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Aggressively Seeking Links: How Much Is Too Much?

By Eric Ward
August 27, 2007

The full text including hyperlinks for this Link Week column 
can be read at here

When it comes to link building, how much is too much? How fast is too fast? Neither of these questions would have been asked in 1997, because their was no such thing as too fast or too much. But it isn't 1997 anymore is it? And since link development now plays a prominent role in web success and failure, these questions deserve answers.

Allow me to try.

Question:How much linking is too much linking?

Answer: I could take the easy way out and say "it depends," and I have done that for years, because it's true. But, let's dig a little deeper. First, you have to qualify what you mean by "too much linking." Too much for what? For search rank? For link popularity? For click traffic? For your health? The reason most people ask the "too much" question is fear of penalty by any or all search engines. And it is in fact true that the onlyreason to ever worry about having too many links would be because you fear a search engine may penalize you for it. There are only three reasons a site will attract thousands, or even millions of links.

First, the site is so useful to so many people that everyone naturally links to it. See this obvious example.

Second, a site is dedicated to a topic that suddenly and without expectation generates massive amounts of natural news coverage, like Hurricane Katrina did.

Third, someone is actively seeking links for a site far beyond what it would naturally be able to the full column at SearchEngineLand

Link well my friend,

Eric Ward

About the Author
Eric Ward founded the Web's first services for announcing, linking, and building buzz for Web sites, called NetPOST, in 1994, and in 1995 he launched the URLwire Site Announcement Network, which today has millions of readers and remains the only service devoted 100% to announcing useful web content. Eric is best known as the person behind the first linking campaigns for,, and His services won the 1995 Award For Internet Marketing Excellence, and he was selected as one of the Web's 100 most influential people by Websight Magazine in 1997. Eric is a 4-star speaker at Jupiter's Search Engine Strategies conferences and writes several online marketing columns including LinkWeek for, and previously wrote for and Ad Age magazine.  Eric, wife Melissa and boys Noah and Abe live in Knoxville, Tennessee.
Content Publicity & Link Building Strategies since 1994
I help content driven sites attract and obtain online publicity, relevant and trusted links
I create linking strategies and conduct link training sessions 
I help people understand the nuances of linking that enable their sites to thrive
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