Link Building Using Sites with Authority

In the SEO 2.0, it is much better to get a few links from authority sites than thousands of links from irrelevant sites. This does not mean that we have to be satisfied by getting a few inbound links, but that we need to be very careful when developing our link building strategy. We should always do it manually.

When we talk about authority sites we refer to the pages that meet the following criteria:

– Sites with high authority Domain or Page (remember that we can measure this with the tool). We discuss whether the links from .edu or .gov domains per se have greater value than those of standard domains. Probably so, but such domains also often have very high “domain authority”, but we are especially interested in getting links from them.

– That they are related to the topic of your website.

Let’s look at what steps can we take to get links from these domains.



The importance of such links is based, among others, on the following grounds:

– The nature of search engine algorithms. The “domain authority” of Moz in a way reproduces principles of Google Pagerank. That is, these classifications do not follow a linear scale but a logarithmic scale. In the words of wikipedia:

“Mathematical PageRanks for a simple network, expressed as percentages. (Google uses a logarithmic scale.) Page C has a higher PageRank than Page E, even though there are fewer links to C; the one link to C comes from an important page and hence is of high value. If web surfers who start on a random page have an 85% likelihood of choosing a random link from the page they are currently visiting, and a 15% likelihood of jumping to a page chosen at random from the entire web, they will reach Page E 8.1% of the time. (The 15% likelihood of jumping to an arbitrary page corresponds to a damping factor of 85%.) Without damping, all web surfers would eventually end up on Pages A, B, or C, and all other pages would have PageRank zero. In the presence of damping, Page A effectively links to all pages in the web, even though it has no outgoing links of its own.”


In other words, it is much more difficult, for example, go to PageRank 2 from PageRank 3, than to move from PageRank 1 to PageRank 2.

– Apart from these quantitative elements, there is a qualitative element: the “trust” or “authority” of a domain. Searchers have more confidence in some domains than in others, because they know that those domains offer quality content, spam control, how long the website exists… that makes links from such domains added value to the recipients of these .



Our goal is not to get hundreds of links from authority sites (as this requires great effort), but we will use the following criteria for selection:

– Clearly those need to be “achievable” links, avoiding the pages where there will be materially impossible to get a link.
– Let’s focus on the links of higher quality, for which we will later use Open Site Explorer or ahrefs.
– The theme of the pages must be related to your website.

In most cases, we must be aware that getting these quality links is not an easy task; that means that we will make contact with each of the owners of the sites where the links are posted and we also should convince them to link to our page. For this reason we always insist that the starting point is having high quality content on our website, this will facilitate our goal.

We will establish an individualized and personalized communication with each of these webmasters, without using automated spam solutions.




The first step is to identify the target pages from which you want to obtain links.

In order to do this, we will go to Google and perform a search, which we will explain below. The search for accurate results can almost be considered an “art”, and each of us has their little tricks. The methodology we suggest is based on three separate search elements we undertake.

Search Operators (in the additional resources we can see more types)

The main ones are:

site. Restrict your search to a specific domain (Site: or a type of domain (site: .edu).

intitle:. The results presented should have the keyword in the title (intitle: keyword).

inurl:. The results presented should have the keyword in the url (inurl: keyword).

“xxxx”. The words we seek must appear exactly as written.


Combine the above operators with the most important keywords related to your own website.

Signs that facilitate link building

Optionally, we can use these expressions to identify which pages will be easier to get a link. Here are some examples:



Recommended links

External links



More resources

Recommended resources

Useful resources


Related sites

Related information

List of links

List of resources

List of websites

Additional Information

Tutorials …

With these three groups, we can conduct searches. Let’s say that one of our keywords is “web analytics”, a typical search might be:



From previous searches, compile a list in Excel. To do this proceed as follows.

– We go to Search Settings and increase the number of results per page (e.g. 50 or 100 results). In Google, for example:


– If we have not done previously, we download Mozbar (for Chrome, which is more advanced than the one for Mozilla).


In the search we have conducted, use the option export to Excel.


Once we open the Excel we must use the following options. First of all, select the first column of the data, and the option “Text in columns” inside the menu “Data”.

enlaces-en-excelWe will see an assistant, in which we use the option “coma” for separating the data.

urlsNow that we have the data in columns, select the first row and use the filter option. This will allow us to sort the data by the criterion we want. Our advice would be to use the “Page authority” to classify URLs. Nevertheless we detected a bug in the figures for this data (and also in the “Domain authority”), so alternatively we use the links pointing to the page or domain.




One of the most direct ways to contact those responsible for the pages is by email. It is not always easy to obtain this information. Sometimes the email address is available on the same page, or sometimes on the About us page, but sometimes there is no email address. An alternative way to look this up is by using services such as that give us the basic data about the owner of a website.

Alternatively (or in addition) we can obtain accounts in social networks listed on the website we want to contact, and thus we have an additional means of contact.


Once we have obtained the above data, we contact the head of the website (previously we make sure it is a specific person is really in charge of that website, because sometimes we get just a general email contact and we ask who is specifically responsible for the content of that page).

When you contact them you want to approach them in a personalized way, and avoid spam at all costs. We should bear in mind that this type of domains does not readily admit new links so it will be difficult to get good first results. Our advice is not to get discouraged if we see that the response rate is low.

Let’s look at several ways to contact these webmasters:

– Use a template to serve as your base general contact form. In this post we can see some templates that can give you some ideas.


This other post gives us more ideas.


Finally, let us note another example we found via Moz:

SL: quick note – dead resource on your site


I’m a licensed (industry specialist) and a health writer – I recently visited your site while researching for an article I’m working on…

This is a note for your webmaster, as I found a dead resource on your site that visitors like me surely miss.

It’s on this page:

I got an error message when I tried to click on this site:

It looks like they made a change to their home page but didn’t update it… anyhow, the correct link is here:

And while you’re updating your page, I wondered if you’d be open to including some further resources that could help people struggling with similar issues.

Compelling Content Title

Compelling Content Title 2

Thanks for your help and for providing great resources!


First Name Last Name

Industry Credentials

– Find a way to contact the head of the page. It is about finding a common interest that will help you with establishing communication. Do we share some contacts? Any common hobby? Can we help you? … These are some of the ways to establish a good relationship with them. If we are contacting, for example, .edu domains, we highlight our profile as experts in the field, if we are contacting .gov domains emphasize the link of the page you try to promote to the page where we want to get the link …

– “Do ut des” (I give you in order for you to give me). This way you win favor of the recipient to be more favorable and include your link on their page. We can notify them about some failure on their website, any grammatical error, provide a sample of our product … Anything that will serve us as a reason to contact them and gain their predisposition.

A variation of the prior art is that of the “broken links”. In this way you find broken links within their page and alert the webmaster of this fact and offer the possibility of linking to a page on your website containing similar content. A good pair tool to find broken links is Xenu.


Once you have downloaded the tool, proceed as follows:

–  Save your list of URLs as a .txt file.

– We will use the “check URL list” option (alternatively we can enter the URLs dynamically).

links-list-urls– We will configure the options, according to the following settings:


From there we will see broken links (if there are any) of the pages that we have entered.

Tip for demanding users

Once we have found a broken link, we can use ahrefs again to see what other sites pointing to it and repeat the process.


Additional Resources

When doing a search in the search engines, we can expand the operators previously used as described below: (Via Google Guide)

Search Service Search Operators
Web Search allinanchor:, allintext:, allintitle:, allinurl:, cache:, define:, filetype:, id:, inanchor:, info:, intext:, intitle:, inurl:, link:, related:, site:
Image Search allintitle:, allinurl:, filetype:, inurl:, intitle:, site:
Groups allintext:, allintitle:, author:, group:, insubject:, intext:, intitle:
Directory allintext:, allintitle:, allinurl:, ext:, filetype:, intext:, intitle:, inurl:
News allintext:, allintitle:, allinurl:, intext:, intitle:, inurl:, location:, source:
Product Search allintext:, allintitle:

Vía Google support vemos los siguientes: Punctuation and symbols that work in Google search

Symbol What you can use it for
[+] Search for things like blood type [AB+] or for a Google+ page like [+Chrome]
[@] Find social tags like [@google]
[&] Find strongly connected ideas and phrases like [A&E]
[%] Search for a percent value like [40% of 80]
[$] Indicate prices, like [nikon $400]
[#] Search for trending topics indicated by hashtags like [#lifewithoutgoogle]
[-] Indicate that words around it are strongly connected like [twelve-year-old dog]
[_] Connect two words like [quick_sort]. Your search results will find this pair of words either linked together (quicksort) or connected by an underscore (quick_sort).
Search for an exact word or phrase “search” Use quotes to search for an exact word or set of words on a web page. This is helpful when searching for song lyrics or a line from a book. But only use this if you’re looking for an exact word or phrase, otherwise you’ll exclude many helpful results by mistake.“imagine all the people”
Exclude a word-search Add a dash () before a word or site to exclude all results that include that word. This is especially useful for words with multiple meanings, like Jaguar the car brand and jaguar the speed
Search within a site or domainsite: Get results only from certain sites or domains. For example, you can find all mentions of “olympics” on the NBC website, or any .gov websites.olympics site:nbc.comolympics
Search for pages that link to a URLlink: Find pages that link to a certain page. For example, you can find all the pages that link to
Search for pages that are similar to a URLrelated: Find sites that are similar to a URL you already know. If you search for related sites to the, you’ll find other news publication sites you may be interested
Fill in the blank* Add an asterisk within a search as a placeholder for any unknown or wildcard terms. Use with quotation marks to find variations of that exact phrase or to remember words in the middle of a phrase.“a * saved is a * earned”
Search for either wordOR If you want to search for pages that may have just one of several words, include OR(capitalized) between the words. Without the OR, your results would typically show only pages that match both cup location 2014 OR 2018
Search for a number range.. Separate numbers by two periods without spaces (..) to see results that contain numbers in a given range of things like dates, prices, and $50..$100
Find information about a siteinfo: Get information about a URL, including the cached version of the page, similar pages, and pages that link to the
See a cached version of a sitecache: See what a page looks like the last time Google crawled the

If you want to extend the information provided, these are our recommendations:

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