In online marketing, the meaning and importance of link building is often questioned by novices in the field of Search Engine Optimization (SEO). Google has proved itself to be the father of all search engines by maintaining its strong link profile. It has beaten Yahoo!, Bing, AOL etc, and has excelled in all link building tactics over time, such as Link Pyramids, Link Wheels, Automated Link Building and Web 2.0.

Being so powerful, Google keeps updating its algorithms which specifically target link spam and manipulative link building practices.

However, this practice becomes disturbing for online marketers as it can affect their sites. In worst cases, sites can lose up to 90% of their organic traffic! These surprisingly threatening algorithmic penalties make ne wonder that what exactly is a quality link portfolio and what makes up a quality link profile that make up strong backlinks that could avoid these penalties.


What Creates Quality Backlinks

Let’s have a look at the factors that constitute quality backlinks:

  • High Page Relevancy

For measuring the thematic relevance and authority of a website, page niche relevancy is a crucial thing. It is very important to attach your backlink to the site that has high relevancy to your site’s niche/content. This relevancy is going to determine the quality and quantity of the link juice that you expect to receive from that site.

Thematic relevancy of content is very important in maintaining a high quality backlink profile for a long time. Google has updated its algorithms to sift out relevant Private Blog Networks (PBNs) from the irrelevant ones. It helps to find out relevant links easily for your niche.


A cardiologist writes blogs about the use of new technology in open-heart surgeries. However, a dentist also attempts to highlight his views on the same topic.Considering the fact that you own a medical equipments and systems’ company, whose site would you like to get linked to for this particular topic? Of course, the link from the cardiologist’s site would be more authentic and relevant to your niche and business.


  • Site Authority

Site authority is what makes your backlinks stronger and reliable. The more authoritative a site is, the more it matters to Google and other search engines.

Domain Authority (DA) is what comes to mind when we talk about high authority. However, despite being an important tool to measure a site’s strength, it is still not as reliable as it only provides an “estimated” measure of the strength. Therefore, for making sure that the DA of a site is really high, there are other factors that need to be considered. For instance;

  • Check how other many other sites are linking to the site in question
  • See if the site has a strong backlink profile and a natural anchor text profile
  • Are professionals and experts maintaining it or someone inexperienced?
  • What impression does the content leave on you? Is it relevant and of high quality?
  • Make sure it has a steady organic traffic flow
  • Search of reviews and mentions of the concerned site by other reputable industries/brands

By keeping these things mind, one can have a clear idea of a targeted site’s authority and strength. It makes it easier for you to get links from such sites that come up to all these expected qualifying factors for reliable link building process.

  • Trust Flow

Trust Flow (TF) is metric that checks the inbound links to a website and assigns ratings accordingly.Similarly, for looking at the topics of the sites that are being linked to a particular website, there is another metric i.e. Topical Trust Flow (TTF). Hence, it is an easy to use and helpful way of finding relevant niches and their links.

It should be noted that despite weak influence in terms of SEO, the lower authority or TF sites still create an impact on your page or website.

  • Anchor Text Selection

Anchor text is a clickable word or a hyperlink. It is a linking text that brings the reader to another site or page. However, it is important that the hyperlink of the anchor text should be relevant and authentic. Without relevancy, the search engines might consider it as spam.

There is another name for the relevant hyperlinks in an anchor text; Exact Match Anchor Text. It means that the anchored word leads to a site that is exactly on the same topic.

Here is an example of anchor text:

Site Authority

Proper and relevant anchor text provides reliable and strong backlinks for your site. It is also important to carefully select the right words for anchoring and making their hyperlinks for authoritative sites.

However, too many anchor texts also ruin the credibility of your site or page. It is because Google might spam the page for too many unreliable or inauthentic hyperlinks to different sites. Therefore, keep your anchor text portfolio clean and safe, stay within the permitted anchor text limits provided by Google.

  • Page Content Length

Page content length is the total number of words that Google crawls on a particular page. For getting linked to other sites, Google considers this crawling as necessary to determine the authority and relevancy of your content. Both, page relevancy and page content length tell Google how much a site is authoritative.

There is a different criterion of word count for different sites. For instance, for being counted as authoritative, some sites consider at least 500 words, while others might require a minimum of 800 words. You can either be restricted to publish anything or face Google penalties if you fail to provide this required word count.


In the field of SEO, it is important to rank higher in search engines and maintain a strong online presence. But this all depends on how strong and reliable one’s link profile is. Which means, how many and of what quality backlinks have your site acquired to rank better.

The first thing you need to create a strong link profile is High Page Relevancy. Without relevancy, Google might flag your site as spam and this can lower your rankings.

Secondly, it is the Site Authority that determines whether you website is going to get reliable and real backlinks or not. After all, no one wants weak backlinks that do not help in increasing one’s ranking.

Thirdly, Trust Flow is one factor that shows you how much a site is trustworthy in terms of ranking and organic traffic flow. Having links from trusted sites increases your authority and reliability.

Fourthly, Anchor Text Selection makes is easier for Google to find your relevant and credible niches to link to. Anchor texts are important for making strong link connections.

Lastly, for being considered as authentic by Google, Page Content Length is very important. To fit its requirements, Google crawls through the words on a page to count them accurately.

Hence, by keeping these factors in mind, one can acquire strong and reliable backlinks for their site and maintain a prominent online presence.