When it comes to building backlinks, one question frequently arises: should we use the original URL of our site or mix it up by including and excluding HTTP(s) and www versions? My approach is clear—I stick to the original format. In the past, when I was engaged in mass link building, I might have considered experimenting with various formats. However, today, I recommend against it.
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Why? Because there’s a slight loss of link equity when redirects are involved. If you use an HTTP version of the URL for backlinks but the actual site is HTTPS, a redirect occurs. This results in a minor loss of link equity, and honestly, it just doesn't make sense to create unnecessary complications.
Think about it from a user’s perspective. Most people who are not savvy in SEO—let’s call them civilians—when they want to link to a website, will simply visit the page, copy the URL from the address bar, and paste it. They are not going to bother changing the format. Therefore, there’s no real benefit in mixing it up, unless you are engaging in mass link building, which I don't advocate anymore.
In summary, keep it straightforward. Use the original URL format consistently. This not only aids in maintaining link equity but also aligns with how users interact with URLs. If you want to dive deeper into local SEO strategies and get your questions answered, consider joining our Local SEO Hump Day Hangouts every Wednesday at 4pm EST.
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Frequently Asked Questions
1. Why is link equity important?
Link equity refers to the value passed from one site to another through links. It plays a significant role in determining how well a site ranks in search engines. Maintaining the original URL format helps preserve this equity.
2. What should I do if I have existing backlinks with mixed URL formats?
If you have backlinks using various URL formats, consider reaching out to the sites linking to you and ask them to update their links to the original format. This can help reduce any potential loss of link equity.
3. How can I improve my backlink strategy?
Focus on acquiring high-quality backlinks from reputable sites relevant to your industry. Creating valuable content that others want to link to is one of the best ways to generate organic backlinks.
4. What’s the best practice for building backlinks in 2025?
The best practice is to focus on quality over quantity. Aim for relevant backlinks that enhance your site's authority and visibility, rather than engaging in mass link building.