AUTHORITY BUILDING
Understanding the purpose of link building
Since 2009, we’ve built a massive network of over 10,000 publishers, writers, and bloggers. Our cutting-edge, proprietary platform ensures the most competitive pricing and high-quality link placements. We control the entire acquisition process from outreach and content production, to anchor placement and target URL. We use detailed metrics to track and report the performance of our link-building efforts, offering complete transparency and measurable outcomes.
When you work with Nifty, you receive reliable and effective links over time that grow your website’s authority and help position you to rank for your target keywords.
FREE 1:1 STRATEGY SESSION
PAGERANK
WHAT IS
PAGERANK?
If you were paying attention to SEO in the 2000s and 2010s, you’d know that Google PageRank was a hot topic. PageRank is a key algorithm used by Google to rank web pages. It calculates the authority of a page based on the number and quality of its links. A higher PageRank means more authority, leading to better search engine rankings.
PAGERANK IS NOT DEAD!
ISN’T PAGERANK DEAD?
No, PageRank is alive and well. Although Google no longer shares public scores, the algorithm still actively influences search rankings. This was confirmed by a Google Search document leak in May 2024, revealing insights into the ranking algorithm. In our industry, Google PageRank was replaced as a ranking metric by Domain Authority (domain level) and Page Authority (page level) which mirror Google’s PageRank metric. You can find out your authority score by going to Ahrefs, Moz, SEMrush, etc.
SITE AUTHORITY MATTERS
WHY PAGE
AUTHORITY MATTERS
Google wants to know what other people say about you just as much, if not more, than what you say about yourself. One of the ways they analyze this is by looking at your link profile. The more links you have from authoritative sources, the higher your site authority score will be. The higher your site authority is, the higher your rankings will be. It’s really that simple.
MEASURING SITE AUTHORITY
HOW SITE AUTHORITY
IS MEASURED?
Site Authority is measured on a 100-point logarithmic scale, meaning it is significantly easier to grow your score from 10 to 30 than it is to grow from 40 to 70. Most small businesses in the professional services industry have a site authority of between 20-30. Site Authority takes dozens of factors into account including the number of referring URLs, referring domains, anchor text distribution, followed vs. unfollowed links, new vs. old links, top-level domains (TLDs), and various other quality factors. Some systems like Ahrefs URL Rating (UR) add a dampening effect to lower authority scores if certain low-quality or spam signals are spotted. We believe Ahrefs has developed the most reliable and widely accepted authority metric for site authority by industry experts, and is primarily the one we use at Nifty. However, we cross reference frequently with another tool’s authority metric for improved quality control – Authority Score by SEMRush. It exercises more prejudice in its rubric and so you’ll often see Authority Score as the lower metric when compared to tools like Ahrefs, Moz, or Majestic SEO.
BUILDING SITE AUTHORITY
WHAT’S THE BEST WAY
TO BUILD PAGE
AUTHORITY?
Build a wider range of relevant links to your business. At Nifty, we’re constantly exploring new link-building tactics like local sponsorships, scholarships, and creating linkable assets for promotion. However, while these creative strategies can be rewarding, they often come with high operational costs and unpredictability, typically resulting in links only pointing to a homepage or specific resource page. This makes it difficult to achieve consistent, precise, and expeditious link authority. This is why industry-relevant, tangential, and general guest posting has been a link-building staple for years; and nobody does it better than Nifty.
OUR TACTICS
INDUSTRY-RELEVANT GUEST POSTING
These links are valuable not solely for their authority, but because they are highly relevant to your industry. The aim is to help Google establish a strong contextual connection between the content on the referring site and the content on your own—reinforcing your site’s topical relevance and boosting SEO performance.
TANGENTIAL INDUSTRY GUEST POSTING
While links from directly related websites are ideal, there’s also strong value in securing links from tangentially relevant sources. These placements provide contextual signals that help Google better understand your site’s broader audience and thematic relevance, expanding your reach without sacrificing SEO impact.
GENERAL GUEST POSTING
Volume and diversity of referring domains also matter. While these sites may not focus exclusively on your niche, general guest posts still contribute to a strong, natural backlink profile. Google expects a healthy mix of link types, and broad-topic placements play an important role in building that diversity – and authority.
Standards
LET US BE YOUR LINK BUILDING PARTNER
We build links that reduce costs, save time, and boost SEO performance, helping businesses deliver amazing results for their clients. Whether you are a small solo practitioner or a larger multi-partner firm, we are fully prepared to meet your link building needs.
Take advantage of our vast connections at an affordable price.
FREQUENTLY ASKED QUESTIONS
Why is link building important for my website's SEO?
Link building is crucial for SEO because it signals to search engines that your website is a reliable and authoritative source of information. Building links = building authority. The algorithm is looking for authoritative sources to include in the ranking results, and the way you build authority is through building links. It’s that simple!
What types of links provide the most value?
Links from high-authority websites within or related to your industry provide the most value. Contextual links placed within the body of high-quality content are particularly valuable, because they are seen as more natural and trustworthy by search engines. These types of links are commonly referred to as guest post or editorial links. Another reason they are valuable is because we can often control the anchor text (or hyperlinked text) and this gives us the ability to get more creative with geographical and service keywords that bring additional value to the link.
Can link building generate traffic to my website?
Yes, when your site is linked to by a high-traffic website, visitors from that site may click through to yours. High-traffic websites tend to be more difficult and expensive to negotiate a link on. In most cases, paying a premium for the possibility of referral traffic isn’t worth the cost.
What if the website linking to me has little to no traffic, is my link still valuable?
Yes, a website does not require traffic to be considered valuable. Many websites within Google’s search index may not attract significant traffic, yet they are still regularly crawled by Google. There are also inherent flaws with SEO tools that estimate traffic on websites to be aware of, but at the end of the day, link value is transferred to the target site regardless of traffic levels. You can know if a link is passing value to your website by monitoring domain authority or page authority using SEO tools like Moz, Ahrefs, SEMRush and others.
How long does it take to see results from link building?
It’s hard to say. It depends on so many variables, including the competitiveness of your market, your current link profile, and more. Google prefers a gradual and consistent approach to link building, viewing it as a long-term strategy. There are a lot of indicators that things could be heading in the right direction including improvements in site authority, rankings, organic traffic, etc. Typically, clients start to see positive results within three months of starting, while others see benefits within six months.
Can I just focus on other SEO tactics and ignore link building?
No, link building remains a critical ranking factor, as supported by numerous case studies and corroborated by insights from Google’s algorithm documents leaked in 2024. Consistent link building efforts will gradually improve your site’s authority and visibility, and lead to sustainable growth in organic traffic.
Why is my link appearing on a website that appears low-quality or spammy?
While a website may seem questionable at first glance, we evaluate multiple value metrics before deciding to place a link. Factors like domain authority, relevance, and indexing status occasionally outweigh initial impressions. If these metrics are strong, the link can still provide significant SEO benefits. However, we understand the concern about low-quality or spammy sites, and do our best to avoid them as often as possible. If there is a website that you believe is excessively spammy, we would be happy to take a closer look at it and replace the link free of charge.
Ryan Cooper
Nifty has been great to work with. They are very responsive and always quick to answer questions or address any concerns. Their team brings creative, practical ideas on how to improve my website’s online presence and search ranking, and I’ve already seen positive results from their strategies. They take the time to explain what they’re doing and why, which makes the process easy to follow and transparent. I would highly recommend them to anyone looking for a reliable partner to grow their online visibility.
MoreCallie Petrochko
Nifty Marketing has been outstanding to work with. Their staff is knowledgeable, responsive, and genuinely invested in helping clients succeed. From the first conversation, it was clear that they take the time to understand their client’s needs and goals. The SEO strategy has been excellent, with noticeable improvements in visibility and search rankings.
MoreFoley Freeman
We have been very happy with the marketing and website design provided by Nifty. They have been responsive to our needs and are dedicated to improving our marketing efforts.
MoreJade Walton
Partnering with Nifty Marketing to refresh our law firm’s website has been a truly positive experience. From the beginning, their team took the time to understand our firm’s identity, goals, and client base, ensuring that the new site reflects both our professionalism and our values. The design is modern, user-friendly, and easy to navigate, giving both existing and prospective clients a seamless online experience. Equally valuable has been their ongoing support after the launch. Nifty Marketing continues to provide timely updates, monitor site performance, and offer strategic guidance that keeps our online presence current and effective. We are grateful for their expertise and partnership, and we look forward to continuing to work with them as our firm grow
MoreJohn Haymond
The final website looks great and they had great communication. The entire time I felt confident in their ability to create a great looking website, and they did not fail. Would recommend if you're looking for a new web design.
MoreT S
NIFTY JUST GETS IT! I don’t think a Google review can truly capture how impressed and grateful I am to the ENTIRE NIFTY TEAM! My law firm, FOREVER LEGAL, is one-of-a-kind, and I wanted a website that was non-traditional, more like a magazine. When I spoke with the team about the direction of the firm, the brand voice, and the key cultural elements I wanted to highlight, they didn’t hesitate. In fact, they embraced it! Right then, I knew NIFTY was the perfect fit. The team flawlessly executed my design, and I was absolutely blown away, especially by the homepage. I have extremely high standards and a keen eye for detail, but they took every piece of feedback to heart and adjusted until I was completely satisfied. Thank you for your outstanding customer service. If it’s not NIFTY, then WHO? 10's across the board. Thank you for executing my vision!
MoreShaun Capps
Chad was fast and responsive and the design team delivered above and beyond what I was even imagining. Overall very professional and it has been a pleasant experience the whole time. I am confident I made the right decision after much research and would recommend Nifty to any lawyer or firm looking for a great custom site.
MoreTerri Bean
Chad with Nifty Marketing was amazing! Our firm is a startup and researching different digital marketing options has been a daunting task. Chad took the time to understand our business and our marketing needs. He is extremely knowledgeable and very professional. I would highly recommend him to any business for their digital marketing needs.
MoreHavilah Louise Bruno Lilly
I have been working with Gabe since I hired Nifty. I spent considerable time researching a number of marketing firms and ultimately landed on Nifty because they were honest with me about the process. I didn't want to hear false promises about over inflated results - I wanted to hear what they could realistically accomplish for my budget. Not only did Nifty keep it real, they delivered on what they said they could do. I have used them for website design, LSA's, SEO, and general maintenance/marketing. They are always willing to talk about issues we may be having and their plans are comprehensive, feasible, budget friendly, and easily executable. I highly appreciate the business relationship we have built and recommend them to anyone looking for an honest marketing firm.
MoreScott Butler
Nifty Marketing is a rock-star of the internet marketing world. If you can work with Yousra and Thai! They know their stuff!
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