Link quality is an important factor in the success of any SEO or ORM campaign

In our estimation, most websites have low trust and shouldn't be used to promote online content

When it comes to building a website that ranks high in a search engine’s listings, simply having quality content isn’t enough. Google and other search engines judge sites on a variety of independent and interrelated factors, assigning a value that becomes a site’s “trust factor”.

Having a low trust factor means you’re unlikely to see your site on the first page of search listings, even if you type your own name into the search box.

Link building is the strategic process of getting other websites to provide a link to your site. Aside from getting more clicks onto your page, links perform an important function in improving your trust factor.

The mechanics of how this works differ in structure, but there are some key factors to be aware of when it comes to effective link building:

1. Links should be from relevant, quality sites. A link from a site that a search engine already deems as trustworthy is going to carry much more weight than a link from an untrustworthy site. Similarly, a link from a site that is relevant to you (say, ESPN linking to a sporting goods store) is going to be significantly more beneficial than a link from an unrelated site (a link from a restaurant’s site to a sporting goods store).

2. Anchor text matters. This refers to the specific words another site uses with their link to you. A link to your site that’s based on relevant keywords will do you more good in the search listings than a link that’s just your company’s name.

3. Have good content. Okay, we know we said content isn’t everything, but it does count for rather a lot. Having a page with quality content not only makes it easier to get those authoritative links, it makes search engines trust you more. Content should be original, well-written, filmed, or animated, and sufficiently long (a couple sentences on a page aren’t going to cut it).

Avoiding Low-Trust Backlinks

As much as you have to gain from high trust backlinks, you have a lot to lose from low trust backlinks.

First, detect crappy links

At Reputation X, we use dedicated tools to scan all of the inbound links a site has in order to detect links that may be negatively affecting our clients’ websites. These tools may include, Ahrefs, SEMRush, Moz and more.

link disavowal tool

Then we sort the list by Trust Flow

A Trust Flow of zero means it may be a very untrustworthy site. Once we’ve independently verified a site with low trust, we use Google’s Disavow tool, which allows us to tell Google that we don’t want certain external links to count in a site’s ranking.

Try for zero web spam

We don't just do this retroactively. When engaged in a link building campaign for a client, we check each site that we think may be a good match for link placement, running it through our quality tools to see if it should be trusted or if it’s considered "spammy.” This way we know the link building programs we perform are clean from the beginning.