Getting links is frequently one in the primary goals of content marketing. Marketers and brands create compelling quite happy with the hope that publishers will notice, have a story in regards to the content, and link to the original creator.

However, all links usually are not created equal. Different forms of links have varying values, just like links from high-authority sites convey more value than links off their sites.

As a major content marketing agency, we classify each link therefore we can give it a detailed value and find out how it supports an easy link portfolio. Let’s go through the types of links which one can find and how they impact a content strategy.

Link Type: Dofollow


A dofollow link is usually a direct link derived from one of site to an alternative that is recognized by Google. With a dofollow link, the linker passes a selection of their equity/authority over the link.

A dofollow link is considered the most valuable kind of link mainly because it passes SEO value and authority to your site it causes.

Dofollow links are active hyperlinks with key phrases (the text which is hyperlinked) that is certainly typically related to your name or topic with the campaign’s content or publisher.

A successful content marketing plan naturally builds these high-quality dofollow links. The content is incredibly compelling or useful, so other websites link to it. This is the sort of natural linking that search engines like google like to see.

Our Perceptions of Perfection campaign (which showed your body image of one woman Photoshopped by graphic designers in 18 countries) is definitely an example of how creating interesting content relevant to a hot topic can naturally bring in publishers and organically build dofollow links like Montreal SEO 

The website landing page for the campaign for the client site received over 480 dofollow links. Links originated from sites with good domain authority like BuzzFeed, Mashable, Yahoo, and The New York Times in addition to lesser-known websites with lower domain authority.

Domain authority, aka DA, is usually a metric from Moz which is the “best prediction depending on how a website will do in search engine rankings.” This metric allows us to place a distinctive value on each dofollow link. The higher the DA from the website together with the link, the larger the value of finding a link on their own site.

At Fractl, we place greater importance on high-authority links, but we also start to see the benefit in enabling dofollow links from both high- and low-authority websites. A diverse link portfolio with numerous varieties of links of varying quality is often a sign that links were acquired in the legitimate way.

Now, let’s check out the other sort of direct link: the nofollow.

Link Type: Nofollow


A nofollow link can also be a direct link derived from one of site to a different, nonetheless it has a special “nofollow” overuse injury in the source code that prevents Google from recognizing a change in equity or authority derived from one of site to a new.

A nofollow link is related to a dofollow link rolling around in its appearance. But unlike a dofollow link, a nofollow link blocks the SEO value from being passed towards the site its linking to.

Because in the highlighted code above, the hyperlink does not pass authority derived from one of site to a new.

Even even though it may seem counterintuitive, nofollow links is usually incredibly useful. If you get one coming from a top-tier site with widespread natural syndication, you may still find big benefits.

For a very important factor, nofollow links are just like valuable for driving traffic time for your site like a dofollow link. But traffic isn’t really the only benefit of a nofollow link. You can actually acquire more dofollow links because of nofollow link.

For example, Daily Mail generally only gives you nofollow links due to its published stories, but as a general rule writers and websites coming from all over the world syndicate content from Daily Mail, a write-up from this source might end up receiving countless dofollow links being a result of that original nofollow link.

The “Perceptions of Perfection” campaign received 34 nofollow links, such as the one on Daily Mail. And that link might have been the catalyst with the report receiving a lot of its 480-plus dofollow links and driving traffic returning to the website – indicating that nofollow links will have value.
BONUS: How to Quickly Tell if a Link Is a Dofollow or maybe a Nofollow

There are many different tools that provide easy approaches to identify nofollow links. The best option is toolbar plug-ins such as Moz SEO Toolbar that highlights nofollow links directly for the webpage. Or you can work with a tool like Varvy that reads a webpage and delivers a report for the page’s links.

Now let’s move on to your next link type: the co-citation.

Link Type: Co-Citation


A co-citation is the place a site links to your story about your campaign but isn’t going to link to your site.

Instead, a co-citation links to a third-party article that references your original content.

It’s fair to imagine that some value is passed if the structure is co-citation > direct citation > your web site; however, a co-citation link isn’t as valuable being a dofollow link.

You can reach out on the publishers who may have given co-citations to try to convert the crooks to dofollow links by way of a process we call link reconciliation, where we ask the writers or editors of the articles to supply proper attribution.

Do publishers ever cover our studies or reports without linking whatsoever? They certainly.

Link Type: Text Attribution

Often known being a “brand mention,” text attribution takes place when a publisher offers a brand credit for the campaign, nonetheless it doesn’t offer a link to the site.


Pulling It All Together: Creating a Diverse, Measurable Link Portfolio


A successful content advertising campaign will generate all from the link types mentioned in the following paragraphs. There will be a range of links, and they’re going to appear on sites using a wide range of domain authority.

Our Perceptions of Perfection campaign ended in 580 links which were made up in the following:

  • Dofollow Links: 485
  • Nofollow Links: 34
  • Co-Citations: 31
  • Text Attributions: 30

Those links appeared on sites that has a DA starting from 1 to 100, with 100 being maximum authority. The diverse results developed a natural link portfolio that told search engines like yahoo the content was spread naturally and organically, doing it higher authority on the web and making it a successful campaign.

Also, by categorizing each link and looking out at the results in this way, i was able to get a total picture in the campaign’s impact. Instead of seeing the outcomes as 580 equal links, i was able to view the unique valuation on each link and acquire a good consider the diversity from the link portfolio.

With this data, we’re able to better measure the ROI on the campaign, shape the direction of the future campaigns, and then improve our outreach efforts.

Benefits of Content Marketing


There are lots of benefits of content marketing who go beyond links, and our campaigns do more than merely build a large and diverse link portfolio for client. Check out more of our own content marketing case studies to study about how we create linking campaigns for the clients.

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