The importance of reference aspects in link building

Before you proceed to the construction of a reference bridgehead, you need to clear out the parameters that affect the links weight. Unfortunately, some of the principles of search algorithms are still not known (and supposedly will never be revealed). However, over many years of practice, patterns studying and manual testing SEO-experts have managed to dig out plenty of facts on how SERP behaves. Mentioned below is a quick list on the most vital parameters that form link weight, kindly gathered by one of the most famous digital marketing manchester teams – HTP Digital, assisting businesses with staying relevant since 2001.


In this case we mean general popularity of the resource: the more popular and reputable it is, the more it links will weigh. For example, Wikipedia is referred to by thousands of different sites, which proves its popularity and importance. To win the trust of search engines, you will need the support of other sites. And the more popular of these sites are, the more search engines will like you.

Local/topical popularity

Local popularity implies inbound links from sites of similar or related topics. Such links are more valuable than links from other irrelevant pages. For example, if your website sells dog kennels, a reference from a popular local kennel community page will be significantly more beneficial than a backlink from a web design online hub.


Search engines pay special attention to anchored links: thus, if a page of your site gathers hundreds or thousands of HQ backlinks with the same anchor text, it is highly likely that SERP will make a choice in your favor and rank your resource higher. A quick experiment: jump on google and search ‘about us’. It is hardly likely that some resource will deliberately promote this keyword. Thus, you will see the domain reference weight in action – those ones would be ranked higher that have more references.


The share of spam sites (especially with doorways, and other types taken into account) is quite significant. According to some estimates, spam pages make up about 60% of all web pages. To weed out the irrelevant content, search engines evaluate website trustworthiness, which also depends on the reference backup. The presence of backlinks to trust domains can significantly affect the credibility of search engines to your site. Sites universities, government services, non-profit organizations tend to have a high TrustRank.

Reference network

Spammer sites often refer to each other. If the search engines discover a large number of spam links, you risk to collide with devastating sanctions. Search engines scan the reference environment – thus, you’ll have to keep your eyes wide open when you publish this or that link. Even though the consequences are quite recoverable in case with a link or two, a bunch of spammy links may lead to a knockout.


Over time backlinks tend to lose their weight. Once popular sites may suspend their activities, leaving them less likely to be referred to. Thus, for the construction of high-quality reference base it is not enough just to get a few incoming links from trust sites. You’ll have to constantly keep earning links to enhance your domain authority. You’ll either need to set up campaigns manually or delegate the mission to seasoned experts. As an option, you may want to get in touch with a reputed digital marketing agency Manchester – HTP Digital, a company with years of experience in promoting innovative technologies and business elite players.