Hi Iwan,

Most sites I audit have a backlink profile that looks impressive in volume and does almost nothing for rankings. The problem isn't the number of links. It's relevance.

Here's how to fix your link building approach:

1. Match link sources to your actual topic, not your industry

Google evaluates topical relevance at the page level, not just the domain level.

  • Target sites and articles that cover your exact subtopic, not just your broad industry.

  • A relevant link from a smaller site often outperforms an irrelevant link from a bigger one.

  • Check the linking page's content, not just the domain's overall authority.

2. Prioritize contextual links over directory or profile links

A link buried in a resource list carries far less weight than one placed inside relevant content.

  • Aim for links embedded within a paragraph of related content, with natural anchor text around them.

  • Deprioritize sitewide footer links, badge links, and generic directory listings.

  • Ask yourself if a real reader would actually click the link in context. If not, Google discounts it too.

3. Build links to pages that need authority, not just your homepage

Sending every link to your homepage wastes the ranking power those links could pass to money pages.

  • Identify the specific pages that need a rankings push: commercial pages, cornerstone content, or pages just outside page 1.

  • Pitch content and outreach angles that naturally point to those specific pages.

  • Track which pages are receiving links using Ahrefs Site Explorer, filtered by target URL.

4. Diversify anchor text naturally

A backlink profile with the same exact-match anchor across dozens of links looks manipulated to Google's algorithms.

  • Mix branded anchors, naked URLs, and partial-match phrases across your link profile.

  • Let anchor text vary based on how the linking author would naturally reference your page.

  • Avoid requesting specific anchor text in outreach pitches. Let the linking site choose their own phrasing where possible.

Ten relevant, contextual links will move your rankings further than a hundred generic ones. Stop chasing volume and start chasing relevance.

Click here to get a free backlink audit of your site.

To your continued success,

Matt Diggity