Backlink Strategy 2013

backlink strategyIn 2011 backlink strategies where pretty straight forward, get as many links as possible from various relevant sites with higher PR and few out bound links and use your keywords as anchor text.  A lot of things changed in 2012 and you now have to make sure that your anchor text is varied and includes generic anchor text as well as many different keywords and the sites they come from are of high quality and authority.  Links from low quality sites are of little or no use and can even damage your SERPs.  PR is not a very good metric to go by, PR doesn’t get up dated very often so there are better metrics to judge the quality of websites.

There are a number of metrics I now use.  One useful way to find out the quality of a website or webpage is to use “Domain Authority” and “Page Authority”. These numbers can be found by using

Domain Authority is a number between 0 and 100 and predicts the domain’s ranking potential in the search engines based on an algorithmic combination of all link metrics.

Page Authority is a number between 0 and 100 and predicts the page’s ranking potential in the search engines based on an algorithmic combination of all link metrics.

There are also two other metrics provided by  “Trust Flow” and “Citation Flow”

Trust Flow is a Majestic SEO flow metric, which is weighted by the number of clicks from a seed set of trusted sites to a given URL, or domain.

Citation Flow is a Majestic SEO Flow Metric, which is weighted by the number of citation to a given URL, or domain.

Gaining links from relevant websites with higher figures for these metrics will provide you with quality backlinks and you will not need as many to improve your rankings.

Citation Flow is a bit different to the other metrics, I believe this will become more important this year as part an SEO strategy.  Citations have been used for local SEO for many years and having your name, address and telephone number on an authority website, even with out a backlink can improve your rankings, especially in Google’s local results.  Google may well start to use this technology for their main organic listings so getting a mention on relevant authority websites could improve your SERPs.

Using the free online tools from Open Site Explorer and Majestic SEO can help you analyse your competition and find their best links which you can then use to get links to your website.

Gaining authority backlinks will improve your authority and ultimately your SERPs. One way to gain these links is to engage socially on authority blogs.  Find the authority sites in your niche and you will probably find they have a blog or forum.  Make some useful comments and gain some great backlinks.

Don’t forget, a few quality backlinks will improve your SERPs much more than hundreds of low quality irrelevant backlinks. Spend some time finding and gaining good links, normally the harder it is to get a link the better it is. Quality links will also bring referal traffic to your website as well as improving your rankings.

Link building should be an on going process, so make sure that you build links consistently to appear as natural as possible.

Leave a comment below and you will gain a link from a website with a domain authority of 33.


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Roger Weavers

Roger has been working in the telecomms and IT industry since 1973 working for international companies such as BT and Honeywell. Roger founded Sytec Computers Ltd in 1996 and provided consultancy services to a variety of UK companies. In 2001 Sytec diversified into web design, marketing and hosting and now Roger specialises in SEO.

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  • Hi Roger,

    thanks for an eye opening post. I have not used these metrics before. I have clicked on the links you provided in your article and checked my site out. Pretty interesting results.

    That is why I love commentluv. Let me explain. You have commented on my blog and the commentluv on my blog provided a link to this post as your newest post. As I always check the post links of my blog’s commenters, I was led here. So thanks for commenting on my blog and leading me here.

    All the best,

    Dita @ recently posted..How To Create Captivating Blog Content [Infographic]My Profile

  • Hi Dita,

    Thanks for your comment. Yes I am a great fan of “CommentLuv”, as you say it leads you to all kinds of interesting posts.

    All the best

  • Hi Roger. Thanks for the posting this it answered alot of my questions. I do have a question though. If you get a backlink from a site that is not related to your niche is it counted as a good link still?
    Philecia Whiting recently posted..How To Grow Eyelashes BackMy Profile

  • I have actually found it a challenge finding good websites especially blogs to get good quality links from as the owner of the blog has to have some knowledge on link building as well.

    As of PR I really didnt know that it has now become irrelevant, someone had told me about alexa rank being now useless as people have found ways to cheat the system easily.

    hehehe, just seen something at the the 3rd last paragraph (if that makes sense) you have written “Do forget, a few quality backlinks will improve your SERPs much more than hundreds of low quality irrelevant backlinks.” You mean dont right?

  • Hi Philecia,

    Thanks for your comment. In answer to your question, if you get a link from a quality site that is not related to your niche this will still be of value and can help with your SERPs but you will not get much referral traffic. It will not be as valuable as a similar quality site that is in your niche. Rather than get links from unrelated sites try and get links from general sites that are organised in categories and get a link from a relevant category page.


  • Hi Josh,

    Thanks for your comment. I don’t think PR has become irrelevant, a link from a PR4 page is still better than a link from a PR0 if everything else is equal, so I still use it as a rough guide line. I also look at domain age as well, older domains normally have more authority. I believe that the last PR update was last November, they normally happen every 2-6 months. This is “toolbar” PR which is a number between 1 – 10. Google still use actual PR as part of their algorithm which is completely different to the toolbar PR we all see.

    Thanks for pointing out my typo :).


  • Hi Roger,
    Happy New Year mate! Backlinking is not something I know a great deal about but I do agree with your “quality over quantity” theory. I think the key is to find related High PR sites and work on building quality inbound links so that Google can see that Authority sites in your niche are linking to you and this should help with the rankings….
    That’s my basic understanding of it anyway 🙂
    Noel Cunningham recently posted..How to Secure Your Site from HackersMy Profile

  • Hi Noel,

    Happy new year to you. I wish you all the success for 2013.
    Yes you are correct, quality over quantity every time will keep the big “G” happy.


  • Hi Roger, I have actually been doing some work around backlinking just lately. It seems to boil down to the same thing. Provide high quality content that provides value, and link with other sites that are also doing the same or better and are RELEVANT to what your site is about. Everything, right down to who you connect with needs to be looked at in light of will this enage and help my audience with their problems.

    Scott Stembridge recently posted..Can You Make Money Blogging? I’m about to find out…My Profile

  • Hi Roger
    I have signed up for the free tools you mentioned to analyse my site thanks for that. I use blog hopping and commentLuv for my backlinks plus I have signed up for Social Monkee but have not used it yet but will give it a go soon.
    Thanks for sharing
    Pauline recently posted..What Are Your Plans For 2013?My Profile

  • Hi Scott,

    You have hit the nail on the head. “Provide high quality content that provides value” that people will want to link to. This will make it easier to get “relevant” backlinks from authority sites. The other important thing is “diversity”. Make sure the links come from diverse range of sites, different class ‘C’ IP addresses and diverse anchor text.

    Thanks for your comments.


  • Hi Pauline,

    Thanks for your comments, I hope you find OSE and Majestic useful tools, I know I do. I have not tried Social Monkey so I would be interested to hear how you get on with it. I looks like a good social bookmarking service, they spin content and ping backlinks which is good, but I would not rely of this service alone. You will need more link diversity. I would think that social Monkey would be a good way to back link any Web 2.0 properties you have or the boost the backlinks you already have.

    All the best

  • Pingback: Building a Diverse Backlink Profile

  • One needs to check first if the implementation of the tool will not have a conflict with other tools.
    Dallas SEO Geek — SEO Consultant recently posted..Don’t Throw Away Another Marketing Dollar! 7 Things You Must Know Before You Buy SEOMy Profile

  • Hi Dallas SEO Geek (David),

    Not sure what you mean by “conflict with other tools”. The tools mentioned above may give you different results and it can sometimes be hard to interpret the results.
    To be honest, I’m not sure if this comment is really just spam as it doesn’t make much sense, I have only approved it because your site looks like there is some good content on it.
    If you can elaborate on your comment I’m sure we can have an interesting discussion which could be of value to my other readers.