Obviously, Google will not give the same importance to all the links you can get. A “good” link may be more decisive for your referencing than 1000 “bad”. The question is how to assess the value of a link.

So, how do I find quality backlinks?

Focus on links from sites with a common theme

Imagine your dentist’s advice to choose the wine you are going to eat tonight. Whatever the answer of your favorite tooth lying, do you intend to give the same value to your board as to the one you will then collect from your cousin cousin, wine maker and happy owner of a flower bar? Certainly not! And so it’s the same on the web.

Google will give more credit to a link from a site that has a theme identical or related to yours, because its expertise in the field will be deemed superior to that of sites that have nothing to do with your activity. In order to promote your website for young parents, we therefore recommend links from toy sales sites rather than a partnership with a real estate agency.

Also take into account the theme of the page from which you get the link

Let us imagine that this real estate agency, which we have just mentioned, has just published a page to young parents moving with their children. The page in question contains vocabulary close to that used on your site: children, parents, family etc… In this case, a link from the page dealing with this specific topic finally becomes relevant. All subtlety is there.

To summarize it can be said that if the site does not have a direct connection with your activity, you must pass your path, unless you find one or more pages that have a close relationship with your activity, and therefore keywords (“child”, “parents”) in common. In this case, your link must be located on the page that addresses this topic related to yours.

The theme: a concept to be taken in the broad sense

The theme is a broad concept. What matters is that the pages you exchange have key words in common. For example, if your site talks about video, you can also exchange with a website hosting a web TV as well as a DVD vendor or a freelance video clip.

The Rank page: a criterion still important despite regular devaluation

As at school, Google gives a score of 10 to every page it indexes on the web. This note, called the Rank Page (PR), allows you to assess the notoriety of each page of your site. As a general rule, the Rank pages Rank are those that receive links from many pages having a good Rank page.

At scale level, you can consider a good Rank page between 3 and 5. The pages Rank 6 and 7 mainly concern the homepage of sites with strong notoriety (national companies, major institutional sites…). The Rank 8, 9 and 10 pages are rare.

Number of outgoing links: a decisive criterion

Again, we can make a very simple parallel with real life. Imagine you were looking for a good restaurant. You fall on a book presenting you with a selection of 200 nice restaurants in Lyon, and one that focuses on the 5 restaurants in the heart of this same city.

Would you like to be a restaurant, with an equal publication of these two books, or would you prefer to be drowned among the 200 proposals, or in the selection reduced to 5 good bistros? The answer is so self-evident that it seems pointless to explain more than Google will give little importance to a link if it is drowned in many others on the same page.

Note about :

  • Few outgoing links on one page: each link has a strong value.
  • Many outgoing links: the value of each link on the page is highly devalued. Nb: there are many links to around 10 to 15 outgoing links.

When you get a link from one page, it is interesting to count the number of approximate outgoing links.

Specifically, our advice: The links you get must be on pages with few outgoing links.

The anchor anchor: something to handle with dexterity

The link anchor simply designates the text that supports it. For example, in the phrase “I use Optimiz. me to improve my referencing”, the expression “improve my referencing” is the anchor anchor.

The anchor is important because it tells Google and the user what content you can expect by clicking on it. This is why it is advisable to choose descriptive expressions rather than anchors that do not provide any information about the content of the destination page, such as “click here” or: http://monsite.com.

If you organize children’s stays, then let’s start with anchors such as “vacation colonies” or “summer stays for teens”. This will improve the positioning of your page on these keywords when Internet users are taperont in Google… Qualified traffic in perspective for you!

Specifically, our advice: Get links with diverse anchors, 20% of which contain your main keyword.

Reciprocity: an increasingly important criterion

NB: However, the optimization of anchors must be carried out sparingly (cf. paragraph: ” Google Penguin: the ode to diversity»).

Imagine you were looking for advice on a hotel. A tourist guide boasts the merits of this hotel, but when you arrive on the spot you realize that the hotel makes advertising for this tourist guide that convinced you to come.

What credibility do you now give to the guide’s advice? Less than before is certain. And as a result, reciprocity makes sense of a “little arrangement between friends”: I advise you to my readers, you advise me with yours.

Google also has everything planned. It is not, of course, forbidden to present your partners on your site, even if they are already present to you. But do not expect epic results in terms of referencing: agreements of the type “I make a link to your site, you make a link to my site” are “flag ‘” for Google, which is not fooled by your little game.

To avoid reciprocity, it is possible to create triangular partnerships, which involve 3 different sites. The principle is simple: if you have two websites, you can use one to receive a link and the other to link to your partner’s page:


  • Reciprocal exchange: I make a link to my partner, my partner makes a link to my site.
  • Triangular exchange: my first site is linked to a partner page, my second is a link to my partner.

The context of the link: its place in the page

When you read a book, naturally, your gaze is drawn first by the most highlighted elements. Generally, these elements are titles, then paragraphs and finally ancillary items such as footnotes. When Google scans a web page, its reasoning is identical.

Titles will be considered more important than the content of the paragraphs, even more important than the “footers” (bottom of page) or any links located on the side and not attached to the content. Therefore, links in titles will have more value than those located in the paragraphs, which themselves will have much more value than isolated links not incorporated into the content of the page.

Similarly, a link made in bold, or located at the beginning of the article, will see its added value in search engines. The more the link is visible by the player, the more it deserves to be taken into account by the engine… Logic, sum, not true?

Specifically, our advice: Promote links directly inside the text, not on the side or bottom of the page.

A user-oriented and ethical link possible

Search engines combat low-quality referencing methods that seek to improve the positioning of a site without taking into account the interest of Internet users. Today, SEO methods are those that serve the cause of a web-based, ethical and participatory web. Today, if you add a link to your site as part of an exchange, you will have to make sure that this link is visible and useful for your Internet users, otherwise it is worth seeing its value greatly diminished.

For example, if the link you add is at the bottom of the page, drowned in a multitude of inconsistent links and in content that does not interest the reader, there is much to bet on this link will have little value to Google. You will not be able to be required with your partners if you have nothing better to offer them. You must therefore take a responsible and ethical attitude to propose on your site content that is both open to others and useful for your readership.

Specifically, our advice: Do not make any links to partners that you do not assume or only half: don’t hide your links.

The seniority of the site: one criterion among others

Your links are committed to you, only to the partners that are worth it in your eyes and whose website will be of interest to your Internet users.

Google gives a seniority bonus: Old sites, but whose content is regularly updated, have a weight advantage than the most recent sites.

The engine probably considers that the administration of a site is a work that requires perseverance, and that those who persist with this burden are more reliable than the lad who disembark, still green, in the web jungle and referencing.

Specifically, our advice: Get links from sites that have a high probability.

You feel like you have understood everything? It’s time to forget everything with Google Pinguin. Well, we’re hardly exaggerating… but not so much.

The update “Google Pinguin”: the Ode to Diversity

Pinguin is the name of an update of the algorithm of Google, whose ambition is to fight all too systematic referencing approaches. With Pinguin, Google seeks to uncover websites that have implemented too visible SEO strategies. In other words, you have to apply all the advice we have provided so far, but you must do so in moderation.

The idea is simple: Google seeks to convince webmasters to get their links in the most natural way possible. So let your partners present your site as they wish: you will be rewarded.

Avoid, for example, all links pointing to your site have one single anchor, even if this keyword seems important to your referencing. For example, if you have mounted a computer troubleshooting company, and 90% of the links pointing to your site’miraculously’all the optimal anchor “computer troubleshooting”, Google will doubt that not all of these links have been acquired in a natural way. So you can be penalized.

To avoid this, it is important to diversify anchors. In particular, you must ensure that a non-negligible portion of your links will anchor your company’s name or domain name.

Maximize your links and your content

We can advise you to obtain:

  • A majority of links to your homepage, but also many links to other pages on your site. It is not natural for a site to receive all its links to its home page.
  • A majority of links from sites with a good Rank page, but not only.
  • A majority of links with an optimized anchor (an important keyword for you), but also désoptimisés links, for example as an anchor “click here” or even your brand name or the URL of your homepage.
  • A majority of links from sites with the same theme as yours, but not only.
  • A majority of non-reciprocal links, but not only.