Even though topical relevance is a core SEO principle, real-world results don’t always look that clean. Plenty of sites rank with backlink profiles full of paid placements and general-interest links that seem only loosely related to their niche. That doesn’t mean relevance is broken—it means links serve different purposes. In this post, we break down why “irrelevant” links can still work, how we evaluate relevance at multiple levels, and how to mix link types without weakening a local campaign.
Table of Contents
Why links that seem irrelevant still help
Not all links need to be topically matched to be useful. Here are three reasons those paid, general-interest links can move the needle:
- Traffic validates the link. If a link comes from a site that gets real visitors, Google sees user action. People click. People share. That signals real interest even if the topic does not match exactly.
- Geographic relevance counts. Local news sites, city directories, and radio pages may not be topically related, but they tell Google where the business is. For local search and maps, that geographic signal matters a lot.
- Natural link profiles include variety. If every backlink looked like it was built for the same keyword, that looks manufactured. A mix of topical links, traffic links, local mentions, and media placements looks organic and healthy.
Three levels of topical relevance we use
When we do relevance matching, we look at three levels. If a link matches at multiple levels, it is stronger. But it is okay if not every link matches all three levels.
- Referring page — Does the exact page with the link talk about the same topic as the target page?
- Referring domain — What is the main theme of the whole site? Is the site generally related to the target topic?
- Backlink profile of the referring domain — Who links to that referring domain? Are those sources relevant to the target topic? We often use Majestic's topical trust flow to get a quick read on this.
We try to match relevance at all three levels most of the time. But if every single link checked all three boxes, the profile would look suspicious. That is why we intentionally mix link types.
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How we mix link types and why
Our goal is a natural looking link profile that gives Google many different signals. In practice that means:
- Most links we build are relevant at the page level.
- We add some links that have strong traffic metrics even if they are not topically perfect.
- We include local and media sites for geographic relevance where it helps the Google Business Profile and local pack rankings.
For small local clients, we will often buy one paid placement every quarter. These placements cost roughly $199 and are chosen for page relevance and traffic. If the client has a larger budget, we might buy two each quarter. The rest of the campaign focuses on highly relevant links that are cheaper but do not always have strong traffic data.
Simple plan for a local campaign
Here is a practical plan that we use for local businesses like tree care contractors. You can adapt this to other local niches.
- Keep a steady base of relevant links from local directories, industry blogs, and niche sites.
- Every three months, buy one paid placement on a site that has real traffic. Make sure the page has some relevance and the site brings visitors.
- For higher tier clients, buy two traffic placements per quarter.
- Mix in local media mentions and city sites for geographic signals.
- Monitor the referring domains with tools and check the topical trust flow or similar metrics to see the backlink themes.
This mix supplies topical relevance, traffic signals, and geographic context. Over time that helps a site rank and it keeps the link profile looking natural.
When to use traffic-first links and when not to
Traffic-first links are not always the best choice. Use them when:
- You need validation from real users and clicks.
- You are working on local pack or Google Business Profile rankings and geographic reach matters.
- You want to balance a profile that otherwise looks too tightly targeted.
Avoid relying only on traffic-first links when you need precise topical authority. If your niche is competitive and technical, page-level relevance matters more. Think of traffic links as a supplement, not a replacement.
How to check whether a paid placement is worth it
Before you buy a link placement, look at three simple things:
- Page level relevance — Does the page match your topic at least a little?
- Traffic metrics — Does the site actually get visitors? Even modest traffic can help.
- Domain backlink topics — Who links to that site? Are their links mostly related to your niche?
If a placement checks at least two of these boxes, it is often a useful buy. We prefer page relevance plus traffic, but geographic relevance can substitute for topic in local campaigns.
Common mistakes to avoid
- Building only topically perfect links. That looks fake.
- Buying many low-quality placements with no traffic or relevance.
- Ignoring local signals for businesses that rely on maps and Google Business Profile.
How we measure the impact
We watch rankings, GBP performance, and real user metrics. Sometimes a traffic-first placement will not move rankings much by itself, but it can help clicks, conversions, and local signals. That can produce steady ranking gains when mixed with topical links.
Why do general interest sites help local businesses rank?
General interest sites often have real visitors and local reach. For local businesses, city portals and news sites add geographic context and user signals that can improve local pack rankings.
Should we stop building topical links if traffic links work?
No. Topical links build subject authority. Traffic links are a supplement. A balanced mix keeps the profile natural and sends multiple signals to search engines.
How often should we buy paid placements?
For most small local clients, one paid placement per quarter is a good start. Larger budgets can support two per quarter. The rest of the link building should focus on relevant, lower-cost placements.
What tool can help check topical themes of a referring domain?
Tools like Majestic provide topical trust flow, which helps read the topical themes of a domain and its backlinks. Use it to see whether a referring site’s backlinks align with your niche.
Closing thoughts
Links do different jobs. Traffic can validate, local sites can signal location, and relevant pages build topic authority. We recommend a mixed approach that targets page relevance first, adds traffic-rich placements when needed, and keeps the profile varied so it appears natural. That approach covers more signals and gives a better chance to rank, especially in local search.