Links – one of the most essential components of your website ranking
Good day, dear readers!
Today’s article continues a series of publications dedicated to the promotion of your websites in search engines. In the last article, «What content is acceptable to the search engines?» we discussed the importance of the content hosted on your pages. An equally important component of success in promoting your site in the search engines is link mass concentrated in and around the site.
So, let’s discuss in details.
In the last article we talked about the fact that the quality of the content of your pages is very and very important when evaluating search engines. There are many owners of website resources that neglect it. On the other hand, a lot of webmasters and site owners are trying to make their page unique and interesting for visitors (and thus for the search engines). But how search engine can compare and evaluate the quality of the two sites with a similar premium content? Which one to put upper in the search results?
Just to resolve such issues, once the search engines have adopted the tools of quality assessment and the number of links leading to web sites, as well as internal links, going from page to page within the domain.
Let’s talk about these two types of links — internal and external links.
What do they most often serve for, and what are they?
If the site is done for the people, its pages contain a structured and consistent information, it is quite natural when one of them is associated with any other word or phrase. To be able to proceed easily and rapidly to the desired content an active hyperlink is put, as mentioned above a key word or phrase serve as a link text.
For example, take the main page of our web site.
At the bottom of the text is a link to, logically related to the main web page, «About us». Who really wants to know more about the company will be able to easily move to the content of the site.
These internal links are useful for both users and search engines. After all, the Google robot, passing the text of the main page, will run into a link too and will be able to go to the page of the company. Further, if the new page is interesting in its content and SEO meets the basic requirements, as a plus, the master or owner of the web site will have one more good in terms of SEO page content. The more pages, the better!
What internal links may be bad in the vision of Google?
The basic answers to this question are the following:
— broken links
— links which include spam in their anchors
This is the links with the help of which you cannot navigate to the required page for technical reasons. About 404 Error and other URL errors you can find out from the manual for web masters (Google Webmaster Tools) and many other sources, for example, http://moz.com/blog/how-to-fix-crawl-errors-in-google-webmaster-tools etc.
Spam anchor links
In this case we are talking about the excessive tendency of some web masters to bring to the greater weight of ranking pages, promoted by certain commercial needs. In such cases, high frequency of the use of key phrases on the page, including link text, looks intrusive, unreadable and, of course, Google does not like it.
As an example we can take the page of our website «Music».
In the upper part of the text, over the pictures of websites templates, there is text including the keyword «Music». The key phrase, according to which that page is optimized, «Music website templates». More about these products — it is a link that leads to the page for a more detailed description. Option anchor text of the link «More about Music website templates» could be treated by Google as spam.
If your page uses the internal links with exact match of keyword phrases, to which the web page is optimized, it can be treated as spam and have appropriate consequences.
What if, as they say, internal relinking (links within a domain) works well, inbound links coming into your site, are crucial in promoting.
Let us briefly analyze, what links, from what sources can come to your site, and what in today’s vision of Google are organic, and which on the contrary — can make harm to your resource. Lets specify at once, this article is not intended to provide detailed recommendations for link building. Getting inbound links to the site — another big, if not huge, topic that requires in-depth study. In this article, we aim to highlight only the key points and to encourage readers to think well before putting some links leading to their resource.
Recent algorithms of Google, oriented on fighting with unnatural links, allow to turn the efforts of web masters and site owners to the right link building techniques. What has been done and brought fruit earlier, today is unacceptable.
Lets touch a little just those methods that may be well known to you, and which were used earlier.
Often unnatural (inorganic) links were set by SEO optimizers, using all sorts of good and affordable ways. These experts (and often absolute amateurs) saw their main task to put down as much as possible links to the promoted website from any pages of any websites, resources and directories. In addition to this, it was considered a very important task to use keywords and phrases in anchor links.
What methods and links are talked about?
Let’s talk about a few of them in brief.
1. Web directory of sites with free addition
These web resources, which consist of a large number of sites on their list, offered (or offer it now) absolutely for free to add your website to the directory, including an active link to it. It seemed, what could be easier and better? The more these resources, the more inbound links to your website!
But more recently, such references are not just useless, but also lead directly to the spam filter of Google.
As an example of these directories such sites can serve http://lazysubmit.com/, «http://www.freedirectorysubmit.com/» http://www.freedirectorysubmit.com/
2. Placement of SEO-articles in unspecialized directories
Promotion of articles until recently was considered one of the most loyal «white» SEO optimization techniques. As written by you or ordered from copywriter unique article «had every right» to contain two or three active links with the keys in the anchor text and to lead to promoted pages of your web site.
Today, the promotion with articles is still one of the great ways to earn inbound links. However, there are some adjustments in the evaluation of the quality of those links.
Firstly, it is inappropriate to place (of course unique) an article in general not specific catalogs of articles. It is better to give preference to senior level, specialized and highly visited sites, where registered users are offered a lot of options, one of which is the placement of featured articles.
Secondly, it is necessary to be very careful with exact match of anchor text and promoted key. The most natural option would be to write at the bottom of the articles the word «Source» and to set the active link to the page on your site containing the full text.
Thirdly, it is not necessary to post the same article in several places. In order to build up a reference weight naturally, it is best to place articles at several reputable sites, so that each new will be in a new place.
And, of course, remember about the guest posts in the popular, topical blogs. This technique is the most «white» and recommended.
Today Google evaluates much higher those links, which are not very easy to be placed. This is what guest posting implies. This is clear — any blog owner will agree to host only high-quality resource, relevant article, corresponding to all his requirements.
3. Spam blog comments
One of the favorite and very simple techniques to get links to the site, until recently, was leaving comments in blogs. After all, the majority of blogs allow to leave comments with a signature for free. Text of signature — is an anchor of the link that leads to your web site. Again, it was very easy to write a sentence of three or four words and get a link back. For example, «Great post. Thank you. »
In addition, many SEO specialists have entered into anchor text the keys of promoted pages — «The best lawn-mowers in Illinois.» It turned out that the comment was left not by a particular person, but by the best lawn-mowers …
Today, this technique leads to a spam filter of Google!
Can I leave comments in blogs to get backlinks? Absolutely! However, there are a number of simple and clear suggestions on how to get backlinks and not to be punished for it.
The size and relevance of comments.
Naturally, the comment should relate to the publication, and should not consist of a single sentence. In order to leave a normal comment, you should at least read carefully the publication itself.
And do not forget that most of bloggers do not want to put a direct link that does not contain the attribute nofollow, to site with PR lower than 1-2.
If very briefly touch upon the question of what kind of links should get the owners of website resources, lets pay attention to the fact, that Google tends to draw the attention on, introducing new algorithms to assess the quality of websites and links.
The main criterion of quality is the naturalness of a hyperlink leading to the page of your site. Just to make a long story short, evaluating each link leading to your website, it is worth considering whether it appeared naturally or was set specifically for the search engines.
If you had to find among common link mass of your website hyperlinks, that you did not set, but it was done by other people, who liked something out of your content, pay attention to them. This is the most natural links! The only thing that requires further evaluation — is the quality and credibility of the web resource, which decided to refer to your content.
For more information about these and other issues of promotion of your web site, see the following publications of «SEO & Promotion».