Content Marketing, Link Acquisition, SEO

The Periodic Table of Link Building & Acquisition Tactics

Indago Digital has launched an independent review of the current scope of link building tactics used in the marketplace with a view to set the weak apart from the strong, and break down those difficult grey areas in between. This visual guide – framed as a periodic table – is a subtle nod to the templates presented on SEO success factors from Search Engine Land and Content Marketing from Econsultancy, as well as other lesser-known examples.

Guidelines on Google’s own Webmaster Blog remind us that basing a strategy around link building, although a pivotal asset as a ranking factor, is not to be executed without purpose, and that assembling a portfolio of links for the sake of it can in fact have a detrimental impact on the performance of the website they are pointing to.

A great deal has changed in how search engines value back-links, with the focus shifting from sheer quantity to relevance and trust of the site linking out. And through the relevance of contextual content, user experience, mobile integration, localisation, and personalisation of search into the mix and it becomes obvious that marketers have other ranking factors to be mindful of. Some experts may argue that a website can rank without the presence of links, however, ranking difficulty will vary from one industry to the next, hence the theory put forward.

It’s fair to claim that the best link strategy should only target sites where you would naturally expect a link to appear, which is why brands are activating content as the vehicle to naturally contextualise the process. Out with the spam and in with the relationship building, where a link is purely a by-product of a great opportunity explored. Where link begging is perceived as old hat, link earning has taken power.

There is no set playbook to educate brands on how to transcend from the former to the latter and this leap in application is what led us to introducing a classification system for the range of tactics.

The table’s goal & philosophy

Our goal with the Periodic Table of Link Building is to help publishers focus on the fundamentals needed to achieve success by engaging with contextually relevant websites.

To do this, we searched through the archives to collate all favoured link begging, building, and earning tactics cited by industry experts. The list referenced the advice of MozJon Cooper and Neil Patel to name but a few. We quickly realised that although these guides dominated search results, the tactics had gathered a lot of dust and offered little perspective on what clear direction a brand should move towards to gain the edge in 2017 (and beyond).

We then stepped in to recall tactics used by SEO and content geniuses at Indago Digital in our past and present roles. We underscored those we felt had offered success by way of directly impacting traffic, or visibility. And so these attributes acted as the reference point for how we decided on which methods made the Periodic Table cut.

What the link building table covers

There are three major classes of factors:

  • Link begging: These are factors largely made popular during the pre-Penguin update era and may be susceptible to penalisation.
  • Link building: These are factors initiated by one party to influence another party in accepting links for good purpose.
  • Link earning: These are factors influenced by others or not directly tied to a publisher’s site.


Within these three classes are five categories of factors, which are:

  • Paid — Factors relating to the content and quality of your material.
  • Local — Factors about your overall site functionality.
  • Technical — Factors specific to web pages.
  • Collaboration — Factors related to how trustworthy and authoritative a site seems to be.
  • Attraction — Factors related to how links impact rankings.


Going against the grain, we agreed upon not defining content as a tactic for link building based on the vagueness of intent. Content without placement or promotional strategy can lead publishers down a rabbit hole unexpectedly. Links arrive in all shapes and sizes, although choosing a content format to attract or earn the link is a standard approach.

Overall, there are 22 individual factors in our table, which range from text links in low-value community websites, to producing high calibre interactive content that is referenced by the media. Here’s a close-up of the table, focusing on just the factors:

How to understand the table

Each factor is assigned a two-letter symbol. The first letter corresponds to the category the factor is part of, such as “C” for Collaboration. The second letter represents the tactic itself, such as “i” for Influencers – therefore a symbol status of “Ci”.

As with the previous examples of the periodic table model we mentioned earlier, each of our factors also has a quality score. This is a subjective ruling from Indago Digital to how important it is to include one factor over another. Despite some factors ranking as a minus score, we chose to include them for their historical relevance to link building. In contrast, those scored +1, +2, and +3 are within the realms of strategy that Indago believes to have greater importance.

Let’s not rule out that the factors can work side by side, or that no single factor is applicable to all those who try. From experience, we hypothesise that several factors working together, no matter how scarcely they are implemented, can tip the balance in your favour.

Factors with little SEO relevance

Pb: Paid blogging — Payment in exchange for a guest post inclusive of a link is still at large, with “link brokers” operating VPNs connecting hundreds and sometimes thousands of links in a database. Google’s official line is to avoid payment and earn your link organically. For this reason, the tactic scores poorly.

Pc: Paid competitions — If planting a competition on an external site in the hope of a backlink, precautions should be taken – Google recommends no-following said link, which automatically devalues the process. Again, a low-scoring endeavour.

Pa: Paid advertorials — As with both tactics above, paying for the placement of a promotional story for SEO is not looked on fondly by Google. Unless stated clearly, this tactic may harm your site.

Here’s a quick reminder on what Google thinks about selling and buying links that pass page rank.

Factors with moderate SEO relevance

Ld: Local directories— Local business listings and citations can help influence reputation, rankings, and revenue, as stated in this guide. The value is ultimately dependent on how well the website linking to you is performing technically.

Ln: Local news — Links via local news sites can manifest as stories, job listings, or business notifications. Used wisely, local news sites can be a handy asset for links.

Tb: Broken links — If the link you are searching for no longer exists, call up the webmaster and request to have your content placed there instead. This tactic feels outdated, although some experts still advise on seeing it through.

Tp: Page interlinking — Linking from one internal page to another can pass through page authority and ranking power. It’s also pivotal for aiding website navigation and defining the architecture and hierarchy of a website.

Factors with potential for SEO success

Cm: Web mentions — A strong marketing campaign will naturally generate mentions about the brand online, and these opportunities should be capitalised on by the brand requesting for the site to embed a link where appropriate. Regular high tier citations can fuel an ongoing link strategy.

Cp: Partners — Leveraging the relationship you have with well-known businesses presents the opportunity not only to be referenced on their site but also to co-promote content and offers on external sites. The bigger the partner, the greater the link opportunity.

Cb: Bloggers — A blogger may naturally want to write about your latest product, although opportunities such as giveaways and product reviews for referral traffic and social engagement can also be explored. When working with bloggers the rewards can be high, so too can the risk. Google demands that bloggers disclose the relationship, use no-follow tags, and produce compelling content in all instances to stamp out spammy tactics.

An: Newsjacking — Engaging with editors and reporters is the gateway to having your stories published online, with the possibility of a link citing you as the source. This tactic is as powerful as press release distribution once was. A high number of specialists consider stories led by data as a successful method for obtaining links.

Aa: Authorship — Building your reputation as a writer means you may be presented with offers to contribute to highly influential sites, the likes of Forbes, Mashable and TechCrunch. Authors have a responsibility to provide value to the reader, but also dictate which links may be used within their material. Acceptance is understandably rigorous to fend off link scheme tactics.

Ai: Interactive — Interactive is today’s static infographic. And the tactic is broad enough for brands to find a style that carries their message through to the consumer. Popular choices of interactive content for link earning span from quizzes, to podcasts, to webinars, to calculators, to maps. Due to the man-hours needed to perfect an interactive content piece, the expectations are far greater than other link tactics – and will also push for inbound traffic and social engagement. Ideas, advice and case studies can be found here.

At Indago Digital we believe that each link acquisition tactic has a place and that the stuff we refer to as traditional link building are the fundamentals for a long-term roadmap. The sexy bits like data-driven content and interactive storytelling, which take time, patience and additional resources to plan and execute, should come into play after the low-hanging fruit has been plucked. But once they are out there on the web, they may be referenced and linked to time and time again.

To talk more about your link building strategy, get in touch with our team today by phone or online and follow us on LinkedIn.

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