Google: it’s the quality of the links that point to your website, not the quantity

Google’s John Mueller confirmed in a video on YouTube that the quality of the links that point to your website is important. A single good link from a relevant website can be more impactful than thousands of low quality links. This article shows you how to get these good links.

How to get high quality links

Google tries to understand what is relevant for a website

A website owner asked in a webmaster hangout if the total number of linking domains was more important than the total number of links. John Mueller answered that Google took a different approach:

“I don’t think we differentiate like that in our systems. From my point of view, I would tend not to focus on the total number of links to your site, or the total number of domain links to your website, because we look at links in a very different way. […]

We try to understand what is relevant for a website, how much should we weigh these individual links, and the total number of links doesn’t matter at all. Because you could go off and create millions of links across millions of websites if you wanted to, and we could just ignore them all.

Or there could be one really good link from one website out there that is, for us, a really important sign that we should treat this website as something that is relevant because it has that one link. I don’t know, maybe from like a big news site’s home page, for example. So the total number essentially is completely irrelevant.”

How to get good links that have an impact on your rankings

If you want to get good links, you must target the right websites. Only links from the right websites will have a positive impact on your rankings on Google and other search engines. A link from another website should be useful to website visitors. For that reason, it is important that the links to your website come from websites that are related to your site.

SEOprofiler offers many powerful tools that help you to find related websites that are willing to link to other sites. In addition to the Link Profiler tool, you can use the Link Influencer tool in SEOprofiler to find websites that are both related to your website, and willing to link:

Link Influencer tool

Create complementary content

If a website links to a competing website, you have to convince the other website that they should link to your site instead. There are two ways to do that.

If your website offers better content than the website that is currently linked by the other site then you might be able to convince the owner of the other website that it’s better to link to your site.

Unfortunately, many websites won’t link to your site if they think that they are already linking to a very similar site. For that reason, creating complementary content usually leads to better results.

Instead of trying to create content that is better than the content of your competitors, it is often easier to create complementary content. Create something that can serve as an important supplement to the pages that link to your competitors.

Pages with complementary content often get more links than pages that contain the same content as an existing page, even if the content is better.

For example, a well-known high-authority website might have an average article about a particular topic. That article will get many links just because the website is well-known. If you have a better article about the same topic, chances are that the other websites still won’t link to your site just because your site isn’t as well-known and authoritative.

If you offer these websites something additional that complements the average article on the well-known site, then it is much more likely that these websites will add a link to your site.

Improve your links now

Websites that link to your competitors are websites that should link to your site. SEOprofiler offers many powerful link-building tools that help you to improve the quality of the links that point to your web pages. You can create your free account here:

Improve your links now

Tom Cassy

Tom Cassy is the CEO of SEOprofiler. He blogs about search engine optimization and website marketing topics at “”.