Search Engine Optimisation can be categorised in two parts. On-page SEO and off-page SEO. The later refers to the external factors Google judges when indexing your site. One factor, therein, are the links from other pages to your website. Overtime a good website will attract a number of links to it’s quality content from other sites with varying authority.
Acquiring links from one site to another in an effort to improve ranking position in natural search results is still common practise in SEO. But things continue to change at Google to ensure good user experience and relevant search results.
In moving forward with a link-building strategy to improve your site’s search ranking position and authority – it is key to adhere to what Google will find natural.
A good comparison when examining your back-link profile is as follows:
Exact-match anchor text: 1-5% of overall inbound link profile
Link Quantity: The more, the merrier
Link Quality: Higher PR pages and root domains are better
Link Velocity: Steady or increasing, month over month
Source anchor text matches destination content: Important
Source URL content matches destination URL content: Important
LSI anchor text: 20-30% of overall inbound link profile
Junk/universal anchors, Naked URLs, and Branded Anchors: 70+% of overall inbound link profile
Nofollow anchors: 10-20%
Your link building practise should be the replication of how inbound links are going to naturally be built – by real people, with real sites that are interested in your content, product or service. The best way to get sites to create inbound links to your website is to have unique, quality content that is destined (intended) to be popular online. But don’t assume your competitors don’t already have an aggressive link acquisition strategy.
…from the horse’s mouth: