Google Has a Template in Its Head
Google's algorithm knows what a natural link profile looks like. And it's comparing yours against that template every single day.
Deviate too far and you're in trouble.
So what does "natural" actually look like?
The Characteristics of a Natural Link Profile
Mixed anchor text. Branded, generic, partial match, naked URLs. Not 80% exact-match keywords. Our guide to anchor text strategy breaks this down in detail.
Varied link sources. Blogs, news sites, forums, social media, directories, .edu, .gov. Not all from one type.
Gradual growth. Links accumulate over time, not in sudden spikes. Getting your link velocity right is key here.
Some nofollow links. A profile with 100% dofollow links looks manufactured.
Links to multiple pages. Not just your homepage. Deep links to blog posts, product pages, about pages.
Some "bad" links. Weirdly, a squeaky-clean profile with zero low-quality links looks unnatural too. Every real site picks up some junk links.
What an Unnatural Profile Looks Like
If any of these describe your profile, it's time for cleanup. Moz's beginner's guide to link building is a great refresher on what healthy looks like.
How to Fix It
Don't panic. Unnatural patterns can be corrected.
Diversify your link sources. Vary your anchors. Build links to different pages. Let the velocity even out.
And audit regularly. We do it quarterly across all our campaigns.
SEO Checkup includes link profile health in its 113-task checklist. Free. No credit card. 30 seconds to get started.
Natural doesn't mean passive. It means intentionally building links the way they'd occur organically.