Web Linking Strategies

The Web was built on the concept of inter-linking Web sites. Search engines use links and analyze them in ranking Web sites in their search results. This means linking strategy is very important to good search engine visibility.

Linking is usually done as an afterthought, however with Google applying stronger link filters, most are learning that they must put more effort into acquiring links from high-quality, high Trustrank Web sites on similar keyword themes.

The current trend is to just buy links. Other SEOs will hire "link monkeys" to acquire links somewhere on the Web. These approaches are seeing less positive results. In some cases, purchased links aren't working at all. Google also delays the ranking effect of links which means those paying for them could wait a long time before seeing any results.

Many amateurs look specifically at Pagerank of the linking site and fail to look deeper at what Google is looking for. With so many people buying links on high pagerank sites, why would Google continue to give them so much merit?

Link Reputation

Search engines look for a variety of link features. They look at the anchor text which is the visible text inside a link (e.g., professional SEO specialists based in Toronto). They assess the words that surround the link text (e.g., 'is an SEO Company in Toronto, Ontario Canada providing services for North American Companies).

They take nearby headings and the page's html title tags into account as well. From these words they assess something about the meaning of the link as it points to another page on the Web.

This is what is known as link reputation - what the page being pointed to is reputedly about. By building in themes into your Web site and linking strategically within your site, you increase and maximize the transfer of this "link reputation."

Search engines do look for excessive link optimization and may penalize your site if it is considered over-optimized. It doesn't take much to be considered over-optimized, or to trip other so-called search engine filters. That's why it takes an expert to navigate this linking minefield.

Many Web sites greatly rely on what are known as link farms to get a Pagerank and link reputation boost for their pages. Getting involved in these link farms is risky, because at some point in time, they will be found out and punished by the search engines.

Search engines also look for a natural rise in links pointing to your site. If the number of links pointing to your site increases too quickly, it may trip a spam filter. The SEs consider it suspicious when they see sudden changes.

There are always changes in how search engine robots behave and in how links are interpreted by search engines. We all have to keep up to date on the latest techniques.

About Link Exchanges

Web Site Linking
Link Building
Pagerank Issues related to Links
Link Cheating
Text Link Advertising
Sandbox Effect
Text Link Assessment
Link Building Tool

Search engines use "spiders" which are just computer programs that follow the links they find on the Web. Search engine spiders are far from random in how they navigate hyperlinks. They may come to your site to pick up only one page or pages that match a certain keyword phrase, or they may index your whole Web site.

How they visit your Web site depends on the purpose or mission of the search robot. The more optimized your site is, the fresher your pages are, and what your site's PageRank is, will determine how often and how deeply the search engine robot will spider your site.

Just making pages available isn't a guarantee the robot will crawl or index them.

SEO specialists understand robot behavior and help to design your site so it will be spidered correctly and thoroughly.

Search engines do post-processing as well. This is an additional indexing of the data the robot collects in its journeys.

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