All You Need To Know About Link Building
By now everyone knows the key to top search engine rankings; therefore, old data can prove to
be harmful to your website s rankings on search engines. One thing that most are ignorant about
and that you won’t hear from the experts is: a few inbound links can do much more for you while
a few others can almost ruin all your hard work.
Reciprocal links are no more the in thing as you may call it. We’ll talk later about that one though.
One of the most effective ways to boost your search engine ranking is by setting up good quality
incoming links. Not only are they noteworthy but rewarding also. On the part of majority of
websites is to take over other website rivals by gathering as many as incoming links possible to
sustain their position without stumbling over spam filters which place fine on to those sites that
The one drawback of most SEO companies and websites is to give out outdated information. The
only method of building standard links was the leading feature of SEO companies but this is no
longer the case today. This affects your website s search engine ranking too.
You will get a good idea about links if you observe the way they are used today. It is about time
that the usual and typically accepted link building techniques are made use of again. There is
need for re-assessment of link building tactics due to the constant augmentation of ranking
We shall first understand the basics of link design by specifying with the help of some valuable
A default view of any link is like:
Search Engine Optimization
(Links are usually in blue and when visited the colour changes to purple)
But an actual link appears as:
While the HTML code looks like:
<a href=“http://www.searchengineoptimization.com/”> Search Engine Optimization </a>
The URL is within the tag and the text on which the link is placed is in between the opening and
The most important parts of a link are: URL i.e. Uniform Resource Locator is where the web
address of the page is linked and the Anchor text is the visible (i.e. in the above example the
visible text is – Search Engine Optimization).
Placing your keywords in the visible text of the link becomes the most important element of high
ranking web pages.
Inbound & Outbound Links
The link that points towards one of your web pages is an Inbound link whereas that link of yours
which points at someone else's page is called an Outbound link. Let s take an example, A and B
are the representatives of two web pages hosted on different websites i.e. page A is on a different
web page and so is page B. If page A is linked to page B then page A becomes an outbound link
to page B that automatically makes page B an inbound link. This can make linking between pages
A and B as a one-way link.
In order to gain higher rankings on search engines some webmasters agree to substitute links
with one another. This process is called Reciprocal Links. But the term refers to a state where web
pages from different sites link to each other.
Reciprocal links have lost their charm and grace that it once possessed in comparison to one -way
links. Search engines know that webmasters will collude to increase their search engine rankings
by settling to switch links and cut such links to an extent. Nonetheless, reciprocal links will yet
prove to be helpful if they are from vital pages. But, by and large, reciprocal links are overlooked
in comparison to one way links.
Always remember that link value moves on from page to page and not from site to site. For you
only get one link from a web page and not the website, therefore, search engines decide upon the
rankings of a website on the basis of its page and not site. Many a time’s people get reference link
from a site which actually comes from a page of the site.
Less number of people use the method called Triangular Linking to keep search engines at a
distance from discovering their reciprocal link programs. If so, then a number of websites do
switch their links with others that too by not being reciprocal. They link in a circular or triangular
manner. The tact behind it is not to make the search engine detect that these links are not a part
of a reciprocal links format.
While the matter of fact being that most search engine giants have a team of software engineers,
who aim at revealing the falsity of such linking frameworks. You will be amazed with the way they
find the authenticity of the link arrangements.
Link Popularity – an archaic technique
Earlier search engines decided the rank of a website on the sheer basis of number of links pointing
at them. This process was known as Link Popularity. For it was then a pure number game and so
the more the number of links a site gets, it shows the site s popularity.
Unfortunately, manipulation on this basis was quite easy then. As a result, many websites were
motivated to gain from the profit of link popularity and so obtained huge amount links from sites
that were low in class or quality in the form of link farms or aggressive reciprocal links operations.
Nowadays search engines do not lay as much emphasis on link popularity as they used to.
Websites are assessed on the basis of their popularity by search engines. For this you can follow
two ways: one is to acquire plenty of links and second is to get a few links from other key pages
Large number of important pages and other important pages or even at times both are linked to
chief pages. If you want your page to rank highly then the best way to do so is to get links from
important pages which is one of the most productive way. Because many a times, pages that have
links from important page is also by default considered as an important page itself.
In order to make this more comprehensible, let’s understand it through an example, if there is a
Page A which happens to have three incoming page links and we have another Page B, which has
only one incoming page link. So now the question is: from which page should you get a link from
– page A or page B?
If you responded Page A as your answer, then you are right. For, Page A has considerably more
links than Page B therefore Page A is more valuable.
While pages C and D, both these pages have only one incoming link, of which page C as attained
link from a much valuable page than page D. This will lead Page C being ranked higher than Page
D. Though, this is a simplified explanation of a tedious process that takes place over billions of
interlinked web pages on the internet. If you get loads of links from unimportant pages, they are
of no use when compared to a small amount of links obtained from important pages.
Google Toolbar’s PageRank feature
Worried about how search engines rank pages? Needless to say, that it is done through Google
toolbar’s PageRank feature. It displays a faint idea of what Google thinks about a page and how
does it count as important to rank well. By making it a valuable tool for deciding which links
should be taken from which pages. More often than not, make efforts to obtain links from the
page that is ranked highest by the PageRank feature.
The PageRank feature is a mere estimate of how pages can be ranked by and large therefore, be
aware of this fact. As a matter of fact many other diverse basics affect a page in estimating its
value of importance. Of those, some of the factors are the site s recognition and reliability in its
area of trade and whether it serves the services you are looking for along with what s the
website’s worth in totality. Yet apart from all that PageRank does, it does not have the final word.
NOTE: One special case to this rule is: in case the sites have a toolbar PageRank i.e. zilch or
where it is totally gray. It merely shows that Google has not assigned the Page Rank or can be an
indication that Google has fined the site for some reason. So it’s best to avoid being linked with
After the toolbar is installed it will create Page Rank scores for every page that you visit. For
example, if a website A ranks on the 9th position and another website B ranks on the 8th position,
this only means that Google considers website A more vital than the other. Similarly, a link from
the former website would be considered more valuable than the link from the latter one.
An additional point to be careful of is that Google no longer updates its PageRank feature as often
as it used to do earlier. You need to wait for long to view the toolbar PageRank to response to your
optimization hard work with faulty PageRank scores on certain events.
Not meaning that it is entirely futile but just that you should not lay extra prominence on it. The
PageRank toolbar can still give you the basic information of what is your website s rank on Google.
That is, if for instance, you discover your PageRank dropping with time. It is a clear indication for
you to re-work upon your optimization efforts. And if, you build up a new web page and see that
its rankings are not moving upwards then this only means the toolbar has not been updated by
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