SEO might seem straightforward in theory, with strategies that appear obvious to those experienced in the field. However, the challenge lies in the execution and implementation, particularly maintaining consistency daily.
This is especially evident in link building.
This article delves into why link building is challenging and introduces the “5 degrees of link relevance” framework to help you develop a solid strategy for building high-quality, relevant links consistently over time.
The 5 Degrees of Link Relevance
Start by listing the “best” and “most relevant” links in your field.
What are their characteristics?
- How are they similar?
Here’s the common misconception about link building:
You need both quality and quantity to compete in lucrative spaces dominated by major players. One without the other isn’t sufficient.
This requires a more nuanced understanding of “link relevance.”
Relevance isn’t binary. It’s not always clear-cut.
For instance, a link from a Viagra site is irrelevant to an insurance broker. However, relevance can vary, and links can be highly or slightly relevant. To achieve scale, you need both types!
Let’s explore the framework to better understand how to prioritize link relevance based on suitable strategies and tactics.
Most of your link-building activities should focus on the middle ground rather than the extremes.
First Degree: The ‘Most’ Relevant, Yet Often Least Scalable
When asked about the “most relevant” links, people often refer to first-degree links.
However, these links usually aren’t scalable.
The most relevant sites and search engine result pages in your field are often poor choices for link building because they are:
- Direct or indirect competitors
- “Pay to play” (advertising and affiliate)
- Nofollowed
- Unscalable (limited number and natural linking likelihood)
First-degree links are high-quality but low-quantity by definition. The top-ranking sites in competitive searches often fall into these categories:
- Competitors won’t link to you.
- Pay-to-play sites are costly to scale.
- Nofollowed sites have limited benefits.
- They are unscalable by nature.
For example, a major media brand like The New York Times has a limited number of similar sites, and the likelihood of them linking to you without substantial sponsorship is minimal.
Still, aim to get as many of these links as possible. Sponsoring a nonprofit in your field is a win-win.
However, there’s a finite number of such opportunities. The cost per link becomes prohibitive when scaling to compete at a high level.
Instead of focusing on unattainable or costly links, redefine relevance to include more attainable options.
Second Degree: Highly Relevant and Scalable
Second-degree links are the sweet spot: highly relevant and scalable.
These links are topically relevant and scalable, with characteristics like:
- Higher Domain Rating (DR) ranges (70+)
- High traffic
- Credible brands
- Editorial-based content
This focus on high-quality and high-quantity links is crucial.
Understanding this helps you choose the best tactics to get as many of these links as possible.
For example, outreach methods are effective for low-to-medium-tier sites (DR 30-60), while editorial strategies are essential for higher-tier sites (DR 60-90).
An example of successful second-degree link building is Candor’s “Hiring Freezes” during COVID-19. They created a valuable resource and gained high-quality links from editorials like VentureBeat.
Invest in content rather than distribution costs, bringing down the effective cost per link or click.
Third Degree: Audience-Relevant and Still Highly Scalable
Third-degree links drive quantity in link-building campaigns. They are audience-relevant but not always topically relevant. These links are valuable and scalable, often with characteristics like:
- Mid-to-high DR ranges (50-70)
- Consistent traffic
- Known brands in niche markets
- Relevance to audience or category alternative
Most first and second-degree links focus on who you are or what you do, while third-degree links target broader audiences.
For example, a pet insurance company should target mom blogs rather than other insurance companies. Mom blogs are relevant to the target audience even if they don’t directly relate to insurance.
Organic skincare brands should target natural, sustainable, and eco-friendly blogs.
Remember, these sites don’t need to link to you, so you need to help them by solving their needs first.
Fourth Degree: Extremely Scalable but Less Relevant
Fourth-degree links are highly scalable but less relevant. These links are for links’ sake and often show these signs:
- Lower DR ranges (under 40)
- Paid-for links (“sponsored”)
- Artificial or abused tactics (e.g., scholarships, widget/embeds)
- Other “gray” tactics (e.g., second-tier link building, expired domains)
These are old-school SEO tactics. They are scalable, but not ideal for primary link-building efforts.
Should you still use them? Possibly, but sparingly. They should not make up the majority of your links but can be a small part of your strategy.
Fifth Degree: Not Relevant and Low Quality (Yet Still Extremely Scalable)
Fifth-degree links are very low quality and risky, often leading to penalization. These include:
- Spam sites
- Vices (Viagra, gambling, etc.)
- Low DR and no traffic sites
- Private Blog Networks (PBNs)
Avoid these at all costs as they are not only irrelevant but unlikely to drive buyers.
The Degrees of Link Relevance
Link relevance is a spectrum. Some links are highly relevant, while others may be mostly or slightly relevant. You need a mix of all these to achieve scale.
The most relevant links are often the hardest to obtain. In competitive fields, you need a large number of links, so you can’t be overly selective.
Audience-focused links may seem less relevant but are crucial for balancing quantity and quality in the long run.
