LINK BUILDING

Link Exchange

Link building, in today’s world of search engine ranking is more important, than ever before. It has always held some degree of importance, but now it ranks right behind your content in search engine ranking algorithms. Years ago, some adjustment of on-page factors and meta tags could cause your website to move up in the search engine’s rankings. These factors are still important today, but as the Internet grew so did the number of factors in search engine algorithm’s. Some became more important than others.

Link Popularity

A major factor used now is the “link popularity” of your website. Your “link popularity” is achieved by the number, type and relevance of links you have pointed toward your website. Google also considers the Page Rank of websites you link to in their ranking system. Link popularity is now considered a major factor in Google’s algorithm. Yahoo, Msn and other search engines are believed to also give it significant importance.

Number And Relevance Of Links

The number of back links is important, but only if they are relevant to the overall theme of the website. For instance, a website about recipes would have little relevance to a link from an investment planning firm. In contrast, a store selling outdoor grills would be considered relevant. The more relevant the links, the better it is for ranking.

Types of Links

The type of link also holds importance in ranking. A one way link to a website carries more ranking value to the search engines than a reciprocal link. A one way outbound link from a website can cause some loss of search engine ranking. Reciprocal links, are when websites exchanges links with other websites. They send a link and a link is returned. Some people now believe, that reciprocal links have lost their importance as a ranking factor. Three way links are felt by many to be unacceptable. This is where a website sends a link to another website. In return, the other website sends back a link from a third, different website that they own. In this way the other website is able to build up one way links to their main website while returning a link from a third website. One-way links, we know, are more valuable than two way links. Is it cheating?

Links With “Anchor Text”

We know that relevant links are more important than non-related links. If you can link to a website that has the same or similar “anchor text” as your own keywords or search terms, it will boost your ranking in the search engines. The “anchor text” is the title of the linking website. It tells what the website is about. It can indicate that the linking website is about the same or similar subject matter. This gives the greatest boost to a website’s search engine ranking. The only problem is that similar websites don’t want to link to their competition. As a result, these kinds of links are hard to obtain.

Links To Authoritative Websites

Links from some directories and government, educational and military institutions, carry more value than a link from your cousin Joan’s knitting website. These types of links are those from .gov,.edu and .mil websites. Links from human edited directories, such as dmoz.org and Yahoo’s directory are given a lot of weight in Google’s ranking system. They believe that humans do better evaluating websites than automated systems. It is not known if other search engines also count this factor. Yahoo charges $299/ year, per category, to have a website listed in their directory. Dmoz.org does not charge to be listed. However, it’s been difficult to be included in their directory the last few years. It is beneficial to be listed in both.

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