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The different types of links that can help Your SEO strategy

5 minutes of reading
The different types of links that can help Your SEO strategy
Category SEO

One of the most important aspects of an effective link building strategy is to understand the different types of links that you can build and how each can impact your search engine optimization (SEO) goals. Links are one of the top factors that search engines use to rank websites, so it’s important to learn about each type of link and how you can use them in your overall plan to get higher rankings and increase traffic through search engines. Here are some of the most common link types to help you create your strategy more effectively.


In terms of marketing, a link is a piece of text that can lead to another page on your website or even an external website. In order for search engines to properly determine which pages are important to your content, they need to know what links lead to them.

What does a link consist of?

To understand what kinds of links you should be pursuing, it’s important to know exactly what a link consists of. A link is made up of two parts: anchor text and target URL. The first part is simply a web address. When you click on a link, your browser takes you to whatever page that web address corresponds to. If there isn’t any information at that address, then your browser won’t take you anywhere—it will just show an error message.

  1. The anchor text is simply your keyword or phrase that describes your content (or another page on your site).
  2. The target URL is where people will end up when they click on your anchor text. You can use any combination of keywords and phrases in your anchor text, but generally speaking, you want to use natural language that makes sense for users and search engines alike

In some cases, there may also be other factors (like HTML attributes) that contribute to how search engines index and rank a page.

Types of linking strategies: internal and external linking

It is important to understand that there are two different types of links: internal and external. Internal links connect different pages within your website, while external links refer to other websites outside your own. Both are important when you want to establish a well-balanced link structure (which can affect how search engines see your site), so it’s a good idea to use both in conjunction with one another.

Why is linking important?

Linking is one of the most powerful ways to boost your rankings. If a site is linking to you and directing visitors to your content, that’s a very positive signal for search engines. Another reason linking is important is because it tells Google and other search engines what type of content you are offering up to readers. This can help you rank in those specific searches since Google wants to provide its users with what they want in their search results pages.


An attribute that proves the value and quality of a page, which is intended to suggest to crawlers that a given site is interesting and should be visited frequently during the indexing process.


This designation suggests Google robots not to follow the link. However, these are not worthless links, because experience shows that they can have a positive impact on the position of the website. They allow you to maintain the balance and naturalness of the entire link building.

Natural (UGC)

Links posted disinterestedly by users who found our content interesting and recommendable. Links of this type improve the website’s position in search results, increase website traffic and positively influence the brand image.


Links that are usually of low quality and not thematically related to the linked page. The so-called link farms. They are detected by network robots and ultimately result in a penalty.


In this case, we are talking about a link that takes the recipient to the target page after clicking on a graphic file, e.g. in a logo.


Link placed under the content visible to the user, the so-called anchor text. It is usually distinguished by a different color. They are of several types:

  • branded,
  • exact match,
  • partial match,
  • zero match.
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Link juice is a concept used in search engine optimization (SEO) that describes how all links on a web page have an effect on search engine rankings. It’s commonly known as PageRank, which is Google’s algorithm for ranking websites and discussing where it should place a particular site.

Simply put, link juice flows from one website to another and can increase or decrease depending on what type of link connects them. The more sites linking back to your own site, the more powerful your own website becomes. And while we don’t recommend spamming other sites with links just for their traffic (or trying to trick Google into thinking you’re more popular than you are), there are some ways to use link juice strategically so that you improve your online presence overall.

To sum up

There are many different types of links that can help with your overall search engine optimization (SEO) strategy. Each type provides you with a specific result, and choosing which one is best for your website will depend on your company’s focus and goals. In order to get that sweet, sweet search engine visibility, you need to know how to make your website findable. One key element in making your website accessible is by creating strong links from external websites.

Aleksandra Pietrzak
Curator at the National Museum in Poznań, graduate of Art History at the Jagiellonian University and Contemporary Art at the Pedagogical University of Krakow, curator of exhibitions and author of scientific and popular texts. A lover of contemporary art, literature and travel.
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