What Is A Link Wheel and Does It Work for SEO? [+Free Template!]

What Is an SEO Link Wheel? 

An SEO link wheel is a network of websites that link to each other and the main website — i.e., the website you’re actually (or primarily) trying to rank. 

It’s called a link wheel due to its circular structure. The sites in the “circle” all link to each other, while simultaneously also pointing to the main website in the center:

Link Wheels vs. PBNs

Link wheels are often considered to be the white hat equivalent of private blog networks (PBNs).

Like PBNs, link wheels are designed to help a site gain backlinks and increase its authority, search engine rankings, and visibility through strategic interlinking of multiple sites.

PBNs can also sometimes have a circular structure. 

However, the difference between link wheels and PBNs comes down to the quality of content: 

• PBNs exist solely for the purpose of creating backlinks to one site. Content is often automatically generated and low-quality, while the backlinks feel unnatural within the context. This makes PBNs and sites leveraging PBNs easily detectable and prone to penalties.
• Link wheels, on the other hand, involve more high-quality content. Backlinks feel natural and are genuinely helpful to the reader. This makes them less detectable and much less prone to penalties.

Link Wheels vs. Link Pyramids

Link pyramids and link wheels are both examples of link-building strategies used to improve a website's authority and search engine rankings by creating backlinks from various external sites or web properties.

The difference between the two comes down to their structure: link wheels have a circular structure, while link pyramids have a pyramidal structure.

In link pyramids, backlinks are hierarchically organized into tiers, with each tier pointing exclusively to the tier directly above it: 

• Tier 1 links link exclusively to the main website. These links typically have the most authority.
• Tier 2 links link solely to Tier 1 links. These links typically have medium authority.
• Tier 3 links link only to Tier 2 links. These links typically have the lowest authority.
• However, Tier 3 links won’t link to Tier 1 links, nor will Tier 2 links link to Tier 3 links, etc. 

This strategy is called tiered link building.

• It is slightly more complex than link wheels, as it requires all links to follow a strict hierarchical structure. 
• It is also harder to detect and less obvious to search engines.
• However, it mainly influences the authority and rankings of the main site, with limited impact on other sites in the pyramid.

In link wheels, all sites link to each other and the main website, allowing authority (or link juice) to circulate between all sites.

However, this interlinking between all sites makes link wheels easy to identify, which can lead to penalties. With that in mind, the question is — do link wheels still work? 

Do Link Wheels Still Work?

As with most things in SEO, it depends. 

Link wheels can definitely still work, but only if you’re ready to invest quite a bit of money and time into them. 

Primarily, you should focus on creating high-quality content on each site in your link wheel — which means you could be looking at pouring hundreds or even thousands of $$$ into content creation each month.

Secondly, each site in your link wheel should be regularly and properly maintained. Your technical SEO should be especially on point, with pages loading fast, a secure connection being established at all times, etc. 

In short, if you want your link wheels to work, you need to make them as un-spammy as possible. 

Your sites should look like ‘real’ sites; not just sites created for link building purposes. And that incurs significant costs more often than not. 

With this in mind, let’s see how you can create ‘believable’ sites and believable content:

Example of an SEO Link Wheel 

Here's an example of what a good (and 'believable') link wheel might look like:

Let’s imagine you’re trying to rank a health and wellness website. You could create three supporting sites that tackle similar topics for that purpose:

• Website A (the main website): Health and Wellness Hub 
• Website B (microsite #1): Fitness Blog
• Website C (microsite #2): Nutrition Blog
• Website D (microsite #3): Mental Health Resource Center

Next, you need to create articles and/or web pages that will host your links.

Here are a few ideas on what types of articles you could create on each site:

Website A - Health And Wellness Hub articles: 

• "Achieving Overall Health: The Importance of Balanced Eating Habits"
• "Prioritizing Mental Health: Simple Ways to Boost Your Mood"

Website B - Fitness Blog articles:

• "5 Best Cardio Exercises for Weight Loss and Endurance"
• "The Top Strength Training Routines for Building Muscle Mass"

Website C - Nutrition Blog articles:

• "The Power of Nutrient-Dense Foods for a Healthy Lifestyle"
• "The Benefits of Meal Prepping and Planning Ahead for Better Nutrition"

Website D - Mental Health Resource Center articles:

• "Why Mental Health Matters: Breaking Down the Stigma"
• "Simple Techniques for Reducing Stress and Anxiety in Daily Life"

All that’s left to do from there is interlink the sites: 

• Website D links to Website C, B, and A.
• Website C links to Website D, B, and A.
• Website B links to Website C, D, and A. 

❗ The only exception here is your main website (Website A) which doesn't link to any other websites in your link wheel.

This type of content planning allows us to interlink the sites naturally and ensure we don’t lose our audience or get penalized for spammy link-building tactics. 

On top of that, it also helps us build niche-relevant links — the best type of links for building topical authority and getting fast SEO results.  

That’s precisely why you always want to make sure the sites in your link wheel are relevant to each other. 

However, it should be obvious by now that good link wheels (the ones that give you maximum SEO benefits, but also don’t get you penalized) take a lot of work.

So should you create them? Here’s our take on this:

Should You Create A Link Wheel?

To answer whether link wheels are worth the effort, let’s look at a few relevant link building statistics.

• The #1 result in Google has, on average, 3.2x more referring domains than positions 2 - 10. (Backlinko)
• 43.7% of top-ranking pages have reciprocal links. (Ahrefs) 
• First-ranking pages have, on average, 3.8x more backlinks than pages on positions 2 - 10. (Userp)

Now, let’s break down these statistics to see how they relate to link wheels.

Based on the above data, we can draw the following conclusions respectively: 

• Search engines may give an advantage to sites with diverse backlink profiles. They may prefer sites that have links coming from lots of different places, rather than just a few websites. 
• Link exchanges between websites aren’t likely to hurt your SEO. 
• There’s a clear correlation between backlinks and search engine rankings. Sites and pages with more backlinks are likely to rank higher than sites and pages with fewer backlinks. 

Based on these implications, we can conclude that link wheel creation can indeed help your SEO because it checks all the boxes: 

• It helps you build a diverse backlink profile by allowing you to place your links on multiple sites. ✅
• Reciprocal linking, at the very least, won’t harm your SEO efforts. ✅
• Link wheels will increase the number of your site’s backlinks, which can almost immediately lead to higher rankings. ✅

With all that considered, it’s clear that link wheels can help you get needle-moving results faster than most link-building strategies.

However, before you start creating them, assess also whether your specific business actually needs and can afford link wheels: 

1. Are you in a highly competitive niche? 

If you are, link wheels could be one of the few ways to outrank your competitors. Even then, however, you may want to consider buying links on existing, high-authority websites instead — like Forbes, Yahoo Finance, or Southern Living (depending on your niche). 

This is almost always the less time-consuming, safer, and cheaper option. 

2. Do you have no other way of getting backlinks? 

To answer this for you, you probably do. As mentioned, one option you always have is buying backlinks. Another option is building backlinks via outreach.

However, if your goal is to create new backlinks on a consistent basis without necessarily having to pay for them, then creating link wheels could be a good option.

3. Do you have the budget to maintain multiple sites at once?

Finally, keep in mind that creating and maintaining link wheels can cost a lot of money. Here are just some expenses to consider: 

• Purchasing domains and hosting
• Paying for website maintenance
• Paying for plugins
• Hiring content writers or virtual assistants
• Hiring editors, content managers, etc. 

Of course, you may be able to eliminate some of the costs by doing most of the work yourself — but do consider how much $$$ you could make if you were investing that time into other, revenue-generating activities instead.

Benefits of the Link Wheel Strategy

The main advantage of the link wheel technique is that it helps you increase each individual link’s link juice or link authority. 

This means your links become more powerful and capable of passing more authority and credibility to other sites — especially the main website in your link wheel. 

Over time, this leads to the following benefits:

1. Increased rankings in the SERPs (search engine results pages). 

As we saw above, high numbers of backlinks and referring domains positively impact rankings. So, link wheels should boost your positions in the SERPs by increasing both the overall number of backlinks and the number of referring domains pointing to your main site and other sites.

2. More visibility. 

As you move higher up in the SERPs, you’ll get more exposure and draw in more eyeballs.

This is good for generating lasting brand value, as well as immediately getting more traffic and conversions.

3. More organic (free!) traffic. 

The higher you are in the SERPs, the more people will actually click and land on your website. For example, consider that the #1 result in search results gets 32.5% of clicks, whereas the #10 result gets only 2.4% of clicks. 

4. More targeted, quality traffic.

The traffic you get will also be more targeted and high-quality since it’s coming to your site organically. 

Users that land on your websites organically proactively search for the specific key phrases you target. That means they’re highly interested in what you offer and could often be ready to buy.

5. It can be cheap. 

In some cases, using link wheels can be extremely expensive. In others, however, link wheels can be an extremely cheap link building strategy.

After the initial expenses that come with designing and standing up different websites, you can create links virtually for free. All you need is to dedicate some time to creating quality content and naturally including links to your other sites. 

That can be cheaper than buying backlinks. 

However, this is not very likely, considering that websites increasingly require continuous investments to work.

6. You can attract traffic on multiple websites. 

An additional benefit is that you’re not putting all your eggs in one basket. With link wheels, you’re diversifying the sources that can attract traffic. 

This is a huge plus, since SEO can be unpredictable even when you know what you’re doing.  

With link wheels, you don’t have to depend on just one website ranking well and getting you the traffic you need. You can optimize all your websites and set them up for success in the SERPs.

7. You can create multiple revenue streams. 

Finally, ranking multiple sites at once lets you generate revenue on all of them simultaneously. You can also use different websites to sell different, but related products or services.

Challenges of the Link Wheel Strategy

With all of that said, you should keep in mind that creating link wheels does come with some challenges, too:

1. It’s time-consuming. 

Creating, maintaining, and publishing content on multiple sites just to rank one is one of the most labor-intensive approaches to link building. 

2. It requires ongoing maintenance. 

You’ll need to regularly maintain all sites in your link wheel if you want them to contribute to your SEO efforts.

3. It implies an intense SEO workload. 

Each site in your link wheel needs to be optimized in order to positively impact your main site. This means you’ll probably need to invest even more time and resources into this project or even hire additional talent.

4. It can result in penalties when done incorrectly. 

Google has been cracking down on spammy link building since at least 2012 when they first launched their infamous Penguin update (now a part of Google’s core algorithm).

Since then, we’ve also seen several other updates target spammy links, as well as spammy websites with low-quality content.

All that’s to say, be careful how you go about building link wheels, or choose another link building strategy instead.

Consider whether you actually have the necessary resources and expertise to successfully implement this strategy. Purchasing high-quality links from reputable providers can be a more beneficial, faster, and far less time-consuming option.

5. You may face low ROI.

Finally, link wheels can go either way, depending mainly on your processes. 

If your processes aren’t well-optimized, you’re probably in for a very low ROI.

Just consider how much time and money would go into maintaining and optimizing multiple websites vs. just one — and how many more benefits you could get if you focused all your efforts into boosting just your main site’s SEO.

With good processes in place, though, you may see substantial benefits. However, keep in mind that this usually requires extensive SEO and project management know-how.

6. It can be expensive. 

We’ve mentioned that link wheels can turn out to be a cheap and effective link building strategy. But this isn’t likely.

What’s more likely is that maintaining your link wheels will be quite expensive, especially when it comes to consistently creating quality content for multiple sites.

With that said, there’s a potential workaround you may consider. 

Instead of using exclusively self-owned websites, you can leverage sites owned by other people or join existing link wheels. We'll discuss this in more depth below.

What Websites Can You Use Within Your Link Wheel? 

Although link wheel creation usually implies creating multiple websites yourself, that doesn’t have to be the case. The below sections will help you understand the different options you have at your disposal, as well as their pros and cons.

Websites You Created Yourself

As mentioned, the first option is to create and manage all websites in your link wheel yourself. 

This approach:

• requires a lot of ongoing work 
• is the most time-consuming
• can get expensive really quickly, especially if you need to hire additional help

On the other hand, it also: 

• guarantees the best search engine optimization results 
• gives you the most control over your links

If you don’t find this option attractive, check out the methods below.

Websites Owned by Other Organizations or Individuals

Alternatively, you can use websites owned by other organizations or individuals. This involves reaching out to bloggers or other website owners (preferably in your niche) and asking them to link to your site. 

In order to turn this strategy into a real link wheel, however, you’ll also need to help build links to other people’s sites.

With that in mind, this approach can save you some time and effort compared to the first option – but not by a whole lot.

You’ll also need to build links to other people’s websites instead of your own, which may not be the best use of your time. 

Also, some website owners may require link exchanges, i.e., will only be open to linking to you if you’ll return the favor. This may not be ideal.

Still, this approach has several important advantages. 

The main one is that you’ll save the time and money you’d spend on maintaining your sites, paying for hosting, and covering other website-related expenses. You may also form great relationships with other site owners, which can come in handy in the future. 

Wikipedia

Wikipedia link building is a popular strategy in the SEO world for two main reasons: 

• Wikipedia pages typically have high authority 
• you can build your links on Wikipedia for free, which is often not the case with high-authority websites

In order to build link wheels using Wikipedia, you could start by finding a relevant Wikipedia article and including a link to your site in it as a reference. You could then find other articles that could host links to your site and the initial Wiki article. 

This strategy is slightly different – and may not be considered a true link wheel – because it doesn’t include links from other websites. If you want to include them, you could, for instance, combine this approach with the one mentioned above.   

The benefit of this approach is that Wiki backlinks are extremely high-quality and bound to up your rankings in search engines. The con is that Wikipedia has strict guidelines and may remove your links if the admins find them spammy. 

As such, this strategy is the most unreliable – and perhaps the least “needle-moving” – out of the three.

Join Existing Link Wheels

Finally, you can also consider joining existing link wheels to mitigate the costs of creating and maintaining your own. This approach can work beautifully, but also comes with certain risks. 

The primary risk is that you have little to no control over the quality of different sites and even their status. They can be taken down at any moment and without prior notice, unless you have written contracts with the link wheel owners.

Another challenge is purely finding existing link wheels to join. This can be especially difficult if you’re not already a part of an SEO community. 

In that case, your best bet is probably joining groups and forums specifically dedicated to SEO — especially black hat SEO (despite the fact that link wheels don’t have to be black hat).

You can also try contacting SEO experts individually through social media.

How to Create a Link Wheel

If you think that link wheels would be beneficial to you and your site, and have the time and money necessary for creating them, here are the key steps to follow to build your first link wheel:

1. Preplan Your Link Wheel Strategy

A link wheel is an extremely complex link building strategy. As such, it requires careful pre-planning. 

A good plan will help you ensure that all your supporting sites link to your main website, as well as help you avoid placing too many links on just one website and wasting its link juice. 

Your link wheel plan should consist of three key components:

• Website connections — This component defines how your websites will link to each other. It’s best to put this in writing, as well as create a diagram or a flowchart that lets you visually check the connections between your sites.
• Content plan — This component defines which content you’ll publish on each site. We’ll explain more about how you can create a good content plan below.
• Content links — This component defines which content will link where. It will highly depend on your content plan and pre-determined website connections.

Additionally, we also recommend preparing a publishing schedule in advance to avoid sudden spikes in your backlinks and unnatural link velocity — i..e, to avoid raising red flags and getting penalized by search engines.

To help you plan your link wheels, we’ve prepared a plug-and-play template for you. 

Plug-And-Play Link Wheel Plan Template

This template will help you create a solid link wheel plan in a matter of minutes. Simply replace the placeholders (e.g., website A, Article 1, etc.) with the real names of your websites and articles. Add or remove items if needed.

• ‍Main website: Website A‍
• Self-owned, Wikipedia, or others’ websites: Website B, Website C, Website D, Website E

Website connections:

• Website A links to websites B, C, D, and E
• Website B links to websites C and A
• Website C links to websites D and A
• Website D links to websites E and A
• Website E links to websites B and A

Article plan:

• Website A: Article 1, Article 2, Article 3, Article 4
• Website B: Article 4, Article 5
• Website C: Article 7, Article 8
• Website D: Article 10, Article 11
• Website E: Article 13, Article 14

‍Article links:

Website A:

• Article 1 links to Website B's article 4
• Article 2 links to Website C's article 7
• Article 3 links to Website D's article 10
• Article 4 links to Website E’s article 13

Website B:

• Article 4 links to Website C's article 8
• Article 5 links to Website A’s article 1

Website C:

• Article 7 links to Website D's article 11
• Article 9 links to Website A's article 2

Website D:

• Article 10 links to Website E's article 14
• Article 11 links to Website A's article 3

Website E:

• Article 14 links to Website B's article 5
• Article 13 links to Website A's article 4

By following this plan, you will have ensured that all published articles on each website have at least one backlink, as well as that all websites point to different articles on your main website.

2. Create Content Wheels

The best way to avoid penalizations is to supplement your link wheels with content wheels (also known as content or topic clusters). 

Content wheels involve creating multiple different pieces of content that tackle similar, but slightly different topics. They’ll help you build high-quality contextual links on different sites. 

This is key, as Google isn’t likely to penalize links that feel natural and provide genuine value to your audience. 

• For example, if we were to create a content wheel ourselves, we could publish a case study about how we created link wheels for our clients and publish it on a different website. We could then link to it from this blog post, and vice versa. In this case, we would’ve created two similar pieces of content that are highly relevant to each other.
• Alternatively, we could also repurpose this blog post by transforming it into different formats and building a content wheel that way. For instance, we could turn this blog post into a podcast or a video that we’d publish on another site.

To sum up, you can approach creating content wheels in two ways:

• create new pieces of content that are highly relevant to your existing content
• repurpose existing content for different channels or audiences

For best results, consider combining both tactics. 

Note that creating content wheels requires extensive keyword research and planning. To optimize and speed up this process, you can use SEO tools such as:

• Ahrefs
• Semrush
• SurferSEO 

Today, these tools can even help you automatically generate or suggest topic clusters.

A word of warning: if you don’t want your sites to compete against one another, you will need to optimize your content for different, non-competing keywords. 

This is easier said than done. Our top tip here is to check what the SERPs cururently look like for different keywords you’re considering. 

If there’s any overlap, then target those keywords with the same piece of content vs. creating individual pieces of content for each one.

For example, our article on gov link building ranks for both “how to get gov backlinks” and “how to get backlinks from gov sites:"

(The titles are different because the first SERP overview was updated before we updated our article.)

Creating two pieces of content for these highly-related keywords would’ve been a waste of our time. 

3. Create High-Quality Sites

Another thing to keep in mind is that your link wheel will only yield tangible results if the websites “inside” it are of high quality. 

You can ensure that they are by following these guidelines:

• Publish unique, relevant, and engaging content. 
• Ensure high loading speed.
• Consider hosting different websites on different platforms and domains to make your link wheels feel more organic. For example, consider hosting some sites on .com domains, and others on .net domains.
• Use a responsive design to optimize your website for mobile devices.
• Ensure your website is secure by using HTTPS and SSL certificates.
• Provide easy navigation and clear menus to help users find what they’re looking for.
• Make your website accessible to all users, especially those with disabilities.

Also, keep in mind that your sites should ideally look and feel unique and different from one another.

Here are a few ways to do so:

• Use different visual designs for each site.
• Create at least a slightly different brand and USP (unique selling proposition) for each site.
• Create a unique offer for each site. If you’ll commercialize all sites in your link wheel, make sure they offer different products or services. Otherwise, consider not commercializing them, and stick to offering paid services and products on your main site exclusively.
• Tackle related topics, but with a different twist. For example, offer more personal perspectives on some sites, and a more corporate tone of voice and approach on other sites.

4. Avoid Black-Hat Tactics

The guidelines mentioned above are only a small part of ensuring high quality. Besides following the best “do” practices, you should also follow the best don’ts practices.

Primarily, you should avoid spammy or black-hat tactics, such as:

• Publishing duplicate content
• Publishing AI-generated content without reviewing and editing it
• Adding automated internal links
• Hosting or building paid links (for example, avoid openly soliciting guest posts or link exchanges)
• Keyword stuffing
• Using exact match anchor text all the time, as this can make your links appear spammy

That last bit is super important. Use different variations of the keywords you’re targeting in your anchor phrases to avoid being detected by search engines.

Finally, you should also make sure to avoid any easily detectable patterns in your linking strategy. It should feel more random and less perfect; which may mean that one of your sites points only to two-three supporting sites, but not the rest of themm. 

5. Make Your Links Dofollow

Dofollow links are quality links and have more link juice than no-follow links. They show search engines that you trust the site you’re pointing to — and, since this is your site, you definitely want to signal trust.

You don’t need to be a skilled programmer to do so. In fact, all links are dofollow by default. So, you just need to make sure you don’t add the nofollow tag to your site’s HTML code and you’ll be good to go.

6. Include High-Authority Outbound Links

While we’re on the topic of links, make sure that you also include high-authority external links to other websites from each site in your link wheel. 

Again, the goal here is to make your links seem more natural — and if you only link to a select number of sites over and over again, that can look extremely fishy. 

So, balance the links to your sites with links to sites you don’t own. 

Additionally, make sure that these are high-authority links that search engines trust to boost your own authority. For example, links to sites on .gov and .edu domains are typically considered high-authority.

7. Build Your Online Authority on Different Platforms

Finally, the key to making the sites in your link wheel feel real is boosting their credibility through a strong online presence. 

This can include:

• Creating and building social media accounts for every website/brand
• Getting backlinks from sites outside your link wheel, especially high-authority ones (like Entrepreneur or Business Insider)
• Paying for digital PR for each site/brand

Play around with these and other options to make each site appear more credible.

Alternatives to Creating Link Wheels

The biggest benefit of link wheels is that they help you build backlinks at scale.

However, as we’ve seen, link wheels come with several risks and require significant monetary and time-related investments. 

So, if you’d like to avoid link wheels, you can consider other strategies for building backlinks at scale, such as: 

• Buying backlinks from PR and link building agencies (like our link building agency)
• Building backlinks via outreach or content contributions, while automating your outreach efforts using dedicated blogger outreach tools
• Using private blog networks (PBNs), which we don’t recommend if you don’t want to risk penalties
• Using content syndication platforms, which distribute your existing content across other platforms while providing backlinks to the original source (this link should have a rel=cannonical tag to avoid content duplication issues and penalties)
• Using automated backlink creation software, such as GSA Search Engine Ranker

It’s important to note that most of these strategies come with certain risks: 

• Working with untrustworthy PR and link building agencies can overcrowd your backlink profile with spammy backlinks, or result in your backlinks being taken down after a while
• Building backlinks via outreach or content contributions can be seen as trying to manipulate your rankings, plus is incredibly time-consuming and becoming increasingly ineffective
• PBNs are extremely prone to penalties and easy to detect
• Content syndication platforms have limited impact and can also lead to penalties if the cannonical tag is not (properly) implemented
• Automated backlinks are extremely likely to be penalized and low in quality, which leads to high risk and low rewards 

✅ With everything considered, the best approach to use is to work with a reputable PR or link building agency that you can trust.

For example, our link building agency:

• offers a guarantee that ensures you get a refund or replacement links if the links we build for you ever go down
• has a decade-long experience in the industry
• lets you choose the sites and/or the domain authority of the sites you want your links to be placed in
• places your links within contextually relevant guest posts written from scratch

Interested in working with us? Check out our link packages and order your backlinks today.

Get High-Quality Backlinks in Up to 10 Days

While link wheels are great for SEO, they’re too time-consuming and resource-exhaustive for most business and agency owners. Luckily, there’s an easier way to get high-quality backlinks.

When you work with us, we place your links on authoritative sites with no extra effort on your part. All you need to do is choose the sites you like. That’s it.

Order your links now or schedule a free consultation to learn more. Our turnaround time is 10 days or less.

FAQs

What is link wheel submission? 

Link wheel submission is essentially just another way to refer to creating link wheels for the purposes of increasing the rankings of your main site, as well as other sites in your link wheel.

Are SEO link wheels black hat?

Link wheels can be considered black hat, as they attempt to manipulate search engines by creating artificial links and sites. 

However, if your link wheel comprises high-quality websites with valuable content, your link wheel is more likely to be considered white hat.