Written by Aaron Rains November 4th 2021

Because they are a major factor in the calculation of a domain’s authority, external links have been an important aspect of online search engines. The domain authority affects the rankings for different keywords. The technology is now available to determine if those external links are “natural.”

Natural links are better for your authority and rankings than unnatural links. Many marketers have changed their link-building strategies in order to make their links look more natural to search engines, instead of relying solely on genuine link building.

Let’s look at the differences between natural links and unnatural ones and how to create a natural backlink profile.

What is the Difference Between Natural and Unnatural Links?

Google’s ability to detect natural links is very advanced and it is getting more accurate. Although some Google employees believe that SEO professionals shouldn’t bother building links, we think it’s important to mention the differences between natural and unnatural links as well as why natural links are so effective. We’ll be discussing some key components that will ensure your backlink profile is natural and profitable as you work towards building it.

Let’s start by explaining what natural backlinks look like.


Google’s algorithm development base uses the following definition: “Natural links” are those that have been created by a neutral third party. They post your website somewhere to share or offer information.

Unnatural links, on the other hand, are those you have created yourself. If you are trying to improve your search engine ranking, even the most well-placed and authoritatively sourced link will be deemed unnatural.

Google, however, is all-knowing (even though it may seem that way at times). Google’s algorithms use only specific indicators to determine if a link is natural. Your domain will not be penalized as long as the link passes. These indicators will help you build a better backlink profile.

Backlink Sources

Google will first look at the source of the link. Google will consider a link that points to a domain outside of the industry it is referring to as unnatural. It is important to only link to legitimate sources and businesses. Higher authority sources are more powerful than those with lower authority, so getting your link on major publishers or.edu sites is easier than just an article directory.

Anchor Text

Back in the day, it was common practice to anchor links with keywords that were relevant to your industry. These days, however, are gone. Google will notice if you have too many links that use the same keyword phrase or keyword phrase and may consider your links unnatural. Instead, anchor your links using words that accurately describe the content of your page.

You can find many online tools that will help you determine the correct anchor text variation between pages on your website. The anchor text that you use on your homepage should be different from the content that is used on internal pages or blog posts.

Source Diversity

Google also looks for patterns in the way and place you post links. It looks for patterns in the way you post links, and it checks to see if any of them have been placed by one person or company. Google may mistakenly consider your efforts to create reciprocal links with other sources if your links are limited to a few sources. You don’t want links that look unnatural.

Use third-party tools to track link diversity.

Context Link

It is important to be aware of the context in which you place your link. It’s unnatural and forced to post a link without any explanation. It is better to explain why your link is useful to the reader before you post it. Your links should be presented in a natural and authentic context to help build authority.

It is important to remember that link building is only one aspect of building domain authority. Site structure, content, as well as social media presence, are just as important. Natural link building is often easier than using black-hat techniques. Instead of plotting and strategizing, make sure your links are helpful to others. Combine that with quality content that is useful to your audience and you will start to see links flow in.

Google rewards those who invest the time and effort to create the best link strategy for their customers.

Link Destination

Consider the destination of each link. Google may penalize you if every link to your home page points to the homepage and not to your blogs. You can use a variety of link destinations, and you might also link to your deeper internal pages.

Building a Safe, Natural Backlink

Google’s algorithm makes backlinking more difficult and overwhelming. However, it is for a very good reason. These days, spamming links is almost impossible without some form of penalty. The internet is also more useful than spammy.

Hardworking business owners are struggling to promote natural backlinks that are safe from possible penalties.SEO services that analyze and provide guidance on link building can help you to create a long-lasting link-building strategy.

Type of link

It’s important to ensure that the link is relevant to the conversation. If someone asks about your service, link to the service page, not just the contact page. It is a great strategy to diversify your backlink profile and help your site.

Backlink builders often use a “nofollow” link to drive traffic, without interfering in Google’s algorithms. The HTML tag informs web crawlers that the link is not to be followed, making it a “no-follow” link. Users will still be able to click on your links and see them without worrying about Google’s consequences. This generates traffic but makes the link invisible to users.

Relevance of the Link

Your link must be relevant to the owner of the site that you are linking to and Google. Your content should not be deemed spammy or irrelevant. Do not post links to your domain to sites that have nothing to do with your services or business. This is a clear sign that you are only trying to increase your page rank.

The location of the Link

There are both good and bad places online to put links. Avoid article directories. These are low-quality websites that collect links from all parts of the internet. These sites are primarily designed to exchange links and collect them. Google considers these types of sites irrelevant and unimportant. Instead, you can find industry-specific directories to help you build quality connections in your niche. Make sure your link is relevant and related to the topic or thread where it is posted.

Because you know your readers will be searching for information, industry-specific resources are the best places to create backlinks. Google will consider your links more relevant if they are closer to your industry. You can take advantage of competitors’ work to help you find high-quality places to build backlinks. Moz is a free tool that allows you to search for backlinks. Search for the URLs of your main competitor to find out where they have posted. You should consider posting to the same places if they are in your industry.

Content around the Link

The link must be part of an article, a comment, and not stand alone. Google can tell if you are using natural language. Don’t write fluff. Google will notice low-quality content and may lower your ranking. Your content should be engaging and interesting, regardless of whether it is a comment on a post or an article. You should provide a link that makes sense given the circumstances. Providing a reason for the link will allow it to look natural to both Google and users.

It is important to ensure that your links and content aren’t repeated. Many business owners cut corners and copy and paste the same link multiple times and then comment on it on different sites. Google can detect repeated language and penalize spammers for using the same message multiple times. Varietate the language you use when you post a hyperlink.

Backlinking Opportunities

We now have a better understanding of what makes a backlink natural to Google’s algorithms. Let’s take a look at how you can cash in on quality backlinks that are approved by Google.

  • Guest blogs. Guest bloggers are often invited by successful businesses and organizations to write on their sites.It is mutually beneficial as it provides great content and some link power for both parties. You can also post a link back to your list in your blog post. Your post should be well-written and relevant to your audience.
  • Your links can be posted in a forum or blog comment. Are you getting a lot of visitors to your blogs? This is your chance to answer questions, expand on conversations, and provide value to your readers. Your links should be as specific as possible.
  • Press releases. Keep the article’s focus on newsworthy and relevant content. The content should be the primary focus. You’ll get the benefit of higher authority websites linking to your press release if it is shared.

You want to make useful content that points back to your site and encourages natural link building. You could make a video that goes viral, and then share it on all your social media platforms. Engaging with your audience by creating quality content (visual, written, or graphic) can make you more attractive and inspire them to share it on their own platforms.

The Characteristics of a Well-Rounded Profile

When building a natural backlink profile, there are many things to be aware of.

  • Quality. Although backlink building isn’t an exact science, quality is more important than quantity.SEO success is dependent on your backlink profile.
  • Context. Context is crucial for link success. It is important to ensure that your links are relevant for a specific publisher site as well as that the post you link to is relevant.
  • Navigation. It’s not enough to link to your homepage and build a backlink from an external source. It’s not enough to link to your homepage without building detailed pages internally. Make sure you use them!
  • Social Value.Social Value. A healthy backlink profile must include links from social media platforms. Syndicate links to your content via social media.
  • Mentions. Brand mentions and non-linked instances of your brand name from external sources can help build domain authority.
  • Consistency. Consistency is key to building a solid backlink profile.
  • Always up-to-date google and search engines prefer websites with quality backlinks, just like content.
  • Diversity. Diversity is essential in your backlink strategy. This applies to all areas of link building. A variety of links, from different sources, will be important, as well as lots of content to support them.

It takes time to create a natural backlink profile. If you don’t see immediate results, don’t be discouraged. It would be easy for everyone to establish domain authority. If you are having difficulty, stay focused and seek professional help.

AvoidUnnatural Backlink Practices

We’ve covered almost everything about the anatomy and characteristics of natural backlink profiles let’s get to the point about how to avoid “dangerous” backlinking.

  • Do not fall for companies promising cheap backlinks.SEO is a matter of getting what you pay for. It’s possible it is true if it seems too good to be true. You don’t want to be penalized for using low-quality resources.
  • Google has a policy regarding the purchase or sale of backlinks.
  • Limiting your exchange links to another company is also a good idea. Google may penalize you if you have too many back-and-forth links between companies.
  • Directories are not something you should rely on too much. Directories that are industry-specific might be useful for your strategy. However, you should avoid directories of low quality.
  • Don’t repeat the exact same thing over and over again on the internet. Google quickly notices repeated language and will penalize you if you use the same company name with all your backlinks.


Is it any wonder that Google seems obsessed with removing unnatural links from its search results? Many SEOs have been manipulating their rankings for years. The result is that they are no longer of any real value to users searching online. They create confusing and nonsensical content in search results which can reflect poorly on Google’s user-friendliness.It also costs Google money to index and scrapes nonsense content.

Google works hard to remove low-quality and unimportant content from its search results and index. They’ve become more transparent in recent years as they attempt to provide webmasters and SEO professionals with guidelines for ranking better.

We understand that Google’s changes can overwhelm business owners. We believe it’s the same message Google has been repeating for years: create high-quality content that your audience will want to share and read. You won’t have any worries about inbound links affecting your rankings.

Reach out to our team if you feel lost or confused about SEO services and natural links. Our team specializes in white-label, white-hat building services that will help you grow your business. Get in touch today.