Exploring the Benefits of Link Wheels for SEO in 202412 min read

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Link Wheels

Link wheels are a controversial SEO strategy that can quickly enhance website rankings and authority but also damage them beyond repair.

The article explains how link wheels work, their benefits, how to set them up as well as their risks and alternative link-building techniques that you can use.

Let’s dive right in!


  • Link wheels are an SEO strategy involving creating a network of multiple websites interconnected with each other through backlinks, ultimately linking back and passing link juice to the target website.
  • Link wheels can improve search engine rankings, increase website authority, and diversify backlink profiles, but their effectiveness depends on the quality and relevancy of the links.
  • Potential risks and drawbacks of creating link wheels to boost SERP performance include penalties from search engines and quality control issues. They’re also resource-intensive and may be considered unethical and unsustainable in the long run.
  • Successful link wheel creation requires creating quality content, fostering strategic linking patterns, and collaborating with reputable partners.
  • To create quality content. research your audience, provide value, and ensure originality. Make your writing easy to read, incorporate multimedia, and optimize it for SEO.
  • Leveraging strategic link patterns includes implementing on-page anchor linking, repairing broken links, re-directing links to high-value pages, updating internal links, and maintaining a balanced link structure.
  • To build mutually beneficial link-building relationships, identify and engage with potential partners, personalize outreach, be transparent, participate in industry events, leverage social media, and collaborate on projects.
  • Alternatives to link wheels include content marketing, guest blogginginfluencer outreachlocal SEO, creating shareable infographics, and using HARO for ethical and sustainable link-building.
  • BacklinkManager is a link-building tool that can help you find partners, track link-building relationships, and monitor link status to manage your link wheels effectively. Book the demo to find out more!

Try the best tool for your link building campaigns! CRM + Link Monitoring + Reporting

Understanding Link Wheels

Link wheels are a link-building strategy that involves creating a web of quality links directing from one website to another, ultimately linking to a website that requires support.

This web of quality links is formed in a circular pattern, resembling a wheel, hence the name link wheel.

The key to a successful link wheel lies in selecting only those sites that permit link juice to be passed on from one site to another, i.e., dofollow websites.

Link wheel

Link wheels vs link exchanges

Link wheels involve creating a series of interconnected websites or pages that link to each other in a circular pattern and then back to a main target site. This strategy aims to funnel link authority and improve the main site’s search engine ranking.

Link exchanges, on the other hand, are simpler reciprocal agreements where two or more websites agree to link to each other. The primary goal is the mutual enhancement of visibility and link popularity, with each site directly linking to the other.

The Advantages of Implementing Link Wheels

Link wheels offer several advantages such as improved search engine rankings, increased website authority, and a diversified backlink profile.

Boosting Search Engine Rankings

Link wheels can enhance a website’s search engine rankings by increasing its visibility and authority in the eyes of search engines.

Not all link wheels will have that kind of impact though.

Google’s algorithm evaluates the links in the wheel by taking into account their quality and relevancy. High-quality and relevant links within a link wheel can positively impact the SEO ranking.

Conversely, if the link wheel is made solely for the purpose of manipulating search rankings and containslow-quality or irrelevant links, it can have a detrimental effect on SEO ranking.

Enhancing Authority

Link wheels serve as a valuable tool for enhancing a website’s authority.

If there are lots of websites linking back to your main site, it’s a signal to Google and other search engines that the website is authoritative.

Diversifying Backlink Profile

Link wheels can contribute to diversifying a website’s link profile, which is a key factor in SEO.

By creating a network of interconnected sites, each with its unique domain and content, a link wheel introduces a variety of sources that link back to the main website. This diversity in the link sources can enhance the perceived naturalness and authenticity of the backlink profile in the eyes of search engines.

Additionally, link wheels can create a shield of randomness that can prevent algorithms from detecting unnatural patterns, which could result in website penalization.

The Potential Risks and Drawbacks of Link Wheels

Link wheels, while potentially beneficial for SEO in the short term, carry significant risks and drawbacks that can negatively impact a website’s long-term online presence and search engine ranking. Here are some of the key risks and drawbacks:

Penalties from Search Engines

The primary risk of using link wheels is the potential for penalties from search engines like Google.

Search engines have become increasingly sophisticated at detecting artificial link patterns designed to manipulate rankings.

If a link wheel is identified as a scheme to artificially boost a site’s ranking, it can lead to severe penalties, including a significant drop in search rankings or even complete de-indexing from search results.

John Mueller on link wheels

Quality Control Issues

Maintaining a high standard of content across all sites in the link wheel can be challenging.

If the content on the satellite sites is of low quality, irrelevant, or spammy, it can harm the reputation and authority of your main site.

Search engines prioritize high-quality, valuable content, and any association with poor-quality content can be detrimental.

Resource Intensive

Creating and maintaining a link wheel requires a significant investment of time and resources.

Each site in the wheel needs to be individually managed, updated with content and monitored.

This can be a substantial drain on resources that might be better spent on more sustainable and white-hat SEO strategies.

Ethical and Reputation Risks

Many in the SEO community view link wheels as a grey hat or even black hat tactic, meaning they are ethically questionable or outright against search engine guidelines.

Using such tactics can not only risk penalties but also damage your brand’s reputation. Being associated with manipulative SEO practices can lead to a loss of trust from both users and business partners.

Unsustainable in the Long Term

Link wheels are generally not considered a sustainable long-term SEO strategy.

Search engines continually update their algorithms to provide the most relevant and high-quality search results. A strategy that relies on manipulation rather than genuinely improving the user experience and providing value is likely to become ineffective over time.

Dependency on External Sites

The effectiveness of a link wheel depends on the performance and authority of the external sites within the wheel.

If any of these sites are penalized or lose their authority, it can negatively impact the entire link wheel, including the main site.

Tips for Building a Successful Link Wheel Strategy

To build a successful link wheel, it’s important to focus on quality content creation, strategic linking patterns, and collaboration with reputable partners.

Quality content creation

Creating high-quality content is a key factor in a successful link wheel strategy as it helps attract and retain visitors, increases the credibility of the involved websites, and improves the overall SEO performance.

How do you create quality content for your link wheel?

Here are some guidelines:

  • Understand your audience – the content should cater to the interests, needs, and questions of your target audience.
  • Provide value and relevance – each piece of content should offer real value to the reader. This could be in the form of useful information, solutions to problems, insights into industry trends, or entertaining narratives. The content should be relevant to the theme of your main site and the satellite sites in the link wheel.
  • Ensure originality – avoid duplicate content across your network of sites. Search engines penalize websites for content that appears copied or redundant. Each site in your link wheel should have unique, original content that stands on its own merit.
  • Focus on quality writing – the content should be well-written, free of grammatical errors, and engaging. Good quality writing helps keep the reader engaged and reduces bounce rates, which is a positive signal to search engines.
  • Incorporate multimedia elements – use images, videos, infographics, and other multimedia elements to make the content more engaging and shareable. This also helps in breaking the monotony of text and can provide additional value to the reader.
  • Optimize for SEO – while the primary focus should be on the quality and relevance of the content, don’t ignore basic search engine optimization principles. Use appropriate keywords naturally, optimize titles and meta descriptions, and structure content for readabilitySurferSEO
  • Regular updates and maintenance – keep the content fresh and up-to-date. Regular updates signal to search engines that your site is active and relevant, which can aid in maintaining a good ranking.

Strategic linking patterns

Strategic linking patterns in SEO involve:

  • On-page anchor linking
  • Repairing broken links
  • Directing links to high-value target pages
  • Updating internal links on older pages
  • Conducting a technical audit on backlinks
  • Avoiding the use of paid links

Internal linking is an integral aspect of strategic linking, where relevant pages and content within a website are linked together to bolster SEO.

Recommended practices for strategic linking patterns in link wheel implementation include:

  • Establishing a network of high-quality and relevant websites
  • Guaranteeing that the links are natural and provide value to the users
  • Incorporating a variety of anchor texts and keywords to diversify the link profile
  • Implementing a balanced linking structure to distribute link equity effectively
  • Frequently monitoring and updating the link wheel to maintain its effectiveness

Collaboration with reputable partners

Building relationships with reputable partners for link wheels, or any other link-building strategies for that matter, requires a focus on networking, providing value, and establishing trust.

Irina Maltseva, Growth Lead at Aura and Founder at ONSAAS, on relationship-based strategies

Here’s how you can build relationships with reputable partners for link-building:

  • Identify potential partners – start by identifying websites, blogs, and influencers in your niche that have a good reputation and share a similar audience. Look for those who produce quality content and have a strong presence in your industry.
  • Engage with their content – before reaching out, engage with their content. This can include commenting on their blog posts, sharing their content on social media, or mentioning them in your own content. This helps to get you noticed and starts building a relationship.
  • Offer value first – think about what you can offer them. This could be high-quality content, sharing their content with your audience, or providing a unique product or service. The key is to offer something valuable before asking for something in return.
  • Personalized outreach – when you’re ready to reach out, personalize your communication. Mention specific articles or posts you enjoyed, and be clear about why a partnership would be mutually beneficial. Avoid generic messages that feel like spam.
  • Participate in industry events – attend webinars, conferences, and networking events in your industry. These can be great opportunities to meet potential partners in person and strengthen relationships.
  • Leverage social media – use social media platforms to connect with potential partners. Engaging with their posts and sharing their content can be a good way to start a conversation.
  • Collaborate on projects – propose collaborations on projects like webinars, podcasts, joint research studies, or co-authored blog posts. Collaboration can be a great way to build links naturally and provide value to both parties.

Alternatives to Link Wheels

Although link wheels can boost ranking on search engine results pages quickly, there exist other strategies for enhancing search engine rankings and authority that are more effective over the long term.

Here are some effective alternatives:

  1. Content marketing – creating high-quality, valuable content is the cornerstone of modern SEO. This includes blog posts, videos, infographics, podcasts, and more. Quality content naturally attracts backlinks and shares, improving your site’s authority and rankings.
  2. Guest blogging – writing articles for other reputable websites in your niche can be a great way to gain high-quality backlinks. It’s important to focus on sites that are relevant to your industry and to offer valuable content that benefits their audience.Antonio Gabric, Outreach Manager at Hunter.io on guest blogging
  3. Influencer outreach – collaborating with influencers in your niche can help you reach a wider audience and gain credible backlinks. This involves reaching out to influencers and proposing collaborations that are mutually beneficial.
  4. Broken link building – this involves finding broken links on other websites and offering your content as a replacement. It’s a win-win: you get a backlink, and the site owner improves their user experience.
  5. Resource link building – create valuable resources (like comprehensive guides, toolkits, or research studies) that other websites in your niche would want to link to. Then, reach out and let them know about your resource.
  6. Local SEO and listings – for local businesses, ensuring your business is listed in local directories and on Google My Business can improve visibility and lead to natural backlinks from local sources.
  7. Creating shareable infographics – infographics are highly shareable and can attract backlinks if they provide valuable information in an easily digestible format.
  8. HARO (Help A Reporter Out) – sign up for HARO and respond to journalists’ requests for expert opinions. This can lead to high-quality backlinks from reputable news sites.Milosz Krasinski, the owner of Chilli Fruit Web Consultin, on HARO

Using BacklinkManager for link wheels

BacklinkManager is a link-building tool that can help you build and manage your link wheel.

Want to know how?

Thanks to the link-building CRM functionality, you can easily manage your partnerships from one place. BacklinkManager can actually help you find new partners through the Link Exchange and Link Matchmaking tools (coming soon).

Apart from tracking your link-building relationships, BacklinkManager enables you to monitor all your wheel links. So whenever a link disappears or changes status to nofollow, you will know instantly. How cool is that?!?

Tools for link-wheels: BacklinkManager


Link wheels can be an effective technique to improve your SERP results but it’s also a risky one because it can be seen violation of search engine guidelines.

If you decide it’s worth the risk and want a reliable tool to manage all your partners and monitor links, try BacklinkManager for free!