A range of factors determine a good link from a bad or inconsequential one. In this article we look at seven ways to evaluate an inbound link. This is an excerpt from Econsultancy's SEO Best Practice: Link Strategy and Tactics Guide.

A good link should have the potential to refer relevant visitors to a webpage who may then become customers, rather than simply providing a link that can be seen by search engines. A focus on building links that are relevant to the users of other websites is considered a more sensible approach than building as many links as possible without any focus on the source website.

Expertise, authority and trustworthiness are three key metrics that Google uses to measure websites. They are also known as the ‘EAT’ metrics. Using these metrics as guides to assess the value of a site can help guide the selection of websites as link targets.

Understanding how to evaluate what elements combine to create a good link is one of the most important skills an SEO can have.

To understand how to evaluate a link, think about the brand’s potential referred visitors and how they may become potential customers in the following ways:

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