Search engines such as Google and Bing have built typical search algorithm technologies over the years. Whenever any user enters a query into a search engine, it determines the way to return best results. It needs to evaluate the pages that are most pertinent to the query and rank them in order of their actual relevance to the search. A prominent part of this algorithm technology is built around determining the kind of inbound links that point to your website.
Theoretically, every link to a web page is seen as a vote for that page in the online space. Building high quality links that appear natural to search engines is most important step towards improving your page rank. If there are two pages that are equally relevant for a given search query, the page that has a better inbound link profile will rank higher than the other page.
A link basically comprises two parts:
• URL (Uniform Resource Locator) – this is the web address of the site that your link points to.
• Anchor text – This is the visible text of the link.
An inbound link is a link that points to your web page from a different page hosted on someone else’s website. Outbound links are located on your website and point to someone else’s page. Links may also be categorized as one way links and reciprocal links. One way link points from one web page to a page on someone else’s website. Sometimes webmasters can agree to exchange links with each other. Those links are referred to as reciprocal links. Link Popularity is the quantity of links pointing to your web page from other sites.
Having the keywords related to your site as the anchor text is one of the key elements of inbound link building and getting a high page rank especially on Google. Link Reputation depends on the type of keywords used in your anchor text. It is used to determine relevance for certain search terms in the search engines.
The notion of using links as a way of measuring a website’s significance was first made popular by Google, with the implementation of their PageRank algorithm.
One of the challenges of implementing a link building campaign is deciding upon the strategy to follow. There are five major components to a link building campaign. These include:
• Getting links from authoritative domains
• Getting links from a volume of domains
• Obtaining links to pages other than the home page (also called “deep links”)
• Local links for local rankings
A good way to start structuring a link building campaign is to identify high authority sites and then determine what it will take to get a link from them. The complication is that the search engines do not offer any direct measurement of web sites’ authority. There is limited data that is publicly available. A good way to begin the process is to determine if major government sites, university sites, or well known media sites are potentially authoritative for your website’s content. To be successful, it is important to have a good knowledge of your market, and then choose the best websites to get back links. If you are relatively new to the world on online marketing, it is advisable to search for places where your competitors have already placed their links. You can then place your own links in the same places. This advanced link building strategy can particularly help you to test the value of your website as against your competitors’ sites.
It is important to receive links from several domains. Hundred links from a single domain are not nearly as valuable as one link from each of hundred different domains (provided that the pages involved are significant for your website content). This is because search engines prefer to count a link to a website as an endorsement by that site. Also, they want the endorsement to be an editorial decision by an informed person. Several links from one domain call for only one editorial decision, but one link from several domains would most likely involve numerous editorial decisions. The bottom line is that it is important to get links from many domains, to harmonize the process of pursuing authoritative links.
While working upon a link building strategy it is important to remember that homepage of your website is the only place for which your may want to invite traffic. You must get links to each major section of your site. Each page on a web site has the opportunity to rank for different search terms, and supporting those pages with direct links helps them rank better. Besides, direct links to lower level pages represent anchor text opportunities for those pages as well.
Local links are important for businesses that operate at an individual city level. Along with links from other businesses based locally, they can also be received through local business directories, local libraries and local clubs. Getting links from such sources reinforces the local theme of your website and individual web pages. This is equally important in international settings. If you need traffic from a search engine version for Australia, you must plan on getting some links from other websites hosted in Australia.
In natural link building the website owner needs to provide compelling content for the website. You may also use content curation as a part of your advanced link building campaign. Rounding up posts and contents from other related sites with topics that complement yours is a proven way for not only generating traffic and links, but also in building relationships, and in getting return traffic to your website or blog.
Keyword rich press releases (PRs) are a way of getting quality links to your website. The Optimizing a press release involves the choice of good keywords in title – this increases the PR’s possibilities of being picked up by major news media editors. Once a press release is picked up by news editors and they find the content compelling, there is now a chance that they will also write about it. Such press exposure helps you get a link from the editors’ sites, and some of their readers may like your site and link to it too.
It is essential to understand that link building is a crucial online marketing function. You need to carefully pick up the strategies while also staying away from the black hat ones!