Search Engine Marketing: Link Building

A good link-building strategy will result in lots of targeted traffic being sent to your website.

Most search engines now look at the number and quality of links to your site when determining your sites ranking. The greater the number of quality links pointing to your site from other related sites, the higher the relevancy given to your site.

Highly popular sites which link to yours are more important than low traffic sites when determining your link popularity. Sites that link to yours which are about similar topics count more than off-topic site links.

Link popularity is one of the reasons why listings in Yahoo and ODP are so important. These sites have high traffic and are deemed high quality sites by the search engines. A listing in these directories will boost your link popularity significantly (in addition to sending visitors to your site themselves).

In addition to the benefits above, other sites linking to yours are establishing your credibility (through recommendation) before the user even visits your site.

To begin your link-building strategy, you must research potential linking prospects.

Identify a well-established site that targets the same audience you seek and perform a link search to see the sites that link to that site.

The best tool to use for this is LinkPopularity which uses results from AltaVista, HotBot, and Google.

Once you have identified sites from which a link would benefit your site, you need to contact the webmaster and suggest (ask for) a reciprocal link.

Don't wait for webmasters to find you!

When requesting a link, send a personal, courteous email.

Consider the following before requesting a link:

- why would their site benefit by linking to yours?
- is a link appropriate?
- do they have a links page?
- do they have a link submission form?
- will you offer a reciprocal link? (a link from your site to theirs)

There are many networks which offer link exchange schemes (FFA's or Free For All), where they link to you from hundreds of pages on the condition that you display their logo on your site. Most link exchanges are free (hence FFA), but none of them are worthwhile - they're the search engine equivalent of spam.

Think quality, not quantity.

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