Link Building: An ImportantComponent for Search Engine Optimization
– Gary E. Haffer - Director of Sales and Marketing SpiderSplat Search Engine algorithms are constantly evolving so that the most relevant sites end up with the highest page ranks. An algorithm is a set of rules that an engine uses to rank the listings contained within its index, in response to a particular query. Google makes algorithmic changes more frequently than leading competitors such as MSN and Yahoo - and it is a constant battle of wits between search engines and search engine marketers. Webmasters and marketers want to know how to manipulate and maintain high page rankings, while search engines strive to make sure the pages with high ranks are the most relevant possible and are filled with valuable content for searchers. Relevancy is one of the biggest perceived differentiators between the main search market share holders. One of the most important ways to improve your site’s ranking is through link building. Not only will the search engines see links to your site as increasing its relevance, but links from outside sites will always lead to more direct web traffic. Search engines see incoming links as an endorsement or vote for your site. Would you link your website to one that you did not appreciate? In addition, a search engine will think that your site is really important if you are linked to by sites with autonomous link popularity. This gives your website authority and engines will perceive you as a reputable resource. The term “link popularity” refers to the number of indexed inbound links to your website. Simply put - the more websites that link to you the more “popular” your site becomes. Link analysis of this sort evaluates which sites link to you, and what text is being used in the outgoing hyperlink itself. This text should contain keywords that accurately tell search engines how your site should be ranked in relation to the information contained within. For example, if your website sold pottery, ideally sites that link to your domain would contain that keyword: Buy Pottery Online. One way links to your site are perceived by algorithms to be more important than those you reciprocate. If someone links to you, and you aren’t returning the favor, then that likely means your site is of greater importance. One good way to gain links without having to reciprocate is through the use of testimonials. It is difficult to convince or encourage another site to link to you without reciprocation. Testimonials, however, solve this problem by making it in the best interest of others to link to you. If you write a sincere testimony or review, they are going to want their readers to be able to see it. They must include the source of the testimony - hence your incoming link. Also consider adding your site to the wealth of free online directories. Frequently adding original content to your site helps you gain page rank, but it can also help to share content with other sites. If other websites want to include your content on their page, then all you have to do is insist they include a link to you or utilize an RSS (Really Simple Syndication) feed. Also, write articles that will be of interest to others and then distribute them to other article databases. Incoming links to your site is one of the most important facets of SEO today, and any related effort must include this sort of legwork in order to be truly successful. Utilize directories, RSS, testimonials, press releases and good, original content to encourage links and improve the visibility of your web presence.