Welcome to Scribd, the world's digital library. Read, publish, and share books and documents. See more
Standard view
Full view
of .
Save to My Library
Look up keyword or section
Like this

Table Of Contents

0 of .
Results for:
No results containing your search query
P. 1
The Professional’s Guide to Link Building

The Professional’s Guide to Link Building



|Views: 1,105 |Likes:
Published by khaled

More info:

Published by: khaled on Dec 08, 2009
Copyright:Attribution Non-commercial


Read on Scribd mobile: iPhone, iPad and Android.
download as DOC, PDF, TXT or read online from Scribd
See more
See less





Section I: The Theory and Goals of Link Building for SEO
Link building is the practice of getting other sites to implement hyperlinks back to a website. This can often be done using a wide variety of strategies, such as:
Asking for a link 
Giving away content or tools
Widget development
Social media campaigns
Purchasing links
And more...This guide will focus on all of these strategies as well as provide additional link buildingresources and tools.
Why Link Building Matters
In broad terms, whenever any user enters a query into a search engine, the search engineneeds to determine how to return the best results. One key step is to figure out which pages on the web are related in any way to the query. Another key step is to evaluatewhich of the pages that relate to the query are the most important, or the mostauthoritative in regard to that query. One of the biggest factors in deciding that is the link 
 profile of the site containing the web page being evaluated, and the link profile of that page itself.In principle, each link to a web page is seen as a vote for that web page. In simple terms,if there are two pages that are equally relevant to a given search query, the page with the better inbound link profile will rank higher than the other page. However, the world doesnot reward those who sit back and wait for links to come to them. As outlined above, it isincumbent on the site publisher to go out and tell the world about their site and get peopleto link to it. Publishers who do not pursue link building are quite likely to be at high risk of losing their search engine traffic, or never building up their web sites to the pointwhere the traffic they are getting meets their goals.A related concept to think about is whether or not the link is something that will help thesite with its rankings for the long term. To illustrate, there are types of links that publishers can obtain to their sites that are against the search engine's terms of service.For example, Google has taken a strong stance against the practice of buying links for the purposes of influencing rankings on the Google index. Yet many people still purchaselinks and it can and does work for many of them, at least in the short term.However, as Google actively invests time in finding paid links (and other link schemesthey deem to be against their terms of service), even if the links work in the short term for the publisher, there is no guarantee that they will work in the long term. This leads to achoice that every publisher must make: whether to pursue short term strategies, such as buying links, that may bring faster results with less effort, or to pursue longer termstrategies that have much lower risk.
How Search Engines Evaluate Links
The notion of using links as a way of measuring a site’s importance was first made popular by Google, with the implementation of their PageRank algorithm. In simpleterms, each link to a web page is a vote for that page. However, votes do not have equalweight. A detailed explanation of how PageRank works can be foundhere.Sticking to the letter of the original PageRank algorithm (which has evolvedsignificantly), a site with higher PageRank will have a more valuable vote. To somedegree this is still true. However, it has gotten more complicated by the introduction of 2new factors:
1. Relevance.
If the link comes from a site that is on the same topic as the publisher’s site(or a closely related topic), that link is worth more than a links that comes from a sitewith an unrelated topic. Taken to its extreme, think of the relevance of each link beingevaluated in the specific context of the search query just entered by the user. If the user enters “used cars in Phoenix” and the publisher has a link to your Phoenix used cars pagethat is from the Phoenix Chamber of Commerce, that link will reinforce the searchengine’s belief that the page really does relate to Phoenix.

Activity (53)

You've already reviewed this. Edit your review.
1 hundred reads
1 thousand reads
kccasey liked this
ceoseo liked this
lovelinks liked this
rahblah liked this
aaaabarc liked this
mohaag liked this
asd4gs4 liked this

You're Reading a Free Preview

/*********** DO NOT ALTER ANYTHING BELOW THIS LINE ! ************/ var s_code=s.t();if(s_code)document.write(s_code)//-->