Power Of Linking SES NY 2009


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Sasi Parthasarathy, Program Manager for Live Search at Microsoft talks about how search engines rely on link analysis as an important component for rank web pages at SES NY.

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Power Of Linking SES NY 2009

  1. 1. Discover the Power of Linking Sasi Parthasarathy Program Manager, Microsoft
  2. 2. Ask Live Search • Our position is straight forward – it is not the technique that we are concerned about, it is the intention
  3. 3. How to perceive “Link Building” • Your chance to build reputation on the web • Your website is your asset – link building is an asset building exercise • Link building is a long term commitment – invest over time • Don’t expect results overnight
  4. 4. Key to Link Building • Content is King • Providing high-quality content on your pages is the single most important thing you should do to attract good links. If your content is unique/useful, your site will attract visitors and automatically get good links to your site • By focusing on great content, over time, your site will acquire good links naturally
  5. 5. Links from authority sites • Get links from “high quality” sites that are “authorities” or experts in your field • We know everything about the sites linking to you, and if they are authoritative sources in your field and they link to you, then you are likely a valuable source of information and highly relevant in your field. • Example: If you are building a web-site for feline care, it would be highly desirable to get a link from http://www.catvets.com/ - site for American Association of Feline Practitioners
  6. 6. Links from related sites • Do the sites that link to you relate to your content? • If you have a site selling furniture, a link from a hair salon will not be of much benefit. We look for content relationship when determining the value of a link. The value of links might vary based on how related the content of the two sites is. • Focus on attaining links from sites relevant to your own.
  7. 7. Link building – What is unnatural? • Anything done with the intent to rank higher by manipulating the search engine will be perceived as spam • We want the best content for the user for a given query. Anything done to disrupt this effort will be neutralized and even punished • Examples: 1. If the number of links to your site increase from 100 to 10000 in a week, it might be perceived unnatural and warrant closer review 2. If we see bunch of your links are from blog comments and/or from sites irrelevant to you, it would warrant a closer review Don’t use hidden links 3. 4. Having tons of artificial (and irrelevant) links gotten through paid link farms or exchanges will get your penalized 5. Linking out extensively to known web spam sites will hurt you
  8. 8. Link Analysis with Live Search Webmaster Tools
  9. 9. Link Analysis - Live Search Webmaster Tools • Look at your in-links and out-links for spam sites and malware-infected sites • Look who is linking to you and who you link to and see how reputable they are as perceived by us (look at the page score for reference) • If you get links from popular news sites, look for the writers who talk about you and link to you – now you know who to talk to the next time you have interesting content on your site
  10. 10. Miscellaneous Tips • Submit your site to search engines so that we can crawl you • Make security your priority when you start blogs, forums and message boards • Links are one of the indicators but not the only indicator Good Luck
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