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TL;DR: If you’re asking “Which pages deserve most of my backlinks?” the safest, most natural answer is your homepage. Use homepage links to build authority, then route PageRank to product and service pages with smart internal links and supportive content. This keeps your profile natural, resilient, and scalable.
I’ve been earning online since 2007, from freelancing to crypto, and especially marketing—affiliate, product creation, and selling. It took me a full year to land my first commission, but staying focused on what moves the needle turned that slow start into six figures in revenue. Here’s my no‑BS take on where your backlinks should go in 2025—and how to make them work harder for your entire site.
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Short answer: most brands should prioritize the homepage for backlinks. It’s the natural target people link to when they mention you, and it gives you the best leverage to lift your entire site—especially your money pages—through internal linking.
Yes, product and service pages need some links. But they should not be the bulk of your backlink profile because people rarely link to “buy” pages voluntarily—and overdoing it looks unnatural to Google and AI search engines.
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Key Takeaways
Your homepage is the safest, most natural backlink target and should receive the majority of links.
Use internal links and supportive content to pass homepage authority to your product and service pages.
Keep anchors brand/URL-heavy; avoid over-optimized exact-match anchors on commercial pages.
Blend sources: PR, podcasts, directories with standards, resource mentions, and niche features.
Think “link ecosystem,” not one-off links: topical relevance, velocity, and variety win long term.
“Your homepage is your safest, most natural link magnet.”
Build most of your links to the homepage. When people mention a brand, they almost always link to the root domain. That “brand-first” profile looks natural, scales easily, and keeps you safe through core updates.
It matches real-world behavior: journalists, bloggers, and customers link to homepages when referencing brands.
It’s safer: brand and URL anchors drastically reduce over-optimization risk.
It’s leverage: authority earned at the homepage flows sitewide via internal links and navigation.
It’s scalable: you can keep getting homepage mentions without awkwardly forcing deep-page links.
“Ask yourself: when’s the last time you linked to someone’s service page?”
Yes—but sparingly and strategically. Most sites should keep commercial-page links as a minority of their total. They’re harder to earn naturally and easier to over-optimize. When you do build them, make sure the link type makes sense for the page’s intent.
Best commercial-page link types: genuine reviews, comparisons, case studies, press mentions, and partner/solution directories with editorial standards.
Avoid: low-quality guest posts pointing exact-match anchors to your “buy now” pages.
Create linkable assets adjacent to your offers (buyers’ guides, data studies, calculators), then internally link to your product/service pages.
Anchor text rule: keep anchors varied and mostly natural-language; very little exact match on money pages.
Think like a brand. Earn and build links that a real company would attract. Prioritize high-signal placements with editorial oversight and real audiences, then keep your anchor text brand/URL-heavy.
Anchor mix: majority brand, URL, and generic anchors; minority topical and partial-match anchors.
Sources to prioritize: digital PR, podcasts, industry roundups, founder interviews, legitimate directories, vendor/partner pages, conference speaker bios, alumni/associations.
Variety matters: different domains, content types, geos, and TLDs. Include a natural dofollow/nofollow mix.
Velocity: consistent, believable growth over spikes. Align with marketing activity and product launches.
Documentation: maintain a link log and track anchors to prevent accidental over-optimization.
“Use your homepage to earn links; use internal links to earn rankings.”
Route authority intentionally. Your homepage sets the tone; your internal links decide where PageRank lands. Build an internal linking system that makes it easy for users and crawlers to flow to your money pages.
Navigation strategy: link to your top revenue pages directly from header, homepage sections, and footer.
Contextual links: from high-traffic posts to money pages with descriptive, non-spammy anchors.
Content hubs: create category hubs and buyers’ guides that link to products/services and vice versa.
Three-click rule: ensure priority pages are reachable within three clicks from the homepage.
Fix orphan pages: every money page needs at least several internal links from relevant posts.
Use breadcrumbs and related modules to multiply internal link paths.
Watch the breakdown:
It looks like the web itself: messy, brand-led, and varied. If your profile would make sense to a journalist or a Google quality rater, you’re on the right track—regardless of whether you operate in the US, UK, or DACH region.
Anchor distribution: heavy on brand, URL, and generic; light on exact-match. Especially for commercial URLs.
Source diversity: media, blogs, communities, directories with standards, event sites, universities, and partners.
Page mix: lots of homepage links, some links to informational assets, fewer to pure commercial pages.
GEO signals: if you serve Germany/DACH, include regional publications and directories mixed with global sources.
Co-citations: brand mentions near your main keywords, even without a link, help establish topical authority.
User-first patterns: links that send real referral traffic are your safest, most durable assets.
Actionable Checklist: Deploy a Safe, Powerful Link Strategy This Month
Audit your anchors and pages: is 60 to 80 percent of your links pointing to the homepage with brand/URL anchors?
Create one linkable asset per offer: a data post, calculator, comparison, or buyers’ guide.
Publish or update your homepage to feature top products/services with clear internal links.
Pitch three PR angles: founder story, customer case study, and opinion on a timely industry trend.
Join five relevant podcasts or roundups; request a homepage link with a brand/URL anchor.
Build five high-quality citations or partner listings aligned with your operating GEO.
Add contextual internal links from your top five traffic posts to your top three money pages.
Track new links weekly and adjust anchors to keep your profile natural.
Want to go deeper on link safety and anchor text? Read Google’s policies on link spam and best practices, plus trusted industry research:
Your homepage should attract the majority of your backlinks because it’s the most natural, safest target and the best authority amplifier for your site. Use homepage authority to lift your product and service pages through deliberate internal linking and supportive content hubs. Keep anchors brand/URL-heavy, diversify sources, and grow link velocity in believable waves tied to real marketing. Commercial-page links still matter—just earn them selectively through genuine reviews, comparisons, PR mentions, and partner listings. Think ecosystem, not isolated links, and your rankings will compound over time.
Yes. That’s the most natural pattern and the safest way to build authority that benefits your entire site.
Usually far fewer than your homepage. Aim for quality over quantity and rely on internal links for scale.
Keep the majority brand, URL, and generic. Use partial matches sparingly, and reserve exact-match for rare, high-trust placements.
Sometimes, with strong internal links, topical coverage, and low-competition terms. Backlinks accelerate and stabilize results.
They can be if manipulative. Genuine partner or footer links are fine, but don’t rely on them for ranking power.
Commonly two to twelve weeks, depending on crawl frequency, competition, and your site’s baseline authority.
Digital PR, podcast guesting, founder interviews, unique data, tools, case studies, and community contributions.
They’re not direct ranking factors, but they distribute content, attract real links, and improve discovery.
Prioritize high-quality citations, local media, chambers, associations, and partner sites, then build topical assets.
Only if you have a clear pattern of manipulative links you control. Most sites don’t need it.
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