Ultimate Link Building Guide

Link Building Resources


I. About


  • This document contains info and links to other resources that cover most info about link mechanics, tactics, strategies, and workflows – pretty much all there is on link building.
  • Link building is essential to SEO. It’s what the original ranking algorithm (PageRank) is based on, which is still a major factor.
  • Link building, no matter the type, has the same process:
    1. Plan link targets (pages of site to link to)
    2. Find link opportunities
    3. Attempt to get link
    4. Confirm link live & record
    5. Index link (important!)
    6. Monitor campaign & adjust
  • Despite having the same essential framework, there are drastically different link building tactics and processes, often requiring entirely different roles, tools, costs, and benefits.
  • Keep in perspective: research & planning + good performing site + content + links (+local map stuff for local campaigns) is 99% of SEO
  • Aside from ranking your site,link building is also one of the main ways sites get penalized. In the Critical Warning Items section below you can read more about penalties.


  • Get links from sites that don’t have a penalty, and won’t get a penalty
  • Get links in such a way that we don’t trigger a penalty ourselves
    • Natural anchor ratio
    • No IP footprints
    • Not too much outbound linking from controlled linking sites
  • Get links from sites of similar relevance to our market. If we have a local service page we want to rank, we can get links from either niche or location relevance.
  • Get links that increase metrics of our site (remember that pagerank and Trust Flow only pass through dofollow links, so dofollow links are important, however nofollow still helps us if from powerful sites)
    • Get Trust Flow as high as possible by getting links from other high TF sites
    • Get DA as high as possibly by getting links from other high DA sites, pointing to many different pages of our site (lots of pages on our site + lots of high DA & high TF links pointing to all our pages = increase our DA)
  • Have a natural anchor text ratio that makes our site relevant for both Brand and keywords:
    • mostly naked URL
    • Good amount of Brand variation
    • good mix of generic
    • collection (minor) of keyword anchor text
  • In one big sentence: To get as many links as possible, to our main targets (as well as other pages that interlink to our main target pages), that have high relevance, high authority, high TF, & high traffic (ideally a combo of all), and the links are dofollow with custom anchor text capability, and the links come from websites that do not have (and won’t get) a Google penalty which could be passed on to our site, and the collection of links to our site doesn’t seem unnatural so we don’t cause a penalty on our site.

II. Resources & Materials




  • Lead SEO (LSEO) – primary one responsible for planning
  • Link Prospector – finds link opportunities (searches for relevant and strong links, that are free from penalties and spam)
  • Outreach Manager – used for mostly outreach link building. Contacts link prospects and negotiates value trades with other site owners
  • Campaign Specialist – responsible for carrying out the linking for non-outreach type links


  • Silos (either in Niche Resources or Campaign Workbook)
    • Here we reference the competition results we found for keywords, so we can look at estimated # of links needed, as well as keywords we want to target for silo.
  • Campaign Workbook > Links Plan
    • Both Outreach and Non-outreach links reference this tab for guidance about which content needs links, what type of links we’ll build to the content, and what anchor text/keywords are the focus of the links and content.
  • Project Management > Outreach tab
    • This is where all the Outreach links are discovered and obtained, and then live links are pushed to the Client Campaign Workbook > Outreach tracker


  • Research
    • Majestic
    • Ahrefs
    • SEMrush
  • Automated Link Building
    • Ranker X?
    • https://seo-autopilot.eu/ ?
    • Rankwyz
    • GSA
    • money robot
    • https://rankingfactory.net/
  • Automated GMB
    • Peter Drew software


  • Gig list




  • backpage
  • locanto
  • classifiedads.com
  • thenickel

POWER LINKS FROM Source Market (send to 2.0s):

  1. http://market.source-wave.com/services/8558-super-strong-5-tf-38-strong-pbn-contextual-permanent-backlink Permanent homepage sticky for $20 BUT DOING $50 for all posts sticky right now!!!!!!!! | TF 30-40 | 5 LINKS FOR $18!!!!! + 20/link permanent…. So that’s $12/link permanent w/ crazy high TF
  2. http://market.source-wave.com/services/2906-rank-authority-pbn-up-to-30-tf-cf-and-40-da-pa-permanent-homepage-backlinks PERMANENT HOMEPAGE LINKS | 25 links $59 ($2/link) | TF 18+ | Includes unique article content | 14 days TNT
  3. http://market.source-wave.com/services/909-permanent-contextual-blogpost-link-tf-cf15-25-da10-30-new-rankboost-addon permanent homepage for $20 per post extra = $32/sticky link | DA 15-20 TF 15 – 20 | comes with article
  4. http://market.source-wave.com/services/13992-super-strong-8-permanent-links-on-explosive-pbn-blog-da-30-tf-30 ********** pending reply about sticky ****** TF 30
  5. http://market.source-wave.com/services/10369-get-strong-pbn-links-having-links-from-huffington-post-and-other-news-sites – $7/link | TF 20+ | 12 days
  6. http://market.source-wave.com/services/6099-5-strong-contextual-links-up-to-tf-40-hurry-limited-time-offer $16/link | includes 300 word article | TF 30+ | 5 days
  7. http://market.source-wave.com/services/5072-buy-permanent-10-high-authority-homepage-pbn-links-that-will-rank-and-bank 10 links $44 ($5/link) | includes 500 word article | can do an extention gig to get the links sticky on the homepage for 3 months etc.
  8. http://market.source-wave.com/services/5015-the-holy-grail-of-permanent-pbn-homepage-links-relevant-600words-free-15-off $18/link | TF 15+ | sticky homepage..??

PREMIUM & HIGH METRIC PURCHASED BACKLINKS (huff post/buzzfeed/high PA 2.0s:

  1. http://market.source-wave.com/services/12790-get-50-discount-huffingtonpost-guest-post-writing-and-publishing-dofollow LOTS of options here to get stuff posted in extremely high TF sites – expensive, but not really for what you’re getting.
  2. http://market.source-wave.com/services/7151-insane-tf-41-permanent-homepage-pbnlink-600words-limited-27-buyers-7-new – $38 / link TF 40
  3. http://market.source-wave.com/services/12729-rank-bolt-highest-quality-web-2-0-links-with-up-to-90-tf-cf-and-90-da-pa $25 links for $75


II. Essential Concepts About Links



  • Private blog / website – this is a site owned by someone who has discretion to add a link to their blog (usually a contextual link) and can apply to the following link types:
    • Outreach Links – usually in the form of Guest Posts, broken links, or resource pages
    • Blog comments – we leave a comment on someone elses blog
    • PBNs (Private Blog Network) = we own our own blogs and use them to link to our own ‘money’ sites (considered a Grey hat tactic since it’s clear link manipulation)
  • Directory
  • Company profile
  • Forum profile
  • Bookmark
  • Wiki
  • Software
  • News / Press Release
  • Web 2.0 blog builder (built on subdomain i.e. wix, weebly, Google Sites)

Controlled vs not-controlled links

  • Controlled – links without moderation that we have some or full control over
    • PBN, known profiles, non-moderated Blog & Forum comments, Guest Post farms, Niche edit farms
    • Controlled = usually cheaper and spammier
  • Not-controlled – links on places that have moderation by other people
    • Outreach, moderated Blog & Forum Comments, etc
    • Non controlled can mean requires better and strategic content
    • Non controlled CAN mean higher quality, and at the very least it usually means less risky (since they’re moderated)

Acquisition method

    • Manual – usually best and ‘safest’
    • Automated – software programs take input you give like target URL, anchor text, a short business description or comment, and an email, and are able to find select sites, register for profiles OR leave comments etc and post links automatically.
      • Software can work, but software often reuses the same anchor text and can build links on risky sites. The last thing you want is 100 of the same anchor text coming from low quality, high risk spammy sites!
    • Purchased – by purchasing links from link vendors, our work is easy however we have no idea if the vendor is doing good or dangerous tactics.

Relevance of link

  • comes from title elements of link, content of page of link, anchor text of link etc
  • contextual vs non

Dofollow vs Nofollow

Authority metrics

  • Trust Flow
  • Domain Authority

Custom anchor vs Non-custom anchor

Placement area

  • Contextual; adjacent to KWs; solitary; footer

IP Address

Spam Level / Risk Level


  • Cheap links: CAN mean high risk and or low effectiveness: if links are cheap then it usually means there’s a lot of them on the site
  • Expensive links CAN mean higher quality, however even if a link is high relevance on a powerful site, if it has no page authority and/or Trust Flow, it’s likely not very effective.

Site Type 

  • different types of sites have different technology and capabilities. A software program might be programmed to allow clickable naked URL (just type in web address and it becomes clickable) however it may not allow custom anchor text like a blog.

Algorithmic vs Engagement links

    • Algorithmic-centric links – means we just get links that satisfy relevance & authority by the algorithm – they don’t necessarily need traffic or to be on popular blog to be effective. Also, getting links like this are usually easier since there’s no traffic to scrutinize the link
  • Engagement-centric links – means links are coming from active websites with lots of real users. This means a link is likely powerful as well as will be read by many other people, therefore the content must be high quality and properly representative of the blog the link is on.

Campaign Type Variables (this may determine which links we use)

  • Budget
    • Usually cheaper links are riskier / not as effective. (renting links, purchasing links from marketplaces). The key is to find a good seller and spend a bit more for homepage sticky links if you can..
    • Outreach costs more
    • PBNs cost more
    • Purchased links are cheap, but may not be effective or may have potential to get penalty immediately or later
    • Site Owner type (risk tolerance)
  • Personal project – can take on more risk
  • Client Project – Client campaigns should have no risk links, which means ideally increasing budget to cover some more resource-heavy link tactics (outreach, better guest posts…etc)
  • Client project level
    • Enterprise level – the company will want the best links possible and will have a larger budget to support the link building. Outreach team is best as it is scalable.
    • Basic – a company may have small budget, in which we work with all the safest links we can (foundational) and then focus on cheaper yet relevant link such as blog comments. For bigger budgets do local relevant blog outreach, guest posts, local sponsorships, local authority links etc
  • Product type
    • Local (local business + location keywords) or
    • Non-local (brand or national level KWs)
  • Scope
    • Single location vs multiple;
    • 1x niche vs multiple
    • Interlinking in site is key. You can focus links on more competitive areas / niches and as long as the site interlinks well then that power is distributed.
    • NOTE: the only thing must be aware of is if sending same links to different pages, do the links count? OR is it like if we use one RD for one page, then it’s used up and can’t send to other location pages….?
  • New Site Campaign vs Existing Site or New Site With Expired Domain
    • New domain needs to become established and look natural. This means we should be conservative and not link keyword anchor to it too soon. We should grow authority and get the site ranking first before considering any controlled power links.
    • Existing client domain – existing domains if they have good anchor profiles we can send power links to them right away
    • Aged domain / expired domain as new site – if we buy an old domain for a new project, we want to build it, let it index and become established for 40 days or so, and then can build some links to it.


  • Google property linking has profound effect
  • Trust flow alone (even if from non-relevant site) will rank.
  • TF and authority is passed at page level – meaning one site could have 3x pages on it, and each page has a different TF (usually if a strong site silos correctly most pages will get TF from the strongest pages). So, you can get a link on a strong site, but if it’s on a low TF page, then the link won’t do much for you
    • Original PageRank algo etc
  • Domain Authority will help us rank. Getting links from high DA sites (esp if get links to many different pages on our site), will increase our DA
  • Always better to get links to all pages on site and then direct power with internal links
  • Get links from other sites with keyword in domain, as well as page title, will rank.
  • Trust Flow can grow from link volume, not just the passing of TF from one site to the next
  • Getting the perfect link is very hard to do, and usually you can rank just fine by getting ok links that may not have all the perfect combo of variables.
  • For faster linking, we utilize our link database for links we know we can get. We also can do controlled links as long as do them in safe / appropriate ways.
  • PBNs are expensive and require maintenance, however they can give us anything we want: relevance and/or power, plus we get contextual links which are the best.


  • We record link opportunities in our campaign workbooks, as well as our link database, usually categorized by function type, tactic or niche
  • Recording links in a link database makes it easy to re-use link opportunities for fast link building on future projects


  • There’s a lot more to indexing but can simplify here.
  • After you make a link on a page somewhere – such as making a new profile or directory listing – you may know about it but Google doesn’t yet know about the new page yet. So you either need to submit to Google crawler, or get traffic to the page, or build links to the page – Google indexes things if they are linked to by indexed sources.
  • Links are indexed when Google crawls them, however if there’s more than 50% duplicate content on the page, Google typically won’t index
  • Indexer companies can work, or we can put links into some special networks for more reliable indexing


  • Links are just pages linking to other pages. PageRank / power / trustflow – all of that stuff is both passed from one page to another, but also some power is lost from one page to another (important concept!)
  • Tiered linking simply means linking from one page, to another, to another, to influence relevance and authority metrics, with the ultimate goal of passing relevance and authority to a final destination which is your money site page

Page 1 (Tier 3) >>links>> Page 2 (Tier 2) >>links>> Page 3 (Tier 1) >>links>> Your Target Page

  • As one page links to the next that links to the next, logically each ‘Tier’ has less responsibility for having influence on the site/links before it. Meaning, if you have yoursite.com, and another site links to you (anothersite.com), it’s less likely that yoursite.com has any influence or association with the incoming links to anothersite.com, so any links coming into anothersite.com really must not be associated with our site. Therefore, we can build links tiers back, and it will have an effect on our ranking, yet will keep our site safer since it’s removed.
    • If something goes bad with our tiered links, we can also remove our Tier 1 links, thus cutting off any bad juju from other links.
  • Common practice is to have the highest quality links at tier 1, meaning there’s no spun content, and the sites are high authority at the least. Then we build riskier and higher volume Tier 2 links to the Tier 1 links, and build even more Tier 3 links to Tier 2.
  • Strategy example – you have a very relevant Tier 1 link to your Target Page with no page authority but coming from a high DA site > you can build a more powerful Tier 2 link to the Tier 1 link and pass power to it, which will in turn make your Tier 1 link a moderately powerful, highly relevant link.

CRITICAL WARNING ITEMS (avoid!): Penalties, Over Optimization, & Indexing Logistics

IP footprints

  • can get you penalized as it shows manipulation of link building:
  • Getting links from sites sharing same IP address as your site is a flag for link manipulation
  • Linking out to different sites with same IP is a flag of link manipulation

Spammy Behavior

  • Linking out to too many sites from our site (or any other site) is a flag

Blatant Link Selling

  • Sites that advertise link buying is a flag.
  • Conversely, advertising selling links on your site can get you penalized.

Over Optimizing Anchor Text

  • If you use anchor text in any mass linking items (like a Press Release) that’s bad
  • If your business name IS the keyword (i.e. Dallas Plumbers) then go easy on brand anchor – naked URL should get you far since it has keywords in it

Using Duplicate Content = Won’t Always Index

  • on profiles may not get them indexed
  • If you build links such as Citations that have links or Web 2.0 profiles and use a business description, your link may not index as Google doesn’t index duplicate content. The solution is to spin your business description with spintax so can make a over 50% unique content description for each link (will index better).

Getting Links On Pages With No Authority

  • You may get / pay for a guest post on a nice looking real site that has relevance, however if the guest post is created on a new page, and that page isn’t linked to by any other pages with authority on the site, that page won’t have any power and won’t help rank.


Establish Brand

  • Social Media
  • Branded Web 2.0s (SEO Wrapper…)
  • Citations
  • @id Page
  • Press Release

Relevance & Authority

  • Google Stack w/ Keyword Focus
  • For GMB
    • Citations
    • Custom MyMaps
    • Custom Citations
    • Batch GEO
    • KML stuff….
  • Embeds
  • Guest Posts
  • Niche Edits (aka Link Insertions)
  • Blog Comments
  • High TF links
  • PBNs…
  • Expired Web 2.0s
  • Tiered Links
  • Another press release a few months later

Essential Link Building Process (Considering All Link Types)

NOTE: The following assumes we’ve already done keyword research and content creation = we already have pages we can rank

PART 1 – TARGET PLANNING (done by Lead SEO / Analyst) 

  • Competition is evaluated and we note how many links / type of links needed
  • Link targets (our site pages) are added to Links Plan area. (we pick the best opportunities based on estimated ROI = KW volume or Rank Benifit – costs to rank due to competition)
  • Usually desired anchor text for links is also planned in the Link Plan to some extent (anchor text really just needs to follow best practice guidelines and be a wide variety)



after planning is done, simply go and build links around the plan

  • Find places to get links. Where we look depends on strategy & link type, however we can ALWAYS start by looking at competitor links and try and get the same ones.
    1. For outreach and moderated Blog comment links we use the Outreach Tab in the Project Management Workbook. Outreach requires a prospecting + site owner negotiation workflow, as well as a follow up process to check if the link is live, so there’s more documentation needed (thus requiring a separate workbook. Then live links from the Outreach tab are recorded into the Links Plan once live.
    2. For other links such as high DA web 2.0s, press releases, we typically know the links we’ll get, and usually can purchase these links from outsourcers, or do them ourselves in house
    3. For PBNs, there’s another system we use for PBN purchasing and build outs which takes place in a separate PBN workbook. Then live PBN links are recorded in the Links Plan.
  • Get the live link. Some links we have control over, others we don’t and might have to do more to get the link (wait for link approval such as blog comment, create a guest post article, pay for link and wait for payment to process before link goes live, etc)
  • Record all live link info in the Link Plan

NOTE: We may also do tiered link building where we build links to our links, depending on how the campaign is going and SERP movement.



  • Then we monitor and adjust campaign according to results and existing links/anchor ratios

IV. Link Building System Summaries

  • Link Planning & Tracking
  • Competitor Link Stealing

Process: Link Planning & Tracking. – delete this ***

OTS VIDEO: Link Planning & Tracking


  • If we know what keywords we want to rank for, and what pages we want to rank, then we can plan the anchor text needed for our pages as well as types of links we want to send.
  • This workflow illustrates how we plan links, both for Outreach links (White Hat) and controlled links (Black Hat)
  • BH links require more intricate planning than outreach links because we may work with some more intricate configurations to make sure we do it safe, such as:
    • link tiers (build backlinks to our backlinks…)
    • 301 redirects,
    • subdomains,
    • canonicalization,
    • link automation
    • as well as use outsourcers, which we must also document/track.
  • All the methods listed above can be automated through our link team and outsourcers. This means what’s important is how we plan and account for the links, and then we can simply delegate them to be built.


  • First we assume Keyword siloing & content planning is completed, and we know what pages we want to rank. This means we have content that matches up to keyword silos, and we also know how many links we need per each content piece to rank.
  • LSEO plans Targets in the Campaign Links Plan area by adding the Target URLs to the plan along with anchor text suggestions and ideal number of links needed
  • Tracking links is simple – as links are live we change status and just record everything.


Link System: Competitor Link Stealing

OTS VIDEO: *********


  • This workflow is mostly about research and documentation of good links competitors have that we can also get.
  • No matter the cost of the links, we always want to document links we can get
  • Usually it’s easy to get many of the same links as competitors, it just takes effort and possibly money. Many of the strongest links possible can come from sponsorships, donations and paid memberships (such as to Chamber of Commerce or community non-profit organizations) – we simply need to observe & record opportunities, then we can decide later which links we actually can afford to get.
  • One of the main secrets to competitor link stealing, is to divide the research to 2 parts:
    • High TF link discovery
    • High relevance discovery
    • >>> if we get some high TF links – no matter the relevance of them, and then get many high relevant links, that usually is a winning combo.
  • High TF link stealing can be done by just looking at top TF links of any ranking site for any keyword – just look up competitive keywords like ‘attorney (city)’ or ‘best yoga mat’
  • Relevance stealing can be done by using search operators for both niche & location (for local)
  • Usually by researching our direct market competitor, we’ll find good market relevant links (niche / location) however to find the best high TF links, we should research high ranking sites in any competitive niche.
  • The process is very easy, we simply need majestic, ahrefs, and our links database.



(What happens, who does it, what sheets and tools are used)

  • Start by searching links to our direct competitor
    • Use majestic to find all high TF and high relevant links that are NOT PBNs (because we can’t get on their PBNs – they’re their private blogs.)
    • Document all links in links database
    • Remember, we may have to contact site owners and do negotiating to get links, but that’s ok. If it looks like a link on a real site, that means we can contact the site owner and bribe them and maybe get a link… so most links are possible as long as they’re not PBNs, so document them
    • Remove duplicates in the links database (so we’re not recording same opps twice)
  • Search for high TF links
    • Just look up competitive terms and start documenting places to get high TF links
  • Search for market relevant
    • Can search for niche specific nation wide
    • Search for city specific industry wide

Link System: Social Media & Web 2.0s 


  • Social media profiles and web 2.0s are all considered very well known ‘High Authority’ sites since they are so big, have millions of pages, and are popular.
  • Getting a link from Social Media sites (Facebook, Twitter, LinkedIn, Pinterest, YouTube etc etc) identifies directly with your Brand and is considered by Google in your entity.
  • Web 2.0s can be included in your branding, however can also be used just to help increase the authority of your site – the more high DA links you get across your site’s pages helps to increase your DA.
  • Also known as ‘pillowing’ links because they pillow your site with anchor and authority.


  • Very simply you get an email you want to use for them and register profiles and add links, business description and profile image.


  • Put your brand name in the URL, and use naked anchor text to your site. This naturally looks like profiles belong to your company.
  • For web 2.0s, you can make exact keyword in the URL, and can do some custom anchor text to your site. These can rank for your keyword and help blanket Google SERP.
  • Use variations / spun business descriptions so can get better indexing.


Link System: Local Directory & Citations 


  • Directories are the main place we do Citations and can get some location relevant links
  • We can get links in Location relevant (City or State directories) or can also find niche relevant directories


  • Find directories with search operators.
    • (city or niche) “directory”
    • (city or niche) “add business”
  • When you find a directory note if it’s paid and the cost and if it has high DA/TF (we don’t want directories


  • Add link, but make sure description is unique every time or your link / citation may not be indexed by Google. To make this easier you can do spun business descriptions and just spin description each time before adding the link.

Link System: IFTTT Syndication Networks ***


  • IFTTT is a way to strengthen brand


  • Create Personas for the other networks?



Link System: Blog Commenting


  • Blog comments are a great way to get relevance links
  • It doesn’t matter if comments are dofollow or nofollow – getting a link from a relevant blog always helps.


  • Use search operators to find opportunities and add them to the outreach workbook.
  • You’ll then prep a persona, as well as a proxy ideally (many blogs use Akismet so if you get flagged for any reason for your IP address other blogs will also flag you)
  • Go through and leave comments, and mark the blogs as ‘waiting for review’
  • Then go through later and see if links are live on the pages and record live links
  • NOTE: we want to record all opportunities we find and note if they’re good or not; we don’t want to have to look up again and test the same sites twice just to find out they don’t give us links, so we record everything we test.


  1. Do 2 or 4 at a time. Don’t overdo it. Can get away with more when on page 1
  2. Usually find better opportunities past page 1 results
  3. use simple search strings – so say miami SEO – you want “miami” or “seo” or “search engine optimization” or “florida” in the domain or URL…. can be miami anything
    1. other search strings: miami newspaper and “leave a reply” ; seo secrets and “leave a reply”
  4. Google: miami and “leave a reply” (or any other term you’re interested in finding in the url etc..
  5. See if in the results you can leave a comment.
  7. Leave a comment. He puts his name or whatever in the name field. Just research

Link System: Forum Commenting


  1. Do 2 or 4 at a time. Don’t overdo it. Can get away with more when on page 1
  2. Search strings:
    1. list of seo forums
    2. seo directory and “submit site”
    3. seo tips and “create an article”
  3. Look for a signature link
  4. The more posts you do in a forum, the more powerful your profile gets, and that can power up your profile link (Moz.com for example)
  5. When you find lists of forums or directories, the best are the ones with Reverse Sink Or Swim domains/urls, then the next best are ones with highest DA (which if above 80 you can send spam links to)

Link System: Google Property Linking


  • Google property linking is a major part of linking (or should be). Getting links from Google… well, Google loves itself and gives itself the highest authority.
  • There are configurations we do by making Google sites, and Google docs and other google properties, add relevant content to them and interlink everything together.


  • You get a gmail to build Google docs and properties in Google drive, and a Google site
  • You build the properties, interlink them together, and set them to Public.
  • Can be done by 1 person in 5-8 hrs manually. There’s some software that does it as well (but not as thoroughly as manual ‘stacking’)


  • View Google Stack Training
  • Purchase Google Stack
  • Google Stack In-House Checklist

Link System: Press Releases


  • Press releases are a way to get bulk links and some fast authority on your site. They also help establish your brand.
  • Most press releases are nofollow, however you should be careful – if they allow anchor text then you typically don’t want to send anchor to your site as the press release may get hundreds of links pointing to your site; it’s best to do naked URL and / or Brand name ONLY if your brand name is unique and not a keyword (like Dallas Plumber).


  • Depending on PR provider, you typically don’t need to do much. Most PR companies will write a release for you and distribute it – you simply have to provide them business info, link targets and anchor, and pay them.
  • Press releases

Link System: High TF Comments


  • Doing just a couple high TF comments / easy links can boost our Trust Flow, even if it’s not from a market relevant site – Trust Flow on it’s own can help rank.
  • We want to do comments with proxies and persona emails so can avoid Akismet flagging us


  • Prep persona and get VPN or Proxies activated
  • Reference the links in link database that are ‘easy high TF’
  • Go through and add links according to anchor text recommended in link plan – most of these links are controlled so you can craft the link as you want
  • Record the live link data


  • There’s many links out there that can give us very high trust flow from a comment or quick link, however there’s not THAT many – we want to make sure we don’t use all the exact same links on all our sites so we can avoid a footprint (footprints are bad)
  • You may have to use proxies etc to avoid Akismet

Link System: Outreach Link Building ***


  • Some of the best links are non-controlled, moderated links on powerful, relevant blogs.
  • Think about it – if there’s a very good blog with millions of users/month, getting a link on it would be very powerful (if on a page that gets authority from other pages).
  • However, links are moderated, so it requires higher quality content
  • There are MANY different tactics for outreach link building, and many tactics also rely on special content creation, formatting and function.


Link System: PBNs


  • PBNs or ‘Private Blog Network’ sites can be any site that you own privately and use to link to other sites you desire. This is powerful as it gives you control over context of the link, power metrics, and can do dofollow custom anchor text.
  • PBNs are usually categorized as private custom domains, however web 2.0 blogs can also be used as a ‘PBN’ site.
  • PBNs typically utilize buying aged auction domains or expired domains that have power, and then repurposing the sites to fit your needs for topical relevance.
    • In other words, you’re buying time by buying old websites that have a bunch of backlinks already, and then use their power to help rank your own site.
  • Since PBNs are controlled links, they are against terms of service, and can cause penalties if done incorrectly. However, used properly can be the most powerful links.
  • PBNs are complicated and expensive, and should only be used if absolutely necessary and ideally require a manager to help set them up and maintain them (PBNs ideally should have some regular content added etc)
  • PBNs can also be done on web 2.0s like Amazon S3 buckets or web 2.0 blogs that have a lot of domain authority – you can even send PBN links to THOSE and power them up easily, and then link out from those to your money site (see ‘Buffer’ sites system)


PROCESS IN A NUTSHELL (referencing the main type: expired / auction domain PBNs)

  • Domain acquisition – you must use auction tools or resellers of powerful domains
  • Registration & ownership transfer – after you buy a domain, you have to sometimes have to go through a process to have it transferred and then update the info on it
  • Hosting – PBN hosting is involved and different than hosting your money sites as your goal is to have different PBNs on different IP addresses so as not to show any footprints.
  • Setup – setting up PBNs also must be done in a way to avoid footprints, and must also be done in ways to get the most power from the links on them.
  • Quality confirmation – After setup, you must confirm that the site is not penalized, indexed, and will provide positive results through some tests.
  • Linking out – once a site is confirmed quality, you get an article made and add it to the site with a link out to your target site.



  • PBNs are one of the most powerful links you can do as they have control over relevance, power, as well as contextual, dofollow, custom anchor linking.
  • However, PBNs done the wrong way can get your sites penalized, so they must be done with expert care.


Link System Strategy: Expired Web 2.0s ***


  • Expired web 2.0s are an easy and CHEAP way to get powerful and relevant links
  • You can get old wordpress, blogger, Tumblr, and other sites to power you up.



Link System / Strategy: PBN ‘Buffer’ Sites


  • PBN ‘Buffer’ sites are either private sites or web 2.0 blogs that are built out on highly relevant keyword domains, and then powered up and then link to our money site.
  • These domains may not have initial power but may not have a lot of power initially

WORKFLOW – Custom Domain / Private Domain

  • Get a relevant aged domain (keywords in domain + some Trust Flow), or buy a new domain with keywords in it. Get something that sounds like a company brand – like johnhvac.com.
  • Build out site with premium theme, and just blog articles.
    • Don’t make service pages, don’t have tracking phone number. Do have contact page.
    • Make so blog posts are the prominent thing on homepage, but also has some sections so looks like real site.
    • Use premium theme that has sample site like Astra, Betheme, or Divi
  • Power up the site with as good of links as you can.

WORKFLOW – Custom Domain / Private Domain

  • Can also do this with Web 2.0 or Expired Web 2.0

Link System: Mass Links With Software


  • Link building with software can either get you into a lot of trouble OR have a profound effect on ranking – it’s really how you use the software.
  • SEO is still in many ways a volume game – the more links and mentions your brand entities get the better you rank (PageRank is still a major part of the algo). So since software can work much more efficiently than manual labor, if used correctly it is still a major part of SEO campaigns.
  • Example software programs:
    • GSA – used to be the main way to build links. Has capability to auto-post links to millions of web properties and blogs. Can get you in a TON of trouble as it is now targeted by Google spam team.
    • Xrumer
    • Money robot – specialises in making 2.0 properties. Considered safe for tier 2 linking.


III. Link Building Strategy & Roadmap Examples

No matter the site, the strategy remains about the same for any site:

  • Establish brand & entity > build relevance > build power

Keep in mind that keywords in a link’s URL will help with relevance

UNIVERSAL STRATEGY – How to rank nearly any site

  • Establish brand and authority
    • Social Media Profiles (
    • IFTTT (usually 20-30 properties. Do Brand name in URL w/ naked anchor)
    • Press Release
    • GMB verification also helps (even if have an Affiliate site!)
    • Google Stack
    • Web 2.0s – can put keyword in account name
    • Tier 2 power up links send to G stack and couple IFTTT
    • @ id page – links to everything
    • Restack – goes through all the created stuff and interlinks
  • (if Local campaign) Build local relevance / citations
    • Citations
    • TCALM
    • Embeds
    • Microsites / Location mock review sites etc
    • Blog posts about the city and things in the city that link back to your target pages
  • Build trust flow & Relevance
    • High TF comments / links (can be spammy so be careful)
    • PBNs (Expired domains / Auction domains)
    • Expired web 2.0s
    • Guest Posts on really good blogs
    • Niche Edits
  • Continue getting niche & location relevant links (hopefully have high TF too)
    • Blog comments
    • Niche / location relevant directories
    • Guest posts
    • Niche edits
    • Buffer sites
    • PBNs



Lead Gen

  • can be aggressive with high TF comments, PBNs etc


  • we should put some more work as affiliate authority sites are for long term and we want them clean as possible, however we can / should use PBNs or good rented links
  • can be aggressive with rented links, PBNs, high TF comments, 301 redirects, buffer sites


  • Tactics & strategy depends on the client – whether they are basic or enterprise, and their budget. Ideally we use always the best most expensive tactics such as outreach guest posting to rank a client, however their budget may not merit it..
  • For a basic client with low budget – someone who doesn’t know much about SEO, is looking for some results etc, we can do a lot with Guest


Example Scenarios


Example 1 – High TF no relevance vs High Relevance no TF

  • Scenario (considering on-page is same for each):
    • Site 1: has 2 high TF links, from safe, non-relevant sources, giving it non relevant TF of 15
    • Site 2: has 2 links from highly relevant, low authority sites (DA – 0, TF – 0)
  • Estimated result:Site 1 should outrank Site 2

Example 2 – High TF no relevance vs High Relevance mid TF

    • Scenario (considering on-page is same for each):
  • Site 1:has 2 high TF links, from safe, non-relevant sources, giving it non relevant TF of 15
    • Site 2: has 2 links from highly relevant, mid authority sites giving it TF of 5
  • Estimated result: Site 2 may outrank site 1


Scenario – New Client site has over optimized anchor text

  • Description: A Client site has had bad link building, and the anchor text is mainly keyword heavy, with no naked URL, no generic, and the links look shady. However, we do a penalty check and the client’s site is indexed and still ranking on page 3 for main keyword.
  • Solution: You could build some web 2.0s with naked URL anchor to balance out the ratio of anchor.

Scenario – New Client site has no links and very low budget

  • Description: A Client site is established but with no links and has budget of $500/month.
  • Solution: You could build some web 2.0s with naked URL anchor to balance out the ratio of anchor.

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