After spending nearly a decade as one of the most active Link Builders in the industry, I’ve learned a thing or two about what makes a backlink profile look natural – and what sets off Google’s alarm bells. Today, I’m opening my field notes to share what really matters when building a natural-looking backlink profile.

What Google Actually Considers “Natural”

Let’s start with the basics. Google’s algorithms are sophisticated, but they’re looking for pretty logical patterns when it comes to natural links. A natural backlink typically:

• Has normal anchor text (not something obviously promotional like “buy cheap rolex”)
• Comes from websites that would logically be discussing your topic
• Isn’t marked as “sponsored” (unless it actually is sponsored)
• Appears on pages with relevant content
• Makes sense in the context where it appears

But here’s what’s fascinating: it’s not just about individual links – it’s about how your entire backlink profile looks as a whole.

The Dead Giveaways of Artificial Link Building

One of the most common mistakes I see (and I see it almost daily) is the sudden surge in backlinks to sites that have no organic visibility. Think about it: if your website isn’t ranking for any keywords yet, how did all these other webmasters naturally find you to link to you?

Here’s what typically happens in nature: websites get discovered through search results, social media, or word of mouth. Other webmasters find your content, like it, and link to it. But if you’re nowhere to be found in search results and suddenly get 20 new backlinks in a month, that’s going to raise some eyebrows at Google.

And no, this isn’t some Google employee manually reviewing your site (at least not initially). These patterns get caught by automated systems first, which can then trigger manual reviews.

The Art of Mix and Match

After years of observation, I’ve learned that a natural backlink profile is all about the mix. Here’s what you need to balance:

Follow vs. Nofollow

If you’re building a lot of dofollow links, you need to balance them with some nofollow links. Think about it – in the real world, not every site that links to you will use dofollow links.

Anchor Text Distribution

This is crucial. A natural profile typically looks something like this:

• 25% or less: Exact match or close match keywords
• 40%: Partial match (target keywords plus other words or brand name)
• 35%: Brand name or URL (primarily to homepage)

Landing Page Distribution

You need a healthy mix of:

• Homepage links (usually with brand anchors)
• Inner page links (usually with more specific anchors)
• Product/service page links
• Content/blog post links

The Science of Anchor Text

Let me share something that took me years to perfect: anchor text variation. Here’s my tried-and-tested formula:

• Keep exact match anchors under 25% of your total profile
• Use partial match anchors (like “[keyword] + brand name” or “[keyword] + information”) for about 40%
• Reserve about 35% for pure brand name anchors, usually pointing to your homepage

This distribution helps spread authority throughout your site while maintaining a natural appearance.

Timing is Everything

One of the most overlooked aspects of natural link building is timing. Here’s what I’ve learned: consistency beats bursts every time. When you:

• Build links regularly
• Create fresh content consistently
• Incorporate internal links naturally
• Maintain a steady pace

Google starts to recognize you as an active voice in your industry. It’s not just about the links – it’s about showing consistent, ongoing engagement in your space.

A Word to Fellow Link Builders

After spending countless hours analyzing what works and what doesn’t, I can tell you this: the key to building natural backlink profiles isn’t about tricking Google – it’s about mimicking what happens naturally in your industry. Look at your successful competitors’ backlink profiles. Study how they grew over time. What types of sites link to them? What anchor text patterns do you see?

Remember: the goal isn’t to build links that look natural – it’s to build links that ARE natural for your industry and niche.

Final Thoughts

Building a truly natural backlink profile is more art than science. Yes, there are patterns to follow and mistakes to avoid, but at the end of the day, it’s about creating something that makes sense for your specific situation. As Link Builders, our job isn’t just to build links – it’s to build relationships and create value that naturally attracts the right kind of attention.

[Editor’s note: This is the fifth entry in our “Diaries of a Link Builder” series, where we share real insights from the trenches of link building.]