Incoming
links are one of the most important
factors for high search engine
rankings. If your website doesn't
have enough incoming links then
it's very difficult to get high
rankings for a competitive search
term.
It's important that you get
the right kind of links. If
you have 20 good incoming links
then you'll get better rankings
than with 100 bad incoming links.
So what makes a good incoming
link? There are several points
that can make a link better
than other links:
1. The link should
use the keyword in the anchor
text
If you want to get high rankings
for a search term like "buy
brown shoes" then the
links to your website should
use exactly that text. The
text that is used to link
to your site (the "anchor
text") influences the
words for which your website
will get high rankings.
Make sure that the texts
that are used to link to your
website contain words for
which you want to get high
rankings on search engines.
2. The link should
be from a relevant page
Links from related web pages
usually work better than links
from unrelated pages. Links
from unrelated pages won't
hurt your rankings but Google
likes links from websites
that are related to yours
better.
3. The link should
go to a relevant page on your
site
While it's okay to get links
to your home page it is better
to get links to the page that
is most relevant to the chosen
anchor text. If the link text
is "buy brown shoes" then
you should make sure that
the link goes to a page that
deals with brown shoes.
If the link text matches
the content of the linked
pages then it's more likely
that your web page is really
relevant to that term and
it's more likely that you'll
get high rankings for that
search term.
In addition, you increase
the user experience. If a
surfer clicks on a "buy
brown shoes" link it's
much more likely that he'll
buy on your site if he gets
the correct page.
4. It's good if the
link is from an authority
site
Links from pages with high
authority will help to increase
the TrustRank of your website.
Links from websites with high
PageRank have a positive effect
on the rankings of your own
site.
Unfortunately, the Google
PageRank that is displayed
in the green bar in Google's
toolbar is not the PageRank
that Google uses for its ranking
algorithm. The PageRank displayed
in the toolbar is outdated,
often wrong and more a gimmick
than a real help (details
can be found here and here).
You'll often find websites
with low PageRank that rank
higher than pages with high
PageRank in the search results.
Don't trust the green pixels
and use common sense. If a
website is well known and
if the site has good search
engine rankings then it's
likely that it is also an
authority website.
5. The link must not
have a nofollow attribute
The nofollow attribute tells
search engines that they should
not follow a link. Links with
that attribute don't help
your search engine rankings.
Unfortunately, you have to
check the HTML code of your
link partners to find out
if they use a nofollow attribute
to link to your site.
If you don't want to check
the HTML code of each website
manually, you can use the
link check command in IBP & ARELIS
to quickly
check if your link partners
use a nofollow attribute to
link to your site.
Further information on how
to get high quality links can
be found in our free link
building eBook. If you build
links to your website as explained
in the eBook, your website will
get the best possible rankings
on Google and other search engines.
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