Which pages to build backlinks to, and which to skip
Build backlinks to pages that already rank just off page one and to the commercial pages that bring in customers, especially those with few backlinks of their own. Skip about, legal, login and glossary pages, and spread natural anchor variations across each page instead of repeating one phrase. Scout, our backlink bot, picks the page before it picks the site, then matches every deal to the page it fits best.
Your homepage has plenty of friends. Let’s help your other pages.
What the right page can do for a backlink
Every backlink can go where it moves a ranking you care about. Choosing the page is where that starts.
- Inner pages that sell, not only the homepage.
- Natural anchors that vary from deal to deal.
- Pages that are live and ready for visitors.
- Your priority pages first, in the order that matters to you.
Pick the pages that deserve a backlink
Keep or skip six pages of a clinic-software site. Scout agrees, or explains why not.
Which page gets the backlink?
ILLUSTRATIONSix pages of a fictitious software site. Keep the ones worth a backlink, skip the rest.
- /pricingSits just off page one
- /solutions/patient-intakeA commercial page
- /guides/digital-intake-checklistA guide your buyers read
- /changelogProduct release notes
- /old-demoReturns a 404
- /careersYour jobs page
In a real brief, 7 steps of page discovery pick the pages. Rankings depend on many factors and are not guaranteed.
0 of 6 sorted. Keep or skip each page.
See the answer
- /pricing: keep. A page on page two already has Google’s attention. Backlinks are often what it needs to move up.
- /solutions/patient-intake: keep. A visitor here can become a buyer. These are the rankings that pay for the backlinks.
- /guides/digital-intake-checklist: keep. A useful guide earns its place more easily, and it can pass value on to your commercial pages.
- /changelog: skip. It rarely brings in a buyer, so a backlink here moves nothing you care about.
- /old-demo: skip. A backlink to a 404 is wasted. Every page is checked live before it’s used.
- /careers: skip. Pages like this never bring in a buyer, so they rarely need backlinks.
Illustrative example, not real output or real sites.
Which pages to build backlinks to first
Work down this list for each of your sites. The first three do most of the ranking work.
Once the page is chosen, the site has to fit it: see how to find niche sites for backlinks. The article that carries the backlink is covered in guest post content writing. Both are part of The LabsMedia Method, and it’s how in-house SEO teams push the pages stuck just off page one.
Step 1: Pages that already rank just off page one
A page sitting on page two already has Google’s attention. Backlinks from relevant sites are often what it needs to move up.
Step 2: Commercial pages that bring in customers
Feature, solution and service pages, where a visitor can become a buyer. These are the rankings that pay for the backlinks.
Step 3: Valuable pages with few backlinks of their own
Each new backlink moves a page with none further than it moves a page that already has plenty.
Step 4: Guides that answer your buyers’ questions
A useful guide earns its place on a publisher’s page more easily, and it can pass value on to your commercial pages.
Step 5: Skip the pages that never bring in a buyer
About, legal, login and glossary pages rarely need backlinks. Your homepage tends to collect branded backlinks on its own.
Step 6: Check every page is live, then plan the anchors
A backlink to a 404 is wasted. Give each page a few natural anchor variations and rotate them, rather than repeating one exact phrase.
How Scout chooses and matches your pages
Three steps, run for each of your sites before and during outreach.
1. Find your pages
2. Check every page
3. Match every deal
The page comes first, the site second
The shape of the check, without the recipe.
- 7steps of page discovery for every site
- Everytarget page checked live before it’s used
- Variednatural anchor text for each page we find
- Pickedthe pages most likely to move, for every backlink you want
Patient-intake software for US clinics
Here’s how the page check reads a real kind of site before any outreach starts.
Healthcare and medical blogs, DR 50–70, with the US as one of their top traffic countries.
- patient intake software
- digital intake forms for clinics
- online patient check-in
Then the matching: a healthcare IT blog gets the feature page, and a practice-management blog gets the guide.
Illustrative example, not real output or real sites.
Choosing pages for backlinks: common questions
Should I build backlinks to my homepage or inner pages?
Mostly inner pages. Your homepage tends to collect branded backlinks on its own, from directories, partners and press. The pages that sell, such as features, solutions and guides, rarely do, and they are the ones competing for commercial searches. Point bought backlinks at the inner pages you most want to rank.
How do I find pages that are close to page one?
Look in Google Search Console or an SEO tool for keywords where your page ranks on page two, and for pages with steady impressions but few clicks. Those pages already have Google’s attention. Check that each one is live, useful and aimed at a buyer before you spend a backlink on it.
What anchor text should I use?
A mix of natural phrases that describe the page, not one exact-match keyword repeated on every backlink. Give each page a few variations, such as the product category, a longer description and a plain-English phrase, and rotate them across deals. Anchors that read naturally in a sentence also survive editors better.
Can I choose which pages LabsMedia builds backlinks to?
Yes. Name your priority pages in the 2-minute form, and Scout adds them to the pages it finds. If it can’t find any pages to target, we email you to ask. If no page on your list fits a publisher, the deal pauses and a person asks, so no backlink points somewhere you didn’t choose.
Send us the pages you care about
Or let us find them. One email with your site and your market, and Scout works out where each backlink should point. Email your brief.
Your priority pages first