Developing search engine credibility using links
Link development is the cross referencing of sites from one site to another. Website owners use links to enhance the information and usability of their own site by providing a visitor with easy access to relevant further reading.
Hints & Tips
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Historically, the sheer number of links to your site would result in higher search engine rankings, but the search engines are now far more sophisticated. The quality and relevance of the linking site now impacts the value of the link.
To maximise the benefits of links you need to:
- Identify quality sites
- Identify complementary sites
- Develop anchor text
- Swap links programme
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There are several types of links:
- External - A link from your site to another site
- Internal - Links within a site (i.e. within a domain)
- Backlinks - Links to your own site from another site
- Reciprocal - Links that are mutual between sites
- One-way - A link from one site to another that is NOT reciprocated
- Paid for - A means whereby large directories generate revenue by offering links for payment (not always recommended)
Links from other sites validate your site.
The search engines see links as a vote for your site from an external source. It is an indicator of your site popularity. Links validate to the search engines that the owners of Site A find the content on Site B valuable and relevant to their visitors. These links generally hold as much sway with the search engines as your actual website.
Link popularity can be likened to company branding. It is time consuming and hence costly, but the rewards are long lasting and of significant benefit to your business.
Link development is a specialist field in the role of search engine marketing and is a necessary requirement to achieve good rankings.
