What's your process for identifying and prioritizing which pages on your website to build links to? How do you choose the most valuable pages?

Question

Link building remains a crucial aspect of SEO strategy, but knowing where to focus your efforts can be challenging. This article presents expert insights on how to effectively prioritize pages for maximum impact in your link building campaigns. From aligning with business goals to targeting high-potential and revenue-generating pages, these strategies will help streamline your approach and boost your SEO results.

Grace Ascione · Answer

As a nurse-turned-digital marketer who has worked with healthcare businesses for 15 years, I employ a patient journey approach that differs from typical SEO strategies. I analyze where patients drop off during their research phase and prioritize those specific pages for link building.
My process begins with Google Analytics to identify pages where users spend more than 2 minutes but don't convert. These are goldmines because they demonstrate genuine interest but need an authority boost. For example, one dermatology client had a "skin cancer screening" page that was getting good traffic but low bookings. After building targeted backlinks, their appointment requests from that page increased by 67%.
I focus on clinical credibility over generic authority. Healthcare searchers want expertise, so I prioritize pages that demonstrate medical knowledge and patient outcomes. Educational content about specific conditions consistently outperforms service overview pages for healthcare conversions.
The key is matching link building to patient search intent. Emergency services pages need local authority links, while treatment explanation pages benefit from medical publication references. Most healthcare businesses waste effort on homepage links when their symptom-specific pages convert 4 times better.

Jock Breitwieser · Answer

At Social Sellinator, we use a framework we call Link Value Mapping to identify and rank the pages most worth amplifying. It starts with one simple question: If a high-authority site linked to this page, would it actually impact revenue or rankings? For most brands, that eliminates 80% of their blog archive.
When working with a SaaS client, we discovered that while their homepage and product features had the most internal links, their highest-converting traffic actually entered through three deep-dive comparison pages buried two levels down. These pages had great content but zero backlinks. Once we focused our link-building efforts there through guest contributions, partner mentions, and industry resource lists, their organic signups rose more than 25% in just six weeks.
The biggest shift came when we stopped asking "What's most popular?" and started asking "What's most strategic?" Not every page deserves a link campaign. The ones that do are usually a mix of high-conversion assets, mid-funnel guides, and pages already ranking on page 2, just close enough that a few quality links can push them over the edge.

Mei Ping Mak · Answer

My approach to identifying and prioritizing which pages to build links will be based on both strategy and data. Here's how my process goes:
Step 1 - Audit the page and categorize it by intent and impact: 
I start by auditing key pages, such as the product, category, and content pages. Then I map them based on search intent, traffic potential, and revenue impact. Pages already ranking between positions 4 and 20 are prioritized, as small boosts can drive strong gains.
Step 2 - Align with Business GoalsI align link-building efforts with business priorities like product launches, seasonal campaigns, or key services. Pages that support these goals but lack authority become top targets.
Step 3 - Assess Linkability and Link WorthinessI assess whether a page offers enough value to earn links. Guides, insights, and useful resources usually perform better. When needed, we build related content to support and pass authority to important pages.
Step 4 - Analyze the Competitor Link GapsI will use tools like SEMrush to run a link gap analysis to identify where top-ranking competitors are gaining links that we are not. If they are ranking due to stronger off-page signals, those corresponding pages on our site become clear targets.
Step 5 - Monitor and IterateAfter link-building, I track performance. If traffic or rankings stall, I adjust accordingly, whether that means refreshing content, changing anchor text, or targeting new pages.
Overall, we do not build links just for the sake of it. Every decision is rooted in aligning SEO opportunity with business value and long-term brand authority.

Caleb Johnstone · Answer

In deciding which pages to generate the links to, I begin by thinking in terms of the overall objectives of the site or website and then deciding which pages will make the greatest difference. That implies considering the business goals to sell more products, to have more visits to blogs or have better visibility in the local market. I target pages that match with high-value search terms or search queries especially those pages that are already ranked but only require marginal boost by link building.
Then, I test the quality of page contents. Better backlink acquisition is made when paying more attention to pages with high-quality content that is optimized. In the event the information is actually useful to the community such as detailed tutorials or exclusive resources. It will be more likely to succeed in the pursuit of links.
I also take traffic potential and internal link of the site into consideration. With the help of such a tool as Google Analytics or SEMrush, I will be able to access the pages that already perform and bring some traffic and the ones that may be improved with a few more links authority. I ensure that my pages of interest which I target during link building get lots of internal links that enable the distribution of link equity and increase the possibility to rank higher.

Raphael Larouche · Answer

Honestly, it's simple. I just ask my client, "What service brings you the most money?" Then I look at the search volume for that service. If the value of a new client and the search volume makes sense, that's where we build links first. Once we get that page ranking, we move on to the next most profitable service and repeat the process. There's no need to overcomplicate it.

Connor Butterworth · Answer

When deciding which pages on our website should receive more link-building attention, I often consider the customer journey and identify potential drop-off points. It's not solely about focusing on the homepage or product pages. I concentrate on what I call our "influence pages," such as our blog articles or stories that describe the craftsmanship of our rugs. These pages aren't always featured on the main menu, but they're where we demonstrate the most value and connect deeply with visitors.
I track which pages naturally engage visitors for longer periods and adjust our link-building strategies to drive traffic to these destinations. This approach isn't just about generating sales; it's about education and building trust. Pages that answer niche questions about sustainability or American-made materials often become focal points for building links because they resonate with our audience and lead to longer-lasting customer relationships.

Matthew Goulart · Answer

Our link-building strategy starts with two things: conversion intent and traffic decay. We don't waste time building links to pages that just rank; we focus on those that convert or assist conversions.
We run a weighted scoring model combining organic traffic, bounce rate, funnel stage, and last-click attribution data from GA4. Pages that are losing momentum but previously performed well get priority.
We revived an old service page with declining traffic and saw a 37% increase in qualified leads in under 60 days after building just 8 high-authority links.
The mistake most marketers make is chasing homepage links or blog posts that never lead to action. Your most valuable link targets are often mid-funnel, comparison pages, FAQ-style content, and lead-gen landing pages.
Over 71% of Canadian consumers begin purchase research via search engines. If you're not strategically pointing authority to the pages where decision-making happens, you're wasting SEO equity.

Nick Rubright · Answer

I've grown three websites to over 1 million monthly visitors, and my link-building priority always starts with commercial intent pages that actually convert traffic into revenue. While everyone else focuses on blog posts, I target the pages where visitors become customers.
My process is simple: I track which pages generate the most affiliate commissions or client inquiries, then build links there first. When I was running my music streaming app, the "premium upgrade" page got way more link attention than our blog because each visitor was worth actual money. The same approach applies at Ranko Media - our "SEO services" page gets priority over our resource articles.
I use a scoring system: conversion rate × average deal value × current traffic potential. Pages scoring highest get the expensive, high-authority links from major news sites through our digital PR campaigns. Lower-scoring pages get the easier wins like resource page outreach and broken link building.
The biggest mistake I see is building links to blog posts that don't connect to revenue pages. I always make sure high-converting pages are internally linked from any content that's getting new backlinks, so the link equity flows where it matters most.

Gunnar Blakeway-Walen THLA · Answer

As Marketing Manager for FLATS® with a $2.9M annual budget across 3,500+ units, I prioritize pages that directly address resident pain points identified through our Livly feedback system. Our maintenance FAQ videos page became our highest-value link target after we noticed recurring complaints about basic appliance operations during move-ins.
I focus on pages with measurable conversion impact rather than traditional service descriptions. Our unit-level video tour pages consistently attract links from real estate blogs and property management sites because they demonstrate our 25% faster lease-up process with concrete before/after data. These pages showcase actual operational improvements, not just amenities.
The sweet spot is content that other property managers can reference for their own operations. Our UTM tracking methodology page earns links from multifamily industry forums because it shows the exact 25% lead generation improvement we achieved. I always choose pages where our portfolio benchmarks and historical performance data tell a story that competitors want to cite.
Property-specific pages like our North Loop neighborhood guides perform exceptionally well because they contain hyperlocal insights about restaurant partnerships and demographic trends. These pages naturally attract links from local business directories and Minneapolis community sites because they provide genuine value beyond just promoting our apartments.

Will Yang · Answer

A key approach involves analyzing our user journey data to identify where most users drop off. We delve into analytics to find pages that already attract organic interest but underperform in conversions. These pages often have high potential if given a visibility boost through backlinks.
Once we identify these pages, we assess their alignment with our value proposition. Pages that effectively communicate our unique solutions and benefits become prime candidates for link-building. It's not just about driving traffic but ensuring those links bring visitors ready to engage with our content and platform.
This strategy also involves exploring partnerships with nonprofits and educational institutions. Links from their sites not only enhance credibility but also tap into networks aligned with our mission to empower social impact work. This strategic targeting reinforces our brand's positioning and supports meaningful connections.

Jonathan Moore · Answer

I always start by asking myself two very simple questions: "Which pages align with our long-term narrative?" and "Which pages provide sustained value to our audience and customers?". We have consistently seen strong results by focusing on evergreen content, especially those pages that bridge sleep science, wellbeing, and buyer intent.
We have found educational content (sleep quality, health benefits of specific mattress technology, etc.) to be highly valuable when it comes to building links. The great thing about this content is that it earns links naturally and performs well over time. It doesn't just build topical authority; it reinforces our brand's credibility within our niche.
Then we layer in data, examine the existing rankings, assess conversion potential, and evaluate how the page supports our key product categories.
I honestly believe that if you are only into link building for the traffic spikes, then you are pursuing the wrong goal. To me, it's about reinforcing the pages that shape our audience's perception, build trust, and drive not just growth, but the right kind of growth.

John Pennypacker · Answer

Which pages can establish our website as the definitive authority on topics that matter most to our business objectives?
This question drives our link building strategy toward pages that anchor comprehensive topic clusters rather than isolated high-performing individual pages.
The approach involves identifying cornerstone content pieces that can serve as authoritative resources for important business topics, then building supporting content and link acquisition around these central pages. These pillar pages become link magnets that demonstrate comprehensive expertise while naturally supporting related content through internal linking.
For example, our comprehensive guide to local SEO serves as the centerpiece for an entire content cluster covering specific local optimization tactics. By prioritizing links to this central resource, we establish topical authority that benefits the entire content ecosystem while creating a sustainable competitive advantage.
The methodology includes analyzing search intent patterns to identify which content topics offer the greatest opportunity for authoritative positioning within our industry. Pages that can serve as definitive resources for important buyer questions receive highest link building priority.
This authority-building approach generates compound returns because well-linked pillar pages naturally boost rankings for related content while establishing our website as a trusted source that earns links organically over time.

Gregg Kell PW · Answer

Running Pure Watersports in Dana Point, I've learned that water access and location-specific content drives the most valuable traffic. Pages about our on-the-water harbor access consistently bring customers who actually rent equipment, not just browsers.
My biggest revelation came from our Hobie kayak fishing tournament content. These pages attract serious anglers who end up purchasing $2,000+ kayaks, not just renting. I prioritize building links to our specialized fishing platform articles because one sale covers dozens of rental transactions.
I focus on seasonal demand patterns unique to Southern California waters. Our "handling surf conditions" and Panama fishing expedition content peaks during specific months when local anglers are most active. These aren't high-volume pages, but they connect with customers ready to invest in serious gear.
The key is matching your link-building to real customer behavior patterns. Our harbor access advantage only matters if people searching for "Dana Point kayak fishing" can find our location-specific expertise over generic rental sites.

Bernadette King RCC · Answer

After years of helping carpet cleaning companies grow their online presence, I've learned that pages showing actual change work get the most valuable links. Our before/after photo galleries consistently attract links from real estate agents, property managers, and home improvement sites because they demonstrate real results people can see.
I always prioritize service pages that solve specific customer pain points over generic "about us" content. Our carpet stain removal guide gets referenced by parenting blogs and pet owner forums because it gives actionable solutions for wine spills and pet accidents. These problem-solving pages earn natural links because they actually help people in crisis moments.
The biggest wins come from pages that showcase our unique multi-step cleaning process with transparent pricing. Home service directories and local business sites link to our detailed service breakdowns because most carpet cleaners hide their methods and costs. When you're upfront about exactly what customers get, other websites trust you enough to recommend you.
I've found that pages combining educational content with local expertise perform best for service businesses. Our "Choosing Carpet Material" post attracts links from Albuquerque home improvement contractors and interior designers because it positions us as the local flooring experts while educating their customers.

Cary Byrd · Answer

I have been doing this for over 10 years at eDrugSearch before starting CinchLocal, so I have seen which pages actually move the revenue needle. Most agencies get this backwards by building links to the homepage or generic service pages.
For roofing contractors, I prioritize service + location pages first - like "roof replacement in San Antonio" pages. These convert 40% higher than broad "roofing services" pages because they match exact search intent. Someone searching "roof repair near me" is ready to hire, not just browsing.
I use our Roofer Footprint Expansion System to identify which geographic areas have the highest search volume but weakest competition. Then we build links to those specific location pages first. A client in Texas saw a 300% traffic increase when we focused links on their "storm damage repair" pages instead of their homepage.
The secret is tracking which pages actually generate phone calls and form fills, not just traffic. I ignore vanity metrics like domain authority and focus on pages that turn clicks into signed contracts.

Fredo Tan · Answer

I typically begin by examining pages that are positioned on page two or near the bottom of page one for high-intent keywords. These pages are close to ranking well, so a few solid links could potentially move the needle. I also analyze how well a page converts. This includes comparison pages, integration pages, or anything tied to signups.
If a page ranks but doesn't convert, or converts well but isn't receiving traffic, that's an indication that I should build links to it. I don't attempt to build links solely to boost domain authority. It must help the page perform better and drive qualified traffic.

Matt Bowman · Answer

I prioritize pages where competitors have weak link profiles despite strong content quality, creating opportunities to gain significant ranking advantages through targeted link building efforts. This approach involves analyzing competitor backlink patterns to identify content topics where market leaders haven't invested heavily in link acquisition.
The process includes studying competitor content that ranks well but has surprisingly few referring domains, indicating vulnerable positions that strategic link building can exploit. For instance, I discovered that competing agencies had excellent technical SEO content but minimal links to these resources, creating opportunities for our similar content to outrank established competitors through focused outreach campaigns.
This competitive analysis approach often reveals high-impact link building opportunities that aren't obvious through internal website analysis alone. The strategic advantage comes from building links to pages where modest effort can produce disproportionate ranking improvements compared to competing against heavily linked competitor content.

Praveen Kumar · Answer

Through years of SEO work, I've learned that the best pages for link building are those that solve specific problems in your industry, not just promotional content. When analyzing a client's site, I first look at pages with high search intent but low authority scores, especially comprehensive guides and original research that naturally attract references. Last month, I helped a client focus their link building efforts on their data-backed industry report rather than service pages, which resulted in 15 high-quality backlinks from relevant industry blogs.

Aaron McGurk · Answer

I start by pulling data from Google Analytics to identify pages that are already getting decent traffic but are sitting on page 2 or 3 of search results - these are my low-hanging fruit for link building. Then I look at commercial value, checking which of those pages are closest to generating revenue (like service pages or high-converting blog posts) and prioritize them first, since I've found this approach gives the best ROI for my clients.

Phil Eisenloeffel · Answer

Sometimes, rather than identifying underperforming pages, we'll work to enhance our already successful organic pages with more backlinks. We'll go into GA4 and segment the landing pages by the organic source/medium, and we'll identify the organic pages performing best over an extended period, such as 3-6 months. From these top-performing pages, we'll work to build as many relevant links as possible through various link-building efforts. This approach capitalizes on the pages already doing well for us, rather than simply hoping for the best with less successful pages.

How to prioritize pages for link building

Table of Contents

How to prioritize pages for link building

Prioritize Patient Journey Pages for Healthcare SEO

Target Strategic Pages for Revenue Impact

Align Link Building with Business Goals

Focus on High-Quality Content and Traffic Potential

Build Links to Most Profitable Services First

Enhance Influence Pages for Customer Engagement

Boost Converting Pages with Targeted Links

Prioritize Revenue-Generating Pages for Link Building

Link to Pages Addressing Resident Pain Points

Target High-Potential Pages with Conversion Issues

Build Authority Through Evergreen Educational Content

Establish Topical Authority with Cornerstone Content

Leverage Location-Specific Content for Valuable Traffic

Showcase Real Results to Attract Quality Links

Focus on Service-Location Pages for Conversions

Target Near-Ranking Pages with High Intent

Exploit Competitor Link Profile Weaknesses

Prioritize Problem-Solving Content for Backlinks

Build Links to High-Potential Commercial Pages

Enhance Top-Performing Organic Pages with Backlinks

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