P1P is known for its link building prowess and diversity, but did you also know that its co-founders are credited with coming up with some of the core principles of link building? From a very basic link building-centric philosophy, Jon Ball has devised a quick and easy way to categorize all link building strategies into 4 basic strategies. Bag, Beg, Build and Buy.

The 4 B’s of Link Building



The link is in the bag!

When you have something in the bag, you know you’ve done a good job of it. Part of the “Four Bs” of link building strategy created by Jon Ball, co-founder of Page One Power, bag refers to something on your site that a third-party chooses to link to, or a “natural link” on your site.

The idea here is to create content on your site that is so incredible, everyone will link to it and you’ll have some nice organic links to your site. This is a difficult strategy since it requires such an investment in time, energy and resources for making original content.

However, it’s an effective strategy if you want your site to get better ranks in the SERP based on its own merit. If you are working everyday to create new, original content that draws page views and links, and then getting that valuable content in front of web users, you’ll have conquered one of the most valid forms of link building in the long game.

Work hard, put out amazing content, and you’ve got those natural links in the bag in no time.


I'm giving you my best puppy eyes...can I please have a link?

Part of the “Four Bs” of link building strategy created by Jon Ball, co-founder of Page One Power, to beg is the practice of contacting a webmaster to “beg” for a link to your site.

Lots of people have a slightly negative connotation of begging, but when used as a link building strategy, you have to swallow a little of your pride. Begging for a link is really nothing more that reaching out to your online friends and peers, and asking them to place a link to your site to theirs.

You can contact them via email, or other social media sites. A nice feature of begging for a link is that you can often share with them that you’ve already reciprocally linked to their site, and it’ll give both of you a bit of link juice.

Yes, there’s a bit of groveling involved when begging for a link, but hey, it builds character, right? Besides that, the ultimately begging ends up being a positive strategy…you’ve got a better relationship with your online peers, and new links as well.


Maybe a bought link won't really change your life, but it sure has an effect.

Part of the “Four Bs” of link building strategy created by Jon Ball, co-founder of Page One Power, buy refers to paying a webmaster for a link.

Buying a link is a straightforward way to get more inbound links to your site, since you simply have to contact the site owner, and then offer them cash to link to yours. In many cases, the site owner will even forgo the money in exchange for a reciprocal link.

There are services that will do this for your site a fee, but be cautious about using these since some of them will use web spam tactics that might get your site in trouble with some search engines. That said, a link is a link and in the end, precious few people will know what  links you purchased and the ones you didn’t.

So, for link building tactics, buying links to your site is an effective way to optimize your site.


If you build a link to it, they'll come to your site.

The final “B”,  build refers to the link building strategies that guarantee links such as article directories, social bookmarking, buying directories, setting up web 2.0 properties and blogging. Basically building links means that you don’t need anyone else to build links for you. All you need is a computer and a little time. He jokingly refers to this category as “link building at your kitchen table in your underwear”.

Building links is the easiest, most reliable to get links on other sites, but like anything that is easy to do the result can be lackluster and sometimes downright undesirable. With penguin tearing up the SERP’s these links low-lying links mean less than ever before.

Blogging is a great way to build links since you can create great linkable content, build links to yourself and generate more brand awareness at the same time. Sharing your blog posts via social media is another way to get the content (and your link) in front of a large audience.


The 4 B’s of link building are a simple way to quickly think about myriad of strategies out there for you to deploy. For instance, you could build links with article directories, blog commenting and posting to your own blog. While building links you could also bag links with an awesome infographic or great piece of evergreen content on your site. Meanwhile you could find resource pages in your niche and beg webmasters to give you a link on those pages while simultaneously buying links from non-profit organizations, money hungry bloggers and directories.

Honestly using all 4 strategies is a logical way to plan a link building campaign. It’s what we do here at Page One Power.

Jon Ball has a great deal of knowledge about SEO and link building practices. If you’d like some more information about link building, you can view Ball’s PowerPoint on “No BS Link Building” below.

Happy link building…just try to remember to wear your pajama pants!