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7 ways to link a website – how to check and build a website link profile?

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Building a link profile of a domain, usually called linking, is an integral part of website positioning. It consists in publishing links to the promoted website on various other websites. The purpose of publishing these links is to tell search engine algorithms that the target site is valuable and related to specific keywords. The properly conducted process of building a link profile helps in developing visibility in Google search results and other search engines.

What does a link consist of?

The link to the website consists of several elements that are important in the positioning process:

  • anchortext – this is a phrase that is clickable text – it is one of the elements that allows Google’s algorithms to determine the theme of the page to which the link leads,
  • URL address – this is the address to which the user gets after clicking the link, the linked URL can be an internal link (usually without a domain, e.g. 
  • title parameter – an optional element that displays the so-called “Bubble” (or speech bubble) with supporting text, usually information about the link, for example: “Go to the offer of wooden chairs in the XYZ store”, this parameter is not closely related and can be assigned to many other HTML elements,
  • rel parameter – another link element that is not required, it is most often used when the outgoing link is not to pass the link juice value (then the link is rel = “nofollow” ), but also has other values: alternate, author, bookmark, external, help, license, next, nofollow, noreferrer, noopener, prev, search, tag (their exact specification can be found at https://www.w3schools.com/tags/att_a_rel.asp ),
  • target parameter – this element is also optional and most often determines where the link should be opened, it can have the values _blank, _self, _parent, _top, framename (more information on the meanings of each value is available at https: //www.w3schools. com / tags / att_a_target.asp ).

Links can have more parameters, but as a rule, in the process of building a strand profile, only the above elements are used in 99% of cases. A full list of parameters that a link may have can be found on the W3C HTML training website at https://www.w3schools.com/tags/tag_a.asp . Source code example with reference:

<a href="http://shop-xyz.com/offer/wood-chairs.html" title=" Go to the offer of wooden chairs in the XYZ" rel="nofollow" target="_blank"> wooden chairs </ a>              

The link above can be an internal or external link that will open in a new browser tab.

<a href="/offer/wood-chairs.html" title=" See the wooden chairs in our offer" rel="nofollow"> Wooden chairs </a>

The link above is an internal link that will open in the currently open browser tab.

Ways to build a link profile

Linking the website is usually a permanent element of the process that lasts throughout the website positioning period. It may include the publication of links from a specific type of page or a wide variety of types of pages from which the website is linked. The most popular ways to get links are presented below.


Internet forums thematically related to the positioned page are a great place to publish links to the promoted page. Links of this type not only inform the search engine about the topic of the page to which they lead, but can also be useful for users of a given forum and help them find products, services or solutions to a problem. Usually, posting links on forums is free for registered users. Some websites, however, require the publication of several posts without a link, and some internet forums automatically impose the rel = “nofollow” parameter on all outgoing links .


Themed articles on blogs, like forums, often attract users looking for information about a product or service (e.g. reviews, comparisons, tests) or a solution to a problem. As on forums, a correctly added link from such a page will be helpful both for users and robots, among others Google. Unfortunately, when it comes to the publication of links in sponsored entries on blogs, their price range varies greatly. While on your own blog and small blogs, placing a link may cost us nothing or it will cost us, for example, to lend a product for testing, the prices for a link from an article on these most popular blogs may be even several or several thousand zlotys. Of course, the entire sponsored article is also included in this price,

Affiliate sites

Most often, links of this type are obtained by websites that cooperate with other companies, thanks to which their websites, either in the footer or on a separate subpage of Partners, or in another way, links to cooperating enterprises, sponsors, etc. are placed. they may have websites of wholesalers or authorized sellers, there may be links to the manufacturer’s website on the websites of stores, and on the websites that the IT company has made, there may be links to its website. They can be useful for search engine robots and for users who, for example, from the manufacturer’s side will go to stores that are authorized representatives that sell products of a given brand. In the absence of cooperation with other companies, it is difficult to obtain such links from their websites.


This is a good way to get links from thematic pages without incurring high costs. In the event that it is beyond our possibilities not to buy a sponsored entry on a popular blog, we can always add a comment under such an article, which will lead to the linked page. Due to the fact that popular entries may have a lot of comments, our opinion with a link may quickly disappear among hundreds of comments from other users and not translate into user visits, but it will still be a message for robots that the linked page is thematically related to article. Some websites allow you to highlight valuable comments, so it is worth trying to make what we write useful and helpful for users. Most often, comments published on popular websites are moderated,

Business catalogs

Business catalogs are very often used to promote your brand. Most of them do not allow you to add a link directed to the phrase to a specific subpage of the website being positioned. Usually, the link leads to the address of the home page, and its anchor is the company name or the URL itself. A large part of these types of sites only offer paid business cards, and those that allow you to publish a free entry allow you to create a basic, significantly reduced compared to the full version of the business card. For positioning, this free form is usually sufficient, which will allow you to promote the brand, contact details and link it with the website address. When choosing paid versions of a business card in a large part of catalogs, we can count on the possibility of adding additional elements, such as a description containing links to our website – it is worth making it unique.

Social media

When building a website link profile, you cannot forget about the powerful social media channel. Hundreds of millions of people visiting websites such as Facebook, Twitter, Instagram and other similar portals every day give almost unlimited possibilities in promoting our company. Therefore, it is worth setting up an account on at least one social media website and using it to inform users about your activities. Linking to your posts is free and allows you to direct users exactly where you want to go. In addition, social media has it that if our post with a link is interesting, it can very quickly attract many users to the site. Links placed on the most popular social networks such as Facebook or Twitter may be visited by Google robots,

Back-end services

As a rule, back-end sites belonging to SEO companies are moderated and do not allow adding links in them. They can have a different structure and subject matter. Only the client of the agency that created the website can count on links from these websites. However, there are many sites where you can place your entries or directories, often based on old and free scripts that are maintained by independent companies or individuals. Adding a link in them may be free or involves a small and one-off fee in the amount of several to several dozen zlotys. Some free catalogs require a back link on our site. Many of these types of pages allow you to add a short description with an additional link in the entry.

Link profile analysis

In the process of building a link profile, its analysis is also important. It is worth doing it before starting the link publication process, because an incorrect approach to this task may be associated with a lack of effects in the form of increased visibility or position on specific groups of terms. In the link profile analysis, it is very important that no tool currently shows the full link profile of the page. Even tools created by Google provide information about only some of the links found by search engine robots, and the list of links is not updated in real time. As a rule, even incomplete information is sufficient to analyze the link profile and plan further work related to its construction. In the event that we already use the offer of a marketing agency, which deals with the positioning of our website, we must remember to consult an SEO specialist on independent activities related to the publication of links. The adopted strategy of the positioning company usually includes the expansion of the link profile with the appropriate distribution of anchors leading to selected URLs. By publishing links without consulting the SEO specialist, we can disrupt the entire plan.

What tools to use when analyzing the link profile?

Google Search Console

The first very important and free link profile analysis tool is Google Search Console. If it is not installed on our website yet, we should do it as soon as possible. Information about GSC (formerly known as Google Webmaster Tools), how to install them and basic functions is described on our blog. Search Console allows for a fairly thorough analysis of links and then planning a linking strategy for the positioned page.


Another tool used in the analysis of the link profile of websites is Ahrefs. There is a fee for this service and the cheapest option costs $ 99 per month. For small sites it can be costly to use this website, but if we have a lot of websites that we want to analyze, using this tool will pay off. Ahrefs presents data in a very clear way and has many extensive options for viewing and exporting.


The second paid tool that is also used to analyze the link profile of the website. Monthly subscription costs a little less than Ahrefs at 46.99 euros. In this case, the purchase turns out to be more profitable if we have more websites to analyze. Like the competitor, Majestic presents the data in a very clear way, often displaying it on charts that allow you to quickly find the most important information.

How to link a website?

Above, we have presented the basic information related to linking websites. However, if we do not have experience in positioning the website, instead of publishing links on our own, it is better to use the help of a marketing agency specializing in positioning. The very process of building a link profile may turn out to be insufficient to obtain the right positions or to obtain traffic at the assumed level. Often, in addition to the publication of links, it is necessary to optimize the source code, as well as expand the content, which, combined with linking, allow you to obtain great results. Comprehensive analysis and optimization of the website is not a big cost see our price list and well done can be the key to achieving our business goals.

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