Link relevance in SEO is the extent to which the topic of the page that the backlink comes from, the content that surrounds the backlink, and the topic of the page that the backlink goes to are related.
It’s not just the existence of the link that matters, but the extent to which the connection between the two pages makes sense in the context of the content.
The Topical Relationship Between Two Pages
Ultimately, the concept of link relevance in SEO comes from the topical relationship that exists between the two pages.
When the two pages are dealing with the same or similar topics, the relationship that the two pages share is obvious.
For example, if one page deals with the topic of analyzing backlinks, and another page deals with the topic of evaluating links, the relationship that these two pages share is obvious.
This relationship is reflected through the topic that the content on the pages deals with, the terminology that the content uses, and the subject that the content as a whole discusses, highlighting content relevance.
When the two pages deal with completely unrelated topics, the relationship that the two pages share is not as obvious.
While the two pages may be connected through the existence of the link, the connection between them is not as clear.
Relevance Within the Surrounding Content
Another way in which link relevance in SEO comes into play is through the content that surrounds the backlink.
When the content that the backlink is in discusses the topic that the destination page discusses, the backlink itself becomes part of the discussion.
The content that surrounds the backlink helps to create the connection between the two pages through the topic that the content as a whole discusses.
For example, a paragraph discussing the way in which backlinks are evaluated can naturally include a link to a page that goes into greater detail on the methods used for evaluation.
However, when a link appears in a paragraph that does not specifically pertain to the information being discussed on the destination page, it does not make as much sense. This is because the information in the paragraph does not support the inclusion of the link.
This level of relevance has to do with how well the link fits into the immediate surroundings of the text in which it appears.
The Role of the Linking Page Itself
In addition to the content of the linking page, the overall relevance of the page itself also has a role in the determination of link relevance.
A page that has a clear subject or theme creates a kind of “environment” in which any links it includes are relevant. The overall theme of the page supports the inclusion of the link, especially when links are contextually placed.
A page that includes a link will naturally make sense if it has been discussing a particular subject or theme throughout the page. This is because the link fits into the overall context of the page.
However, if the page does not have a clear subject or theme, or if it moves between different topics, then the overall relevance of the link is called into question. This is because the environment does not support the inclusion of the link in the same way.
This means that the overall relevance of the link has as much to do with the page as a whole as it does with the paragraph in which it appears.
How These Layers Work Together
The overall concept of link relevance is built on three different levels:
- The relationship between the two pages themselves
- The overall content in which the link appears
- The overall subject or theme of the linking page
If one of the layers is absent, the connection weakens. The connection can exist within a relevant paragraph but within a page that does not have a defined topic. In another instance, the relevant page may exist, but the paragraph does not support the connection.
The relevance of the link comes as a result of the mutual support of all these elements in the same environment.
Where Link Relevance Is Often Misunderstood
In some cases, the relevance of a link may be considered to be based on broad categories.
However, in reality, relevance takes place on a more detailed level. It does not mean that the two sites are in the same niche, but rather the relevance of the two topics.
Another place where relevance may be misunderstood is when one concentrates too much on the presence of the link instead of considering the relevance of the link. The relevance of a link may exist between two related sites, but the link may still not be relevant if it does not get the support of the surrounding content.
The relevance of a link depends on the placement of the link in the surrounding content.
A Clear Definition in Practice
The definition of link relevance is the extent to which the backlink naturally fits into the topic of the page, the surrounding content, and the destination page.
It becomes apparent when the connection between two pages is obvious and supported by the paragraph where the link is placed, as well as the overall subject of the page.
