Link building is the process of getting other sites to link to your site in order to increase its popularity and search engine rankings. There are two main types of links - reciprocal links, where sites link to each other, and one-way links, where a site links to yours but you do not link back. Some link building practices to avoid are using noindex or nofollow meta tags, JavaScript or redirected links, and blocking search engines from indexing link pages via a robots.txt file in order to artificially inflate a site's link popularity.

1. SEARCH ENGINE OPTIMIZATION Link Building Overview By: Cheryl Estorgio

2. Link Building Campaign What is Link Building? Link building is the process of increasing your site's popularity by increasing the number of sites that link to yours.

3. Link Building Campaign What is Link Exchange? Link exchanges are a great way to get links to your web site. However, it is a time consuming and tedious process and there are more than a few webmasters that are involved in shady practices when it comes to link exchanges.

4. Link Building Campaign What is Link Popularity? Link Popularity is value placed on the number and quality of a website’s incoming links.

5. Link Building Campaign What is Page Rank? Pagerank - measures the quality of the websites on a scale of 0 -10.

6. Link Building Campaign What is Backlinks? Backlinks - incoming links to a website, which are used as a kind of voting system by search engine algorithms to determine

7. Link Building Campaign What is Reciprocal Links? Reciprocal Link - the page where your link is located or posted.

8. Link Building Campaign What is Inbound Links? Inbound Links - A website contains links if other websites link to it.

9. Link Building Campaign What is Outbound Links? Outbound Links - Links on a particular web page leading to other web pages.

10. Link Building Campaign Why Links? Links are the internet’s currency.

11. Link Building Campaign 2 Types of Links - Reciprocal Linking - One way linking

12. 2 Types of Links Reciprocal Linking Links where you link to your partner’s web site and your partner links to your web site. Reciprocal links are also known as Bilateral links. Both sites link to each other.

13. 2 Types of Links Advantages and Disadvantages of Reciprocal Linking Advantages Disadvantages -It’s free -Time consuming -Tedious -Your site gives away pagerank -Slow to get many links to your web site

14. 2 Types of Links Reciprocal Linking Diagram

15. 2 Types of Links One Way Linking One way links means that a web site links to your web site, but you don’t link back to that web site. One way links are also known as non-reciprocal links .

16. 2 Types of Links Advantages and Disadvantages of One way Linking Advantages Disadvantages -Increases your link -Time consuming to get one popularity more than way links through reciprocal links “triangular” link exchanges -Can be free -Requires at least 2 web sites to get one way links through “triangular” link exchanges

17. 2 Types of Links One Way Linking Diagram Inbound Links - Site A receives a link from Site B

18. 2 Types of Links One Way Linking Diagram Outbound Links - Site A links out to Site B

19. Link Building Campaign Link Requirements Sample Link requirements: 1. Link only to related sites 2. Linkpage must be PR 1 and above 3. Not more than 100 inbound links in each linkpage. 4. No links from PPC (Pornography, Pills, and Casino). 5. Link only to English sites 6. No links from directory sites unless related. 7. No links from frame sites 8. No links from orphaned sites 9. No links to redirect sites

20. Link Building Campaign Standard Categories and Sub Categories See outline .........

21. Link Building Campaign Shady link exchange partners 1) The use of meta tag “NOINDEX,NOFOLLOW” 2) Javascript Links 3) The use of redirects 4) Using robots.txt to block link pages or directories from search engine robots 5) Orphaned link pages or directories 6) Using new attribute “rel=nofollow” 7) Using frames or iframes

22. Shady Link Exchange Partners The use of meta tag “noindex,nofollow” The Meta tags are in the header of a web page, that is, between the <head> tags. There are some webmasters out there that use the Meta tag <Meta name=&quot;ROBOTS&quot; content=&quot;NOINDEX, NOFOLLOW&quot;> on their links page or directory. This means that search engine robots will not index (NOINDEX) or follow (NOFOLLOW) the links on that page.

23. Shady Link Exchange Partners Javascript Links Example of javascript: <script language='JavaScript' type='text/javascript'> document.write('<a hr'+'ef=&quot;ht'+'tp://w'+'ww.lin'+'ktutorial'+'.com&quot;>Link Tutorial</a>'); </script>

24. Shady Link Exchange Partners The use of redirects Detecting redirected links is fairly simple. There’s no need to view the source code of a web page. Simple click on the link and if you see a series of URLs in the status bar of your web browser, that link is a redirected link.

25. Shady Link Exchange Partners Robot.txt Visit the robot.txt file, it’s in the root directory of a web site: http://www.[domain name].com/robots.txt User-agent: * Disallow: / This means that the web site will instruct ALL search engine robots (User-agent: *) not to visit or index the entire site (Disallow: /).

26. Shady Link Exchange Partners Orphaned Link Pages or Directories Are web pages that are not being referenced or linked to by another web page. Orphaned link pages are harder to detect than the other shady practices employed by some webmasters such as meta tags, javascript links, redirected links and robots.txt files.

27. Shady Link Exchange Partners Using new attribute “rel=nofollow” Google as a means to prevent the problem of comment spamming in weblogs, also called “Blogs”, and it looks to be adopted by all other major search engines such as Yahoo! and MSN.

28. Shady Link Exchange Partners Using frames and iframes Frames are used to divide web pages into multiple, scrollable regions or areas. Each region or area on a page is actual web pages themselves, with their own URL. Essentially, a page with frames is really a collection web pages displayed on one page.

29. End of Link Building Overview CHERYL ESTORGIO www.cherylestorgio.com July 10, 2007