Your backlink profile is hugely important when it comes to Search Engine Optimisation. Aside from focusing on the referring domains, the backlink’s destination on your own website is an influential factor in the value the backlinks have.

Diversity

A key factor with backlink profiles is diversity. This doesn’t just apply to the referring domains, but also to the destinations of the backlinks on your own website. 

More often than not, backlinks will point to a website’s homepage. This is good for when you are first building your website’s SEO presence but as your backlink profile progresses so should your link diversity. 

Ideally, you want backlinks leading to a variety of blogs, landing or product pages, as well as your homepage. Obviously, this is dependent on what your website does, but whether you’re selling a product or sharing information, diversity is still important to your backlink profile.

That isn’t to say that you need to make sure every page on your website has multiple backlinks – some pages might not be suitable for backlinking, but it is important to have a good mix of pages within your backlink profile. 

 

Relevance

There needs to be a relationship between the website destination of your backlink and your anchor text, the actual text hyperlinked on the referring domain.

Search engines will assess the relevancy of your anchor text to the target page and factor this in when evaluating the quality of the backlink. Ideally, you want there to be a direct link between the anchor text and the content of the destination page. For example, pointing a backlink towards your homepage from an anchor text mentioning a specific product will not have as positive an impact as linking to that specific product page. Equally, anchor text containing specific keywords from the content of the destination page (e.g. the title of the page) will be far more effective than a generic call to action, such as ‘Click Here’.

Similarly, backlinks do drive traffic and you want users to reach a relevant page after following a hyperlink, rather than then needing to navigate through your website. So making sure your backlink destinations match your anchor text should ensure users find what the anchor text promises and the end of the backlink and thus reduce your bounce rate. 

In essence, the key to creating successful backlinking that search engines will see as good quality is creating a diverse selection of relevant links. For more information on assessing the quality of backlinks and referring domains, you can visit our article on backlink audits.

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