Link Exchange
Fraud - Deception and Cheating
Link fraud is something
you should be wary of as you put effort, time and money into your pagerank
building, and link building campaigns.
To rank well, you must request links from other sites, however that link may not be worth anything at all. Your marketing partners, customers, suppliers etc may or may not be good sources of links. Where they're placed and what they say is important. Google looks at the context of a link, and a link with a poor context may not be taken seriously.
Link
exchanges are much maligned today, however if done in small numbers and with high quality sites, they can provide some ranking value.
If you have no support for a keyword phrase, then a small number of link exchanges may help to get Google to recognize your site for that phrase. With no incoming links related to that phrase, you don't have a chance, so the link exchange may help.
If you're going to exchange links, try to get them from relevant sites and don't just use a text link like you can buy at textlinkbrokers or textlinkads. A link by itself is poor quality.
Link Cheating Systems
The key to link cheating is in how webmasters write the link and how many are on a page. Without a proper keyword context and
Link cheating
is big business since most SEOs and Webmasters are overly focused on pagerank.
The result is the use a variety of strategic and technical systems to drain as
much pagerank from link partner sites as possible, while giving very little or
nothing in return.
How do they
do it?
There is a number of
ways they can cheat you. One of the easiest is to just not link to your site.
Some web site owners don't tend to their links pages closely so it may take months
for them to remove the non-reciprocated link. Fraudulent link swappers count on
this. If you challenge their lack of integrity, they'll claim they didn't get
your e-mail or that the link exchange software made a mistake. A classic technique
is to use a framed site so that your link will appear on a very low pagerank page
that is barely detected by a search engine. If the page is pagerank is 0, 1, or
2, Google may ignore it. Pages with more than 100 outbound links are often ignored
by Google as well.
Some will use javascripted
links so that a search robot won't be able to follow to the links page, so it
remains useless even though they say: "Please inform
us after you have placed our link, and we will add your link on this page after
we have reviewed your site." Newer cheat systems use server techniques
that don't use clean links that spiders can follow. The spider will be given a
route to the page with your link on it (i.e., sitemap), however its pagerank and
relevance will be very low. Be very suspicious of links coming from dynamically
generated pages. Search engines have trouble applying pagerank to these types
of pages. Beware of redirected links too.
Some will have a submission
page which they have suggested you use, but after you place your link on their
site and submit yours using their form, you find the form somehow doesn't work.
If it doesn't work, it shouldn't be on the page, and they should not be encouraging
you. That's fraud!
Another more recent
method is to deliberately reduce pagerank to their link exchange pages. They may
also name them as "link" pages with the words link exchange, free add
url etc. all over the page to cause Google to disregard the pages. That means
the link to your site is of little value to your rankings.
Another method used
by many with extensive link directories (aka, worthless directories), is to devise
a "new directory structure" on all new pages. This way, Google
disregards the new links it finds or puts them in the sandbox
for several months. That means you're cheated out of your links value and yet,
they get the value of your consistent long standing link to their site! This is
very common right now.
Another method of robbing
you of value is by putting your link on a page with irrelevant content and other
unrelated links. They believe Google will discount the link and not transfer pagerank
to your site. Lastly, they can stuff the link page url with weird characters or
spaces that Googlebot will not give it full credit. They could botch the
hyperlink that leads to the page as well. In the end, they get your link while
you quietly wait for that page and your link to show up in Google's index.
Targeted,
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