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The reason digital PR and content marketing have become such popular link building tactics is because they directly serve journalists, editors, and other publishers who choose to cover a story or piece of content and link to it.

These tactics help you build high-quality links and avoid the risks associated with toxic links.

But what do quality links look like in practice?
In addition to being editorially placed, a high-quality link...

It has the potential to send referral traffic. If you want a link but Google doesn't exist, there is still a chance of receiving referral traffic from your chosen target. Let's not forget that links primarily have a navigational purpose, and if a link can generate quality traffic to your site, it's probably a good thing.

It aligns thematically with your own website's content. There are few things more completely unrelated pieces of content. Quality links come from other websites that cover a similar topic to yours.

It comes from a trusted source. Links are a vote of confidence from one website to another , and the highest quality links come from the most trusted sources. Put another russia mobile database way, you trust a recommendation from a friend more than one from a stranger, and the same can be applied to backlinks. A link from a trusted site, such as the New York Times, is ultimately a higher quality link than a blog that no one has heard of and that has no clear topical direction and is producing low-quality content.

A great example of a high-quality link that meets all three of these points is this link within an article in Auto Express (an automotive-related publication) that points to a “Market Comparison” study revealing the cheapest and most expensive places to buy car insurance:

Toxic Backlinks - Auto Express Example
What is a toxic backlink?
If we can describe quality links as those that are editorially earned, come from trusted sources, and have the potential to send referral traffic, then what is a toxic backlink?

Again, let’s move on to Google and their link schemes guide which clearly states.