Links – Velocity, Diversity and Types

Link Velocity
The speed at which you acquire links to your website helps Google to determine how popular your site is an therefore how relevant it is to your target keyword phrase.
The flip-side of this is that it also knows — especially if you have Google analytics installed — how many links it is likely that you should be receiving.
Especially if you have G/Analytics installed, and even if you don’t, link velocity should be managed to appear natural.
This should be considered together with the type of links you are building. For example, it would quite unnatural for a brand new website to acquire a lot of high PR links in a short space of time but it would not be unnatural for your site to suddenly appear in a number of online directories.
It also important to remember that natural doesn’t *always* mean slow and that many of the very high traffic websites online benefit from a normal flow of traffic (and links) punctuated with extremely high levels of traffic and links due to viral articles and content.

Link Diversity
As far as Google is concerned, a naturally relevant and authoritative website should have a portfolio of backlinks from a wide range of sources. By sources I mean different types of websites, different types of links from different parts of web pages and from a diverse range of IP addresses.
If your website had only footer links (often associated with paid-for links) then Google may well assume (rightly so or not) that you don’t deserve to benefit from the “link juice” from those links. It’s not often the case that your website would be penalised for this sort of thing (as otherwise everyone would be attacking each others’ websites with backlinks) but it is likely that any dubious inbound links could be devalued.
Another example is IP diversity. If all your links were from the same IP address as the domain you’re trying to rank, then this would be suspicious as Google might consider it likely that you also control the websites on which the backlinks were created.
In a similar way to link velocity, there are no hard facts about the link types you should use or specific ratios that are recommended but it’s always good practise to use as wide a range of links as possible.

Link Types
I’ll explain the following main link types that we use, why we use them and also what they’re good and bad for.