If you missed it, read here for Part 1
Check a Site’s Domain Authority, PR, or Other Metrics
You’re always being told to look for “high” [value] links as the opposite are bad. Third party tools that help you identify the so called good and bad links, don’t really have any relevance or usefulness. It may so turn out that what is a ‘bad link today’ will become a ‘good link tomorrow’. Too many SEO companies use high/low valuation metrics that no major search engine actually pays attention to. That’s because these metrics can’t let you know whether the links are indexed or are passing some kind of value in Google, Bing or any other search engine.
The value metric that some SEO tool assigns to a page doesn’t really tell you why that link is there or whether it’s trusted by a search engine. Don’t use third party metrics at all—that’s the golden rule.
Don’t Use Anchor Text That are Rich in Keywords
Keywords have always been favorites of search engines but many keyword-rich anchor texts has landed Web marketers in the soup for they have been penalized. That doesn’t mean that all keyword-rich anchor texts are bad—what it means is that the link of the anchor text should take you to a relevant place. If you’re talking about the engines of motor cars and have an anchor text that reads ‘different kinds of engines’, that’s what the search engines expect to find. If it doesn’t then it’s what is called as Web spam.
Creating anchor texts that are keyword-rich is not wrong, creating them merely to influence search results is. So use keyword-rich anchor texts relevantly and sensibly.
Employ Deep Links to Your Inside Pages
That’s certainly the wrong way to go about the task of linking pages. Links must be there naturally –it isn’t as if every internal page has got to be linked. Good SEO -as a recent Google Panda Update by Robin Burton said- is all “about finding a balance between your content, on page SEO and the amount of links you build.”
Good content will earn you those links naturally—don’t get paranoid about having deep links to all internal pages. That’s certainly not the right way to do things-Link building should be a natural process, unconstrained by SEO thoughts. Compelling and engaging content and relevant links should earn you brownie points and find you a nice high spot on search engines.
Avoiding Site-wide Links Are Good for You
There was a time when people bought site-wide links but to their misfortune they earned penalties in the process. Hold on though—other sites that link to your personal site with site-wide links is not bad by itself. What really matters is to what extent those backlinks are actually relevant. If you have neither bought nor requested those site-wide links, then you just don’t need to worry.
A link is unnatural or spam only when it backlinks to some irrelevant domain, for instance if your website is about cars and you give a backlink to some ‘food site’, then it’s certainly not relevant. In a recent Penguin update, Matt Cutts made one point crystal clear in a video “Site-wide backlinks are not bad if they are natural and relevant.” That truly is the crux of the matter.
So if other sites give you site-wide links, it’s perfectly okay as they don’t hurt your site so long as you have not coaxed them into doing so by some unlawful means. Unless the search engine specifically provides you an instance of why a site-wide link that is earned is a ‘bad’ link and wants you to remove it, there’s no reason why you should do so, as that link is generating traffic for you.
Avoid Too Many Links from a Domain
In case many sites are already linked to you and still continue to shower you with ‘extra links’ take it with good grace. There isn’t a penalty for being appreciated by other people through links on their Websites.
People choose to link to your website because they feel it’s good– in a sense you’ve really earned the respect of those people. There is no rule that says search engines regard too many links as to a particular site as ‘spamming’ or no search algorithm which regards “too many links from some random domain” as bad.
Remember these links are helping your website, not hurting you and will get you the visibility that you want. Of course, the situation is different if you are ‘doing outreach’–that’s bad and may prove harmful to your reputation.