Most major
search engines
consider
a
link
a
vote of confidence.
A
link
is a connection to another position on the same webpage, or a
referral from another
website to
yours.
Link building is done to
improve the reach, visibility and
accessibility of your
content.
The
idea here is that
each
link counts as a
vote
towards the
trustworthiness of your
website. Each link your website
has
establishes your
website
as
authoritative
and
trustworthy. However,
not
all
links are
weighted
equally. The easiest way to
explain this is to use the
concept of
block
voting. Block voting is when
one
person is given the
authority to
vote on
behalf of
many. This is the way unions
work.
For
example:
- Frank represent 100
people
-
Julie represents
200 people and
-
Joe represents 500
people
All
three decide to
vote on an
issue that
affects their
represented
groups,
Julie and
Frank vote
against the
motion, but
Joe votes
for the motion. It
may
seem that
Joe
loses in a 2 against 1 vote,
but because
Joe
represents
500
people, he
technically has
500
votes
against
Frank and
Julies
300 votes.
Joe
wins.
All
websites are given a
value of
PageRank and this
counts
towards their
authority.
Some websites
that you link to will
have
more
authority than others, and the
higher
ranked
sites will give your
website
a
higher
vote.
The
most important factor in
establishing
link quality is the
trustworthiness of the website
linking to yours. If you have more
trusted and valuable websites
linking to yours, the more trusted
and valuable your website becomes.
All major search engines have a
link-based rating model. Most of
them look at:
-
Anchor text
-
The
semantic attributes of the text around your
link and
-
The relationship between
linked sites.
These
ranking
systems are much
harder
to
manipulate than the
other
systems that
measure
organic
ranking.
Here
search
engines look at
IP
addresses,
reciprocal
links and
domain
registration. This is an attempt to
determine if your page is valuable, or if you are engaging in
link
farming.
The
perfect
link should:
1.
Send
valuable
traffic to your website
2.
Tell the
search
engines your
site is an
authority.
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