SEO And Links Explained

Links – the​ official currency of​ SEO-land

In this article I often use the​ words credibility,​ authority,​ confidence,​ reputation,​ etc. I may be inconsistent with my use of​ words,​ but they all refer to​ the​ same thing - this abstract currency that flows among sites that link to​ each other.

When page a​ links to​ page B,​ page a​ gives page B a​ fraction of​ its authority. if​ page a​ has too many outgoing links,​ it​ will end up with little authority. Similarly,​ if​ page B has few links but receives many links,​ it​ will end up with a​ great deal of​ authority. Keep this concept in​ mind when you​ read the​ new few sections of​ this article.

Incoming Links

The value of​ an​ incoming link depends on:

  • The content of​ the​ linking page
  • The link text
  • The content immediately around the​ link
  • The number of​ links on​ the​ page
  • The position of​ the​ link within the​ content (header,​ footer,​ main body?)
  • How well the​ content of​ the​ linking page compares to​ that of​ the​ target website

If you’re considering purchasing incoming links,​ I strongly recommend you​ consider all the​ points above before reaching for your wallet.

Incoming links cannot damage your rankings. SEs understand you​ can’t control who links to​ your website so you​ will not be penalized if​ you​ receive links from bad neighbourhoods. They will simply be of​ no benefit to​ you. the​ only problem is​ when you​ link to​ a​ bad neighbourhood (see external links below).

External Links

External links are an​ important aspect of​ quality content. It’s always good to​ offer a​ few links to​ related quality content. But beware of​ whom you​ link to. Incoming links cannot damage your reputation,​ but an​ outgoing link to​ a​ bad neighbourhood can very much do so.

A link is​ a​ ‘vote of​ confidence’ to​ the​ page you’re linking to​ and you​ definitely do not want to​ give your precious votes to​ poor quality websites – quite simply – it​ makes you​ look bad.

Reciprocal Links

I’m well known to​ be sceptical when it​ comes to​ reciprocal links (probably because of​ this article ). One true,​ sincere incoming link is​ much more valuable than a​ thousand reciprocal links. if​ you​ read the​ ‘Incoming Links’ section above you’ll understand,​ but here’s why:

Reciprocal links

  • Link is​ usually on​ a​ page with poor or​ no content
  • Links are normally considered poor quality because the​ content surrounding the​ link is​ unrelated
  • Content of​ linking page is​ almost always unrelated
  • Linking pages normally have dozens if​ not hundreds of​ external links
  • Link pages normally have low PR because of​ the​ number of​ outgoing links

So basically,​ reciprocal links give you​ a​ tiny share of​ something that isn't worth much in​ the​ first place.One-Way links on​ the​ other hand...

  • Link is​ on​ a​ page of​ quality content
  • Content is​ related to​ the​ link
  • Content of​ linking page is​ related to​ your website
  • Linking page with have a​ minimal amount of​ outgoing links,​ usually just yours.
  • Article pages can only improve their PRs because they get traffic,​ they get bookmarked and linked to​ by people (used as​ reference).

So basically,​ you​ get a​ big share of​ something that's very valuable will only get better! I'm no genius but I know what I'd go for...

So one-way links are a​ win-win situation. “Oh yeah? How the​ hell am I going to​ get incoming links genius-boy?”,​ you​ say. Fear not my friend,​ read on​ and you​ shall find the​ way…

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