For every so-called “rule” about link building, there are exceptions. You might find consensus on a rule or two, like - site wide footers bad, follow links good! - but your greatest enemy as a link builder is ignoring your gut. I think logic might just start in the gut and is then confirmed in the brain.

Submitted for your consideration, the below excerpt from a real email.

I have been trained that more than one link from one domain
is not beneficial to your site because it counts as 1 link.

I wonder who did that training? It seems logical though. Why would multiple links from the same site to another site help that site more than a single link? After all, you can’t vote twice, can you? This is one of those “rules” that seem safe.

The reality is that this rule is baloney.

It all depends on the domains, intent, and purpose. For example, a large institutional site, such as a university or a city library or a state government website might link to the same resource site from several different departments, without even knowing it, and with each link making perfect sense from a relevancy perspective. Heck, my alma mater links to Nike.com 20 times.   Not that all 20 are equally valuable from an SEO perspective, but the point is a site could easily receive multiple legitimate links from the same organization across various departments, divisions, etc.

In these cases, the value of these links is certainly more than just one. On the other hand, if BobsTitleLoan.biz links sixteen times to PedicuresByTrixie.info, then no additional link value (if there is any at all) should be expected.

This is and always has been the problem with trying to define a distinct set of link building rules or principles that will apply across the board, for every website. It’s also what causes a lack of trust within the industry. There are endless linking scenarios and motivations. And companies happy to sell you their “solution”.

Logic can take you a long way if you take the time to use it. To use or not use any particular strategy based on a rule you read somewhere is dangerous. Those of us who have been at this the longest are usually the ones who are most hesitant to give absolutes. We know better, because we’ve seen the damage that can be done by following so called “rules”, and we know that a tactic that’s perfect for one site is a total waste of time for another site.

And it’s perfectly logical.

Opinions expressed in the article are those of the guest author and not necessarily Search Engine Land.

Related Topics: Channel: SEO | Link Week Column

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About The Author: has been creating linking strategies for clients since 1994. Eric publishes the strategic linking advice newsletter LinkMoses Private, and provides linking services, training and consulting via EricWard.com.

Connect with the author via: Email | Twitter | Google+ | LinkedIn



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