First, not all links are created equal. Links have both authority/prominence and relevance values to them.
- High authority = Forbes, some news stations.
- High relevance = local news stations, industry-specific websites.
- Links from low-quality websites are not helpful and can be considered spam. Too many links to your site from “low-quality” sites can get your site penalized by Google—either de-ranked or removed from Google, depending on the severity. Common low-quality sites include gambling, dubious pharmaceuticals, and those that feature risqué imagery or videos.
- Even “unlinked mentions” where your business is mentioned but not linked may help ranking signals.
- If your business is mentioned in an article, always ask for the link.
Common Ways to Acquire Links
- News article mentions
- Non-industry-specific directories like Yelp or YP.com
- Industry-specific directories like FindLaw or AVVO
- PR outreach
- Resource or content creation
- Photo assets