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The Power of the Link

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Search engines honor links to your site highly as part of their search engine page rank system. This gives special powers to links that you need to understand. Links can go to a specific post or article on a website or blog, or to... See more » Search engines honor links to your site highly as part of their search engine page rank system. This gives special powers to links that you need to understand. Links can go to a specific post or article on a website or blog, or to the main page of the site or blog. Links work in four ways: outgoing links, incoming links, intrasite links, and blogroll links. We’ll also look at another growing trend in more powerful linking, trackbacks. We’ve talked about the power of linkability for SEO page ranks, but the power of links is much more than that. Let’s examine these to understand the power of the link. Outgoing Links Outgoing or external links are links which you post on your site to link to sites outside of your website. These are also known as referers, as you are referring someone to a site. I think of these external links as recommendations. If it is on your site, you are recommending that site to your readers. This is where the power comes in. By recommending an external site or web page to your audience, you are telling them that this is a post or article with value. After all, you found it, got some benefit of it, otherwise, why would you be linking to it? You are telling people that this is good enough to click away from your site to visit theirs. It has to have solid value. The power you have over outgoing links is bigger than this. By linking to a blog or site, you are saying this site and page is worth reading. You are also recommending others link to that same post. It is this multi-linking power search engines recognize. Based upon the academia concept of the most cited papers having special value deserving of attention, search engines calculate that websites, blogs, and posts which attract a lot of links must be of value. The higher the score, the better the Search Engine Optimization (SEO) for your their site. This value is a one way street. Do not expect that just because you link to a site or blog that they have any responsibility to link back to you. They don’t. You are only saying that they have said or shown you something of value you want to share with others. However, if the blog or site owner pays attention to their site statistics and referrals, especially if they are getting a lot of visitors from one particular link, they will often come visiting to see what you wrote about them to encourage your readers to leave your site to visit them. If they find value, the odds are likely that they may link back to you when they write something pertaining to your site’s topics. If they find a lot of great content, they might add you to their blogroll or permanent link list. Next time you create an external link on your site, think about the power it has to 1) encourage others to leave your site to visit another, 2) attract attention to your site and anothers, 3) give energy to the process of that site moving up in the search engine page ranks, and 4) encouraging others to link to the same site or blog. Incoming Links Incoming links are the opposite of external links. These are links coming from sites and blogs which like what you have to say on your site or blog. They are linking either to a specific post on your blog, or to your entire website, telling the world that this is worth reading. Incoming links are your referers. They not only tell the world you have something of value, they add to the score care search engines use to determine the value of a website or blog in their page ranking. The more links to a specific post or your site, the more credit for citation you may receive. Still, there are some constraints. Search engines evaluate the number of incoming links, but they also evaluate who is linking to you. If the referring site or blog is high on their page ranking scorecard or SEO, then the linking site is saying, “I have earned a reputation for good web etticute, and I’m linking to you, so you must be worth linking to.” If the referring site is low in page ranking points, then that referring link doesn’t do much for you. Quantity still counts, but quality counts more. How to you get people to link See less »

Tags:

blog links, blogroll, google, seo, wordpress

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