Article Read. You Can Find All Kind of Articles

Step Eight Link Building

Link building: its pretty much understood that this is a critical component when youre trying to attain top search engine positioning however the confusion enters when its time to decide exactly what you should do.

From talk about reciprocal link building one might come to believe that this is the golden egg of SEO. While reciprocal link building can definitely be beneficial to your rankings it is far from the only or even the best method. In this article we will cover the following link-building tactics:

• Reciprocal link building

• Directory listings

• Non-reciprocal link building tactics

• Tools to maximize your efforts

And so, without further ado

Reciprocal Link Building

Reciprocal link building is the trading of links between two websites. Essentially it an Ill post yours if youll post mine sort of arrangement. There are many sites out there that will essentially link to any-and-all sites willing to link to them. This is not a good practice.

While purely speculation at this point, there is significant debate in the SEO community regarding how search engines might be altering their algorithms to take into account a Webmaster or SEOs ability to manipulate their rankings with reciprocal links. Whether or not these speculations are true currently, they are most certainly being integrated if they have not be already.

Essentially, the search engines need to protect themselves and provide relevant results to their users. While inbound links as part of search engine algorithms is certainly here to stay, the way these links are calculated changes constantly and in reaction to the current environment and also in prediction of future developments, the way we build them too must evolve.

There are some basic rules to follow when exchanging links:

• Relevancy is more important than PageRank

• Check and make sure the recips arent being blocked

• Link pages with more than 50 links arent worth exchanging with

• Prepare for the future

Relevancy

Many Webmasters focus only on the PageRank of a website when deciding whether to exchange links with it. Without a doubt PageRank is important however more important is whether or not that websites content is related to yours. There are two reasons for this:

Basically, after a series of tests we have determined that links to related sites will never hinder your rankings. With this in mind feel free to link to any site you think your visitors would naturally be interested in if they are at your site.

Blocked Recips

Unethical website owners (or their SEOs) will sometimes block the links backs from search engine spiders. Be this in an effort to attain what appear to be one-way links as opposed to reciprocal or simple to make their website appear to have fewer outbound links this is not ethical and it certainly wont help you.

When youre looking at a potential link exchange page check the source code for the robots tag. If its set to noindex,nofollow then the page is being blocked and the link wont help at all.

Some wiser webmasters will user the robots.txt file to block search engine spiders. If you look for robots.txt at the root of the domain (i.e. at http://www.domaininquestion.com/robots.txt) you will see the files/folders that are being blocked. Look for the links pages and/or the directory these pages or in, in this list. If you find it, then dont exchange links with them.

A new one Ive recently found along this tangent is to draw the links from a script and to block the script and database folders from the search engines. The files wont show up in the excluded list but the links wont be counted. To detect this the easiest thing to do is to view the cache of the page. If the page is cached but none of the links appear and the script directory is listed in the robots.txt file then this tactic is being used. Again, dont bother exchanging links.

If you find Webmasters employing any of these tactics they are unethical. Unethical Webmasters shouldnt be rewarded with high PageRanks or good results. If you have the time and inclination you may want to email those websites listed on the page (heck, they may be good recip link partners anyways) and let them know whats going on. Youll be doing them a favor and theyll probably be happy to exchange links with you as well.

Link Pages With More than 50 Links

Webmasters who are trying to actually do their link partners a favor will limit their links pages to 50 links (the lower the better). The reason for this is that every page gets one vote. A link to another website counts as a vote for that site. This is why it can help improve rankings. As each page only gets one vote a link from a page with 10 links counts at 0.1 of a vote, whereas a link from a page with 100 links counts as 0.01 of a vote. Anything past about 100 links is not counted at all.

Additionally, this higher up on a page your link appears the more weight it is given. If the page lists sites alphabetically try to insure that your title begins with a number or a letter early in the alphabet (which work well for companies like Beanstalk Search Engine Positioning).

Prepare For The Future

Just because a rule applies today does not mean that it will tomorrow. This is true in on-site SEO as well as link building. If generic recip links work today consider whether you believe its in the best interest of your targeted engine to keep it this way. As the answer will undoubtedly be no its in your best interest to insure that you take the extra time to build links that will still be valuable months and even a year from now to save yourself a drop in the rankings and additional work later.

Directory Listings

Having your website listed in quality directories is perhaps one of the most valuable things you can do for it in regards to inbound links. Directories link DMOZ (http://www.dmoz.org/) and Yahoo (http://dir.yahoo.com/) hold significant weight. Google draws its directory results from DMOZ and Yahoo draws its directory results from, well, Yahoo. These links are given a lot of weight.

Make sure that you submit your website to both of these directories and if theyre not listed a couple months down the road, try again (and you may want to try a slightly different category if a relevant one exists as you may have hit one of the many overworked editors whos getting behind).

Aside from these two there are literally thousand of other directories our there. Look for others and submit your site. Some may charge a fee. If this is the case take a look at the page your site would be listed on, take a look at the PageRank, the number of outbound links on the page and determine whether its worth the price. Ive seen directories charging $10 for a permanent PageRank 5 link on a page with 3 other outbound links (though this number is certain to grow over time). Well worth the $10 investment.

You can find may great directories using search engines and, of course, the major directories. For example, were I looking for topical directories a great place to start would be http://directory.google.com/Top/Reference/Directories/ in the Google directory.

Non-Reciprocal Link Building Tactics

There are a number of other tactics for building non-reciprocal links. Here we will outline three of the most popular:

Articles

Writing articles is a great way of getting inbound links and generating quality traffic. Articles give you the opportunity to control the content on the linking page meaning that you can guarantee that it is totally relevant, its a one-way link, and its a link that youll actually get traffic from.

Lets assume that you run a small computer shop. Why not write an article about how to troubleshoot a common Windows problem (no no, its true Windows can be a bit buggy every now and then). The next step is to simple find places to submit your article to and do just that. From experience I would highly recommend keeping a list in your favorites of the sites you submit to. If you decide to publish another article you probably dont want to have to find them all from scratch again.

If you were looking for places to submit to you would run searches on the major search engines for my topic articles (in this case a search for windows errors articles and computer troubleshooting articles would be great places to start). If you find a lot of results only post their own articles you may want to add the word submit to the string.

Press Releases

Press releases are another great way to attain one-way inbound links. If you have news that you feel worth telling, submit a press release about it. While youll probably want to manually submit your site to the key online publishers, services such as PRWeb (http://www.prweb.com/) exist to submit your press release to a large audience at a very reasonable price.

Like articles, if the news is good youre likely to get quality traffic from a press realease and on top of that, you are likely to get some good, related links to your website.

Paid Links

Paid links are links from other websites purchased solely for the value of the link rather than for direct clicks. Paid links have become so popular that auction sites have sprouted up for just this purpose and they can even be bought on eBay now.

There is no particular problem with paid links per-se however I would recommend applying the same criteria that you would to reciprocal links. If you are going to purchase links, only purchase them from related sites and try to make sure the link is not buried down at the bottom of the page.

Run-of-site links (links that appear on every page) are not significantly more valuable than single links on the homepage other than for the traffic. If youve purchased a link in a good location and on a good site youre likely to get some good traffic from it. In fact, this is the general rule I go into any paid link arrangement with purchase the link for the traffic. If the link increases my PageRank its a great bonus but if Ive bought the link for the traffic and Im getting it, then the link becomes secondary.

Link Building Tools

Because link building has become so important to improve search engine positioning a number of great tools have been developed to help in the process. While I couldnt possible list them all here there have been two developments by a company named TopNet Solutions than have truly impressed me and which are the only tools that I use in every link building campaign.

PR Prowler (http://www.beanstalk-inc.com/resources/recommended/pr-prowler.htm)

PR Prowler from TopNet Solutions searches the web based on your specific criteria providing results with a minimum PageRank that you determine. A very handy tool for your link-building efforts.

Total Optimizer Pro (http://www.beanstalk-inc.com/resources/recommended/top.htm)

When we first purchased PR Prowler we thought weve found the ultimate link building tool. That was, until we found Total Optimizer Pro. Made by the same folks who put out PR Prowler this tool rips apart and tells you everything there is to know about your competitors backlinks, the anchor text used to link to them, the PageRank distribution of their incoming links and much more.

If you have any questions about these tools or how they are used feel free to contact me (dave@beanstalk-inc.com). Im happy to answer any questions that you might have.

Next Week

Next week in part nine of our "Ten Steps To an Optimized Website" series we will be covering the importance of monitoring. This isnt simply checking the rankings of your primary phrase every now and then but a scheduled check of all the key components on your optimization and search engine positioning efforts.

About The Author

Dave Davies and Beanstalk (http://www.beanstalk-inc.com/) offer guaranteed search engine positioning. He has been optimizing and ranking websites for over three years and has a solid history of success. Dave is available to answer any questions that you may have about your website and how to get it into the top positions on the major search engines.

info@beanstalk-inc.com