Generating Quality Incoming Links
Link building can have a lot of different meanings, and it can be achieved at many different levels. In most cases, internal links within a website conduct traffic from one page to another. However, link building for reasons related to search engine visibility refers to links which direct traffic from other websites to your website. These are known as back links or incoming links. Links of this type can have a profound effect on the way Google and other search engines rank a website on their search results pages. In addition to this, incoming links can bring traffic to a website, all by themselves.
In general, a website with lots of incoming links is considered to be more important to search engines than sites with no links or few links. So, it’s sound practice to apply strategies which generate more incoming links.
Not every link has equal value, however. Every web page is ranked by Google on a scale from zero to ten. Many, if not most pages have a zero ranking. This ranking can vary from one part of a website to another. For instance, a home page will often have a higher page rank number than an internal page on the same website. This is often because most incoming links are directed to a site’s home page. That said, the page rank for a web page from which your site receives a back link is an important factor in how your site may or may not be rewarded by search engines. Receiving a link from a page with a page rank of zero has much less value than a link from a page ranked with a six.
You will likely hear about reciprocal linking schemes from time to time. “Reciprocal” just means someone will offer to give you a link from their site in exchange for a link from theirs. In more complex schemes, organized link building will generate thousands of links to your site in exchange for lots of outgoing links from your site. In terms of visibility benefits, all of these are schemes from the past. Google in particular, is very sensitive to schemes which attempt to game its system. It now appears that reciprocal linking schemes can actually trigger negative consequences resulting in losses of visibility, rather than gains. For this reason we recommend against all types of reciprocal links.
We have often seen websites with outgoing links from their home page and other key pages. Visitors can use these links to wander out of your site, and often, they never return. In some cases, the sale you may have made became the sale someone else made. For this reason, we recommend confining outgoing links to a particular page on your website. RSS news feeds contain outgoing links, but these stay in one place, on your news page.
Our data control services (DCS) will generate lots of back links to your website’s home page. These will be helpful. Still, it’s important to build links to your website’s internal pages. This involves link building at a different level, and requires a lot more time. We provide this link building service with our Ultimate Service package.
If you’re interested in building links for your own site, there are lots of good ways to do this. We will outline many of these in our coaching to all of our clients.