Outreach Monks

The Truth About Link Wheels: Balancing Risks And Rewards For Ethical SEO

There are lots of link-building techniques, each promising great results. Recently, I saw a debate in a link-building forum about link wheels. Opinions were mixed.

This made me think—we should dive into this topic for you. So, what are link wheels? Are they a good SEO strategy, or just another risky tactic?

In this article, we’ll look at what link wheels are, how they work, and how they’re different from Private Blog Networks (PBNs). We’ll also find out if they’re practical for your SEO efforts.

Stay with us to the end to get our final verdict on link wheels and see if they fit into your SEO plan!

What is a Link Wheel?

A link wheel is an SEO strategy where you create a network of websites, all linking to a main site and to each other. This creates a circular pattern, boosting the main site’s authority.

Link Wheel

Here’s how it works. You have a central site, often called the ‘hub.’ This is the main website you want to rank higher. Around this hub, you create several other websites, known as ‘spokes.’ Each spoke links back to the hub and also links to one or more other spokes. This creates a web of interconnected links, forming a wheel-like pattern.

Real-Life Example:

Let’s say your main site is all about organic gardening. That’s your hub. Now, you create a few other sites to support it:

  1. Composting Tips: This site talks about making and using compost to enrich your garden soil.
  2. Organic Pest Control: Here, you share ways to keep pests away without using chemicals.
  3. Heirloom Seeds: This site focuses on the benefits and sources of heirloom seeds for an organic garden.
  4. Urban Gardening: Offers advice on growing an organic garden in small city spaces.
  5. DIY Garden Projects: Shows fun projects like building raised beds or rain barrels to enhance your garden.

So, each of these sites links back to your main organic gardening site and also to a couple of the other sites. For example, the composting site links to the main gardening site and to the pest control and heirloom seeds sites. This way, all the sites work together to boost your main site’s visibility and authority in search engines.

Link Wheels vs. PBNs

Now, you might be thinking this sounds a lot like PBNs, right? They might seem similar, but they’re quite different. Let’s break it down.

A Link Wheel is interconnected to a main site, called a hub, and also with each other (spokes). This is done to create authority of the main website and pass valuable link juice effectively.

Whereas PBNs are groups of websites that are solely used to link to an external site to manipulate rankings.

Comparison Table:

Feature Link Wheels Private Blog Networks (PBNs)
Structure Sites link to a central hub and each other Sites link to a main site, not each other
Purpose Boost the central site’s authority through interlinked support Manipulate rankings by passing link juice to a main site
Linking Pattern Interconnected links forming a circular pattern Direct links to the main site without interlinking
Content Quality Typically, more valuable and relevant Often, thin content with little value
Anchor Text More natural and varied Often unnatural with many money anchors
Traffic Can have genuine traffic Usually, little to zero traffic
Risk Level Lower if done with quality content and natural links Higher due to violation of Google’s guidelines and risk of penalties

PBNs often have thin content, little to no traffic, and use a lot of money anchors in their links. Their only purpose is to pass link juice and boost the main site’s rankings, which is against Google’s guidelines and can be risky.

On the other hand, a link wheel involves creating a network of related sites that link to each other and to your main site. This network can improve your main site’s authority more naturally. However, ensure content quality and natural-looking links to avoid penalties.

Google’s Perspective On Link Wheeling

Google is always on the lookout for tactics that try to manipulate search rankings. Link wheels can fall into this category if they’re not done carefully. According to Google you should earn links naturally, but unless you are an established name in your niche. It can be difficult.

This shouldn’t stop you from building quality links.

Here is what John Mueller from Google said about link wheels:

When asked about Link Wheels, “John Mueller from Google said, ‘Those are essentially link schemes, so they would be against our spam policies.’ He also mentioned that link wheels are a very old tactic, popular in the late 1990s and early 2000s.”

“Wow, that’s a blast from the past :-). Those were popular … late 1990’s / early 2000’s. Those are essentially link schemes, so they would be against our spam policies.”

— John Mueller, October 25, 2022

So, what does this implicate:

  • “Anything done to manipulate search rankings without providing value to users is considered link spam, according to Google’s spam policies. This includes tactics like link wheels, which are seen as link schemes.
  • If you’re creating high-quality content tailored to your audience and meeting their needs, you’re on the right track. Google rewards sites that provide real value to users. But if you’re just creating backlinks through spammy tactics and low-quality content, without focusing on relevance or meaningful anchor text, you’re likely to be penalized.
  • Google’s algorithms are smart and can detect unnatural linking patterns. If Google sees that your links are part of a link wheel or another manipulative scheme, your site could get penalized or even removed from search results.”

Google’s main goal is to provide the best results for users. They want links to be earned naturally because this shows genuine value. When links are created artificially, like in a poorly managed link wheel, Google’s algorithms can pick up on this and may take action against the site.

Using a link wheel that looks unnatural or manipulative can hurt your site more than it helps. Google might lower your rankings or even remove your site from its index altogether. This means all the effort you put into building those links could be wasted.

To stay safe, it’s crucial to focus on creating high-quality content and building natural, valuable links. This approach aligns with Google’s guidelines and helps your site maintain a good standing in search results.

Potential Benefits of Link Wheels

If used carefully, link wheeling can be a useful strategy. Here are some potential benefits:

  • Increased Link Juice: Boosts your main site’s ranking power by enhancing link flow.
  • Better Control Over Links: You manage content and anchor text, giving more control.
  • Enhanced Network of Related Content: Creates a network of related content, offering more resources to your audience.
  • Improved SERP Visibility: Your main and supporting sites can rank higher in search results.
  • Diverse Backlink Profile: It helps build a varied backlink profile, making link-building look natural to search engines.

Major Drawbacks of Link Wheels

Although they sound promising. Link wheels have some drawbacks:

  • Labor and Resource Intensive: You have to manage multiple websites, often 8-10. Each site needs unique, high-quality content. This is not just tough but also very resource-draining.
  • Content Creation Challenges: Coming up with fresh content ideas for all these sites is hard, especially since they are often in similar niches.
  • Maintenance and Quality Issues: Keeping all sites updated and maintaining their quality is a big task. Building and maintaining authority for one site is hard enough, let alone several.
  • Feasibility Concerns: While building multiple high-quality sites sounds good in theory, it’s often not practical. The effort needed can be too much, making this strategy less workable.
  • Risk of Penalties: Google’s algorithms are good at spotting unnatural linking patterns. If your link wheel seems manipulative, your site could be penalized or even removed from search results.


So, what’s the takeaway? While link wheels might sound like a smart move and, if done right, can fit into white hat strategies, they’re honestly a lot of effort for what you get back.

Think about it—managing multiple websites means you’re always on the clock. You need to churn out fresh, top-notch content for each one. Keeping just one site at the top of its game is hard enough, right?

And let’s face it—Google is not easy to fool. If you do not put in 100% effort and try to take the easy route, your site might be penalized. That’s a lot of potential downside for not much upside.

So here’s a better plan: focus on your main site. Put all that energy into making it the best it can be. Stick to creating awesome content and do some networking. Finally, build some high-quality backlinks.

Call to Action: Ready to enhance your SEO without the gimmicks? Contact us at Outreach Monks. We’re here to provide straightforward, effective link-building solutions that work for you. Feel free to contact us!

Frequently Asked Questions

What's the key difference between a link wheel and a simple link chain?

A link wheel involves multiple sites linking to a central site and each other in a circular pattern, whereas a link chain has sites linking in a linear sequence without circular linking.

Can link wheels still be effective if only high-authority sites are used?

Yes, using high-authority sites can mitigate risks, but the strategy must still focus on natural link patterns to avoid penalties.

Is there a safe number of sites to use in a link wheel to avoid detection?

There's no safe number; the focus should be on the quality and naturalness of the links rather than the quantity.

How does Google detect unnatural link wheels?

Google uses sophisticated algorithms that analyze link patterns, anchor text usage, and the quality of linked content to identify manipulative tactics.

What immediate steps should be taken if a link wheel is detected and penalized by Google?

Remove or disavow the unnatural links, improve site content, and submit a reconsideration request to Google once corrections are made.




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