What does it mean to have a diverse backlink profile? Why do we have backlinks from both high authority domains and lower authority domains if links from high domain authorities have more value?

The answers to these questions and more may be simpler than you think.

Backlinks

Google, the primary search engine we optimize for, rewards natural or organic links. Therefore, a properly executed SEO strategy means that any backlinks need to either be acquired naturally or appear to be. One of the ways to accomplish this is with a backlink profile that includes an array of backlinks from various sources. A good mixture of high domain metrics and relatively lower ones, topped with different types of content and backlinks.

Follow/No Follow

Additionally, pages rank better with Google when there is a good mixture of follow and no follow links. Having only follow links would appear unnatural and likely trigger Google to closer at your ranking tactics.

Keyword Usage

Aside from ensuring link diversity, another factor is keyword usage in optimizing your links. We need to ensure that the keywords are not repeated excessively. Remember, variety is the key. When using keywords as anchor text, it should also follow variations in the linking patterns. 

Anchor Text

One more thing to keep in mind is to never over-optimize the anchor text with keywords. This is why we have varying types of links and content every month: there is a healthy combination of branded and non-branded articles. For branded articles like on-page blogs, press releases and videos, we only use the landing page. For non-branded articles such as guest blogs and editorials, we utilize them for keyword optimization.

The takeaway is DIVERSITY is KEY.

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