Link Building

    Pillow Links

    Quick definition

    Pillow links are low-risk, brand-only backlinks (social profiles, business directories, brand mentions) used to make a backlink profile look more natural.

    Pillow links include profile pages on social networks, Crunchbase, Product Hunt, G2, Capterra, About.me, and similar platforms. They're easy to set up and pass minimal direct equity.

    They matter because real brands have them. A backlink profile that's 100% editorial dofollow links with commercial anchors looks unnatural; adding pillow links restores plausibility.

    Pillow links should be foundational, not a strategy. Set them up once during launch or rebrand, then focus your effort on editorial placements that drive actual ranking lift.

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    Related terms

    Link Profile
    A link profile is the complete picture of all the backlinks pointing to a website, including anchor text distribution, source quality, and link types.
    Citation
    A citation is a mention of your business name, address, or phone number (NAP) on a third-party site, often without a hyperlink — important primarily for local SEO.
    Foundational Links
    Foundational links are baseline, easy-to-acquire backlinks (business directories, social profiles, citations) that make a brand's link profile look natural.
    Link Equity
    Link equity is the SEO value passed from one page to another through hyperlinks — sometimes informally called 'link juice'.
    Disavow File
    A disavow file is a plain-text file submitted to Google asking the search engine to ignore specific backlinks pointing at your site.
    HARO
    HARO (Help A Reporter Out) is a service that connects journalists with expert sources, often resulting in backlinks from major publications.

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    Pillar Page
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    Product Qualified Lead (PQL)