It is always the case that clients come to us with a bunch of questions, whether it is based on false information they have been fed from agencies prior to approaching us, or perhaps they are new to the whole link building scene and their site is at a state to start really benefiting from the effects of a successful link building campaign.

At Bettor Media, we are used to answering the same questions over and over, which led us to create this quick and easy guide that shows you the most common questions we get asked from both other agencies and webmasters about link building in general and how to conduct an effective campaign that is tailored to their site and will deliver them results in the form of a more authoritative website and better Search engine rankings.


Popular Link Building Questions


What benefits will link building have on my website?

By far the most common question we get asked from clients is what benefit link building will actually have on their website. Of course, this is expected, if clients are ready to start spending money on link opportunities, then they want to know where their money is being spent and what effect it will have on their site.

There are numerous benefits to link building, here are some of the most important benefits to consider:

  • Backlinks give your website trust as credibility.
  • Google uses backlinks as one of its main ranking factors.
  • Backlinks have the power to increase website traffic.
  • Backlinks help your site stand out and you can get recommendations and referrals from some of the best websites on the internet.
  • Increases your website’s visibility.

Different link builders may conduct their research and campaigns differently. Link building is a topic that has many people in disagreement, as some say it works, others try and say it does not, some have ways they want to go about building links, others prefer different ways. One thing we can all agree on though is no one truly knows the full effect a link will have. Only Google is able to know and understand what effect a link, or multiple links will have on a website as their algorithm calculates where your website belongs in the SERPs.

However, as an agency, that has a lot of experience in building links for our own affiliate sites, which we have seen reach Top 3 positions on Google for terms such as “Betting Sites” and “Free Bets” in the past and client websites. Using the experience, we have and research we have conducted, we continue to offer help and produce campaigns that are seeing site growth for our clients.


What backlinks are going to work and which one’s wont?

It needs to be said that not all links are good. There are good links and back links out there and it is important that you know the difference between the 2 so that when you come to creating your campaigns, you can identify good links. You can also read more about the different link building services here.

Below, we have listed the factors of good links and bad links:

Good Links

Good backlinks can be defined as links that offer relevancy, trust, engagement and authority. The whole point of Google’s rankings is to provide people with the most useful sources of information based on their search terms. In order to do that, they need to consider the 3 aspects listed.

Relevancy – The best backlinks that are going to be most effective for your site are going to be the ones that are most relevant. This relevancy will be provided to google as evidence that your website, or a particular webpage on your site is a good source of information based on a topic or keyword. In order to have a relevant link, you want to have a link on a website that is relevant to your niche or the topic you are discussing. If you are getting guest post links, then it is also important to have an article topic relevant to your website and also relevant anchor text. So, if you are ranking for terms like online casinos, you want that to be one of your most common anchor texts for that page.

Trust – Powerful backlinks come from sites that have authority and trust themselves. Google is obviously going to trust higher authority sites, with good traffic, as apposed to a site with no domain rating and no traffic. Look to target powerful sites with good metrics. Also look at growing sites, Google favours sites that are growing in traffic and authority, so consider this. That is also where engagement comes into it, sites with high traffic means more engagement.

Make sure you are also varying the sites you are getting links off. Do not just think that getting 1000 links off one domain will work, maybe try 1000 different domains, that will work better.

Bad Links

Bad backlinks are links that either have no real effect or a negative effect. It is possible for a backlink to have a negative effect on yours. This will be the case if you decide to get links on sites that are full of spam. Google will recognize what a spammy site is and therefore may punish your site for being on there.

A bad link is one that does not follow Google’s guidelines. One thing to remember is that Google does not like link building that is paid for and not marked as sponsored. This can make it harder for Google to be able to recognize a genuine referral to one that is paid for and not honest.

A bad backlink can also result in Google handing your website a penalty. In order to avoid this, make sure you are building good links, using the methods previously mentioned.

Good links are definitely going to be worth building, they are going to have a positive effect on your website and it is something you are going to have to do, especially in a competitive industry because all of your competitors are doing it.

What pages should I build links to?

Backlinks should be spread out across your site. Do not think it is acceptable to just constantly build backlinks to your homepage and expect it not to look suspicious and also think that all your pages are going to magically rank, this is not the case.

Your homepage is going to be the page that you build most of your links to, in most cases. The reason for this is because that is your brand, it is going to help your site boost its authority the most out of any page on your website and also when building links to the homepage, some link juice will be passed through to your other pages to help boost them. Authority will be passed through the site.

As well as mainly targeting your homepage, you will spend the rest of the campaign targeting other main money pages that are high in traffic or gaining traffic, then maybe some other, smaller pages that are either less important or you want to try and get more traffic on.

Sites that are growing in traffic, will need links being pointed to them to help them grow even further at a faster rate. It will also look natural to Google to see a page that is growing, to start having referrals.

This is also where agency advice can come into play and be useful. Because your question now may be how many links should I build to my homepage and how many links to my main money pages? Well this all depends on your current site size, your budget and how many links your competitors are buying. Get in contact today and we can provide you with this information for FREE!

How hard is it to build links to a new site?

Building links to a new site can either be extremely easy, or slightly more difficult depending on the size of the site and how new it is. If you have a brand-new website, then the first thing you are going to need on there is content. Once you have content on your pages, you are then able to start building links to your site.

When you have a new website, you can build links on sites that tell the audience “Hey! Check out this brand-new website offering useful products/ services and loads of free information”. That can be a good start. As well as that you can generally just start building links around topics that your site is about. So, if it is a casino site, start getting referrals to other casino sites.

It is important to look at other niches too, do not just think that you will need to build links specifically in your niche if you are in a competitive industry. You can find other niches and make your link relevant. For example, going back to our casino, you can build links to sites within the following niches: Gaming, news, tech, and more.

One thing you need to be careful of is building too many links too soon on a new website because this is not going to look natural. If you have a new site, strategically plan your links going out. Start with only a small amount of links and then build on this as the site grows. So even if you start with building 3-5 links a month, getting 1 new link a week, this is a good start, then as the site continues to grow, you might then go from 3-5 links, to 7-10 links, then maybe even more depending on what industry you are in.

As well as getting paid links, you can also look at getting genuine referrals which can be free. Look for similar people within your niche that have an audience which could benefit from your website. Offer something of value to a site in return for a referral.

How many links do I need to build to certain pages?

There is no definitive number of links that you need to a certain page, it is down to what industry you are in and how competitive that industry is. If you are in an extremely niche industry, targeting very niche keywords, it may be the case that you do not need to build any links as all.

One thing we always recommend to clients is to look at your link deficit, if you have one. By this, we mean take a look at the top-ranking sites and top competitors you have and see how many links they have built to certain pages in comparison to yours.

Lets say you are trying to rank for best gaming products, you want to get to number 1 in the SERPs, so what you need to do is gather data together from the top ranking sites and see how many links they have pointing to those pages. If it is the case that they have 100 links to that particular page and yours only has 5, you are not going to then go and build 95 links overnight! That is spammy and will get you penalized. You will need to strategically do it, start of slow and keep the numbers low, then gradually increase it as your rankings increase.

One thing to remember is these top competitors are also going to continue to built links to their pages, so for a long time you will be playing catch up but as long as your rankings are improving and you are getting more relevant and unique links than them, you will get there. This is also given that you have immaculate on-page SEO.



This is a summary of some of the most common questions that we get asked, you will be surprised how many times we get asked these questions not only be people new to link building, but also industry leaders! Using our knowledge and experience, we work hard to put our methods into practice and help to grow client’s sites in the successful manner that we do.

If you are looking for SEO help and want to grow your site further, then contact us today and book a free consultation with us! Also make sure to check out our other blog posts.

Link building continues to play an integral part in SEO across all industries and you should implement it into your strategy if you haven’t already. At Bettor Media, we have found clear evidence to support the fact that link building improves SERP rankings and also the website authority.

One-way link building is one of the simplest but sometimes the most difficult type of link building technique. The reason for this is because link juice is only passed one way. You are essentially getting a link on a website, without them getting a link on yours. This is an effective method that can be done in many ways and we are going to show you how.

You can actually read our full guide on how to build backlinks, to further understand the power of backlinks and the different methods you can undergo to obtain back links and give your website a strong backlink profile.

We feel it is necessary to use different techniques and tactics when building links, the more strategies you implement, the better. If your competitors are building links in different ways, then you should be to.

One Way Link Building Strategies

Guest Posts

Guests Posts are a highly popular form of outreach, the impact can be highly significant. What this form of link building entails is submitting an article to go on a website which will be informative to their audience. Within that article, there will be a referral link that will recommend visitors to your site for more information.

For example, let’s say you had an online casino, you may look for casino blog sites or other informative sites about the same niche which have strong site metrics to get back links on. Then from here, you will write an informative piece of content for their visitors and include a link within the article which will allow readers to be directed to your online casino to view more about a specific piece of information. If it is an article about online slots, you may then decide to include a referral link to your online slots page.

Guest posts are also great because they can be the longest serving link that you have on a particular site. Some site owners will keep the links live permanently, for however long that site exists on a search engine, whilst some may only do it for a year or 2. However this is still better than other forms of link building, for example website banners, which can be on for a matter of months.

Guest Posts are at the pinnacle of the link building services that we offer, we have a hunger number of sites that are willing to let you advertise on their site and put links back to your website on their pages. We can send you over a free list of high-quality lists, just let us know! We can also help you choose anchor text and referral URLs.

Press Release

This form of link building seems to be increasing in popularity, it is a great way to attract new visitors to your site. A method called targeted distribution is used to ensure that your piece of marketing is put in front of the relevant audience to attract the right customers to your site. Press Releases are catching people’s eyes as a way to build quality backlinks because it is less common than guest posting, it is a method that people are using in hope that their competitors are not really doing it.

It is important that your press release is well written and shared across popular outlets to see the most benefit. Your backlink profile can increase significantly using press releases and the increase in traffic will allow search engines to see that you have information that is useful and relevant to more people, so will improve your rankings.

Link Insertions

A link insertion can be one of the fastest and simplest forms of obtaining a back link. Link inserts, as they are also referred to as, is simply adding a link to your website, into an existing article on a blog site, or any niche of site for that matter.

When might you do this? Well, if a site has mentioned your brand and not linked back to your site, in order to provide the audience with more information, you may reach out to that site and say something like “hey, I noticed you have mentioned my website and not linked to it, how about adding a link back to my website”.

Or, if you manage to find an article on a website which perfectly describes a product or service on your website, you may reach out and ask them how much it would cost to include a link to your site in their existing article, which is gaining a lot of views.

Blog Comments

Blog comments is an easy way to try and get some sort of positive reaction on your site, there is a debate on how much impact it can have on search engine rankings. If you decide to post regular, relevant comments on different blogs, you do have a chance of being able to pass some sort of traffic through to your site. Of course, it is not a given, but it is a possibility.

Make sure that your blog comments are not poor quality and are well written, useful and informative. A lot of readers will ignore any generic comment, they want it to be insightful. You are also adding more value to the site’s blog post, which will benefit them too and could see them linking back to your site in the future.

Social Media Links

Social media shares are seen as a great boost in confidence to Google. The more social shares you have, the better. It can really help improve your site’s visibility and engagement amongst visitors. Sharing something on your site, on social media, shows that your site has something worth seeing, that other people should see.

Search engines heavily trust social media links, whether it is a share across Twitter, Facebook, Instagram, etc. You are able to do so much with social shares, which helps push the engagement of a post. Google have openly said that these types of inbound links are effective.


Directories are incredibly easy to get links on, that is why sometimes it is best to dig deeper and look for more specific ones that have other reviews and editorials on, not ones that are spammed with bad websites.

Some directories have certain rules and regulations when it comes to being featured on their site and although that may be annoying to comply by, it often means that the sites that are already mentioned on their site, are of good quality.

How Many One Way Links Do I Need?

The amount of one-way links that you need on your site will vary depending on numerous factors. There are a few things you need to look at an analyse to come to this conclusion.

You firstly need to know why you are building these links. What is it that you are trying to improve or achieve? It is to advertise a new product/ service? Perhaps you are doing it to build some brand awareness. If this is the case, how many people are you trying to reach out to? Are you wanting to reach people on a global scale or a much shorter scale, like just one particular city or town?

As we mentioned earlier, one of the main purposes of building links is to improve the authority of your site and show the search engines that your site can be trusted and is recommended for particular topics.

You will find that the more authoritative your site gets and the more it is ranking for in search engines, the more links you will be building. Take for example, they build a huge amount of links and get so many referrals on a daily basis because they are one of the most authoritative sites on the web. Whereas if you have a brand-new site, with no backlinks, you are not going to then build thousands straight away, you are slowly going to build them, so it looks as natural as possible.

Looking at how your competitors are building links is also a good structure to follow. If you notice that a few of your competitors are building around 10-20 links a month, then you try and do the same. It will all depend on how competitive the industry is, some industries that are worth more, will build more due to it being harder to rank higher for their keywords. Take a look at what they are building as well, not just how many. What sites are they building to, what pages are they getting referrals to, what anchor text are they using and what is the surrounding information about.

Not all the links that your competitors have are going to be top draw, a quality link is of course more beneficial than lesser quality links, however you don’t necessarily need to best of the best. Sites with lower metrics than others can actually be more powerful, if they are less spammy and less of your competitors link to them.

Quality backlinks are analysed in many ways, a lot of SEO companies and site owners look at different factors, which can often then cause confusion when a company then delegates with a client or site owner that doesn’t understand their research. Some focus purely on domain authority, whilst others look at a broader range of metrics, like total traffic, referring domains, keywords and more. Some focus on spam score, whilst others don’t look at that at all, neither is right or wrong. It is all dependent on the preference of the site owner.

One Way Link Building V Reciprocal Link Building

There is often a debate about whether one way link building or reciprocal link building is more beneficial. There are positives and negatives on both sides, but in our opinion, we feel one way link building is a preferred and better way of building links because it means that you do not have to share link juice by referring visitors to other sites, which may be your competitors.

Reciprocal link building means getting a link on a website and in return, they get a link on yours. It is also referred to as link exchange. It can be good in the sense that you build a good relationship with other site owners and it can also be a free method of building links, if it is a straight exchange, where as one way link building can come at a cost sometimes.

It is important to make sure that if you are going to look at reciprocal link building, you are going to give your visitors a trusted and useful site to be referred to from your site. So, there is much more to consider as opposed to when you are just looking at one way links.

Where Can You Go for Help?

Understanding the whole concept of link building can be difficult. If it was easy, we would all be ranking first for our relevant terms. If you need help, then feel free to speak to us. We will spend quality time helping you find the answers you need to have an effective link building strategy and talk you through other SEO factors to help surround your link building with. We are one of the most popular SEO companies in the iGaming industry, having ranked sites in the past for competitive sports betting keywords such as “Betting Sites” and “Free Bets”.