Topical SEO: 7 Advanced Concepts of Link Relevance & Google Rankings

Google’s algorithm makes extensive use of a site’s links in order to determine popularity, authority and relevance. Links that include relevant, descriptive anchor text, for example, tend to be more valuable. That said, beware of over-optimizing your anchor text, which Google may interpret as an attempt at manipulation. Likewise, if a page is linked to by several expert pages — “hub” pages that link to many “authority” pages — it will likely score higher. Google also considers prominent and topical links to be more important than links from things like terms of service and banner ads.

Key Takeaways:

“To rank in Google, it’s not simply the number of votes you receive from popular pages, but the relevance and authority of those links as well.”

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