Link Development

A quick, easy and inexpensive way to bring traffic to your site is to find sites which are targeting the same demographic as you, and ask them to put a link on their site to yours.

You may need to link to theirs from yours in order to achieve this. Having a linking strategy which targets the major web 'intersections' for your target market will bring a flow of qualified visitors to your website.

Some important search engines will measure and rank the number of links that are pointing to a particular website, and include this in the site's overall rating along with meta tag optimisation, keyword relevancy title tags etc. This means that links and getting involved in an affiliate program can have a direct impact on the number of visitors to your website.

Links are the online equivalent of 'word-of-mouth' and can be a quick and inexpensive to increase visitor numbers to your website.

The benefits of ‘Link Development’ include:

• Increased Page-Rank. Search engines(esp. Google) look favourably on websites that have lots of relevants invound links from quality websites.

• Develop Online Partners. You are not alone on the Internet! Developing links with other website owners promotes co-operation and mutual synergy.

• Increased Customer Satisfaction! Your customers will benefit from having direct access to relevant information that they might be interested in – without you having to supply all the information and keep it up to date! This is the WHOLE POINT of hyperlinks in the first place!

Linking Tips

Google and other search engines take a number of significant ‘signals’ into account when deciding how and where to rank a web page in the search engine results. As well as simply trying to match a page to a query in terms a relevance, search engines today have broader aims which are to produce satisfied customers (search engine users) who have the best possible ‘experience’ when using the search engine.

This is strongly related to the marketing, brand image, and customer retention of the search engine itself. In order to achieve these higher order aims, and to combat the constant attempts by some webmasters to rank highly for key phrases using whatever means possible, search engines have concentrated on improving the quality of and protecting the integrity of their search engine results. This has led to the importance of the ‘quality’ rather than the ‘quantity’ of incoming links.

The Historical Value of Incoming Links

For many years the basic assumption that page must somehow be more important if it has a link from another domain coming into it has been taken into account in the search engines’ ranking of pages. The strong correlation and relationship between incoming links and the PageRank™ figure which Google assigns to page therefore led to growth of an online economy based on swapping and particularly buying and selling of links on the web with the core assumption that the more incoming links page has, the higher the PageRank™ figure could be, and the higher the page could appear in the search engine rankings as a result.

Incoming Links Today

It would be true to say that web pages can benefit in the search engine results if they have the right kind of incoming links. Simply ‘optimizing’ a web page so that that it has the right text in the right place in the right way is only part of the battle in achieving the best possible search engine rankings.

Recent communications from Google confirm an emphasis on encouraging webmasters to see the building of incoming links as an important thing to be doing to achieve better rankings, but that this should not be viewed as a short term activity, and that buying in large quantities of less ‘relevant’ links is unlikely to have beneficial effects.

The information and tips below should go some way to giving a better understanding of incoming links in relation to your web marketing strategy.

Linking Information and Tips

• Focus on getting incoming links to your web pages rather than producing outgoing links from your web pages.
• High quality incoming links come from pages which have relevant content to yours, have few other outgoing links form them, have a good Google PageRank™ figure themselves, and the actual hyperlinked text (Anchor Text) which goes to your page contains a key phrase which is relevant to your page content. For example, the link would be less valuable if the text which made up the link was “click here”, or “website”.
• There is a correlation between having more high quality incoming links and achieving a higher Google PageRank™. A higher Google PageRank™ can contribute to higher rankings in the search engine results.
• Having high quality regularly updated content on your web pages can in itself attract high quality incoming links.
• Checking your own incoming links with a view to e.g. trying to improve the quality of the anchor text, and checking your competitors’ incoming links with a view to finding more potentially high quality incoming links for your own pages is a worthwhile activity.
• Search engines are thought to ‘cap’ the amount of value that incoming links from web pages affiliated to your web page have.
• Search engines see and reflect relationships between pages which have the same sources of incoming links. This could potentially affect how the pages are categorized.
• Google’s comments on avoiding linking schemes can be seen here.
• Some of Google’s comments on links, their sources and generators can be seen here

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