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Sunday, 27 May 2012
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Everything
You Need To Know About Linking
by
Sharon Housley
Websites that are
able to amass a large number of links from related websites
that contain relevant content, tend to have an advantage when
attempting to rank well in the large search engines. The tricky
part is understanding how to build a large quantity of quality
links. With the growth of the web and increased competition,
search engines are weighing link relevance, and link authority
as part of their ranking algorithm.
Earning
Links
Link popularity
is a form of "social bookmarking". Think about it,
a link is akin to a "vote" from the source. Just like
in the real world, a vote from a source that is known to be
trusted and respected in a specific industry carries more weight
and contains more social clout, so does a link from a credible
online source. Web links are seen as a recommendation or a website
endorsement. If the endorsements are from established respected
sources in a specific sector, the link is weighed heavier than
an unrelated link or links from a source that is not yet established.
The easiest way to earn a link is to provide quality unique
content.
How do you know who is respected? One way to determine the
value of a website is by accessing its PageRank. PageRank is
visible in the Google Toolbar and is calculated based on the
number of quality incoming links that a website has. Alexa Rank
and TrustRank are also indicators of a websites popularity.
Alexa tracks the websites that people who use the Alexa toolbar
visit. Based on these visits, they determine the popularity
of a website and rank it accordingly. TrustRank is a little
more difficult to pin down. TrustRank is based on the assumption
that good websites rarely link to bad neighborhoods.
PageRank and Alexa Rank can be used to help webmasters assess
what webpages and websites are valued by search engines. Keep
in mind, this is not an end-all/be-all. The rankings should
only be used only as guides. Relevance matters, a link from
a respected tree website will not help a software website unless
they are selling software related to trees or landscaping.
Authoritative Links
Some websites wield great power. They are not topic specific
and are considered quality credible sources or
"authorities". Examples of authoritative sources would
be other search engines or directories like Yahoo!, DMOZ and
Wikipedia. They are respected resources on almost any industry
topics. Authoritative links are desirable and can help increase
a websites popularity.
Deep Linking
Regardless of a websites topic material, if the website is
well designed and informative, it's generally not too
difficult to attract links to a websites' main page. But what
many webmasters do not realize, it is equally important to attract
incoming links to a variety of pages on the website. The more
varied the links to various webpages within a single domain,
shows search engines that a website contains an abundance of
quality material.
Anchor Text
When a publisher links to a website, the search engines consider
the link text used in the link. Varied but related text in the
link shows what the material is about. All links that contain
the same text look "unnatural" and may be considered
as "purchased" or unreliable. Search engines are partial
to natural incoming links. Ideally attempt to establish varied
linking text that unite in a common theme. An example:
Software Marketing Resource
http://www.softwaremarketingresource.com has a number of links
with text containing things like: software marketing; shareware
marketing; software promotion; online software marketing; promoting
software; promoting shareware. All are synonymous with software
marketing and are natural phrases that would be used to describe
the same website.
Directory Linking
Directories should not be overlooked in linking strategies
and while webmasters should not rely on directories solely when
developing strong links, they can be advantageous. Particular
attention should be paid to topic specific directories. A topical
directories are often consider authorities and a related link
can boost exposure.
Competitive Intelligence
Webmasters looking for links and don't know where to look,
should have a peak at who is linking to their competitors. Use
competitive intelligence to track down quality link sources.
Give It Away
An easy way to earn links is to give something away. Whether
you are providing quality content free of charge or a free software
application, webmasters appreciate quality content and products
that are available free of charge. Use the free item or content
to draw attention to your website, if you are truly providing
something of value, it will generate unsolicited links that
are invaluable. Develop a linking strategy as part of your website
marketing plan.
The aim should be to attract authoritative links from related
sources.
Sharon Housley
manages marketing for FeedForAll
software for creating, editing, publishing RSS feeds and podcasts.
In addition Sharon manages marketing for NotePage,
a wireless text messaging software company.
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