Traffick - The Business of Search Engines & Web Portals
Blog Categories (aka Tags) Archive of Traffick Articles Our Internet Marketing Consulting Services Contact the Traffickers Traffick RSS Feed

HOME » TRAFFICK ARTICLES » ARTICLE

The Right Way to Improve Link Popularity

By Paul J. Bruemmer, 4/14/2002

It all began with Google and now most major search engines use link popularity as an important ranking criterion. At Google, they call it PageRank (PR), which has been its hallmark since 1998. PR evaluates Web structure through link analysis to determine relevancy. It's an algorithm factor that gives higher rankings to sites with many strong, quality links leading to their pages. Such sites are deemed to be highly relevant because of all the incoming links.



To quote Google software engineer Matt Cutts, "Google's PageRank search technology works by first identifying the link structure of the entire Web, then ranking individual pages based on the number and importance of pages linked to them." Note that the popularity and relevance of the backlinks are more critical than their number.



Linking no sooner became the rage than people began to look for short-cuts to link popularity. But there's a right and a wrong way to create backlinks, and short-cuts can get you in trouble. One of these short-cuts was the creation of link farm services that provide hundreds of irrelevant links. Google calls this spamming and will remove sites associated with link farms from its index. Other engines also hate spamming and will do the same.



How do you define a link farm? It's a network of sites that link to other sites for the sole purpose of increasing their PR score or link popularity. You get hundreds of links to your site from totally unrelated sites and in return, you must link to hundreds of other unrelated sites. This is counterproductive because you need to link to related information to provide value to your customers. In fact, if they're sent to unrelated topics they'll probably abandon your site because this is frustrating.



So how can you build link popularity the right way? You need to link to information that expands your customers' knowledge in topics related to your business and of interest to them. There's no short-cut for doing this, it takes due diligence. Below are five tips for getting started on the road to link popularity.

Five Tips for Improving Link Popularity




  1. Directory Listings: Ensure your site is listed in ODP (free) and also include Yahoo! Business Express ($299 yearly) and LookSmart Express Submit ($299) or Basic Submit ($149). Directory listings boost link popularity because they rely on human editors, known to result in relevant content.
    There are many lesser-known directories that might be advantageous to be listed in. You can find many industry-specific and smaller directories in Search Engine Guide's Search Engines Directory.



  2. Request Links: When looking for possible link candidates, start by visiting a search engine and typing in your most important strategic keywords. You'll see a lot of competitors, but look for non-competing, complimentary sites. Screen those sites, selecting only the ones that might be receptive to your link request. Give them a compelling reason to link to your site and be sure to suggest where a link might be appropriate. A good strategy is to link to them first and point this out, which might help get a link back.

    Another way to do this is to identify a well-established site with good content that targets the same audience you want to reach (non-competitive, of course). Then perform a link analysis from that site, noting the incoming links and soliciting those sites.



  3. Promote Linkability Within Your Site: There are many ways to do this. Basically, you want to provide quality resources and outgoing links as appropriate. This can include links to search engines, news hubs, weather reports, industry resources, industry professional groups and so forth. Outgoing links can be important in two ways: they provide incentive for other quality sites to link to you when you're already linked to them, and if internal linkage is done properly, it can improve your PR score. For technical information on PR see the white paper by Chris Ridings "PageRank Explained."



  4. Publish Articles: Get the experts in your company to write informative articles your audience is interested in, then submit these articles to appropriate online publications in your industry. Provide a brief bio containing your Web site URL and make it a condition for publication that the article must appear with a bio containing your company URL. This can generate a lot of links, but it takes time and editorial skills.



  5. Testimonials: It can be worthwhile to start a testimonial page of products and services you find useful. Say you admire certain marketing sites or publishing sites. Contact the company, telling them why you value their services or find their products effective. Be earnest and concise. The company may respond asking for permission to display your comments on their Web site. Grant them permission provided they agree to link to your site. Sometimes it helps if you post the testimonial on your site first and refer them to that page.



In conclusion, this is an important SEO strategy and one of the best ways to improve your visibility and rankings. So you want to do it the right way.

Paul Bruemmer is the CEO of Web Ignite, a search engine optimization company. Founded in 1995, Web-Ignite has helped promote over 15,000 Web sites and was recognized by Iconocast and MarketingSherpa as a top SEO firm based on reputation.

 

 

Speaking Engagement

I am speaking at SMX West

Need Solid Advice?        

Google AdWords book


Andrew's book, Winning Results With Google AdWords, (McGraw-Hill, 2nd ed.), is still helping tens of thousands of advertisers cut through the noise and set a solid course for campaign ROI.

And for a glowing review of the pioneering 1st ed. of the book, check out this review, by none other than Google's Matt Cutts.


Posts from 2002 to 2010


07/2002
08/2002
09/2002
10/2002
11/2002
12/2002
01/2003
02/2003
03/2003
04/2003
05/2003
06/2003
07/2003
08/2003
09/2003
10/2003
11/2003
12/2003
01/2004
02/2004
03/2004
04/2004
05/2004
06/2004
07/2004
08/2004
09/2004
10/2004
11/2004
12/2004
01/2005
02/2005
03/2005
04/2005
05/2005
06/2005
07/2005
08/2005
09/2005
10/2005
11/2005
12/2005
01/2006
02/2006
03/2006
04/2006
05/2006
06/2006
07/2006
08/2006
09/2006
10/2006
11/2006
12/2006
01/2007
02/2007
03/2007
04/2007
05/2007
06/2007
07/2007
08/2007
09/2007
10/2007
11/2007
12/2007
01/2008
02/2008
03/2008
04/2008
05/2008
06/2008
07/2008
08/2008
09/2008
10/2008
11/2008
12/2008
01/2009
02/2009
03/2009
04/2009
05/2009
06/2009
07/2009
08/2009
09/2009
10/2009
11/2009
12/2009
01/2010
02/2010
03/2010
04/2010

 


Traffick - The Business of Search Engines & Web Portals

 


Home | Categories | Archive | About Us | Internet Marketing Consulting | Contact Us
© 1999 - 2013 Traffick.com. All Rights Reserved