Top 7 Factors Google Uses to Evaluate Links for SEO


Inbound links that follow back to your site from another site are one of the most constant and reliable tools in search engine optimization. Websites with various high-quality inbound links will be prioritized in search engine results pages.

It’s no shock that Google has safeguards in place to deal with the legitimacy of hyperlinks. Long gone are the days where spam links dominated the digital sphere – Google now has penalties for link misuse.

Understanding the way that Google’s ranking algorithm works are paramount to increasing rankings and driving traffic to your site. Here’s a look at the most important factors:

  1. Context Behind Links

It’s important to consider not just where your link goes but also the context surrounding it. The text and images that surround a link provide context to its destination and Google picks up on this. Surround your links with the right context to increase the trustworthiness of your website and you’ll be rewarded for this.

  1. Source Authority

As a rule of thumb, you’ll get more SEO benefit when authoritative sites link to your domain and links from low authority sites that aren’t viewed won’t be highly regarded. If a well-established site with a large number of traffic links to your domain, you’ll get more benefit from that link. It’s obvious that it’s harder to obtain links from more authoritative sites, so prioritize your efforts between acquiring authoritative links with difficulty and acquiring less authoritative links with ease.

  1. No-follow

In relation to link authority, Google also allows you to indicate if a link isn’t to be crawled or followed via the no-follow tag “rel=nofollow”. This tag allows publishers to maintain their website’s authority which could otherwise be damaged by outbound links that point to questionable content or websites that may damage their reputation. Studies have shown that intelligent use of no-follow links is rewarded by Google.

  1. Source Relevance

If you run an online shop selling children’s toys, it’s highly unlikely you’ll need to link to a domain that sells travel insurance. There’s no logic here. Google takes source relevance into account. As a rule of thumb, make sure that the links you provide make logical sense to your website’s visitors.

  1. Link Destination

Google evaluates links by considering the destination pages, so linking to stronger and well-informed content that adds value to readers is important. It’s good practice to create links to a few key pages that have great content.

  1. Anchor Text

The words which “encase” your link are taken into consideration by Google’s Penguin algorithm. It used to be considered the best practice to reflect the anchor text with keywords that you wanted to register in search results, but now this is not the case. Make sure that you use anchor text that is natural and journalistic instead of relying on the text that contains the highest amount of relevant keywords.

  1. Diversity

Google’s algorithms pay close attention to the variety of inbound links. Acquiring links from a variety of different publishers is more valuable than if the links come from a single publisher. However, consider link diversity with care because if your website has inbound links from too many unique domains, this could appear unnatural to the algorithm.

Strength in Strategy

An awareness of these seven factors will certainly be beneficial towards your SEO strategy. Keep in mind that more natural content on your page will also be favoured by Google. Striking a balance between clever link choices and great content is the perfect step towards helping Google drive traffic to where you want it.


Author Bio.:- Arun is a Technical SEO at  HYPERLINK “”Hopinfirst, a leading  HYPERLINK “”mobile app development company which provide best ios app development and Android app development Services.