How do you build links in a non-spammy way? Here's what I found in a study of link building tactics. Access the raw data here: https://bit.ly/3N6qM8F

1. Say no to link spam
How to build non-spammy links
Debbie Chew
Global SEO Manager at Dialpad

2. November 2022

3. Source: YouTube

4. “...my guess is
over time, it
[links] won't be
such a big factor
as sometimes it is
today.”
John Mueller,
Search Off The Record podcast

5. @justdebbb
Are links still going to
be important in the
future? 🔮

6. “Google is trying
to discourage
people to eat all
that candy...
Bibi Raven,
The Knowledge Panel Show

7. ...but it doesn’t
mean that candy
is ever going to be
out of the picture.”
Bibi Raven,
The Knowledge Panel Show

8. @justdebbb
Are all links candy?

11. @justdebbb
Spammy links
are like candy

12. @justdebbb
Spammy links
can provide
temporary happiness

13. @justdebbb
Spammy links
can increase your
risk of cavities

14. @justdebbb
So what exactly is a
spammy link?

15. December 2022

16. Source: https://developers.google.com/search/blog/2022/12/december-
22-link-spam-update

17. Source: Google Search Central Blog
“spammy links are
neutralized...”

18. Source: Google Search Central Blog
“Our algorithms and
manual actions aim to
nullify these unnatural
links at scale...”

19. @justdebbb
They’ve called out...
● Paid links
● Forum comments
● Widgets
And also...
● “Excessive” link exchanges
● Guest posts

21. Source: Authority Hackers (2022)

23. @justdebbb
There needs to be a
mindset shift

24. @justdebbb
Instead of...
● How do get a bunch of
links at scale?
Think more about...
● How can I create content
that provides value?
○ Potential clients
○ Existing customers
○ Industry
○ Journalists
○ Content writers

25. @justdebbb
Instead of...
● Skyscraper technique
Think more about...
● Who you want links from
and...
○ what types of content they
link to
○ what value you can provide

26. 🍬 💊
X

27. Study of link building tactics
(in select industries)

28. @justdebbb
How are businesses
getting their links?

29. Shoutout to
Ross
Simmonds

30. Shoutout to
Ross
Simmonds

32. @justdebbb
Methodology
● Explored 6 industries
○ CRM, CRO, PM tools, Design, Email, Finance
● 3-5 companies per industry
○ 23 companies total
● Top 5 pages by links
○ 115 URLs (23 companies)
○ Excluding: homepage, pricing, login, etc.
○ Data from Ahrefs
● Average DR of 88
○ Range: DR 82-93

34. Icons from The Noun Project

35. @justdebbb
Methodology
● Is the link on a guest post?
● Is the link from a link exchange?*
*Can’t know for sure, but there are some tell-tale signs

36. @justdebbb
Top page types that gets links
#1
#2
#3
Guides
Product pages
Glossary
But...

37. @justdebbb
#1 page type by industry
#1 Guides CRO
Finance
Email (tied)
#1 Product pages CRM
Design
PM tool
Email (tied)

38. @justdebbb
Free tools
#1 Free tools Martech*
#2 Free tools Design
Finance
*Based on Ross Simmonds’ research

39. @justdebbb
DR <90
#1
#2
#3
#4
Product pages
Guides
Stats
Glossary
DR 90+
#1
#2
#3
#4
Guides
Product pages
Glossary

40. @justdebbb
DR <90
#1
#2
#3
#4
Product pages
Guides
Stats
Glossary
DR 90+
#1
#2
#3
#4
Guides
Product pages
Research
Glossary

41. @justdebbb
Now you know what
pages get links

42. @justdebbb
How do they get those
links though?

43. @justdebbb
How do these pages get links?
1
2
Organically
Via outreach Pitch the content
Pitch a guest post
Pitch a link exchange

44. The reality is...
Reminder: I didn’t check all links to the
top 5 pages since there are too many
36%
of the high DR
sites studied
guest post

45. @justdebbb
Getting links to product pages
Of 25 product pages:
● 20% guest posts
● 12% link exchange

46. @justdebbb
Getting links to product pages
Of 25 product pages:
● 24% acquired a product and 301 the links
● 20% guest posts
● 12% link exchange

48. Also...
50%
of sites studied
may have
exchanged links
Reminder: Cannot be 100% sure
whether or not links were exchanged

49. “Good brands
don’t accept guest
posts, so the only
way to get links is
to build a
relationship”
Alexandra Tachalova,
Let’s Talk Link Building

50. So...should I guest post?
Should I do link exchanges?

51. Core Web Vitals Page
speed
Links
EEAT
User
experience
For visual purposes only. Not based on actual data. @justdebbb

52. Source: Wix

53. @justdebbb
Then, there are link
exchanges

54. @justdebbb
Let’s pretend I’m Mark

55. @justdebbb
It can be tough
to spot complex
link exchanges

56. @justdebbb
Think about the “Why”
behind the exchange

57. So...should I guest post?
Should I do link exchanges?
How do I build non-spammy links?

58. @justdebbb
Here’s what you
should do...

59. @justdebbb
1.Identify the vitamins
(stop chasing the 🍬)

60. @justdebbb
2. Diversify your link
building tactics

61. @justdebbb
3. Get your content in
front of people who
can benefit from it

62. Access the raw data here
@justdebbb

63. Thank you!
@justdebbb