A Guide To Link Diversity Using Gap Analysis

The creation and development of links is a key concern for every webmaster. In fact, it is arguably the single most important facet of any SEO campaign, with search engines counting each link as a vote of confidence for the credibility and relevance of a site.

The more links a site owner attracts, and the better the quality and relevancy of those links, the better the site's SERP performance.

Link Quality

In order to develop an optimised backlink profile, quality is as relevant as quantity. However, that is not to say that the only links you should go after are those originating from high value domains. The key is to accumulate a diverse portfolio of backlinks, in terms of quality as well as type.

For any linkbuilding strategy, there are several keyphrase terms which should drive every link generating action. They are as follows:

• Natural backlink profile – Do not arouse the suspicion of Google by garnering 90% of links from one or two sources, or by employing an unnaturally systematic means of link generation.

• Backlink Diversity – Again, diversification is key if you are to succeed in your linkbuilding activities. It is not enough to simply submit your site to directories and await those hallowed top 3 positions.

• Link Quality – Does the link originate from a high or low value domain?

• Link Relevance – Does the link originate from a source relevant to my own site?

What is Gap Analysis?

When you are looking for links of a good quality, of relevance, and of measurable success, a gap analysis can provide a comprehensive overview of linking opportunities for your site.

It involves the analysis of competitor backlink profiles with the aim of pinpointing a variety of valuable link opportunities.

Using Open Site Explorer as a basis for this operation, you are able to access the details of external links pointing to competitor sites. These can then be investigated further and may then be deemed worthy of linkbuilding efforts.

It is then up to you to determine which backlinks to the competitor site would enhance your own backlink profile. It allows you to see where you may have missed a trick, and to rectify the situation.

Depending on what type of link you find - whether it is to be gained through forum posting, article submission, guest blog writing - the time consumption must be weighed against the potential value of gaining that link.

Why is Link Diversity Important?

Imagine you were Google. You come across two sites both hoping to rank on the first page of SERPs for the term search engine optimisation.

Site A has a diverse profile of links which have been built up over time, and which emanate from a varied grouping of relevant, and trusted domains.

Site B on the other hand displays a backlink profile dominated by links from article submission sites, which have been achieved over a short period of time. Who wins the ranking war?

Site A is the optimum demonstration of a well optimised site which has gained credibility over time, and has established itself as an authority on SEO.

Its counterpart has undertaken a less desirable (in the eyes of Google) approach to linkbuilding, opting to focus on a homogeneous and clustered linkbuilding strategy lacking in creativity or diversification.