How you backlink to your site is important.
The type of links you build and the manner in which you build them has a huge effect on your website’s rankings.
There is some disagreement as to whether this is a Panda issue or a Penguin issue. It really doesn’t matter. The main thing to consider is that this is a real phenomenon in search and you need to abide by these directions.
We have included this information in the panda section as we feel it is relevant to the quality of your site overall. However, we will revisit this topic in the link building section.
As a way of combating spam tactics Google introduced several ways of identifying link spam.
What Google identified is that sites created specifically for ranking purposes (in order to target a specific search phrase) would only build links to the page they were trying to rank. In most cases this was the root domain but not always.
All other pages on the site were used merely as “filler” in order to bulk the site up and make it appear “normal” and also to build up internal link juice.
These type of sites leave a massive footprint that Google can easily spot.
A site that has 1 page with thousands of links and no, or very little, links pointing to its other pages looks very unnatural.
Normal sites tend to have a much more widespread link profile.
Correct Backlink Ratios
Here are the correct ratios to use when building backlinks to pages on your site.
Bear in mind that all ratios and percentages given are guidelines. Do not get caught up trying to match ratios precisely!
To ensure you are not penalised by Google for poor diversity in your site’s link profile it is advisable to build just as many, or more, links to your internal pages as to the page you are trying to rank.
Although this can become a slightly obsessive pursuit it is worth the effort. This is especially true if you want to rank several pages from 1 site.
To avoid getting caught up too much in this however it is easier just to focus on your homepage versus the rest of your site.
A good rule-of-thumb is to build 40% of your links to your homepage focusing on building your brand and then sending approximately 60% of the remaining links to your internal pages.
If you just build links across your site at regular intervals and spread them out evenly the correct ratios should occur naturally so as long as you keep building links to all your site’s pages.
If you use the silo structure outlined earlier then your internal pages will rank without the need for additional effort from you as they gain leverage from the link juice that is flowing freely around your site.