inbound links