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Introduction to link building

Link building is the action of getting incoming links for your website. Inbound links are the main way Google has to know the strength of your page and therefore link building is one of the pillars of SEO.

In this blog I will dedicate several posts to this topic and I thought it appropriate to start with a first reference article to talk about the foundations of a secure link building.

Introduction to link building

White Hat

All I’m going to talk about in this post is White Hat, that is, the most conservative and least risky variant of SEO. There are more ways to do link building, which are usually categorized as Grey Hat or Black Hat depending on how aggressive the techniques are used. Each of these variants has its pros and cons, its defenders and detractors.

In my case, I started in this sector with Black Hat, in the years 2003-2005, and I moved to the Grey Hat and the White Hat. Currently I play some Grey Hat, but almost everything I do is White Hat. I like the White Hat more because it is more related to making quality pages, more serious portals and long-term projects.

  • For now, and for several months, in this blog I will mainly deal with the White Hat.

Main objective

Just as in the user answer the basic principle was “satisfies the user”, it could be stated that:

The basic principle of link building is naturalness.

Naturalness could be defined as trying to pretend you’re not doing link building, but that doesn’t seem accurate to me. It would be more correct to define it as trying to follow a pattern of links similar to success pages, such as Wikipedia, Xataka or national newspapers.

There are several factors that we must take care of to follow such a pattern. Among them we have elements such as the anchors used, the variety of IP, Class C and network, the location (or type), the binding frequency, nofollow links or non-reciprocity. Let’s look at each point and see that in reality everything is summed up in naturalness.


Anchors should be as varied as possible, trying to make more than half of your anchors natural. Some must be branded or url, others may include keywords, and some must use unrelated words.

This would be an example of anchors for the Persian cats section of Mundo Gatos:

  • Cats World
  • http://www.catsworld/best-cats
  • Persian cats
  • Persian
  • this article about Persian cats
  • out here
  • source
  • Origin

You should vary the source of the links as much as possible and avoid receiving too many links related to each other. Specifically, links from the same IP or Class C should be avoided or, at least, should not be abused.

You should also avoid links from the same network, even if they come from different IP. It is necessary to clarify when 2 pages belong to the same network in this context. The most obvious cases are when they share Adsense or Analytics. There are also other clues, such as the same WHOIS (owner) or that such pages link to each other.

It is also suspected that there are many links from one network to another, even if they are between different pages. The most typical case is 2 friends who help each other and 5 of the pages of one links to the other’s 5. Of course, it is riskier to also point to the same page, but abusing at the network level also carries risk.


We must look for contextual links, that is, surrounded by a text that serves us as context. It is most natural (quotes from an article, for example). The best example is the articles, although there are more: profiles, tabs, directories Siempre whenever possible you have to try to contextualize the links (surround it with text).

Menu or footer links are less natural. They are links that are usually repeated throughout the thousands of sections of a page. They can also be used, but without abuse. I never exceed 10% of this guy.


A link from a portal of your own theme provides 2 advantages: greater naturalness and contextualization. Ideally, all links are like this.

If the portal was not the same theme, at least the context (post, for example) should be. For example, if the origen blog was sport and you wanted to talk about cats, you could make a post about how to do sport with your pet.

I always try that at least 50% of the links come from a portal of the same theme or that at least 90% come from the same context. I never let more than 10% be of unrelated themes and contexts


The full context of the link (the entire article, for example) helps define the contents of your target page. But the closest context (the 5-15 words surrounding the link) defines it much more. Try to have that context contain the target keywords.

An example would be “you can read more about the Persian cat here”, where “here” would be the anchor.

Final World

Naturalness. That should always be the basic principle that guides you. Try to vary anchors, IPs and networks, and try to adjust the aggressiveness of anchors well.


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