When you are building links to increase your link popularity, who do you
link
to? The question of where to link to increase ranking can be confusing.
Logical
thinking is needed to achieve link popularity in a natural way.
Google PageRank
First and foremost, PageRank is part of the algorithm of Google's ranking
in the
search engine results. Other search engines use link popularity in their
algorithm to evaluate your website as well. But PageRank is only one of
the 100
plus criteria Google uses to evaluate your web pages. Use the idea of
PageRank
as a "tool" to help make decisions, there's no need to live and die by the
results. Link popularity itself is merely one way to improve your ranking.
Should You Link To Them?
Think about it. You see a quality website, you see good content. The site
is a
"Mom and Pop" website with little ranking. So what if the Google Toolbar
says
PageRank 2/10? That 2/10 may one day be 8/10. More importantly, you are
linking
to it because it is good to link to for your visitors - end of story.
Reciprocal Linking Fears
There is a general fear of reciprocal linking to websites who
inadvertently link
to a "bad neighborhood" with penalties or PageRank zero, passing on
problems to
you. Use your common sense. Is this a website you would want to visit or
your
visitors would want to visit? If the answer is no or you can't tell what
the
subject of the site is, make a note of it and keep looking. A website full
of
links with little content doesn't "make sense" because what benefit is it
to you
or your visitors? Of course you are going to link to your partners in
business
or maybe the small website that is doing a bang up job of selling widgets
and
providing widget information.
Linking Just To Link
If you are going to link, what purpose does it serve? The idea of
acquiring link
popularity by linking back and forth to other sites to boost your
popularity
artificially is a popular method. But is it of value to your website? Ask
yourself:
* Would you link to this site if link popularity in the search engines
didn't
matter?
* Would your visitor care about this link or find it helpful?
* Does the website have good content?
* Is this an opportunity for you to publicize your website by being listed
there?
* Will this link cause you to spend a great deal of time worrying about
it?
* Is the link "just a link" or do you want a link from any site whose
visitors
care about what you have to say
Places To Seek Out Links That Make Sense
It makes sense to list your website in the search engines and directories.
In
fact, one-way linking, such as listing your site in directories, is a good
way
to improve your link popularity naturally. Well, you say to yourself, of
course
I've done that. Besides the major directories, what else is out there?
You'd be
surprised at the amount of good secondary and specialty directories that
drive
traffic. Some even specialize in a topic - maybe your topic. If you have a
product to sell, look at who your competitor is linking to. Search for
directories and business sites on your topic. Look for websites that talk
about
the widgets you sell and see if they accept submissions to their directory
listings in the category for widgets. Do they accept original articles,
product
reviews, press releases or white papers about widgets? If so, submit your
topical articles and watch your link popularity rise naturally. Always
include
your author bio, website link, reprint and copyright information for your
company. With your good content on other websites as well as archived on
your
own website, there you have it, links pointing back to your website.
Think Like A Search Visitor
You've heard about good navigation, website usability and other ways to
keep
your site visitors interested in your site. Who are the search engines
catering
to? Webmasters? Search Engine Marketers? Google is a prime example - they
want
to create the best experience for their search engine users. It all ties
in
together - good content, good navigation, good usability, validated code,
and
relevant search engine results - because it makes sense. If Google as the
leader
in search engines is concerned about the visitor, don't you think the
other
search engines following suit?
Hard Work Instead Of Worrying
Focus your time on good content which uses your important keyword phrases.
Optimize your web pages using those keywords. Develop your website so once
your
visitors arrive, they will want to stay. The world wide web uses linking
to
connect us all. By using hard work to create a quality website and common
sense
when linking you can stop worrying and start succeeding.
# # #
Daria Goetsch is the founder and Search Engine Marketing Consultant for
Search Innovation Marketing, a
Search Engine Optimization company serving small
businesses. She has specialized in Search Engine Promotion since 1998,
including three years as the Search Engine Specialist for O'Reilly Media,
Inc., a technical book publishing company.
Copyright © 2002-2004 Search Innovation Marketing.
http://www.searchinnovation.com
All Rights Reserved.
Permission to reprint this article is granted as long as all text above
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