Your Personal Web Properties

Building second-tier links through websites you already own provides a strategic advantage. If you maintain multiple websites, use them to support your primary site’s backlinks. For example, if your main site receives a backlink from a guest post, mention that article on your secondary website with a link to the guest post.

This creates a natural flow of link equity. However, exercise moderation with this approach. Google’s algorithms can detect patterns that resemble link schemes when overdone. Keep these cross-promotions occasional and contextually relevant to avoid penalties.

Quality Directory Submissions

While directories have gained a questionable reputation, high-quality and relevant directory listings serve as effective second-tier link sources. To identify reputable directories, consider these verification methods:

Three ways to verify directory quality:

1. Check Google indexation – Enter the directory URL in Google search to see if it’s properly indexed
2. Evaluate metrics – Use tools like Ahrefs to verify Domain Rating, backlink profile, and traffic
3. Review submission policies – Quality directories maintain strict guidelines for listings

Well-established directories like Best of the Web maintain high standards and moderation practices, making them valuable for tier-2 link building efforts.

Media Announcements

When your brand receives coverage or contributes valuable content on another website, announcing this through press releases creates additional link opportunities. For instance, if you’ve shared industry research in a well-respected publication, other media outlets might find this noteworthy.

Press releases that link to pages containing your backlinks strengthen those first-tier connections. The original hosting site benefits from increased exposure, while your backlink gains additional authority through this expanded network of citations.

Contributed Content

Guest posting provides an excellent opportunity for second-tier link placement. When contributing to external blogs or publications, most sites restrict direct links to your website, but generally allow references to other authoritative sources.

By strategically linking to pages that already contain backlinks to your site, you:

1. Maximize the value of each guest contribution
2. Build authority for your tier-1 links
3. Create natural link pathways that search engines favor

This approach is particularly efficient because you’re already investing time in content creation, making the additional link placement relatively effortless.

Reciprocal Link Arrangements

Carefully implemented link exchanges can support your second-tier link building efforts. While Google scrutinizes direct reciprocal linking, second-tier exchanges maintain greater distance from your primary domain, reducing potential risks.

Best practices for link exchanges:

1. Focus on topical relevance between sites
2. Avoid direct reciprocal patterns (don’t link back to the same page)
3. Keep exchanges as a small percentage of your overall link profile
4. Prioritize quality over quantity

Second-tier exchanges offer greater flexibility since you’re linking to content that references your site rather than directly to your own properties.