Link Building - Link Quality

Link building is an essential part of search engine optimisation but not all links are equal.  Today’s blog discusses some of the factors that determine the quality of a link to your site.  Considering these points will help you identify good quality links and maximise your link building campaign.

1. Page Relevancy - The theory behind link building is that they can be thought of as “votes” for your site and the accumulated score of these votes adds to the “importance” of your site. Votes from people in your industry have particular credibility.  Links from pages where the topic does not relate to your site are likely to be devalued.

2. PageRank - Bearing the above explanation in mind, the PageRank of a page can be seen as its importance.  Links from pages with higher PageRank will have much greater impact on your site and, in turn,  will increase your PageRank much more quickly.

3. Outbound Links - Each web page will pass 85% of its PageRank value to the pages it links to. (Note, it will not lose any PageRank itself).  The amount that is passed is divided between the number of links on the page.  Therefore, you will get much more value from your link if there are very few links on the page.  Also, if there are too many links on the page, it may be seen as a link farm or low quality page and your link may be devalued.

4. Anchor Text - Anchor text (link text) can have a significant effect on search engine listings. Typing “click here” into Google will show that Adobe is ranked no. 1.  This is because there are millions of links across the Internet that read something like “click here to download Adobe Acrobat” with “click here” as the anchor text.  Where possible, make sure that the link to your site has a keyword as the anchor text.

Link building is a long term SEO strategy and, if done well, can have a huge effect on your site’s listings.  There are many different techniques that can be employed but paying attention to the points listed above will help you get the most out of your link building efforts.

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