One such method that’s getting a lot of attention lately is the process of building multiple levels of links to your backlinks – instead of directly to the page that you want to rank. Although there isn’t technically a name for this type of link building (which should be used to support and diversify your link building strategy – not replace it), we like to call it “Linkception”.
Types of “Linkception”
Normally, when you build links, you link directly to the page that you want to rank well in the SERPs, using keyword rich anchor text. With Linkception, you’re instead creating a second level of backlinks by building additional links to the links you initially generated, which builds the authority and SEO value of your backlinks and passes on even more value to the page you’re trying to rank.
Building links to your backlinks is also a way of minimizing your risk of getting penalized by search engines, including those that exist when too many links are created too quickly or when a link is deemed “spammy”.
The idea is that, because these links are a level removed from your main site, it’s harder for the search engines to directly tie lower quality links back to your site. Of course, this doesn’t mean that you should purposely do anything that might get you penalized – your focus should still be on building high quality, natural-looking links at all levels of your backlinking strategy.
But Linkception can go deeper than two levels. In fact, to maximize your backlink benefit even further, you could build a third level of links to the backlinks of your backlinks. In this case, your hierarchy of links would go like this:
Level 0 – The page you’re trying to rank
Level 1 – Direct backlinks pointing to your ranking page
Level 2 – Additional backlinks, pointing at your Level 1 backlinks
Level 3 – Another layer of backlinks, pointing at your Level 2 backlinks
Since Level 3 links are even further removed from the page you want to rank, this gives you more freedom in terms of the types of links you can build. At this level, it’s more about quantity over quality, making this the perfect opportunity to take advantage of lower quality links built from forums, blog comments and link wheels.
Although you can go as many levels deep as you want with Linkception, we don’t recommend going any deeper than three levels of links. Linkception – like so many other things online – follows the Law of Diminishing Returns, meaning that the SEO value gained from each additional level of link building decreases.
From our experience, anything past the third level provides minimal to no value. We believe this occurs because when you build too many levels of links, the link juice from the deepest links is lost in “limbo” and can’t find its way back to the original page that you intended to rank, as pictured below:
Another way to use Linkception is for reputation management. When users search for your brand name, ideally, you want them to find your website, social media profiles and any positive press releases or reviews that exist about your company.
What you don’t want to show up in the first two pages of the search results are negative press and reviews. In this case, you want to be proactive instead of reactive. If you find negative mentions of your brand, use Linkception to build backlinks to those pages that are ranking below the negative results. Even though this isn’t passing direct SEO value to your personal pages, it will help to boost the rankings of the positive pages in the SERPs and push down the negative pages. If users see the positive results you’ve helped to promote, their trust in your brand will increase, ultimately leading to higher click through rates and more traffic to your site.